One of the vital greatest causes I’m a overdue(r) convert to AI is that AI-generated content material typically has some tells. And whilst I’m a bit of nearer to it than maximum, after I spot social media content material that’s a right away copy-paste from GPT, it feels canned and inauthentic, and I lose agree with within the individual or emblem.
Whilst I firmly consider that authenticity is vital far and wide you marketplace your enterprise, it’s particularly vital in the case of making connections and rising relationships on social media.
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In truth, whilst I’m 100% on board with the use of AI to brainstorm or flesh out concepts, I will be able to by no means suggest blindly publishing AI-generated social, weblog, or electronic mail content material. With that during thoughts, I need to percentage my strategy to the use of AI in social media methods in some way that permits you to be simpler in how you spend your time whilst nonetheless sounding such as you.
Desk of Contents
How AI Can Degree Up Your Social Media
AI isn’t going anyplace. ChatGPT by myself is answerable for tens of millions of conversations on a daily basis. And nearly all of entrepreneurs responding to our 2025 Advertising and marketing Developments Survey say that AI is making an important have an effect on on their paintings, to the track of just about 80%.
With that during thoughts, you’re almost certainly already the use of AI and doing so feeling beautiful excellent about process safety. Simply 18% of entrepreneurs expressed fear that AI would take over maximum entrepreneurs’ process tasks.
The remaining really feel assured that it’s going to both remove menial sides of promoting or act as a spouse, making advertising and marketing extra environment friendly. The important thing word right here? “Extra environment friendly.” Realize, I didn’t say “as a complete substitute.”
That’s as a result of generative AI has some explicit telltale indicators. A few of them?
- Parallel development sentence construction — “now not handiest…but additionally.”
- Abundance of emojis — 🎉 💥 ♥️ ✅
- Generic hooks — “In lately’s fast paced international…”
There are extra, and I’m now not the use of this for instance of why now not to make use of generative AI. Other people do use the ones tells, too — and that’s exactly why ChatGPT does. As a substitute, I need to indicate that if all your social content material seems like AI or is clearly AI-generated, it could possibly really feel inauthentic and would possibly erode your target audience’s agree with.
M. Shannon Hernandez, founder and CEO of Pleased Trade Revolution, has the same opinion. “I’ve observed not anything that AI has leveled up on social media. The sector of social media is swimming with AI, and now could be the time to embody your very humanness and in fact stand out in a sea of mediocrity.”
Whilst generative AI is the preferred use for social media, some nice choices come with:
- Brainstorming. I really like plugging fundamental concepts into ChatGPT and asking it to flesh them out additional or indicate questions other people can have.
- Keeping up a constant voice. Train your favourite AI software the way you write. Then, it allow you to make sense of random musings.
- Sharpening your content material. Each time I’ve one thing that’s with regards to the sentiment however doesn’t moderately drift proper, I steadily move to GPT to lend a hand me make it sound higher.
- Getting extra mileage out of long-form content material. The general public I do know post a weblog and drop a couple of posts on social media. As a substitute, you’ll use AI that will help you pull out some vital concepts and make your content material move additional with out repeating your self.
- Appearing up extra constantly. Hit-and-run (often referred to as post-and-ghost) social media isn’t a method. AI allow you to get a hold of extra concepts at scale and come up with writing activates for social posts so you’ll write and agenda a ton of content material without delay.
- Developing photographs. Whether or not you’re the use of DALL-E to get a hold of photographs or the use of Canva to mass-create quote photographs to move with captions you’ve written, I feel this is without doubt one of the absolute best tactics to paintings smarter, now not tougher.
Over 32% of entrepreneurs say product demonstrations or tutorials carry out absolute best on social media, with user-generated (22.5%) and behind-the-scenes (22%) content material proper on its heels.
So, what’s falling in the back of with regards to social media efficiency? Tutorial content material ranks lowest. And simply 18% of entrepreneurs say influencer advertising and marketing is their top-performing content material.
However right here’s what in point of fact stuck my eye — 84% of entrepreneurs be expecting AI-generated influencers or avatars to begin changing genuine people this 12 months.
That’s a pink flag, as a result of AI can’t change genuine connection. And in the event you’re the use of AI to your content material technique, how you utilize it issues. Listed below are a couple of pointers for keeping up authenticity to your social media technique.
1. Use descriptive AI activates.
You’ve almost certainly heard the word “rubbish in, rubbish out.” The similar applies to AI. It isn’t a thoughts reader — no less than now not but. That suggests it could possibly handiest move off of the ideas you feed it about what you’re developing, which makes it vital to spend time creating your activates.
