Using ChatGPT in content marketing: enhancing users’ social media engagement in cross-platform content creation through generative AI

As the integration of artificial intelligence into social media continues to attract attention, the key impacts on content marketing are still undefined. Initial studies have shown that language models are capable of producing content that is competitive with content created by humans. However, how can such content be tailored for different social media platforms as part of an organization’s content marketing strategy? To address this question, we evaluate the effectiveness of using GPT-4, to generate cross-platform content for Facebook, Instagram, and Twitter (currently X). Participants (N = 892) evaluated 30 AI-created content (ACC) and human-created content (HCC). Findings show that ACC scored higher on preference by users, call-to-action, and emotional responses than HCC for Facebook. However, AI’s advantage wanes on Twitter and Instagram, where posts are terser. The results imply that GPT-4 comprehends what type of content to create for different platforms, making it a useful tool for cross-platform content creation.