Using AI for social media marketing

Where AI fits

Think of AI as a fast assistant at each step of your social media routine. It speeds up the work. It doesn’t replace knowing your customers, your judgement or your voice.

1. Strategy and planning

An AI chat assistant such as ChatGPT, Claude, Gemini or Microsoft Copilot is a good thinking partner for the big picture.

• Describe your business, customers, location and goals, and ask which platforms make most sense and why.
• Ask for three to five content themes (pillars), such as tips, behind the scenes, customer stories, offers and local news.
• Build a monthly calendar with post types and dates, including local events and holidays.
• Ask for a competitor checklist to review what similar businesses post and how people respond.

Example prompts:

• “I run a dog grooming business in Geelong. My customers are busy families and older pet owners. Which two social platforms should I focus on, and why?”
• “Suggest five content themes for a plumbing business on Facebook, with two example posts for each.”
• “Create a four-week posting plan for a Brisbane café: three posts a week, including local events and school holidays in March.”

Check the suggestions against what you know about your customers. See Social media marketing for small business.

2. Content ideas and repurposing

• Brainstorm ten post ideas from one topic, product or common customer question.
• Repurpose a blog post, newsletter or customer FAQ into short posts, a carousel outline and a video script.
• Adapt for each platform: shorter and punchier for Instagram, more detail for LinkedIn or Facebook.
• Find local angles: weather, events, seasons and school holidays in your area.

Example prompts:

• “Give me ten Instagram post ideas based on the questions customers ask most about our solar panel installations.”
• “Turn this blog post into three LinkedIn posts, a five-slide carousel outline and a 30-second video script.”

3. Writing captions and posts

Tools to try:

Tips:

• Give AI your voice. Paste a few of your best past posts and ask it to write in the same style.
• Ask for options: three caption versions of different lengths, then pick and edit one.
• Add the basics: a clear call to action, relevant hashtags and alt text for images.
• Edit every post. Remove clichés, check facts and prices, and make it sound like you.

Example prompts:

• “Here are three of my past Facebook posts [paste]. Write three captions in the same friendly tone for a photo of our new winter menu. Keep each under 60 words and end with a call to book a table.”
• “Rewrite this caption for LinkedIn so it sounds professional but warm, and add three relevant hashtags.”
• “Write alt text for this image: a barista pouring latte art in our Fremantle café.”

4. Images and design

Tools to try:

Tips:

• Use your brand colours, fonts and logo consistently. Most design tools let you save a brand kit.
• Prefer real photos of your products, team and work where you can. They build more trust than generated images.
• Use AI to edit real photos: remove backgrounds, extend a photo to fit a different size, or tidy up clutter.
• Don’t generate images that mislead, such as products that look better than they are, or fake “before and after” results.
• Check the tool’s terms on commercial use, and avoid images that copy other people’s brands, characters or likenesses.

Example prompts:

• “Create a square Instagram graphic announcing 20% off all indoor plants this weekend. Use dark green and cream, clean modern style, with space for our logo at the bottom.”
• “Remove the background from this product photo and place the candle on a warm wooden table with soft morning light.”
• “Design a Facebook cover image for a Hobart bookkeeping business: calm, professional, blue and white, no people.”

5. Video

Tools to try:

Tips:

• Film the real thing where you can: your product, your work, your team. Use AI to edit, caption and resize it.
• Add captions. Many people watch video with the sound off.
• Cut long videos into short clips for Reels, TikTok and Shorts.
• Be careful with AI voices, avatars and generated footage. Make sure viewers aren’t misled about who is speaking or what is real.

Example prompts:

• “Write a 30-second Reel script for a mobile mechanic: a hook in the first three seconds, three quick tips for spotting worn brakes, and a call to book.”
• “Suggest five hooks for a TikTok showing how we restore an old timber table.”
• “Generate a five-second clip of steam rising from a coffee cup on a café counter at sunrise” (in a video generation tool).

See Video marketing on a small budget.

6. Scheduling, comments and messages

• Scheduling tools such as Buffer, Hootsuite and Meta Business Suite let you plan and publish posts in advance, and many suggest good times to post.
• Draft replies to common questions and comments with AI, then personalise them. Never let AI reply automatically to complaints or sensitive messages.
• Keep a library of approved answers to common questions.

7. Ads

Social platforms use AI heavily in their ad systems. For example, Meta Advantage+ uses AI and automation to help with audiences, placements and budgets for Facebook and Instagram ads.

• Start small, with a clear goal and budget limit.
• Review the ad text and images that AI generates or changes before they run.
• Check results against your goal, not just reach or likes.

8. Reporting

• Use built-in insights in each platform or your scheduling tool.
• Ask an AI assistant to summarise a month of results: paste the numbers (not customer details) and ask what worked, what didn’t and what to try next.
• Track what matters: enquiries, bookings, sales and website visits, not just followers. See Measuring marketing.

Example prompt:

• “Here are last month’s results for each post: reach, likes, comments, shares and link clicks [paste]. Which three posts worked best and why? What should I post more of next month?”

The rules still apply

• Consumer law. The ACCC says Australian Consumer Law applies to social media in the same way as other advertising. Your posts must not be false or misleading, whoever or whatever wrote them.
• Reviews and testimonials. Never use AI to create fake reviews, testimonials or customer stories. See the ACCC’s guidance on online reviews.
• Privacy. The OAIC recommends not entering personal information, especially sensitive information, into publicly available AI tools.
• Platform rules. Some platforms ask you to label realistic AI-generated images or video. Check each platform’s current rules.
• Responsible use. The National AI Centre’s Guidance for AI Adoption sets out practical steps for using AI safely in a business. See Using AI tools in a small business.

A simple weekly AI routine

1. Monday (20 minutes): ask your AI assistant for this week’s post ideas from your content themes.
2. Tuesday (40 minutes): draft captions with AI, create images in your design app, and edit everything.
3. Wednesday (15 minutes): schedule the week’s posts.
4. Daily (10 minutes): reply to comments and messages, using drafted answers where helpful.
5. End of month (30 minutes): paste your results into an AI assistant for a summary, then decide what to change.

Common questions

How can AI help with social media marketing?

AI tools can help plan a strategy and content calendar, suggest post ideas, write and adapt captions, create and edit images and video, add captions to videos, schedule posts, draft replies, set up and optimise ads, and summarise performance reports.

What AI tools can a small business use for social media?

Examples include ChatGPT, Claude, Gemini and Microsoft Copilot for planning and writing; Canva AI, Adobe Express and Firefly, Microsoft Designer and Midjourney for images; CapCut, Descript, OpusClip, Runway, Google Veo and ElevenLabs for video and voice; Buffer and Hootsuite for scheduling; and Meta Business Suite and Meta Advantage+ for Facebook and Instagram.

Is it OK to post AI-generated content?

Generally yes, but you’re responsible for it. Australian Consumer Law applies to social media in the same way as other advertising, so posts must not be false or misleading. Check facts, don’t create fake reviews or testimonials, and check each platform’s rules on labelling AI-generated content.

Should I put customer information into AI tools?

Be careful. The OAIC recommends that businesses don’t enter personal information, and particularly sensitive information, into publicly available AI tools. Use tools with suitable privacy settings and terms, and remove names and details where you can.