Gary Vee uses AI to generate content which delivered 12,000% uplift in social media engagement : EASTWEST Public Relations

Founder EASTWEST PR and Host of the SPEAK|pr Podcast

Kate Bradley Chernis launched a company called Lately, and the problem Lately is trying to solve for entrepreneurs is twofold, Kate says. The first problem is the pain point of writing and the fear of the blank page. Believe it or not, not only is that a problem for most people, but marketers especially have a problem with writing. Kate says they don’t like it, so they hire consultants to do it or they push it off to other people. On average, it takes 12 minutes to write one single social media post, so that tells you what goes into it. The second problem they solve is the unlocking of the content they create. Generally, long-form content like blogs, videos, podcasts, or newsletters takes several hours to create, and then most of the time, nothing happens with it. Maybe there’s one public shout out, “Check out my blog,” which Kate believes is the most vapid call to action on the face of the planet, and then that’s it. And so, that’s what Lately magically solves.

Companies always want to know what’s trending in the world, and more often than not, it’s not what’s trending with their own target audience. And so, they create these word clouds that show you, again, what words your audience are engaging within your own content, and they create clouds of hashtags, too. That allows you to look at what’s trending with your audience on a daily basis, which is very valuable, especially before coming up with more content. One observation they’ve had was tha t in order to scale, especially for smaller businesses, you need to be everywhere all the time, and you need both quantity and quality. This is why Lately recommends two things. First of all, you don’t want the AI to run on its own. You want to put your human eyeball on each of the posts Lately has generated. Take a few minutes to go through and grab around 30 that are really awesome. Crack a joke. Maybe add a different hashtag. Throw in something that showcases your personality. Kate says that’s the difference of starting at third base and getting the home run or not. On its own, Lately is awesome. On their own, humans are awesome. But when you combine humans plus Lately, that scores the run, and that’s the most important thing.

Another thing Kate recommends is that you schedule all, let’s say, 30 or 40 you decide to use, but do them out over time, which is otherwise known as producing legacy content. Say you’re publishing on Twitter for the next 10 weeks or so. What’s amazing about legacy content is that because none of them are the same, you get a much higher reshare percentage, even from the same people, because people love quotables. They love to share. It’s like getting to sample the food at a grocery before buying it. You’re giving customers a sneak peek of what’s really inside that content you have prepared.

That’s an amazing opportunity, since you can publish everything straight from Lately. You can download it and put it where you want to, or you can publish straight through them. The kicker is that they’re working with Gary Vaynerchuk or Gary Vee, and he launched an entire Twitter channel that’s fueled 100% with Lately’s AI. Currently, they are getting him a 12,000% increase in engagement, which is quite impressive. If Gary Vee wanted to grow his audience in China or Japan, Lately also works in different languages. Surprisingly enough, Kate and her team didn’t know at first that this was possible, because they hadn’t tested it. They only found out it worked when their customers tried doing it. Once they found out, they optimised it for a better customer experience. It’s important to them, because most social media platforms don’t always cater to the rest of the world. Apart from superstars like Gary Vee, Kate shares that they’ve also been working with SAP, Microsoft, AB InBev, but also small customers, like small business solutions. Gather Voices, which I’ve talked about before, is one of their customers as well. They work with mid-sized businesses like Amerifirst and Husky.

One of the most important things for them over at Lately is not only does the AI require a human to make it awesome, but that marketing runs on emotion. From the five-stage SPEAK|pr methodology which is Storify, Personalise, Engage, Amplify, and Know, this is personalisation at scale, content creation, and amplification. Lately seems to be a really useful tool to help you not only come up with lots more content from one simple piece but distribute it as well, and so if you’re interested in learning more about their features and services, you can go on to their website. You can also reach Kate at @latelyaikately on all social media channels.

Published

Categorized as General PR

Originally published at https://eastwestpr.com on October 27, 2020.