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Enhancing knowledge through AI : Levegaring public data sources

The integration of Artificial Intelligence into social network analysis has been a transformative development, reshaping how businesses understand and engage with their audience. 

AI’s journey in social media began with simple algorithms designed to personalize content and advertisements. Over time, these algorithms evolved, harnessing the power of machine learning and data analytics. This evolution enabled social media platforms to offer more targeted and user-specific content, creating a more engaging and personalized user experience. The AI algorithms have become adept at understanding user preferences, behavior patterns, and even predicting future trends, all by analyzing vast amounts of social media data. 

For NextUser, the implications of AI are significant. By integrating AI into its products and solutions, NextUser can offer its clients a cutting-edge approach to social network analytics. This integration means more than just providing data, it’s about offering actionable insights that can drive strategy, enhance customer engagement, and ultimately lead to business growth. 

User behavior analysis

4.80 billion people around the world now use social media, that means more than half of the world (60%). Understanding user demographics, interests, and behavior patterns is pivotal for businesses seeking to optimize their online presence and customer engagement. AI algorithms can sift through vast amounts of social media data to identify key demographic details of users, such as age, gender, location, and language preferences. This demographic analysis enables a company to tailor its marketing strategies to target specific audience segments effectively. 

Beyond demographics, AI helps in mapping out the interests and preferences of its audience. By analyzing likes, shares, comments, and even the tone of user posts, AI tools can discern patterns and trends in user interests. This insight is crucial to develop content strategies that resonate with its audience. AI excels in detecting subtle behavior patterns on social media. This means understanding not just what content its audience prefers, but how they interact with it : the times they are most active, the type of content that triggers engagement, and the social networks they prefer. 

The Big5 personality traits (Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism) are also analyzed to understand user behavior. For Courbet, we built an advanced analysis based on a sample of 2,519 users. AI tools assessed social media activities to infer personality traits, providing a deeper understanding of the audience’s psychological makeup. This knowledge allowed Courbet to craft messages that were not only demographically and interest-targeted but also psychologically resonant. 

The Big Fives (OCEAN) personality features shown in the five Courbet clusters

Trend detection

AI’s ability to process and analyze large volumes of data in real-time is invaluable for identifying emerging trends on social media. This involves sophisticated algorithms that can sift through social media feeds, identifying patterns, spikes in topic discussions, and shifts in consumer sentiments. These insights enable businesses to quickly adapt their content strategy, ensuring it aligns with current trends and audience interests. 

Hashtags and keywords are essential components of social media content, acting as indicators of trending topics, user interests and play a significant role in enhancing the visibility and engagement of social media content. Instagram posts with hashtags receive 12.6% more engagement than those without. AI tools are adept at tracking these elements, providing insights into their popularity, relevance, and context. This analysis is critical in understanding which topics are resonating with the audience and why. 

The Nestle Baby & Me case in Mexico serves as an exemplary illustration of the potential and effectiveness of AI. For this brand, we utilized AI to analyze and understand the use of hashtags and keywords. AI tools were employed to monitor and analyze the performance of various hashtags and keywords related to baby care and parenting. This analysis helped Nestle Baby & Me identify the most impactful terms and incorporate them into their content strategy. Emotions emerging from posts were 46.1% positive vs. 26.5% negative. 

Related hashtags and mentions linked to Nestle Baby & Me

Targeted Ads

AI algorithms enable precise targeting and personalization in advertising by analyzing user data for tailored messaging. This results in more relevant and engaging ads for individual users. Consumer behavior towards online ads varies, with 37.9% influenced to buy after seeing online ads between 1 to 25 times, whereas only 4.5% make a decision after viewing an ad between 76 to 100 times. Therefore, AI’s role in optimizing ad placement and budget allocation is critical. By using techniques like clustering and A/B testing, it helps in identifying the most effective ad strategies, ensuring a higher return on investment.  

NextUser’s case with Ideal Supply shows the effective use of AI in building better advertising campaigns. We identified which ads performed best in terms of engagement and conversions, allowing for real-time adjustments to Ideal Supply’s strategy and budget allocation. AI-driven analysis enabled them to create more effective ad campaigns. The Click-Through Rate and Cost-Per-Click were optimized for the automotive clusters and had a significant increase (CTR : +32%, CPC : -17,9%).  

Meta Ads – Top performing creatives for Ideal Supply

As we reflect on the transformative power of AI in marketing, it becomes clear that we are only at the beginning of a significant evolution. AI has already revolutionized how we understand and engage with audiences, but the future holds even more potential. Future AI will provide even deeper levels of personalization, crafting user experiences that are not only based on past behavior but also predictive of future needs and preferences. The future of AI in social media is not just an extension of current trends but a gateway to new, uncharted territories. For NextUser, staying abreast of these advancements is not just beneficial but essential to remain competitive and relevant in a rapidly evolving digital landscape. The journey ahead is exciting, with AI continuing to be a key driver in shaping the future of social media marketing. 

Explore how NextUser harnesses the vast landscape of social media data to empower your strategic decisions ! 

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