“As you’re development the steered, just be sure you put sufficient effort into the outline. I really like to inform it who I’m, who the customer is, the voice to make use of, and an outline of what you’re searching for. The place imaginable, it’s useful to offer an instance. When you’ve performed that, you’ve given AI sufficient to move on and come up with a draft for the primary model you’ll edit,” says Alyssa Burkus, a ghostwriter who gives idea management consulting.
Professional tip: Don’t be afraid to kick it again with comments till it will get you nearer to what you wish to have.
2. Ask for more than one variations.
In my enjoy, AI infrequently nails my sentiment the primary time. So I really like to invite for 3-4 variations of no matter I’m the use of it to create, particularly in the case of emails and social media reproduction. I to find that the slight diversifications lend a hand me get in point of fact with regards to what I need. Plus, it offers me some phraseology I will select and make a choice from.
3. Create laws or customized GPTs for various kinds of reproduction.
I’m low-key obsessive about developing other customized GPTs. I’ve were given a couple of sorts arrange — true customized GPTs and what I name “GPT recollections.”
If you happen to to find you’re going to create a large number of a particular form of content material, which comes with complicated directions, it’s almost certainly value your whilst to coach a customized GPT.
Simply make a selection “My GPTs” within the dropdown menu and apply the directions to coach your individual. The probabilities are never-ending, so I’m now not going to enter extra element right here. I’ve were given those for emails, social posts, or even touchdown pages to streamline the drafting procedure.
The opposite factor I really like to make use of is ChatGPT’s recollections. For instance, I’ve taught mine a handful of LinkedIn activates, hooks, and laws I really like to make use of. Then, all I’ve to do is ask ChatGPT if it recollects my LinkedIn laws and what they’re. As soon as it responds, I will ask it to take no matter we’ve been discussing and use the ones laws to offer me some social put up concepts.
4. Percentage your reports.
Your tales and your standpoint are what make you return alive. There’s not anything extra unique than sharing what’s in fact taking place in your enterprise presently. Use AI to form your tales or repurpose your content material — however floor it in one thing genuine. Even coupling an AI-generated social media caption with a candid photograph could make it really feel extra non-public.
5. Take it one steered at a time.
Considered one of my favourite takeaways from a up to date AI + search engine optimization webinar with Neil Patel was once to not do it multi function move. As a substitute of asking AI to jot down a complete social caption, carousel, and CTA in a single steered, spoil it up.
Ask it to do A. Then ask it to take A and do B. Then upload C. You’ll get well effects — and extra keep watch over.
Anecdotally, I’ve discovered this true as smartly, so it was once moderately validating to listen to it. Via dripping out knowledge piece by means of piece, AI can construct a basis for what I’m the use of it to do and be way more efficient than cramming all of it into one steered.
6. Feed AI a transcript of you speaking.
Wish to ensure your social media content material feels unique? Inform your AI chatbot precisely what you wish to have to mention or be identified for.
Use a device like Loom, Otter.ai, and even the voice characteristic in Google Doctors to speak out your two cents on no matter subject is handy, after which feed that transcript into the generative AI software with a steered to make use of your ideas and concepts to map out some social posts.
I’ve discovered it useful to invite for concepts first after which flesh the ones out into posts with a devoted construction.
7. Use AI for social listening.
AI isn’t near to producing new content material. It’s additionally useful to stay your finger at the pulse of what’s occurring to your house.
Nikita Morell, copywriter and messaging strategist for architects, stocks, “Considered one of my favourite tactics to make use of AI for social media is the use of equipment like Gumloop to ‘pay attention in’ on discussions and lend a hand me establish subjects to percentage on social media. From there, it could possibly both get a hold of put up drafts for me to edit or simply ship me an inventory of concepts.”
8. Upload a human contact and oversight to each put up.
“AI can’t sound human. That’s why it will get tone so improper. Tone is basically the communique of emotion. And emotion is (for now) a purely human thought,” says Gill Hill, editor, emblem voice specialist, and founding father of Interrobang!?
Whilst this relates partly to the telltale indicators of AI discussed above, it is going additional. If you happen to call to mind AI as the typical of all issues mentioned at the Web, it is smart that AI-generated content material extracts persona and the whole thing that makes content material attention-grabbing.
Hill has the same opinion. “As manufacturers notice that AI is only a hole shell of emojis that try to mirror tone, they’re achieving out for human lend a hand. Corporations who’ve by no means thought of emblem voice ahead of (or heaven forbid, discounted it as pointless) now take a look at AI reproduction and know that the tone is improper.”
The answer, then, is to move forward and use AI on your middle’s content material. Simply don’t put up it blindly.
When You Will have to Keep away from AI
My good friend Monique Swansen has a rule: “Simply because you’ll, doesn’t imply you will have to.” Whilst she typically makes use of it in an accounting context as a result of that’s her zone of genius, I’ve discovered it applies in such a lot of different puts… together with AI.
Even supposing AI can do one thing, it doesn’t at all times imply you can use it that means. Listed below are a couple of scenarios the place it’s absolute best to depart AI at the sidelines.
The Feedback Phase or DMs
It’s tempting to click on on LinkedIn’s AI activates when it generates a remark — I am getting it. Alternatively, in my enjoy, AI feedback appear to do one among two issues:
- Summarize the put up.
- Make a choice one facet of the put up to raise.
What do the 2 have in not unusual? Neither provides the rest of price. And so they each really feel inauthentic. The most productive feedback — those other people in fact understand — upload to the dialogue and percentage non-public reports. Identical to you’d see in any real-life state of affairs.
Similar is going for DMs. Some other people I do know have began hanging a duration of their LinkedIn profile names to assist you to spot the bots.
Unique Concept Management
Concept management, at its core, is your ideas and views, knowledgeable by means of your lived reports. Via definition, AI doesn’t have that — it’s synthetic. It might pull from patterns, mimic tone, and prepare concepts. But it surely doesn’t know what .
Certain, use AI to flesh out an overview or easy out a couple of speaking issues — after you’ve plugged to your two cents.
Replica and Paste Eventualities
Don’t plug a put up into GPT, reproduction it word-for-word, and hit post. It typically feels generic and gets rid of the entire power out of your voice.
Fiona O’Carroll, director of virtual advertising and marketing at Xenon Arc, stocks, “I take advantage of ChatGPT to get a hold of a draft ahead of plugging it into some other software — Hemingway — to assist in making it sound much less like AI.”
From there, she will be able to analyze the textual content, to find spaces the place it will have to be more potent or more effective, after which ensure it has her personalized effect.
I additionally like the use of equipment like Originality.AI to seek out explicit passages that may wish some other cross to sound much less like AI and extra such as you. That mentioned, I feel it’s vital to take those outputs with a grain of salt. As a result of from time to time AI sounds human and vice versa, particularly with drier, extra technical language.
When You’re Telling Private Tales
Hernandez says, “AI is a device that has the entire wisdom on the planet and not one of the knowledge that makes a human, smartly, human. AI doesn’t have the capability to really feel. It doesn’t have the capability to create or hang or evoke feelings, and it for sure doesn’t have the capability to have empathy.”
Certain, you’ll use AI to shine those up or construction them in some way that makes extra sense. However, it doesn’t pay to take away all of what made the tale yours from the put up. Your voice — with all its quirks, edges, and effort — is what cuts via.
When You Must Be Spot-on in Your Messaging
There are some spaces the place AI simply isn’t definitely worth the possibility. Don’t depend on it for:
- Disaster communications.
- Emblem messaging that’s been client-approved or legally delicate.
- The rest requiring cultural nuance.
- Criminal, monetary, or well being claims.
Use human judgment right here. At all times.
Being Clear About How You Use AI
If you happen to’re the use of AI to your content material advent procedure — say so. Do you wish to have to do it for each social put up you do? No longer in point of fact. However in the event you’re developing content material for other folks, it’s a will have to.
Certain, it’s about ethics and doing the precise factor. It’s additionally about agree with.
If you happen to’re a private emblem, the bar isn’t moderately as prime, but when puzzled, at all times reply in truth.
Then again, in the event you’re an company or developing content material on behalf of shoppers, it’s almost certainly a good suggestion to incorporate to your contract if and while you use AI, the type of human oversight and enhancing that’s concerned, and what equipment are in play.
Word: This isn’t felony recommendation, so completely seek the advice of an legal professional about absolute best practices right here.
No matter you do, don’t faux it. At this level, maximum shoppers be expecting and/or inspire using AI, so the actual factor lies in telling the reality about it.
You Are the Secret Sauce
If you happen to’ve ever attended one among my workshops, you’ve almost certainly heard me say, “Your secret sauce isn’t your method or mechanics. It’s YOU.”
In truth, regardless of the step by step procedure is, you’ll almost certainly know about it on YouTube or by means of asking AI. However up to you or I will spoil down easy methods to do one thing, we will be able to’t train other people easy methods to assume or how our neurons are stressed out.
So what I in point of fact imply here’s that your secret sauce is all your lived enjoy that informs your method. And that’s the section that AI equipment can’t do.
As I discussed previous, ChatGPT, Claude, Jasper — no matter AI software you like maximum — doesn’t know what makes you tick. It doesn’t know your voice, your tale, or the way in which you notice the sector. That’s what makes your content material value studying.
So, by means of all manner, use the heck out of AI. Brainstorm with it. Construct with it. Velocity issues up with it.
Simply don’t fail to remember that you just’re the factor that makes it topic.
