Artificial Intelligence is no longer just a futuristic concept. It’s already transforming how we search, engage, and create content on social media. From TikTok being used as a search engine to AI-powered tools predicting what we want before we even know it, the digital landscape is evolving rapidly. But while AI opens up exciting opportunities, it also brings new challenges, particularly when it comes to engagement and marketing strategy.
In our recent Geekspeak episode, this is exactly what we discussed—how AI is reshaping the way we interact with digital content and why it’s essential to rethink your approach to marketing in this new era. Here’s how AI is changing the game, and why it’s time to adjust your strategy accordingly.
In the past, SEO was all about keywords. Content strategies focused on keyword density, and ranking well on Google required understanding the right combination of terms to include. But now, SEO has evolved—AI-driven tools like Perplexity, Gemini, and Google’s own advancements in semantic search have made the game much more complex.
Today, SEO isn’t just about finding the right words; it’s about understanding intent and semantic meaning. AI can now interpret the context behind the search and the user’s deeper needs, making content discovery more personalized. This is why simply optimizing for Google isn’t enough anymore. You need to tailor your content for the broader AI ecosystem—tools that aren’t just indexing keywords, but understanding their intent and relevance to the user.
Despite the ongoing talk around TikTok’s potential ban and rumors about who might buy it, have you noticed that TikTok is becoming a go-to search engine? More people, especially younger audiences, are turning to TikTok to search for everything from local restaurant recommendations to DIY tutorials.
As this shift happens, Google no longer holds the monopoly on search. Instead of the usual list of web results, AI-powered platforms and even TikTok itself are becoming key players in how we find information. This means that if your content isn’t optimized for platforms like TikTok, you could be missing out on significant visibility.
It’s no secret that engagement on social media has been feeling lower across the board lately. Likes, shares, and comments just aren’t what they used to be. But here’s the thing: this shift isn’t necessarily a bad thing. The focus has simply moved from surface-level interactions to deeper connections and intent-driven engagement.
Instead of obsessing over fleeting metrics, now is the time to shift your attention to strategy. AI tools can help you create content, but it’s your ability to understand and cater to your audience’s true needs that will make the difference. The goal is to create content that resonates, adds value, and speaks to what your audience genuinely wants, rather than just riding on the latest trend or chasing likes.
This is where “resident knowledge” comes in. Content created with personal experience, case studies, and deep expertise will always stand out. Your knowledge, experiences, and insights are unique—and that’s what AI can’t replicate. For example, your business challenges and solutions will be different from mine. That’s why leveraging your own resident knowledge in your content strategy is essential.
Whether you’re posting on Instagram, YouTube, or TikTok, crafting content that speaks to the user’s intent, while drawing from your own expertise and experiences, will create far more engagement than generic posts that follow trends.
While TikTok and other platforms continue to evolve, one truth remains unchanged: you need to “own” your audience. Platforms can come and go, and the algorithm can change at a moment’s notice, but your website and email list are assets you have complete control over.
Building a robust email list is still one of the most effective ways to nurture your audience and convert them into customers. Social media is fantastic for awareness and engagement, but when it comes to long-term relationship-building and conversion, email marketing is unrivaled. Use social media as a tool to drive people to your website and email list. Once they’re on your list, you have a direct line to communicate with them.
As AI continues to shape how we search, engage, and create content, it’s clear that success now requires balancing SEO, AI, and ads. Engagement may be lower across the board, but don’t get caught up in vanity metrics. Focus on what truly matters, like watchtime, and measure how well your content connects with your audience.
Strategy is what makes the difference. Tactics may change, but personalized, valuable content built around your unique experiences will always stand out. Your “resident knowledge” is a key asset—something AI can’t replicate.
So, if you’re feeling the pressure of declining engagement, don’t worry. It’s not about abandoning AI or changing platforms. It’s about organizing your marketing to embrace this AI-driven world, creating content that speaks to intent and purpose, and focusing on the things you can control: your website, email list, and the value you deliver to your audience.
Need help aligning your content strategy with your business goals? Let us guide you in navigating the AI-driven landscape and crafting personalized solutions that deliver real results. Book a discovery call with us!
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