GenAI and Social Media Marketing

How the Tech Is—and Isn’t—Transforming Strategies

Report by Minda Smiley  | Apr 30, 2024
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Executive Summary
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Table of Contents
Executive Summary
Social media marketers aren’t shying away from genAI tools
GenAI’s use by social media marketers is already widespread, especially for content creation
GenAI is also being used for data analysis, influencer marketing, and paid social campaigns
GenAI brings serious risks that marketers should consider
Three takeaways for social media marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
Social media marketers are using genAI to analyze data, brainstorm ideas, and meet content demands. But these tools come with their own sets of limitations and concerns, often requiring human guidance and intervention.
Topics
Social Media Marketing
Artificial Intelligence (AI)
United States
Table of Contents
Executive Summary
Social media marketers aren’t shying away from genAI tools
GenAI’s use by social media marketers is already widespread, especially for content creation
GenAI is also being used for data analysis, influencer marketing, and paid social campaigns
GenAI brings serious risks that marketers should consider
Three takeaways for social media marketers
EMARKETER Interviews
Sources
Media Gallery

Time-strapped social media marketers are using generative AI (genAI) to assist with various tasks, including brainstorming, data analysis, and storyboarding. But the tech faces potential problems and limitations, and human assistance and guidance remain key.

Key Question: How can marketers use genAI in their social media content creation practices, strategies, and workflows?

Key Stat: More than half (54.6%) of companies using genAI for content creation use it for social media, per the Fall 2023 CMO Survey.

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7expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Social media marketers aren’t shying away from genAI tools
    3. GenAI’s use by social media marketers is already widespread, especially for content creation
    1. GenAI is also being used for data analysis, influencer marketing, and paid social campaigns
    2. GenAI brings serious risks that marketers should consider
    3. Three takeaways for social media marketers
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Marketers Are Using AI to Help Brainstorm, Create, and Edit Social ContentInfluencers Are Using GenAI for Sponsored Content
    Nearly Half of Companies Leveraging Generative AI Use It for Social Media PurposesThe Majority of US Adults Think AI Will Further Fuel Online Misinformation

    Interviewed for This Report

    Kyle Bunch
    We Are Social + Narrative
    Senior Vice President, Culture Comms and Innovation
    Interviewed March 18, 2024
    Peter Chun
    VaynerX
    Senior Vice President, Global Head of Partnerships and Growth
    Interviewed April 3, 2024
    Layne Harris
    VIA
    Director of Innovation and Technology
    Interviewed March 20, 2024
    Bridget Jewell
    Dentsu Creative
    Executive Creative Director
    Interviewed April 3, 2024
    Octavio Maron
    Dentsu International
    Executive Vice President, Head of Creative and Content, Executive Creative Director
    Interviewed April 3, 2024
    Becky Owen
    Billion Dollar Boy
    Global CMO
    Interviewed March 18, 2024
    Tony Wood
    Dentsu Creative
    Vice President, Head of Social Marketing
    Interviewed April 3, 2024

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    authors

    Minda Smiley

    Contributors

    Jasmine Enberg
    Principal Analyst
    Chris Keating
    Director, Research
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst