What's Happening?
Que Ramli, executive strategy director at Greenpark, shared insights on the evolving role of artificial intelligence (AI) in social media strategy during The Drum Awards Festival. Ramli emphasized that AI is transforming the way brands engage with social media by shifting from reactive execution to proactive strategy. AI's capabilities in trend spotting, content optimization, and community management are freeing human talent to focus on creativity and long-term thinking. Ramli argues that AI should augment creativity rather than replace it, enabling more personalized and insightful content. She also highlighted the importance of moving away from the 'always-on' approach to being 'always-relevant,' suggesting that brands should focus on delivering the right message at the right time rather than being omnipresent. TikTok was identified as a key platform for 2025, with its role evolving from a content channel to a search engine, challenging brands to optimize for social search.
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Why It's Important?
The insights provided by Que Ramli underscore a significant shift in how brands approach social media marketing. The integration of AI into social media strategies allows for more efficient and effective engagement with audiences, potentially leading to better brand loyalty and customer satisfaction. By focusing on relevance rather than constant presence, brands can allocate resources more strategically, potentially leading to higher returns on investment. The emphasis on platforms like TikTok as search engines rather than just content channels indicates a broader trend towards discoverability, which could redefine how brands measure success in social media marketing. This shift could benefit brands that adapt quickly, while those that fail to recognize these changes may struggle to maintain relevance.
What's Next?
Brands are likely to continue exploring AI-driven strategies to enhance their social media presence. As platforms like TikTok evolve, companies will need to adapt their content strategies to leverage these changes effectively. The focus on discoverability and relevance suggests that brands will invest more in understanding and optimizing for social search. This could lead to increased competition among brands to capture audience attention in new and innovative ways. Additionally, as AI technology advances, there may be further opportunities for brands to personalize and tailor their messaging to specific audience segments, potentially leading to more meaningful interactions and stronger brand-consumer relationships.
