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5 Ways to Leverage AI on Social Media


On average, Americans have seven social media accounts, and 90% follow at least one brand, according to Backlinko. Whatever the platform, you want them to follow your agency, there are artificial intelligence (AI) can make the task of managing your social media accounts easier than ever.

Here are five ways you can leverage AI on social media:

1.) Write a better message.

Writing may not be your thing but that is where programs like ChatGPT or come in. However, they aren’t perfect.

The key is remembering that better input leads to better output. When asking any AI program to write content, make sure you include information about the platform you’re using and the “tone” you want, as well as relevant facts about your agency and the action you’re hoping to solicit.

For example, when you “Write a 50-word Facebook post about homeowner’s insurance from AgencyABC” into the prompt, the resulting output is:

Protect your home with peace of mind! AgencyABC offers tailored homeowner’s insurance to safeguard your biggest investment. From fires to theft, we’ve got you covered. Get personalized coverage, competitive rates and responsive service. Contact us today for a free quote! #HomeInsurance #AgencyABC #ProtectYourHome

However, when you add a little more detail, you end up with something quite different. By asking “Write a 50-word Facebook post about homeowner’s insurance from AgencyABC. Tie the message to spring tornado season. The tone should be friendly and casual. We are a family-owned agency in central Wisconsin that emphasizes personal service,” the resulting output is:

Hey neighbors! Spring tornado season is here, but don’t stress! With AgencyABC’s homeowner’s insurance, your family and home are in good hands. As a family-owned agency in central Wisconsin, we prioritize personal service to keep you protected. Get peace of mind with us today! #HomeInsurance #AgencyABC

Also, don’t be afraid to have a little fun—this is social! What’s the result when ChatGPT is asked to write a 50-word parable about a farmer in Wisconsin who failed to get homeowner’s insurance from AgencyABC before tornado season?

Once upon a breezy Wisconsin spring, Farmer Joe shrugged off insurance, thinking, “Tornadoes? Nah, not here.” But alas, the winds howled one fateful day, whisking away his home like tumbleweed. From that day on, Joe learned: Even in the heartland, storms can strike. Protect your homestead with AgencyABC!

While these three messages may not be right for your agency, this exercise does illustrate how your request influences the results. Remember that any content that’s generated must still be reviewed for accuracy and you’ll want to finetune the copy a bit on your own. In other words, use AI content generators to jump-start the writing process, not as a total replacement.

Even if you are comfortable creating your own social content, don’t overlook a tool like Grammarly for proofing and spell checks.

2.) Summarize existing content.

Social media is all about sharing, which means you don’t need to start from scratch on every social post. If you see an article or other relevant content that’s been created by someone else, use AI content generators to summarize the material for your own post before including a link to the original version.

A request on ChatGPT to “summarize this article for a 30-word LinkedIn post,” along with a link to the Forbes article, “Does Home Insurance Cover Tornado Damage?”, generated this content:

Forbes advisor discusses the necessity of specialized tornado insurance for homeowners in high-risk areas. Ensure your property is protected against the unpredictable forces of nature.

Just add a link to the article and you’ve got a ready-made LinkedIn post — Forbes and ChatGPT did the heavy lifting, but you get the extra exposure you might want prior to tornado season.

3.) Find the right hashtag.

Depending on the social platform, adding a hashtag can increase exposure. An Instagram post with at least one hashtag can enjoy a 12.6% boost in engagement, while on LinkedIn, a hashtag boosts post visibility by nearly 30%.

If you want to add hashtags, AI tools like RiteTag and All-Hashtag can suggest hashtags with broad reach that are specific to your goals and the platform you’re posting to.

4.) Create unique visuals.

Adding visuals can generate 650% more engagement than text-only posts, according to Sproutwoth, who say that video can boost engagement even more.

Smartphone cameras are sophisticated enough to generate high-resolution photos and videos, so start encouraging everyone on your team to help you fill your visuals library. But if you need a little help, check out some free AI generators like Synthesia for videos and Canva for photos.

All you have to do is enter a request, such as “tornado hitting a barn.” Try a few different descriptions until you find something that works. Adding “realistic-looking” to your request may help your output. As long as you use it in small doses and only where appropriate, computer-generated art isn’t all bad.

However, one word to remember when generating anything from AI: copyright. AI-generated content without any human input can’t be copyrighted. However, photographers and other content creators are challenging the use of AI-generated photos, claiming that the underlying images are copyrighted.

5.) Improve your posting efficiency.

AI tools like HootSuite, Buffer and Sprout Social, for example, can improve how and when you post across multiple platforms. Among their many bells and whistles are analytics, scheduling calendars, comment auto-replies, content and hashtag generation and more. For agencies without a full-time social media manager, these programs are game-changers.

Even though you can often find many free AI tools, you might find a better fit using a paid subscription. Be sure to take advantage of those free trial periods to try out and compare several different services before committing to one. It’s a great way to see what’s available.

Maryam Jones
Content Manager, Trusted Choice