Hootsuite is Embracing AI, Here’s Why

Hootsuite announced the launch of its AI-powered content generator today, OwlyWriter AI.

The company recognized that social marketers are pumping out content at an unprecedented speed on a daily basis. This results in marketers facing creative block more often than appreciated.

Hootsuite has previously released both its in-depth suite of content creation aids and social media toolkit to help combat creative dry spells.

But different from Hootsuite’s previous initiatives, OwlyWriter AI has been developed as a step-by-step tool that requires very little information to generate post ideas and captions that are tailored to social.

For social marketers, this could be a game-changer.

Hootsuite said via press release that social marketers who leverage the opportunity to automate content creation tasks will simplify writing processes, spark innovation and inspiration, save time and boost efficiency in workflows.

The idea itself was sparked by an answer to a question that Hootsuite asked its audience, said Natalia Williams, Chief Product Officer.

“When we asked our customers the biggest challenge they face as social media managers, nearly one-third of them told us it was ‘difficulty coming up with content ideas’,” Williams said. “With our customers at the heart of our product experience, we set out to design a tool that would make social-first content creation seriously easy, and help our customers break away from the ‘sea of content sameness’ on social all at once.”

How OwlyWriter AI works

Hootsuite’s OwlyWriter AI leverages Generative Pre-trained Transformer technology (GPT) and prompt engineering to help make content creation simpler for users while eliminating the feeling of staring at a blank canvas.

Hootsuite provided the following five ways OwlyWriter AI can help generate content for social use cases:

1. Repurpose top-performing posts: by identifying best-performing organic content, OwlyWriter AI helps re-write content that is proven to drive engagement and reach to recreate the magic without duplication.
2. Write brand-new captions: guiding users through a menu of options, OwlyWriter AI instantly turns answers into captions that can be tailored to social channels, or can be inspired by unique copywriting styles such as HOOK (Headline, Offer, Unique angle, Kicker), AMP (Attention, Marketing Positioning, Proof), WIIFM (What’s In It For Me), AIDA (Attention, Interest, Desire, Action).
3. Get content inspiration and get started: thinking of OwlyWriter AI as an extension of the creative content team, users can feed simple prompts to generate content ideas and accompanying post options.
4. Produce topical social posts: by providing OwlyWriter AI with a link to web content, such as a recent blog post or thought-provoking article, content from that webpage can easily be generated and turned into a social post.
5. Boost audience engagement through key dates: to help social marketers tap into popular holidays, OwlyWriter AI can generate relevant celebratory content ideas — in turn, increasing timely engagement on social.

Hootsuite will be launching OwlyWriter AI as an open beta to its customers free of cost, for a limited time, to collect valuable feedback to support OwlyWriter AI’s continued innovation.

About Hootsuite

Hootsuite helps customers harness the power of social to ignite their brand and business. As the global leader in social media management, Hootsuite powers social media for brands and organizations around the world, from the smallest businesses to the largest enterprises. Hootsuite’s unparalleled expertise in social media management, social insights, employee advocacy, and social customer care empowers organizations to strategically grow their brands, businesses, and customer relationships with social media.

Source: HootSuite