Beyond the Bot: Using AI and Authenticity to Win on Social Media

AI, Podcasts, Social Media / By

Social media is an ever-changing game. For small and medium-sized businesses (SMBs), staying relevant requires more than just having a presence—it takes strategy, consistency, and authenticity. In a recent Five Dubs: Marketing Pros podcast episode with Ross Gray, Co-Founder and COO of Cloud Campaign, we explored how businesses can leverage AI for social media success without losing the human touch.  

Why AI Matters for Social Media

AI has revolutionized the way content is created, managed, and analyzed. For SMBs, it’s a game-changer. Ross shared that tools like Cloud Campaign are making it easier to streamline social media management by automating repetitive tasks such as caption generation, image creation, and optimal post scheduling. AI doesn’t just save time—it also helps businesses make data-driven decisions about what type of content resonates best with their audience. 

 

However, there’s a catch: AI isn’t perfect. Missteps, or what the industry calls “hallucinations,” can lead to errors like misquoting famous figures or producing tone-deaf content. That’s why it’s essential to keep a human eye on AI-generated outputs. Use AI as a tool, not a replacement for genuine engagement. 

Balancing AI with Authenticity

AI may be great for generic, evergreen content—think inspirational quotes or industry tips—but Ross emphasized that the highest-performing posts are those that feel personal and human. Meet-the-team posts, behind-the-scenes snapshots, and authentic stories outperform their AI-generated counterparts in engagement every time. Why? Because people connect with people, not faceless brands. 

 

So, how do you balance the two? Use AI to handle the basics while reserving the more engaging, personal posts for human creation. The goal is to augment your social media presence, not automate it entirely. 

The Power of Evergreen and Real-Time Content

Evergreen content—like “Monday Motivation” posts or how-to guides—provides consistent value without requiring frequent updates. Ross shared that businesses could batch-create evergreen posts with tools like Canva and AI-assisted platforms, freeing up time for more in-the-moment content. 

 

Real-time content, on the other hand, offers a glimpse into your brand’s personality. Whether it’s celebrating employee milestones or sharing user-generated content, these posts build trust and deepen your connection with your audience. Ross shared one fun example: pet photos. People love seeing pets doing “human things,” and posts like these consistently deliver high engagement (as a pet-friendly office, this is a consistent content theme on Cloud Campaign’s social channels.) 

Data is the Key to Engagement

If there’s one thing to take away from this discussion, it’s this: data doesn’t lie. Tools like Cloud Campaign analyze your audience’s behaviors, telling you when and where to post for maximum engagement. For example, a video might perform best at 6 PM when people are winding down, while short, punchy captions might resonate during a quick lunchtime scroll. 

 

By understanding your audience’s habits, you can tailor your content strategy to meet them where they are. Ross shared that businesses using optimized post scheduling have seen engagement rates soar by over 50%. That’s the kind of edge that makes a difference in today’s competitive landscape. 

Navigating the Risks of AI

As with any technology, AI comes with risks. Ethical concerns and the potential for errors make it crucial to have checks in place. Ross recommended always reviewing AI-generated content before it goes live. One memorable anecdote from the podcast involved an AI tool suggesting glue as an ingredient for pizza sauce—proof that even the smartest tools can go hilariously wrong. 

What’s Next for Social Media in 2025?

Looking ahead, Ross predicts that AI-generated content will continue to improve, especially in areas like images and video. He also expects more brands to embrace humor and pop culture in their social strategies, breaking away from the overly formal tone many businesses have historically favored. 

 

For SMBs, this means staying flexible and open to new trends while never losing sight of authenticity. Social media users want to engage with brands that feel relatable, approachable, and, above all, human. Ready to dive deeper into how AI and authenticity can transform your social media strategy? Listen to the full podcast episode on Spotify, featuring Ross Gray of Cloud Campaign – it’s an insightful (and hopefully) fun listen! Make sure to subscribe for future episodes and let us know what you’d like to hear next! 

 
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