APAC Social Media Teams See AI as Important in 2024

Nearly 4 out of 10 APAC-based advertising and marketing decision-makers plan to extend their social media funds in 2024. Investments in AI instruments for social media advertising and marketing and administration will likely be a significant focus space this 12 months. According to the APAC version of Meltwater’s State of Social Media 2024 report, 55% of companies see AI as vital to their social media program, contrastingly greater than what their international counterparts talked about for a similar 12 months (44%). Social media advertising and marketing is AI’s largest adoption heart in 2024 the place advertising and marketing and PR professionals. The use circumstances of AI in social media advertising and marketing embody producing user-friendly copies, drafting contextual messages, sending real-time chats, and automating social media conversations. For instance, 64% in APAC stated that AI instruments assist them save time on writing content material, and 36% indicated that AI instruments have helped them enhance their copy.
Smaller Social Media Teams are Biggest AI Users 
Though virtually half (48%) of APAC groups surveyed stated that social media will play a extra vital function in their firm this 12 months, many groups are struggling to maximise their social packages on account of lowered assets. The survey confirmed that even respondents from giant corporations with greater than 1,000 staff function in small social media groups of two to five members. Further, many social media groups discover technique and execution a problem, with 34% of respondents saying that they’re nonetheless engaged on defining a technique, whereas 1 / 4 are in a harder spot of getting a technique however missing the assets to execute it.
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Other key findings:

Instagram is the very best channel of curiosity (45%) for APAC groups, intently adopted by TikTook (43%)

Teams in APAC usually tend to dedicate the identical funds to social media that they did in 2023, not like groups globally who’re growing social media budgets

64% of respondents in APAC agree that social listening is a key element in strategic planning. A majority indicated they use social listening to higher perceive their audience or to handle model status.

Though video is broadly accepted as the format that’s extra partaking on social media, Surprisingly, corporations in APAC are extra eager on written content material and single imagery over video. This may very well be a mirrored image that the majority corporations are working with smaller groups and have fewer assets to create property.
This dovetails with the Digital 2024 report discovering that TikTook has the very best common time per Android person of any social platform globally, clocking in at a formidable 34 hours per 30 days on common –  equating to greater than an hour per day utilizing the platform. In second place is YouTube, with the typical person spending simply over 28 hours per 30 days on its Android app.
Given the recognition of movies, groups in APAC might want to think about their methods fastidiously, and stability the potential of a better return on funding in opposition to manufacturing time.
“Social media groups are in an unenviable place of doing much more for his or her organizations this 12 months with restricted assets and funds.
Concerningly, not having an outlined social media technique is a extra outstanding problem in APAC than in different areas. With the everyday social media person utilizing 6.7 platforms every month, manufacturers want to grasp the utilization intent of their audience for his or her platform of selection.
With bandwidth being a significant concern, groups should establish that are precedence channels and customise content material accordingly, ” shared Mimrah Mahmood, Vice President – Enterprise (APAC) and Partner at Meltwater Asia-Pacific.
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He provides, “Brands sometimes publish three to 4 instances every week and the problem is to persistently create partaking content material in a scalable method. AI will proceed to be a know-how of curiosity as it augments the capabilities of social media groups. Meltwater’s writing assistant, powered by ChatGPT, helps entrepreneurs brainstorm, create, and enhance their social copy, dashing up the writing course of by as much as ten instances. While the utilization of AI is at present centered round discovering inspiration and creating copy, we are able to count on larger utilization of AI to additional enhance content material creation as text-to-image and text-to-video AI fashions enhance and grow to be mainstream. For occasion, Meltwater makes use of a DALL-E-powered picture generator to make use of pure language textual content prompts to create royalty-free photographs. This can assist manufacturers save money and time as it reduces the necessity to outsource content material manufacturing to an exterior company.”
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