Social networks such as Instagram, TikTok, Pinterest and Co. are just a few of the numerous social media channels on which companies can place their branded products through authentic content. But in times of ChatGPT, Midjourney and many other AI tools, a well-thought-out social media marketing strategy is still the first choice for finding potential customers and applicants. We have therefore put together some Social-Media-Experts asked about current trendsthat tell us more about the Top AI tools, data protection regulations and the successful building of interactive communities revealedYou will also gain deeper insights into developments that have emerged over the last few months for the coming year and where the challenges lie in social recruiting.
We interviewed social media experts to talk to us about the Most important trends 2024 With the latest insights, we want to send you as co-pilots on a goal-oriented journey for the coming year.
The following will tell you which trends are very popular. Specialists
- Frederick Kromm,
- Ruth Schuster,
- Renko Grensemann
- and Jana Jasper.
Frederick Kromm is an expert in performance marketing and generative AI, while Ruth Schuster is Social Lead at HRS Group is working. Renko Grensemann von rgsmw.com is a freelancer and advises companies on how to effectively find new employees using social recruiting campaigns and knows how companies can attract the right specialists in the industry. And our social media lead, Jana Jasper, also tells us about her assessments in Social-Media-Marketing.
“What are your top 3 AI tools that help you in your daily work in social media marketing?”
Facebook, Instagram and other social networks are not only an opportunity for users to exchange diverse communication, but can also be optimally used with the help of AI-generated content. Frederick Kromm tells us which Top 3 KI-Tools he uses most for his work.
Frederick Kromm (performance marketing expert at 247grad)
“It’s not surprising: ChatGPT and Midjourney are indispensable. For me, ChatGPT is more than just a single tool. I use it, for example, as:
- Sparring partner for creative ideas, brainstorming and rough drafts for scripts.
- Basis for discussion for strategic conception, for example by creating a complete Value Proposition Canvas as a starting point.
- Data analysis tool for evaluating campaigns or analyzing customer reviews.
In addition, ChatGPT super as a control instance: Ad copy, visuals, landing pages, processes, these lines – no matter what it is, I let ChatGPT review my content and am always amazed at what stands out. Midjourney is a great replacement for stock images, storyboards or pitch material. The latter had the nice side effect in 2023 that everyday work with AI became a subtle topic in almost every pitch. Great icebreaker! Otherwise, the AI functions in the entire Adobe Suite are definitely great for increasing efficiency. Enhancing images and generating subtitles are definitely the functions that I personally use most often.”
Jana Jasper
“I use Chat GPT for text and images as well as Canvawhich generates texts for images. Google Images and subtitle recognition tools are also among the tools I use.”
“What data protection issues need to be considered when using AI in social media marketing and how do you deal with them?”
Data protection regulations must be constantly updated and for the benefit of the privacy of social media users What does this look like in social media marketing when artificial intelligence comes into play?
Frederick Kromm
“Without ‘I’m not a lawyer, so I can only give a rough estimate here’, nothing worked in many customer calls last year – and that also applies here. The topic simply covers so many grey areas that it depends very much on the customer how far we can go with the tools.
Large corporate customers are usually the most cautious, and they often have a legal advisor who can take a look at the whole thing. But even some smaller customers, especially regional medium-sized companies, are initially skeptical or cautious. Frederick confirms that we are all testing how far we can go before we are proven wrong. The fact that tool providers such as Open AI are committed to providing support, at least in matters of copyright, is of course also a positive feeling. Regardless of this, the same caution applies to data protection as to all other tools: GDPR compliancewhen using user data, Get in tune and total ensure the highest possible data security.
And as far as using generated content is concerned: if you’re brave, you can just do it and ideally get legal advice. And we’re all waiting to see how the issue will be regulated by law – perhaps we’ll know more in next year’s outlook.”
