I attended recently an AI summit in which one of the speakers suggested taking one piece of content and using an AI tool to replicate it across all of your social media channels. The rationale was that AI could save you time by not having to manually create each post multiple times.
However, there is a major flaw in that recommendation. Since your social media channels should be communicating to different audiences, you should NOT have the same posts on all of your platforms. Rather, each platform should have messages tailored to its intended audience.
Let’s say you have Instagram set up to showcase user-generated content, Twitter (X) for customer support and Facebook to share customer success stories. Or, let’s say you have TikTok, YouTube and Instagram targeting three different audiences (e.g., by age, by stage in the buyer journey, etc.). In either example, publishing the same post for all three platforms would be irrelevant for two of your audience sets.
The best way to use AI to create social media posts is to have your AI tool create tailored pieces of content for each platform. Here are examples of AI prompts to illustrate.
- WRONG: Use [content] and repurpose it to create posts for Instagram, Twitter and Facebook, using platform-specific structure, optimized length and best practices.
- RIGHT: Use [content] and repurpose it to create three posts for Instagram, using platform-specific structure, optimized length and best practices.