As more brands use generative AI to create social content, agencies are changing how they measure its success
Oct. 26, 2023 | By Antoinette Siu - Digiday
Some agencies and brands are measuring social media content differently — as they use generative AI in those social posts.
This process will likely become even more complicated as platforms and the content’s stakeholders navigate using generative AI both in content creation and measurement.
Creator marketing platform CreatorIQ this month found that 66% of brands and agencies surveyed said creator-led content is driving more return on investment than traditional advertising. Additionally, 66% said they used AI over the past year, with 42% using it for social media captions and 36% for brainstorming.