AI is becoming a big talking point on LinkedIn in the marketing world. Today, for social media marketers, knowing how to leverage AI tools is becoming essential. From staying ahead of trends to juggling multiple accounts and hitting those KPIs, AI is becoming a key player in campaign success. In fact, Econsultancy’s Future of Marketing report names AI skills as one of the top two must-haves for marketers in the next two years.

You may think that you already know everything about social media management, so why add AI to the mix? It’s a fair question. But just like when a new social media platform drops, ignoring emerging tech for too long can leave you playing catch-up with your competitors. AI should not be seen as a passing trend but as a new way that brands can connect, create, and convert. Getting comfortable with the right tools now means saving time, working smarter and staying ahead of the curve. Major brands such as Netflix, Coca-Cola, Nike, and Amazon are leveraging AI in their marketing, using it for personalisation, content creation, ad targeting, and chatbot technology. So, let’s dive in and take that first step into your AI-powered marketing journey.

Getting to Grips with the Basics

Before we dive into the fun stuff, let’s break down a couple of key terms that are important to know.

First up is Generative AI. This is the tech that can create. We’re talking text, images, videos, and more. Think of it as your on-demand content creator, helping you bring fresh ideas to life quickly and efficiently.

Then there are Large Language Models (LLMs). These are AI systems trained on huge amounts of text, giving them the ability to write in a natural, human-like way and even hold conversations. Tools like ChatGPT are built on LLMs and are great for drafting social posts, writing captions, or generating longer-form content.

Of course, there are many types of AI out there, but for marketers, these two are leading the charge when it comes to saving time and levelling up content creation.

Research Mode: Activated. Planning: In Progress

Crafting a top social media campaign is a lot like writing a bestseller: you need to know your audience inside out, understand the current landscape, and spot what’s working in your space. You might not be a top-selling author, but in the world of digital marketing, you’re the storyteller.

The good news? You don’t have to spend hours scrolling through competitor feeds or going through industry reports. With the help of AI, you’ve got a virtual research assistant on call 24/7. From analysing audience behaviour to surfacing key trends, AI-powered tools make the planning process faster, smarter, and more strategic.

Many social listening platforms now use AI to track trending topics and content performance in real time, so you’ll always be one step ahead. Even better? Predictive analytics tools use AI to forecast upcoming shifts in the market, giving you the edge when it comes to adjusting your strategy.

You can even run competitor analysis using AI. These tools can scan your company's activity and recommend ways for you to stand out and level up. (Sprout Social has a great roundup of top tools if you’re looking to explore.)

How to get started:

Pick a tool that fits your workflow and start experimenting. Play with its features, test different reports, and don’t be afraid to get a little nerdy. Like any good sidekick, it’ll get better the more you work together.

Getting Creative with AI

Here’s where things get exciting: content creation. Many believe that AI is killing creativity, but the truth? It’s actually unlocking it. With the right tools, anyone is able to produce stop-scrolling, high-quality content that stands out. 

Social graphics

AI-powered design tools make it easy to whip up stunning visuals that align with your brand aesthetic. With customisable templates, brand kits, and smart layout suggestions, you don’t need to be a graphic designer to create content that pops on the feed.

Video editing

Got hours of footage and no idea where to start? AI can streamline your editing process. Think smart cuts, automatic transitions, synced audio, and even captioning. You focus on the message and let the tech handle the final version.

Written content

Whether you’re writing sharp captions or creating a multi-slide carousel, AI writing assistants can help spark ideas, refine tone, and keep your messaging consistent. Give your tool a sample of your brand voice and a bit of guidance, and it’ll start sounding just like you.

Pro Tip:

The secret to standout AI-generated content? It’s all in the prompt. The clearer and more detailed your instructions, the better the output. If you want to level up your prompt game, this article by Atlassian is a great place to start.

The AI Tool Kit You Actually Need

No campaign is complete without the right set of tools. Think of these as your go-to tech, with each one having a unique superpower to help you create, plan, and perform at your best. Here are some standout picks (plus a few extras we think deserve a place in your toolbox):

ChatGPT

Your go-to writing assistant for crafting captions, brainstorming ideas, editing copy, or even generating carousel content. Just feed it the right prompt and watch the magic happen.

Hootsuite

An industry staple for scheduling and automating content across platforms. Its AI features now suggest the best times to post, monitor performance, and keep your calendar tight.

Sprout Social

Beyond scheduling, it offers powerful AI-powered social listening and analytics, helping you understand what’s working, what’s trending, and where to pivot.

Brandwatch

Think of it as your digital radar. Brandwatch monitors brand mentions, audience sentiment, and competitor moves, which is perfect for refining strategy in real time.

HubSpot

A powerful platform for social media automation, content optimisation, and audience insights—all wrapped in one easy-to-use CRM.

Canva (with Magic Studio)

A marketer's favourite, now even better with AI. Magic Write and Magic Design help you brainstorm, write, and lay out content in seconds, all while keeping it on brand.

Hot Tip: You don’t need all of these. Pick the ones that fit your workflow and let your imagination go wild. The goal isn’t to replace your creative spark, it’s to supercharge it.

Our Key Takeaways

Start Simple:

AI is evolving fast, and it can be overwhelming. Instead of diving into everything, begin with one or two tools that will have the biggest impact on your workflow. This way, you’ll save time, money, and energy while you get the hang of things.

AI Isn't Perfect, Always Double-Check:

Like humans, AI isn’t perfect. It pulls from massive datasets, but that doesn’t mean it’s foolproof. Biases can sneak through, and mistakes might be made, especially when used for research. Always review outputs before hitting "send."

Experiment with AI Tools:

Not all AI tools are created equal. One tool might not be the best fit for your needs, but another might be a game-changer. Experiment with different options to find the ones that work best for your specific goals.

Final Thought:

Mastering AI in social media marketing is no longer a luxury, it’s a necessity. With the right tools, you can save time, streamline processes, and elevate your campaigns to new heights. From automating repetitive tasks to creating stunning content, AI can make you a more efficient and effective marketer. And hey, those last-minute client revisions? Not nearly as daunting now.