Jana Jasper (Social Media Manager at Xpert Digital)
“Test it first. Some tools don’t allow the use of images. You can check that beforehand. However, the ideas for prompts and storytelling are my own and I am ultimately the originator of the idea, which is why I can theoretically use any AI content. Basically we try everything to clarify the use of tools in terms of data protection. You always learn something new.”
“How do you see the use of AI in social media marketing in the future and what developments could we expect in the next few years?”
Chatbots, personalization technologies, etc. were the first step towards more efficiency and quality in social media marketing. What can the future will bring us something new for our generation?
Frederick Kromm
“Generative AI for content creation is definitely the most prominent representative of this whole development. No wonder, the wow effect is the greatest here, the potential is very obvious and the use is simple. We will certainly see and read more and more AI-generated content – and over time we will hardly notice it. This brings with it the risk of a certain alienation and mistrust as the boundaries between human and AI-generated content become increasingly blurred. In my opinion, relationships are becoming even more importantbecause AI cannot replace it (at least not yet?): Strong community management is one point that plays a very important role. Authentic content anywayBut why not use AI-generated content and be open about it – in my opinion, that is just as approachable and transparent. AI has great potential, especially when it comes to personalizing content and thus making it relevant for individual users. We can already see this in the way content is played out using algorithms – with generative AI, optimization can extend right down to the actual content. Hyper-personalization at the touch of a button, so to speak, and therefore extremely interesting for me as a performance marketer. With everything, we must remember that AI is not a panacea and, above all, it is not perfect. This applies not only to the obvious errors in results, but also to bias and even discrimination, which quickly takes hold due to the data basis.
Summarized: AI will certainly play an even greater role in everyone’s everyday life – with the success of ChatGPT, it has long since managed to escape the bubble. For us marketers, this means more change, but no less work. We delegate tasks from content creation to optimization and focus on what we humans still do best: real relationships.”
Ruth Schuster (Social Lead bei der HRS Group)
“2023 was definitely a turning point, especially in the use of AI tools in marketing. One thing has become clear: AI has taken its place in social media marketing and it will stay that way. Until recently, it was hard to imagine that we could realize an entire social media campaign – from the first idea to the final ad – with just a few clicks. It is just as amazing that AI can now even do the entire rough cut for videos or podcasts for us. In times of scarce resources and tight budgets, tools like ChatGPT, Autopod from Adobe Premiere Pro and Co. a real gift. They make everyday work easier and increase efficiency. To be honest, I see using such tools as a must-have skill in 2024. For 2024, it looks like these AI tools will become even smarter. They will be able to process the brand voice and tone of brands directly. I am sure that in 2024 we will create visual content with AI that is really impressive and no longer distinguishable from human hands. However, this raises an important point that we must address: How do we manage to build real relationships with our community despite automation through AI? The challenge is to ensure that our content remains authentic and the human element is not lost.“
Jana Jasper
“AIs can definitely make our everyday lives easier. I think we will all find our workflow in which AI tools are integrated. In the paid ads area alone, we cannot avoid What’s new in Ads Manager to test and use. It’s hard for me to say how things will develop. But I know that we will continue to have the role of operating the tools.”
“What measures do you recommend to increase your own presence on social media (as a company or personal brand) in 2024?”
Creating active, personal content, encouraging interaction and addressing the target group are among the most important measures to increase your presence in social networks. But What special steps do our experts Ruth Schuster and Jana Jasper recommend for 2024?
Ruth Schuster
“For me, there are three topics that I currently find very interesting when it comes to increasing your own presence. Firstly, you can feel the decline in LinkedIn reach. We are currently experiencing how difficult it is to remain visible on LinkedIn. With more and more users and content, it is becoming cozy on LinkedIn and it is a real challenge to assert yourself. Community building is becoming increasingly important. It is not just about producing content, but about being close and nurturing relationships to stand out from the noise. The second theme is SOSEO (Social Media Seo)specifically related to TikTok. TikTok is becoming a search engine, which for us marketers means that we have to optimize our content with the right keywords in order to be found. But it’s also about authenticity. Users are looking for real,…
