Social media is on the cusp of a significant transformation driven by artificial intelligence (AI). This article breaks down the impending changes and provides a seven-step playbook for content creators to adapt and thrive in this new landscape.
The Rise of AI-Generated Content
The ability of AI to generate content is rapidly improving, and its impact is already being felt on social media platforms.
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Example 1: AI Avatars: Consider Rowan, who has 100,000 followers on Instagram without ever logging into the app. His videos are created using an AI avatar, demonstrating the potential for AI-generated content to gain a significant following and generate revenue.
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Example 2: Fully AI-Generated Accounts: Verun has amassed 1 million followers with entirely AI-generated videos. These videos generate millions of views, drive engagement, and contribute substantially to his business's revenue.
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Example 3: Low-Quality but Effective AI Content: Numerous accounts featuring AI avatars of women promote a disposable camera app. Despite the low quality of the content, these accounts attract thousands of views and drive app downloads, generating substantial revenue for the app developers.
These examples demonstrate that AI-generated content is not just a novelty; it's a viable force capable of attracting real engagement and generating revenue.
The Future of Social Media: A Content Overload
The proliferation of AI-generated content will lead to a massive increase in the volume of content on social media platforms. This could drastically alter the landscape for creators.
The 10,000x Content Surge
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The amount of content posted daily is expected to increase exponentially, potentially reaching 10,000 times the current volume by 2030. This will invert the supply and demand dynamic.
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Currently, there isn't enough quality content to satisfy the demand. Soon, there will be an overwhelming surplus.
The "Where's Waldo" Analogy
Imagine a warehouse with a hundred people, each a creator wearing a different colored shirt. It's easy to spot the person in the red shirt. Now imagine a million people, with thousands wearing red. Finding that one specific person becomes incredibly difficult. This illustrates the challenge of standing out in a sea of AI-generated content.
The Impact on Creators
In a world of immense content volume, reaching your target audience organically will become increasingly difficult. Your free content will be drowned out, and you may be forced to pay for advertising to reach your audience.
Four Potential Scenarios for Social Media Platforms
How will social media platforms respond to the rise of AI content? Here are four possible scenarios:
- The Wild West: Platforms do nothing, allowing AI and human-generated content to compete freely. Established brands might survive, but new and unknown creators will struggle to gain visibility without paid promotion.
- Human-Only Verification: Platforms create a separate "human-only" feed, requiring creators to verify their identity. However, this feed is unlikely to gain popularity as users will likely prefer personalized content delivered by AI-driven algorithms.
- Ban AI Scenario: Creators demand a ban on AI-generated content. This is unlikely to happen because platforms may prefer AI content.
- Pay-to-Play: Platforms turn a blind eye to AI content and offer creators the option to pay to have their content prioritized, effectively turning organic reach into a paid service.
Ultimately, all scenarios may lead to the "Wild West" where free content becomes harder and harder to reach audiences.
Futureproofing Your Brand: A Seven-Step Playbook
To succeed in the age of AI-driven content, creators need to adapt. Here's a seven-step plan:
- Confirm the Goal: Increase your brand recall by becoming a category of one in your target audience's mind. When they think of a specific problem or topic, you want to be the first person they think of.
- Align Your Content-Audience Recall Fit: Define the specific phrases or keywords you want your brand to be associated with. Work backward to create content that reinforces this association.
- Go on Offense: Make Aggressive Volume of Content: Post frequently (ideally one video per day, 20-30 pieces of content per month). Focus on volume and iterate based on feedback.
- Start Using AI Tools: Incorporate AI into your workflow to speed up content creation. Explore tools for scriptwriting, research, image generation, and more.
- Win in the Trenches: Engage with your audience in the comments and DMs. Personalized responses build trust and accelerate fan conversion.
- Rent to Own: Ramp viewers from rented platforms (social media) to owned platforms (email lists, communities). Create valuable lead magnets (e.g., e-books, guides) that extend the value of your free content and require email sign-up.
- Nurture Your Community: Foster a sense of connection and value within your community (e.g., using platforms like School, Circle, Discord, or Slack).
Conclusion
The rise of AI in social media presents both challenges and opportunities for content creators. By building a durable personal brand, leveraging AI tools, and focusing on community building, creators can futureproof themselves and thrive in this evolving landscape. Consistent execution and adaptation are key to long-term success.