Social Media's Comeback: Debunking Myths and Seizing Opportunities - like Marketing & AI
If social media could channel Mark Twain, it might say, “reports of my death have been greatly exaggerated.”
The digital headlines over the past year have been buzzing with claims that social media is dead and buried, ready for a eulogy.
In fact, over the past year, I had questioned my relationship with social media, writing articles about how I fell into the trap of social media comparison when my son with cystic fibrosis was born and had a crisis of imposter syndrome - even 12 years into starting my social media consulting business, feeling like because I wasn’t fully embracing short-form video (even though I was writing a lot about it) I wasn’t growing.
Last week, as I sat among the eager attendees at the 10th annual Social Media Marketing World in San Diego, something changed… At least in me. It became apparent that social media is alive and kicking – it's just getting a new lease on life.
In his keynote address, Michael Stelzner of Social Media Examiner not only debunked the myths around social media's demise (with a few examples) but also painted a vivid picture of a future brimming with opportunities for those willing to embrace change.
Contrary to popular belief, Stelzner argued that social media platforms, especially Facebook, are experiencing unprecedented growth and are evolving in response to user behavior. I was just as shocked as you are!
The data speaks for itself: users spent nearly 2 trillion hours on social media apps in 2022, with Facebook boasting 2.93 billion monthly active users. Furthermore, a recent Hootsuite study revealed that 3.71 billion people use at least one Meta app (Facebook, Instagram, Messenger, or WhatsApp) monthly.
Embracing Change: Unconnected Content and Video
Stelzner emphasized that the future of social media marketing hinges on adapting to the changing landscape.
One critical shift is the rise of "unconnected content," which generates exposure and interaction through recommendations and resharing. This approach capitalizes on Facebook's AI-based recommendation system, which increasingly serves content from friends or unconnected sources.
Video content, particularly on platforms like Instagram and TikTok, also presents massive potential for marketers. Meta's aggressive push for content creation, especially in the form of Reels, has led to 140 billion Reel plays per day between Facebook and Instagram.
Exploring New Worlds: Web3, Metaverse, and Generative AI
The second part of Stelzner's talk ventured into the realm of web3, the metaverse, and generative AI. While these emerging technologies might seem intimidating, industry leaders acknowledge their potential and encourage marketers to embrace them.
Web3 and the metaverse empower creators by giving them more control over their content and experiences. Major brands leverage these technologies, creating opportunities for marketers to stay ahead of the curve. Much of Social Media Marketing World 2022 talked about Web3 and NFTs, and while they are still around, they aren't the change-agent people like Stelzner and Mark Zuckerberg thought they would be.
Who knows, I may be eating my words in one year from now, but the biggest change in the past year is the fast rise of Generative AI when ChatGPT was launched - for free- in Nov 2022.
Generative AI, exemplified by ChatGPT and Jasper (a content AI tool I have been using for eight months), is another groundbreaking technology that can revolutionize the way marketers work. Hell, this will change how business works.
By automating tasks like brainstorming, research, or content writing, ads, and presentations, as well as graphic generation, generative AI can improve efficiency and foster innovation.
Stelzner urged marketers to embrace AI as a powerful tool to enhance their work rather than a threat to their job security.
Social media isn't dead, but it's evolving. Marketers who adapt to these changes and embrace new opportunities will thrive in this dynamic landscape.
As Stelzner put it, "Opportunity is calling" – it's up to marketers to answer the call.
Canva Pro has a way to go for their “Canva Pro Text to Image” image AI generator. Though the prompt “AI and marketing as friends” wasn’t very descriptive.
My two main takeaways from Social Media Marketing World 2023:
1: #All the tactics in the world don’t matter if your content is crap. Make content marketing valuable (to your audience).
As I sat in Drea Okeke's session on using TikTok to increase awareness, I couldn't help but feel a sense of excitement – and not just because of the prospect of winning that oversized check for a million followers (she literally walked on stage with a giant Ed McMan check for a million followers as her “hook.).
Her approach to content marketing resonated with me: making it valuable and entertaining for the audience rather than just shoving the product down their throats.
Now, picture this: you're scrolling through your social media feed, and you come across a video that catches your eye. It's not a run-of-the-mill product ad, but a hilarious, engaging, and relatable story about someone struggling with the very problem your product solves. You can't help but share it with your friends, and before you know it, you're a part of a rapidly growing community of people genuinely interested in your brand.
That, my friends, is the power of valuable content marketing. Drea's advice to focus on the problem your product solves, rather than the product itself, is a game-changer. It shifts the narrative from a self-centered sales pitch to a customer-centric story that truly resonates with your audience.
