We launched the AI Assistant in Buffer to assist our customers generate new content material, repurpose present posts, and develop limitless new concepts.
Since its launch, over 55,000 folks have used the characteristic. Whereas we love that many individuals discover it useful within the creation stage, we’ve been interested in what occurs after. How is the content material performing?
We got down to reply this query by uncovering our inside knowledge on the typical engagement price of AI-assisted posts vs. non-AI-assisted posts.
We analyzed engagement charges throughout Fb, LinkedIn, Pinterest, Threads, TikTok, Twitter, and YouTube to find how AI-assisted content material performs in comparison with human-only content material by way of engagement.
The solutions would possibly shock you — let’s get into it.
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Our knowledge solely contains info from Fb, LinkedIn, Pinterest, Threads, TikTok, Twitter, and YouTube and doesn’t embrace Instagram.
How we analyzed this knowledge
To find how content material created with the AI Assistant performs, we analyzed 1.2 million posts throughout Fb, LinkedIn, Pinterest, Threads, TikTok, and YouTube.
For every consumer, we calculated the median engagement price for AI-assisted (content material generated or enhanced by Buffer’s AI Assistant) and non-AI-assisted posts (content material created with out AI help) to manage for outliers and variability.
In the long run, there have been 15,000 posters who created each AI-assisted and non-AI-assisted posts.
We targeted on the median engagement price — which is calculated otherwise by every platform. This price sometimes contains metrics equivalent to likes, feedback, shares, and saves.
To begin, we seemed on the common median engagement charges throughout all customers. Then, we broke the charges down by utilizing social platforms.
Caveats
There are a couple of caveats that needs to be stored in thoughts when decoding these outcomes:
Wholesome consumer bias: It’s doable that probably the most engaged customers, who’re naturally extra probably to make use of the AI assistant, are skewing the median engagement charges upward. Because of this a part of the engagement enhance might be attributable to these customers being extra energetic and engaged normally somewhat than the AI help itself.Methodology limitations: This evaluation solely contains individuals who have posted each AI-assisted and non-AI-assisted content material. We did this to match posts from comparable consumer populations, nevertheless it does exclude a big portion of our consumer base.
What we found
The information reveals that AI-assisted posts constantly present increased median engagement charges throughout all platforms than non-AI-assisted posts.
When combining the info throughout all platforms, the median engagement price for non-AI posts is 4.82 %, whereas AI-assisted posts have a better price at 5.87 %.
This means that AI-assisted content material is perhaps extra partaking or higher tailor-made to viewers preferences.
Nonetheless, particular person platforms, the impression of AI help on engagement different considerably.
Whereas AI-assisted posts on Threads, X/Twitter, Pinterest, and TikTok typically acquired extra engagement, the distinction on YouTube and LinkedIn was solely marginal.
Let’s dig additional into the info.
Platform-specific insights
Threads 📈
Probably the most vital distinction was noticed right here, with engagement on non-AI posts at 5.56 % and AI-assisted posts at a exceptional 11.11 %.
Fb
The median engagement price elevated from 4.89 % for non-AI-assisted posts to six.13 % for AI-assisted content material.
TikTok
The median engagement price jumped from 4.17 % to six.14 %.
Engagement charges went from 3.86 % to 4.35 %, indicating a reasonable enchancment.
X/Twitter
The engagement price improved from 2.8 % to three.7 %.
YouTube
The distinction is marginal, barely growing from 3.7 % to three.9 %.
An identical pattern of marginality, with a slight improve from 6.22 % to six.85 %.
Nonetheless, this development is not taking place for the explanations you would possibly assume, so do not take out your pitchforks simply but. We’ve got a speculation about why this rise in engagement could also be occurring.
Our speculation: Quantity + Consistency = Engagement
Our speculation is straightforward: AI help empowers creators to supply a better quantity of content material extra effectively, considerably growing their possibilities of creating posts that join with their viewers.
Our inside knowledge correlates with this — customers who used the AI assistant create posts extra steadily than those that didn’t.
Consider it as extra possibilities on the purpose – the extra content material you create, the larger the chances of one thing hitting the mark.
Breaking down the engagement components
The important thing to success lies within the quantity. Buffer’s AI Assistant allows creators to supply content material a lot quicker with out compromising high quality. By growing the frequency of posts, creators successfully improve the variety of alternatives they’ve to interact with their viewers.
In a world the place algorithms prioritize recent content material, the flexibility to publish extra constantly could make all of the distinction. Buffer’s AI Assistant helps creators keep on high of their content material calendar and preserve the standard wanted to maintain their viewers engaged.
Along with serving to to create extra content material, AI instruments can improve the chance {that a} put up is optimized for engagement. When you’re not a creator, you probably underestimate how a lot work goes into creating, crafting new captions or headlines, determining hashtags, and so forth.
From headlines to captions, Buffer’s AI Assistant can improve the standard of each aspect, making every put up extra compelling.
The function of AI in creating constant and high-quality content material
For a lot of creators, staying constant is among the largest challenges. Content material fatigue, artistic blocks, and time constraints usually result in gaps in posting schedules. That is the place AI actually shines.
By aiding in concept era, drafting, and enhancing, AI instruments relieve the stress off creators, permitting them to concentrate on the artistic elements they take pleasure in most whereas guaranteeing they preserve a gradual movement of content material.
Consistency isn’t nearly amount; it’s about often displaying up on your viewers, and AI is the proper associate that will help you obtain that.
We’ve examined and curated a number of lists of various AI instruments that may help your creativity:
The information speaks for itself — AI is a game-changer in the event you’re seeking to overcome the problem of consistency with out compromising high quality.
By automating routine duties (like enhancing, which I discover to be a giant portion of my day), AI frees up time for creators to concentrate on the elements of content material creation that require a human contact – creativity, storytelling, and connecting with their viewers.
This steadiness between automation and creativity is what finally results in higher efficiency.
Takeaways
If you wish to enhance your social media engagement, Buffer’s AI Assistant will help you strike the proper steadiness between amount and high quality. Listed below are some sensible steps you possibly can take:
Enhance posting frequency: Use AI to generate concepts and draft content material extra rapidly. This may mean you can put up extra usually and improve your possibilities of reaching your viewers.Optimize for engagement: Depend on it to craft higher headlines, captions, and put up timings, guaranteeing each bit of content material is ready up for fulfillment.Keep constant: Let it deal with the repetitive elements of content material creation so you possibly can concentrate on displaying up constantly on your viewers.
Based mostly on our findings, AI-assisted content material performs higher as a result of it permits creators to supply extra, keep constant, and preserve high quality.
In a crowded feed, the flexibility to create a better quantity of optimized content material can considerably enhance your possibilities of success. By embracing AI instruments, creators can take their content material recreation to the subsequent degree, reaching extra folks and driving higher engagement.
Prepared to provide AI a strive? Begin experimenting with Buffer’s AI Assistant right this moment and see the distinction it may make in your content material technique.
