If there’s one thing every social media manager knows, it’s the importance of infusing personality into the content that you create.
In order for your content to truly drive engagement and help your brand build relationships, it must sound like you. However, creating engaging and valuable content consistently is extremely time-consuming.
That’s where the power of artificial intelligence (AI) comes in. AI can help you maximize the reach of your content by generating tons of social media posts to fill your content calendar with.
So, how do you get started using AI to amplify your social media efforts?
We invited the incredibly energetic Kate Bradley Chernis onto Magnet Marketers to dive into the topic in depth.
Kate Bradley Chernis is the Founder & CEO of Lately – A.I. that learns which words will get you the most engagement and turns video, audio and text into dozens of social posts containing those words.
As a former rock 'n' roll dj, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM. She’s also an award-winning radio producer, engineer, and voice talent with 25 years of national broadcast communications, brand-building, sales and marketing expertise. What she learned in radio about the neuroscience of music helps fuel Lately's artificial intelligence.
Prior to founding Lately, Kate also owned a marketing agency that got Walmart a 130% ROI, YoY for three years. In addition, Kate's appeared as a guest speaker on hundreds of sales, marketing, and entrepreneurial podcasts and has led presentations for Walmart, National Disability Institute, IRS, United Way Worldwide, SaaStr, SXSW, Content Marketing Institute, HubSpot, Harvard University, Columbia University, NYU, and others.
Understanding The Power of AI:
When it comes to social media marketing, artificial intelligence is hugely powerful.
Thanks to AI, marketers can take one piece of content, run it through a tool like Lately, and have 40 social media posts ready for scheduling in a matter of seconds.
Tools like this are a marketer’s dream because they help us save time.
“We’re all trying to figure out how to make the most of the hours we’re putting into something.” @latelyaikately (click to tweet)
Why post about something once when you could spend seconds using a tool that can generate 40 posts and then drip feed that content to post throughout the year?
This way, you’re banking on the long tail which is exactly how to repurpose content and truly maximize the reach of one piece of content produced.
However, we all know that the key to good social media content is making it personalized. It has to feel like it’s written by a human and in the brand/individual’s voice.
“The trick is to take information and modify it into your voice so that your audience will give you credit for it and trust you and share it.” @latelyaikately (click to tweet)
If your posts lack substance, they won’t drive engagement.
When it comes to driving engagement, Kate is a master with an impressive resume of driving real results for big brands like Walmart and Gary Vaynerchuk.
Kate figured out how to do away with the canned messages that many AI tools generate, and instead, make them feel real by infusing personality into the messaging.
For instance, in the case of Walmart, Kate convinced them to infuse way more personality than they usually do into just 12 social media posts (scattered throughout the year,) and saw that those posts drove the MOST engagement for the brand.
“Open your eyeballs, get the data and understand it” @latelyaikately (click to tweet)
The data shows that what works on social media is being your unapologetic self and infusing your brand’s vibe into the content that you create.
So, how can you do this at your company? >> As a marketer, it’s your job to show proof. Find stories and case studies that make the case for being bold as a brand and infusing more humanity into the blogs, videos, and social posts you create.
For instance, Kate’s TOP performing hashtag on Twitter is #PeeingMyPants, because she tweeted it after doing some incredible work with Gary Vaynerchuk that increased his engagement rate by 12,000% through the use of Lately.
How Lately Works:
With Lately, you can run owned and earned media through the tool to generate various social posts.
These posts can then be tweaked by a human - so that they truly reflect the brand voice - and then scheduled out on social media for weeks and months.
While there are a ton of tools that do this, there are several things that make Lately different.
For starters, Lately generates a 98% engagement rate for content. (Yea, our jaws dropped too.) 🤯
Also, Lately is designed to learn your voice specifically so that it can truly generate content that sounds like you.
The tool looks for how you structure your sentences, the keywords you use, and the messaging that gets the most engagement - this all happens within seconds - and it works to fill the gaps until you can fully train the model.
“The idea is to let the AI learn from you by helping it out; it has to be trained. It makes really great guesses at first.” @latelyaikately (click to tweet)
As you edit the results that the tool generates, it’s constantly learning.
Oh, and did we mention that Lately learns from the best?
Kate, the founder, creates every piece of content for her social channels organically and then gives that information/post to Lately, who uses it to continue refining its knowledge of what social posts best drive engagement.
“It’s a symbiotic relationship between the tool and the human using it.” @mike_gingerich (click to tweet)
Another thing Kate does that we love? >> She leans into her team for support. She has a highly engaged team ready to engage with her content when she posts it.
She simply pops the post's link into her team’s Slack channel, and her team jumps on the sharing is caring vibe and supports by engaging.
This is also something that Lately does for their customers AND target customers. (AKA they are masters when it comes to relationship marketing.)
“If you can walk into a company and you have a big social network, you’re a free marketing machine for that company!” @latelyaikately (click to tweet)
It’s not easy to take the time to build relationships and share and engage with others’ content, but it’s what works to grow your audience and makes you an incredible asset to any company.
Putting It All Together:
Are you using artificial intelligence (AI) tools to help with content creation? If not, now is the best time to get started.
AI tools can take some weight off your shoulders by helping you consistently create engaging and valuable content.
Here are some tips we have for getting started with adding AI into your process:
- Start writing with evergreen in mind: This way, you can insert it into an AI tool like Lately and generate content that works for months and years. You make your repurposing efforts easier when you write with an evergreen tone.
- Get your team involved: You want your people actively engaged in the post-publish process. When you make a post, pop the link into your team’s group messaging platform and ask for their support in engaging with the content. This will help boost the content organically!
Don’t forget that stepping outside of your comfort zone and trying new tools like Lately, or even just taking a stab at infusing your personality into a video from your brand, will drive engagement.
Do you think you’re going to try Lately out? What AI tools are you using to enhance your content creation process?
We want to hear from you, so let us know your thoughts in the comments below.