And let's face it, nobody wants to watch a video of a talking head droning on about the latest gadget's features. We crave content entertaining, educating, and emotionally connecting us to the brand. This is where the magic of content marketing lies.
So, how can we apply this golden nugget of wisdom to our marketing strategies? Simple: put your audience first. Get to know them, understand their needs, their desires, and their pain points. Then, craft content that speaks directly to those aspects, with the goal of informing, engaging, and even delighting them. By doing this, you're not only creating a connection with your audience but also building trust and fostering brand loyalty.
Remember, the most successful content marketing strategies prioritize quality over quantity. Instead of churning out countless lackluster posts, focus on creating fewer, but more impactful pieces that resonate with your target audience. In a world where consumers are bombarded with endless streams of information, standing out with valuable content is more important than ever.
So, let's put Drea's advice into action and start treating content marketing like the powerful tool it is. Incorporate storytelling into your campaigns, and create a narrative that showcases the benefits of your product without resorting to boring sales pitches. Entertain your audience, make them laugh, or tug at their heartstrings – just make sure the content you produce is valuable and captivating.
By embracing this approach, not only will you see an increase in brand awareness and engagement, but you'll also establish yourself as a thought leader in your industry. And who knows? You might even find yourself on stage, presenting your own session on content marketing, armed with your very own giant Ed McMan check – and a million loyal followers to boot (okay, that's dreaming big)...
#2: Al won't replace marketers, but marketers who use Al will replace marketers who don't.
It's time for marketers to embrace AI and leverage it to transform their work. The statement "AI won't replace marketers, but marketers who use AI will replace marketers who don't" was the most memorable quote from the AI & Marketing session led by Paul Gosler from the AI and Marketing Institute. His insights into the future of marketing captivated the entire room (which was filled to the brim), and it's evident that AI is not only the future, but the present as well.
‘In fact, during the three days of the conference, we were hit with the news of GPT-4, as well as announcements from both Google and Microsoft for both their office suite products. In just three days, the advancements in AI had progressed so rapidly that it felt like watching a high-speed montage of technological evolution. With tech giants like Google and Microsoft announcing their integration of AI into their suite of products, it's clear that AI is here to stay – and that it's high time for marketers to jump on board.
Imagine a world where your mundane marketing tasks are made more efficient and effective with the help of AI. Brainstorming becomes a breeze, finding that perfect word is no longer a struggle, and rewriting your thoughts is as easy as pie. All the while, you're left with more time to focus on the creative aspects of marketing, developing strategies and making connections that no AI can replicate.
Now, I'm not saying that AI will swoop in like some caped superhero, solving all our marketing problems in a single bound. No, it's not all rainbows and unicorns in the world of AI, but it does have the potential to revolutionize the way we work. For businesses to thrive in this ever-evolving landscape, adaptation is key.
So, what does this mean for marketers who are hesitant to dive into AI? Frankly, it's time to get with the program or risk being left in the dust. The sooner we embrace AI and learn to use it to our advantage, the better positioned we'll be to stay ahead in the increasingly competitive marketing world.
Picture yourself at the next marketing conference, and instead of being the person googling "What is GPT-4?" while everyone else is discussing its latest features, you're leading the conversation on how to implement AI in your marketing strategies.
Sounds pretty cool, right?!?!?!
Ultimately, the point is simple: AI isn't here to take away our jobs but to augment our abilities and make us better at what we do. (honestly, remove the word marketer from the quote above and add the word educator, designer, developer, etc.).
As marketers, it's our responsibility to keep up with the latest trends and technologies, and AI is no exception. So, let's buckle up, put on our thinking caps, and ride the AI wave to a brighter, more efficient future in marketing.
Embracing AI isn't just a passing trend but a necessity in today's fast-paced marketing landscape. Integrating AI into our daily tasks and strategies can unlock new efficiency, creativity, and competitiveness levels.
As we venture into this brave new world of marketing, let's remember that the key to success lies in our ability to adapt, learn, and grow alongside these technological advancements. By doing so, we'll stay relevant and lead the charge in innovation.
Llet's take this opportunity to unite, collaborate, and explore the endless possibilities AI offers. Together, we can shape the future of marketing and ensure that our industry continues to thrive in the age of AI. Because, after all, if we don't ride the wave, we'll only find ourselves struggling to stay afloat.
And who knows? In a few years, we'll be reminiscing about this VERY MOMENT as the turning point that propelled us into a world where AI-powered marketing was no longer just a buzzword but an essential part of our professional lives.
I MEAN, WOW…
