AI is the answer to creating emotionally charged content

Jaggu | September 10
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While AI gathered data might seem to be the antithesis of creativity, it can actually help brands empathise with their customers.

With the increasing openness of the internet, content marketers have access to resources that will help them build relevant content that really speaks to their consumer base. We live in an age of a gradually fragmenting marketing landscape. The old rule book has been torn up. Indeed, a GIF of a monkey and a pig can suddenly be just as resonant as a new movie advert. Furthermore, the old model of likes is no longer a clear way of measuring how well content is engaging- with likes often being impulsive and not well thought out.

The increasing advent of AI and machine learning in the creative space presents a unique opportunity for brands to blend the levelheadedness of gathered data with the emotionality of context. Audiences are tired and sceptical. They can smell inauthenticity a mile off and crave stories and content that is well thought out and substantial. YouGov recently surveyed 2,000 UK consumers to evaluate their views on branded content and found that 44% of those surveyed said that they felt that brands used content to convince them the brand was better than others. The cynicism is real.

If a brand is to succeed in creating content that will breed lasting consumer relationships, then they must get better at telling stories. We know what we like when we see it and will go out of our way to share content that really resonants with us. So how can content marketers use creative content to produce great stories?

Companies can use AI systems to track and measure how audiences are reacting to different ideas, concepts or articles at different times of the day, and by doing so help them decide what and when to post. But this technology is not just about the basic practicalities of what, when and where. Machine learning can be used to listen to the ‘indicators’ from social media and contextualise them to better understand an audience’s emotional state. Take our in-house Jaggu AI analysis on how people are interacting with ideas of ‘Brexit’ online. These signals would help inform and mould government content in a way that make actually land with the wider public.

Whoever you are marketing to, understanding who your customers really are, how they feel and are interacting with one another, will help you produce content and copy that actually engages with your target audience. By anchoring your work in the emotions of your audience you can create content that really engages, resonates and ensures that you are work doesn’t end up in the junk folder.

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