This is one of the biggest concerns I have right now with how people are talking about AI creative for social media...


All I am hearing is how AI is going to enable companies to create 1,000's of pieces of content at scale.

What I don't hear is the word 'quality' in any of this narrative. Creating 1,000's of pieces of content is an absolute waste of time, energy and money if what you're creating isn't getting the right impact on the social platforms.

With the way discovery algorithms work, the higher the engagement and watch time, the higher the views and discovery.

If all you're doing is churning out 1,000's of pieces of content that are instantly ignored or skipped past because they add no value to the audience, then they won't be shown!

Sure, you can put media spend behind them and run them as ads, but in practice you're then just spending money on content that isn't engaging people and ultimately throwing money down the drain!!

The amount of content we're subjected to every day is absolutely wild so creating content that just adds to the noise is pointless. Focusing on creating content that generates genuine engagement, sales, leads, views (whatever your goal is) is far more beneficial.

You can then absolutely use AI to optimise already high performing content and produce more of the assets we know work but just using AI to churn out content is counterproductive!