In the ever-evolving field of social media and digital marketing, 55% of APAC businesses consider AI to be an important part of their social media strategy. This is a significantly higher percentage compared to their global counterparts (44%).
In fact, 55% of marketing and communications professionals across the APAC region plan to increase their use of AI tools in 2024, with organizations primarily focused on finding inspiration (45%) and writing copy ( 40%) are powered by AI.
Don't miss: Study: Gen AI implementation increased content creation by 56.7%
These are the findings of social media intelligence firm Meltwater's State of Social Media 2024 report, which surveyed nearly 400 professionals in the Asia-Pacific region and found that 64% of respondents said that AI tools It was also revealed that respondents said that it helped them save time when writing. 36% say it helps them improve their copy.
When it comes to why companies use social media, 47% of organizations use social media to achieve the top-of-funnel goal of increasing brand awareness and the sub-goals of connecting with customers and increasing brand engagement. I'm interested in doing that.
When it comes to which platforms marketers will prioritize in 2024, Instagram remains the most engaged channel (45%) by a narrow margin, followed closely by TikTok (43%) and LinkedIn (40%).
Interestingly, 63% of respondents from Asia-Pacific countries said they intend to invest less time on X and Facebook, and therefore spend less on advertising, compared to companies in the US and Europe (75%). is significantly lower than
Compared to global teams, teams in APAC are more likely to spend the same amount (38%) than increase their budget (35%) for 2024.
58% of companies run social media completely in-house, but 12% outsource more than half of the work, with text and image content production and video production being the most frequently outsourced social media is the most popular of the initiatives.
Execution limits
As AI becomes more prevalent among consumers and marketers, content generation has never been easier, with content production increasing by 56.7% since the year ChatGPT was launched.
According to new research from digital asset management provider Bynder, this significant growth is seven times faster than the average annual growth rate of 7% in content production, and Gen AI tools are increasing the amount of content being created. The purpose of this study is to clarify the effects on Managed by marketers.
However, Meltwater's report found that despite the ease of using AI to generate social media content, 51% of companies are concerned about employee bandwidth when managing social media. found that 37% say the lack of a clear strategy is a bigger challenge.
Other challenges faced when it comes to social media management include battling algorithms, lack of creative resources on staff, and not having a dedicated social media manager.
In fact, the majority of survey respondents (50%) operate in small social media teams of 2-5 members, and the increased focus on social media is straining human resource constraints. It is becoming clear that what is happening.
“This year, social media teams are in the enviable position of doing more for their organizations with limited resources and budgets,” said Mimura Mahmood, Vice President of Enterprise APAC and Meltwater APAC Partner. states.
“Brands typically post three to four times a week, and the challenge is to consistently create engaging content in a scalable way. AI continues to be a focus as it enhances the capabilities of social media teams. ”, he added.
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