Marketing 2.0: Effective marketing in the social and AI era

It’s official: the ever-changing marketing landscape has entered an entirely new era. Social media has changed the game with platforms like IG, FB, YT and TT. And now, AI has entered the chat. While managing both might seem daunting, the combination of both presents an incredible opportunity to increase cut through without the high cost associated with traditional marketing methods.

No longer the AI-generated elephant in the room with 35% of companies reported using AI generated content in their business⁠(opens in a new tab or window).

At $5 to $10 per thousand impressions, social media is cheap and effective but comes with the complexity of multiple platforms and messages. Likewise, AI is also cost effective but getting your head around the tech and legalities can send you into a spin. Fortunately, Canva for Enterprise⁠(opens in a new tab or window) makes it effortless to integrate the two, creating, designing, and publishing on-brand campaigns with ease. Don’t believe it? Take a look at the top four global trends in marketing for 2024 and we’ll show you how Canva can help. You can even delve deeper to learn how huge organizations like USA Today, Reddit and Fast Company are already using Canva to stay ahead.

Overcoming the initial fears, we’re now starting to see how AI can make marketers and creatives more productive and elevate their workflow. From generating first drafts to simplifying complex tasks, generative AI enables new levels of creativity and endless possibilities.

Put the tech at your fingertips with Canva Magic Studio⁠(opens in a new tab or window), bringing together the best AI-powered tools. Writing⁠(opens in a new tab or window), image creation⁠(opens in a new tab or window) and image editing⁠(opens in a new tab or window) are just some of the ways marketing and creative teams use AI for content creation. Plus, you can build presentations from a single idea and generate social media content – watch the video below to learn how.

Surveying over 4,000 marketing and creative leaders across nine countries, the report investigates the digital marketing landscape and the impact of AI in creative industries. Read the full Canva Marketing and AI Report here.⁠(opens in a new tab or window)

In 2022, the global online video platforms market size was valued at USD 8.32 billion but is predicted to reach USD 30.24 billion by the end of 2030⁠(opens in a new tab or window). While including video in your marketing strategy is a no-brainer, the challenge is creating high-quality video at scale.

Use Canva’s professional video editing tool⁠(opens in a new tab or window) with customisable video templates⁠(opens in a new tab or window) to create professional content fast. Apply Brand Kits⁠(opens in a new tab or window) to ensure each template is on brand and lock elements so templates can’t be changed. Scale your efforts by inviting anyone in your organization to edit, changing captions, prices or language to alleviate the pressure on creative resources. Once you’ve mastered the basics, watch the video below to learn how AI can fine tune your footage.

USA Today teams use Canva to create quick captions, text straps and graphics for their speedily published videos. In the last 12 months alone, their Instagram audience has grown by over 18% to 3.1 million people while their TikTok has exploded 40% year-on-year to 1.4 million followers. Read the full case study here⁠(opens in a new tab or window).

2023 may have been generative AI’s year but it got audiences questioning everything they see. Not surprisingly in 2024, there’s a sharp increase in the need for trust and authenticity with 86% of consumers⁠(opens in a new tab or window) believing authenticity is vital when deciding which brands to support.

Don’t think AI and authenticity can exist together? Use AI to kick-start the creative process⁠(opens in a new tab or window) by generating social posts, presentations and videos so the humans (aka your team) can spend more time on authentic messaging that resonates with your audience.

Reddit’s 267.5 million weekly active users demand constant content. By using Canva’s Brand Kit and Brand Templates, approved brand assets, imagery, and templates are available to every Reddit employee so they can mass produce content while still adding their own on-brand voice. Read the full case study here.⁠(opens in a new tab or window)

In the path to purchase,over 50% of customers engage with 3-5 channels⁠(opens in a new tab or window) providing ample opportunities to connect with your audience and increase engagement. In fact, marketing campaigns employing an omnichannel approach report a remarkable 494% higher order rate compared to those launched on a single channel⁠(opens in a new tab or window). However, it’s important to have a process in place to not only handle the creative output but also the stakeholders so work is on brief, on brand and approved on time.

Speed up the writing process with AI Magic Write⁠(opens in a new tab or window). It can generate writing prompts, provide text tools and has a translation app so you can instantly create short-or long-form copy that’s suitable for each platform. Get started by using AI for social media post writing and you’ll be surprised how productive you can be.

Whether your focus is AI, video, authenticity or omnichannel, hopefully you’re now feeling far more in control of how you and your team can be more effective, particularly in the domain of generative AI and social media marketing. But remember, there are plenty of other ways Canva can help marketing departments succeed in an ever-changing landscape. To learn more about how to enable your team or organization to create, collaborate and publish visual content at scale, take a look at what Canva⁠(opens in a new tab or window) can do for your organization.