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I think 2020 is a little early for full automation. There still requires a lot of strategy and planning on the audience segmentation/testing process. Not only that, but as a paid media specialist, you need to work closely with the creative/content team to make sure the work being created is correctly based on the needs and painpoints of an audience. I think this has a great career path, are you looking for work?
@strategist 1 - touche 😎
Over the next few years some platform will likely automate micro influencer marketing (ie make a post about Tide your friends will like and we’ll pay you $15). Targeting platforms will start getting better about individual location targeting instead of just geos (ie ‘at home’ vs ‘at work’ vs ‘out shopping’). Automation of some stuff will happen and managers will move to managing other aspects of campaigns. We will probably see more dynamic creative as ai and algorithms become smarter. Campaigns that change cta or message with added frequency will probably become more common and automated. It’s likely social and crm start to play closer together (automated based on individual user behavior). Basically expect Facebook and others to take the targeting and tech stacks that big companies and agencies are executing now and automate, integrate and package them in a way that a mom&pop with a $3k/month ad spend could set and forget. That’s where the real automation opportunity lies as social channels look to continue to expand revenue (especially in global markets).
That being said, being good at advertising is mostly knowing how to make the targeting/channel/creative/etc options work the best for specific challenges - and it’s going to be a long time before computers are better than people at that. If fbook rolls out some insanely successful automation tool, that’s great....for Facebook. But a human still had to evaluate that spend and ROI against other channels to allocate and adjust. As long as you don’t ultra specialize in one channel or tactic you’ll be fine long term. Digital ads aren’t going away anytime soon and once you learn the language and basics the skills are easily transferable to whatever evolves next
Full automation is unlikely in social, IMO. In terms of bidding/optimizing, yes, platforms are already forming better ways to automate. FB already has a dynamic creative tool which allows the algorithm to pick a variety of combinations to build the best ad to serve, creating more automated, individual experience — so yes, creative automation is also possible. What’s still needed is strong messaging that resonates with audiences, and that requires a human touch to develop in order to help feed these automations. I don’t think that will ever go away. What’s also always going to be needed is a strong understanding of the space in order to build strong (and highly unique) strategies for each platform — again, messaging is a huge part of this. Paid Social is more manual, and highly collaborative, than most people in the industry realize, and that’s even with new automation tools. We’ll still need a human element to build the story and the foundation. Automation helps in terms of efficient distribution, especially to help maintain performance when you’ve already gained the learnings to continue doing what works well.
Great question, though. Interested in other folks’ thoughts!
Yeah, agreed on that. Social is always so difficult to build scopes for, because a lot goes into strategy and implementation. Waiting for the industry to figure it out and build scopes/teams accordingly 🤪
I work in paid social and am wondering where this career path would get me into. Thanks, friends!
Hey who gives a shit - let’s grab a beer
Yes.
Now that I’m in it, the people saying no are correct and the people saying yes have been completely misguided as to what AI and machine learning are supposed to help you with.
Thanks for all of your advice!!
It will be automated but not in the way you’re thinking. It is in the platforms best interests to democratize their tools and make them frictionless and simple. So much of what you do will become less necessary, less well compensated due to the lower value added. More and more companies will bring it in house or get it at cost - it’s not really talent driven so much easier to commoditize.