AI and social media algorithms have become a powerful tool in the world of marketing and advertising. With these tools companies and brands can leverage cultural factors to strengthen their online presence in many ways.
Content Personalization
Lately I’ve been looking into living a healthier lifestyle, so I picked up an interest in natural fruit juicing. I wanted to purchase a new juicer, so I did some research and compared their differences and customer reviews. After becoming so overwhelmed with my choices I decided to take a break. I got on Instagram and began to scroll. It came to no surprise that most of the posts I began to see were influencers of color who make healthy choices and natural juices. The more I continued to like these posts the more that would show up!
AI and algorithms analyze users' preferences, behaviors, and cultural context to personalize content. This is done through Content personalization. Tech enthusiast and writer Rahul Awati explains that “content personalization is a branding and marketing strategy in which webpages, email and other forms of content are tailored to match the characteristics, preferences or behaviors of individual users.” This is a mutually beneficial feature that social media has done for years; ensuring that users see content that aligns with their cultural interests and values, while businesses gain new customers.
Targeted Advertising
With the power of AI and well-constructed algorithms, businesses are now using targeted advertising to market to their audience. This tool uses specific audience demographics, interests, and cultural backgrounds to deliver more relevant advertisements to the right people. Forbes Agency Council Member Tucker Matheson mentioned “Ads in Facebook rely on the platforms algorithms to show the right customer the right product at the right time to drive conversions.”
Language and Tone Analysis
When planning social media content for my clients, I tend to use AI generators. When writing prompts, it is important to mention the language and tone of the brand, this ensures that the target audience is being reached. Cultural ques can make a big difference in the way AI generates the content. Both AI and algorithms collect data to innovate new ways to keep users engaged.
Natural Language Processing algorithms (NLP) analyze the language used in social media posts, comments, and messages. This helps platforms and businesses understand cultural context, sentiment, and tone, allowing for more accurate responses and recommendations.
Cultural Sensitivity Filters
Some businesses and platforms employ AI to identify and filter out content that may be culturally insensitive or offensive. This ensures a more inclusive and positive user experience by considering diverse cultural perspectives. With the many issues that we face today it can be easy to mistakenly offend one culture or group of people. An example of this is the Aunt Jemima rebranding in 2021. Osman Husain content lead at Enzuzo said “Brands that fail to adapt their branding to meet modern standards can also come up against big problems. Many businesses that have benefited from tired and insensitive stereotypes, either for their naming or representation, have had to rethink how they position their offering to an increasingly enlightened, modern audience. In the USA, a famous syrup brand, Aunt Jemima's, was "cancelled" - swiftly followed by its partner in crime, Mrs. Butterworth's pancake mix.” Both companies decided to change the brand name after years of being in business.
If this brand would’ve launched in today’s society AI would’ve been the perfect tool to detect any possibilities of racial offenses.
In conclusion, the interplay between AI, social media algorithms, and cultural factors has revolutionized the way consumers interact with content and brands online. Content personalization and targeted advertising have led to a more curated online experience, where users are presented with choices that resonate with their cultural backgrounds and personal preferences. Natural Language Processing and cultural sensitivity filters further refine this interaction, by ensuring that the communication is not only engaging but also respectful and inclusive. As technology continues to evolve, the potential for these tools to foster a more connected and culturally aware digital marketplace becomes increasingly evident.
My encounter with targeted ads for juicers on Instagram after researching them online illustrates the seamless integration of AI in everyday online experiences. This integration highlights the importance of brands staying culturally relevant and sensitive. As we move forward, it's crucial for businesses to leverage AI responsibly to enhance user experience while promoting diversity and inclusivity in their marketing strategies.
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