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Artificial Intelligence in Marketing: How to Measure Performance

Hélène Heath
February 6, 2017
Last Updated On
January 4, 2022

Do you feel like artificial intelligence has nothing to do with social media marketing strategy or content performance?

You're wrong.

AI is, and will continue to be, a really big deal for smart marketers moving forward. That said, don't worry if you haven't fully wrapped your head around the ins and outs of AI-powered content marketing—the machines might be artificial, but you're still only human (hopefully).

What is Artificial Intelligence (AI)?

Over the past couple of years, there have been many rumblings about the rise of AI and big data. We already see it more, and more, in our everyday interactions. Even the non-technologically savvy will find themselves using some type of AI-generated software or program on a daily basis and not even realize it.

Artificial Intelligence, or AI for short, is machine intelligence. It’s a computer or mechanical system that allows marketing teams and social media managers to perform tasks that would normally require human intelligence or logic. 

It sounds simple enough, right? Time to learn why you should use AI tools in your marketing strategy.

Why Marketers Should Be Using Social Media AI

Marketing has, and always will be about being ahead of the curve. Artificial intelligence not only helps with that, but also does it more efficiently than most. Social media AI incorporates machine learning, and informed data collection, which allows your brand to be even more strategic with how it curates content for its social media channels.

Many brands use artificial intelligence for predictive analytics. This can be done in a couple of ways: think of a large scale prediction of upcoming industry trends based on past data analysis, or something as small as predicting the performance of a post on Instagram based on historical data and engagement.

You may be wondering, at this point, are there any downsides to using AI? There are a couple. The main issue with AI-based platforms is adoption. It can be difficult to receive buy-in from superiors and co-workers on something that is still so hard to measure, or has legal considerations for how customer data is handled.

Now that we’ve covered the what and the why, are you ready to learn the how?

How To Use Artificial Intelligence in Marketing

Measuring content performance serves as the benchmark of success for all the photos and videos you send out into the world to represent your brand. Hence why it's crucial to be able to dispense the most fitting content for each visual touchpoint your company owns.

Let's examine the 3 key ways to gauge content performance on social media platforms, and how your technique can be optimized with AI-enabled tools.

1. Truly Understand Why a Photo or Video Performs Well

There are multiple considerations into what makes a visual successful once it's been released into the world. Does it represent your brand well? Does the image resonate with your audience? Is it high-quality, trendy, or timely?

The rise of artificial intelligence is going to help marketers everywhere with those aesthetic decisions by sourcing deeper knowledge in a quicker way than ever before. Identifying visual and behavioural trends will be a huge part of machine learning efficiencies.

John Deere tractor in the sunset
John Deere is one of the most successful brands on Instagram when it comes to content performance. Imagine what they could do if they were powered by AI.

2. Understand the KPIs Where a Photo or Video Performs Well

Key performance indicators are the various metrics on which you count to be able to discern tangible performance results, backed by concrete data.

Algorithms, such as the Instagram ‘Explore’ page, or the TikTok ‘For You’ page, are a form of artificial intelligence. They analyze thousands of data points every second to be able to deliver content that is meaningful to individual users. In the age of machine learning, these algorithms are the determining factor in how your content performs, and it’s crucial to keep an eye on which content is able to perform well algorithmically.

3. Figure Out Which Channels a Photo or Video Performs Well On

There are more visual touch points than ever, and they extend far beyond social media channels. They're everywhere your company is being talked about, whether it's on your website, in your branding material, on social media, or in product catalogs.

The types of images and videos that perform well on different channels vary, and relying on intuition alone will not guarantee results.

Artificial intelligence will enable you to know exactly which types of content will perform well in your respective channels. Computer vision software allows you to decipher what imagery means in the same way that the human brain would interpret it. Advancements in technology will allow you to share the best visual, optimized for a particular channel, every single time.

Emma Stone accepting an award and giving a speech
Imagine if NBC could automatically optimize each and every single visual touchpoint their brand has out there to be able to resonate with their viewers across all channels.

Dash Hudson’s Artificial Intelligence Software

Dash Hudson has been embracing the power of this new technology with its AI software Vision. This ever-learning technology collects and analyzes your brand’s library of owned, earned, and paid content. Vision allows brands to easily identify their best content, and gain real-time recommendations on which photos and videos will perform well.

There's no doubt that the marketing landscape is changing. Artificial intelligence and machine learning will continue to be a game-changer for social media managers going forward. To learn about how Hulu uses Dash Hudson Vision to find success on social media, read our case study.There's no doubt that the landscape is changing. Evolution and progress are a natural part of life, real or robotic, and we hereby declare that the inevitable is almost here. Artificial intelligence, machine learning, sorcery of the future, whatever you want to call it. It will be a complete game-changer for social media marketing and image-sharing. Are you ready for this?

We are.

Marketing AI FAQs

How is AI used in Marketing?

AI is used in many different ways in marketing. The most common is in amplifying any task that requires speed. Due to AI’s ability to collect and consolidate data efficiently, it is perfect for automating high-volume data pulls when it comes to reporting and planning.

Is artificial intelligence the future of marketing?

Yes. AI will continue to streamline data collection and curation, which allows for marketers to focus on the bigger picture, automate mundane tasks, and focus on how to scale their business.

How will AI change marketing jobs?

AI will continue to push marketers to rethink how they work, improve workflows, increase team collaboration, and most importantly, free up valuable time that can be spent on the creative side of marketing, and planning for the future.

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