How AI helped a media company increase traffic by 63% #AIMarketing 🚀
A real-world example of using AI and ML in digital marketing
As we keep talking about AI, I'll share a case study that got a lot of attention from my peer group last year and also on the internet. This email will help you understand how different organizations use AI for Digital Marketing.
Brazilian broadcaster SBT (Systema Brasileiro de Televiso) has 114 TV stations and 6,000 staff. 11 million unique users and 99 million page views every month visit the network's website. The network has 12 million Facebook fans.
Problem 🔒
SBT posts 100–150 Facebook updates daily.
They didn’t had a centralized social media team, each content production team ends up posting independently. At an average 20 employees work on social media, making post scheduling time-consuming and complicated.
Facebook is SBT's main social media platform. Hornhardt says "Around 40% to 50% of our web traffic comes from Facebook."
Solution 🔑
AI/ML-based social media content strategy
SBT's decentralized social media management made it inefficient and time-consuming for workers to manually submit new content. With so many people posting so much content across the company on different platforms, AI is so important in keeping everything aligned.
They chose AI because the possibility of having AI recommend the best content to post was important, but so was the ease with which multiple people can manage posting for a unified output. The ability to automate workflows was also important.
The team combines real-time platform trend data and SBT's audience data to determine content distribution times to increase post reach, visibility, and engagement. This reflects both Facebook's Feed algorithm and SBT users' engagement behaviors. SBT News uses AI to publish and maximize the effect of its hourly news updates.
To optimize Feed inclusion, AI technology analyses and computes projected sharing performance. It is now possible to continuously reverse engineer Facebook's algorithm, providing a complete and accurate picture of the best moment to publish to enhance interaction.
AI automatically changes the ideal timing for each post based on the latest data, pushing posts back if new, higher-potential posts are made or moving articles forward if their short-term potential grows. SBT's social sharing has "increased reach and organic and substantial growth" thanks to AI technologies.
Outcomes 📈
SBT's social media performance improved after adding AI. SBT's social media pages gained 25% more clicks and 61% more organic impressions after four months of using our AI technology. SBT increased Facebook impressions by 52% and Twitter pageviews by 63%.
SBT has automated workflow to save time and improve performance. The team shared 40,000 posts in four months using AI and automation, saving 14 hours each day.
"Brands and content producers can benefit greatly from intelligent automation, but it must be tailored to their content and audience," says Simran Cashyap, Head of Product & Design at Echobox (SBT's content automation supplier). "While each brand must experiment to determine the ideal level of automation for them, we tend to find that the more a brand automates, the bigger the performance gains, as the AI algorithms have more opportunities to continuously learn from content and audiences."
Using AI to calculate the best share time increased traffic and impressions while saving time. AI and automation completely overhaul a company's organic marketing strategy by digging into granular data, something little to no marketing teams could try to replicate.
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