gist
- End of writer’s block? Hootsuite announced the launch of an AI-powered content generator for social media.
- Social media management is rapidly embracing AI. Salesforce, Adobe, and others announce their own AI integrations.
- A social market ready to explode. The global social media management market is estimated to reach $70.6 billion by 2027.
As top social media management companies vie to embed AI, Hootsuite, one of the first players in the market, announced the launch of OwlyWriter AI, an AI-powered content generator.
According to Natalia Williams, chief product officer at Hootsuite, the new technology is powered by generative pre-trained transformer technology (GPT) and rapid engineering/variance, allowing two users to share similar topics. It was developed as a step to avoid generating the same content. – A tool that requires very little information to generate post ideas and captions tailored for various social media platforms.
“Social marketers are nimblely pumping content every day with the inevitable challenge of creative block,” says Williams. “Social marketers have known anecdotally that they constantly struggle with a lack of ideas and readily available content to post on social media, and a lack of time to find inspiration. And we surveyed our customers on social media to see if we identified their weaknesses.
they did Hootsuite customers overwhelmingly chose “come up with content ideas” as their biggest problem.
“The magic of OwlyWriter AI is in the prompts and formulas we develop to generate quality social content that you can use in your next post,” Williams said. “OwlyWriter AI and our other AI content creation tools layer on our years of social media expertise to meet the unique challenges of coming up with and creating compelling social media posts. I have.”
Additionally, Williams said content generated from OwlyWriter AI can be integrated into other parts of the Hootsuite experience, such as the Hootsuite Composer and scheduled posting functionality. Ultimately, the company plans to incorporate his OwlyWriter AI into the full Hootsuite experience.
Hootsuite originally launched in 2008 as a free, cloud-based tool that allowed desktop users to manage all their social accounts from a single dashboard. Company officials made the new product available today as a free and open beta to customers for a limited period of time in hopes of gathering feedback that signals the technology’s continued innovation.
Related article: Hootsuite Joins TikTok’s Marketing Partner Program
Social media management market races to adopt AI
Hootsuite is certainly not alone in the AI race.
Just today, Salesforce announced new Einstein GPT and Data Cloud capabilities for Flow, its portfolio of automation tools. In March, Salesforce announced Einstein GPT, its own generative AI CRM technology. HubSpot founder and CTO Dharmesh Shah announced the company’s latest foray into generative AI with his ChatSpot.ai alpha release powered by OpenAI’s ChatGPT. Just one day after he made it public.
Adobe unveiled a new generative AI arsenal at last month’s Adobe Summit. Beta release of Adobe Firefly and a new set of Sensei GenAI services that integrate natively into Adobe apps.
In January, Emplifi launched AI Composer, which incorporates OpenAI’s GPT-3 to generate publish-ready social media content. Another big player in the market, Sprout Social, also announced the acquisition of RepuState, an AI-powered natural language processing and machine learning platform. The acquisition will allow the company to offer more advanced AI capabilities and expand its capabilities in sentiment analysis, intent detection and chatbot automation, according to company officials.
“Sentiment analysis and artificial intelligence are key to managing social media at scale, and with the addition of Repustate technology, we are excited to offer our customers an even deeper set of capabilities,” said CEO of Sprout Social. co-founder and co-founder Justin Howard said in a statement. “The addition of Repustate’s AI, domain expertise and talented team to our technology roadmap across core Sprout products, including social listening capabilities and aspect-based and industry sentiment within inbox messaging and social customer care extensions. I am confident it will accelerate.”
Last month, Sprout Social CTO and co-founder Aaron Rankin blogged about investing in AI, assuring customers that “safety and accountability remain top priorities.”
“Tools like ChatGPT have the potential for human-level performance on many tasks, but they have shortcomings (as humans do), among them the ability to perpetuate biases and spread misinformation.” There are ‘things that hallucinate,’ says Rankin. “AI alone is not ready to represent your brand or business culture. It is our responsibility to deliver a product that fulfills our expectations and that we can control.”
Explosive growth forecast for social media management market
According to Research and Markets’ recent social media market forecast, the global social media management market (valued at 16.2 billion in 2021) is estimated to reach 70.6 billion by 2027, at a CAGR of 26.17% It has been.
Growth is attributed to three key factors. Companies are being forced to stay ahead of their competitors, with a huge increase in internet and analytics use, and of course social media users. Additionally, companies “seek cutting-edge technological solutions to maintain their edge,” they say.
However, privacy concerns pose a challenge. Data breach news has caused some users to “rethink their activity on social networks.”
“There is a danger of misintegrating AI. One potential danger is over-reliance on AI and losing the human touch in social media interactions,” Williams said. “Social media is ultimately a platform for social interaction, and highly automated content can feel impersonal to viewers.”
The forecast lists Adobe Inc., IBM, Salesforce.com Inc., Oracle Corporation, Cognizant, Hootsuite, Sprout Social, and Google Inc. as key players in the social media management market.
Related Article: Deciding Which Social Media Platform Is Best For Connecting With Your Customers
Finding the Right Social Marketing Manager
Gartner’s Market Guide to Social Marketing Management states, “As brands support multichannel marketing and customer experiences, digital marketing leaders need social marketing tools that connect data across channels and initiatives.” Advised. Gartner also suggests a three-step process for marketers looking for a social marketing management solution.
- Make a list of the business goals your organization is trying to achieve and how social media supports achieving those goals.
- Include at least three suitable vendors in your selection process to maximize your bargaining power.
- Choose a social marketing management application that can evolve with your business needs.
Social advertising is the largest spending category for chief marketing officers, according to the 2022 Gartner CMO Strategy and Spend Survey.
