On November 30, 2022, ChatGPT was released. Since then Artificial intelligence (AI) has become a game-changing technology. It is reshaping everything, including social media marketing.

There is an endless stream of content on social media as brands and influencers desperately seek attention. And  AI is at the center of all this. 

Let’s explore the key insights and revelations from the Hootsuite Social Trends 2024 Survey that shed light on this transformative journey.

Accepting Generative AI

It is unwise to adamantly dismiss AI. According to an analysis of over 15,500 news articles and blogs, there was a staggering 550% increase in interest in AI from 2022 to 2023. Social media marketers are swiftly caught on. More companies are planning to double or even triple their use of AI across various activities.

Source: Hootsuite Social Trends 2024 Survey

The Surge in AI Applications

The Hootsuite survey reveals compelling statistics showcasing the surge in AI adoption by organizations. In 2024, there is a projected 318% increase in the use of AI for customer support activities and a 260% increase in AI utilization for image editing.

Consumer Skepticism: Adopt with Care!

It is not all fun and game having an AI tick off some tasks from your busy schedule. A lot of people are having doubts. The survey uncovered that 62% of consumers are less likely to engage with and trust content if they know it was created by an AI application. Adopt with care.

Generational Divide in AI Trust

Your uncle does not really like this whole new AI thing. So keep in mind that different generations perceive AI-generated content differently. 

Gen Z appears more adept at distinguishing between AI-generated and human-created content, expressing higher levels of trust and engagement. In contrast, baby boomers exhibit the opposite tendencies, showcasing a greater reluctance to embrace AI-generated content.

Redefining Authenticity in the AI Era

Despite some people’s doubts, AI is inevitable on social media. So marketers will have to redefine authenticity. In 2024, the most successful brands will shift their focus from who (or what) creates the content to the brand experience it provides. 

With AI in the mix, the critical questions become: Does it feel right? Does it reinforce the brand? Does it work? By addressing these, concerns about whether a bot created the content become secondary.

Working Smarter with AI

Here is what to do if you’re a marketer or brand trying to effectively navigate the AI landscape in 2024:

1. Know Your Audience: Understand your audience’s perceptions of AI based on factors like age, culture, geography, or interests.
2. Delegate Wisely: You should know which tasks to delegate to an AI and which require a human touch.
3. Establish AI Policies: To avoid potential pitfalls, set clear policies and best practices for AI usage in social media.

To Sum this Up: Do Not Fight AI

AI is not going anyway it’s here to stay. Brands that embrace AI intelligently, consider consumer perceptions, and redefine authenticity, are poised to thrive in this new digital landscape.

Note: The statistics and insights mentioned in this article are derived from the Hootsuite Social Trends 2024 Survey.

Remember, in the dynamic world of social media, adapting to technological advancements like AI is not just a choice—it’s a necessity for those who aim to lead the way in 2024 and beyond.

PS:  2024 is going to be a competitive year for brands on social media. If you’re tired of worrying about when or where the next customer for your business will come from, let’s talk. Contact Shukuru Amos from Tanzlite at +255 742 085 089.