How to Use AI for Social Media Without Sounding Like a Robot

11 hours ago

2 min read

Unpopular opinion: AI content isn't the problem. Boring content is.

People aren't scrolling past your posts because AI helped write them. They're scrolling past because they sound like everyone else's. Same stock photo, same "5 tips", same voice.

At Tartan Social, we use AI every day. (You may even have seen my AI avatar popping up on our Reels.) Here's the exact workflow we use to get the speed of AI without losing the human touch.

Why so much AI content sounds the same

Most people type something like "write a post about my bakery" and post whatever comes back. The result is generic because the input is generic. AI can only work with what you give it.

Our 5-step AI workflow

1. Start with a real thing

Every post starts with something real: a job you did today, a customer's question, a photo, an opinion. That's your raw material, and AI can't invent it for you.

2. Give AI your context

Tell it who you are, who your customers are and how you talk. We cover exactly how in our 15 ChatGPT prompts for small business social media.

3. Ask for options, not answers

Ask for three versions: short, story-led and direct. Then pick the best bits of each.

4. Add the human layer

This is the step most people skip. Add:

a real detail only you would know
your own phrases and sense of humour
your opinion, even a slightly spicy one
a real photo instead of a stock image

5. Read it out loud

If it doesn't sound like something you'd say to a customer, rewrite it until it does.

Where AI is brilliant

Brainstorming content ideas when your mind goes blank.
First drafts of captions, emails and blogs.
Repurposing one piece of content into many.
Hooks and headlines to test different angles.
Replies to reviews and common questions.

Where you still need a human

Your stories and opinions. They're what make people choose you.
Real photos and videos of your work and team.
Judgement. Knowing what's right for your brand and your customers.
Facts. Always double-check anything AI tells you before you post it.

Tartan Social tip: keep a note on your phone of things customers say to you. Their exact words make the best captions, and no AI can make them up.

Curious about the bigger debate? Read AI can write your content. But should it?

Frequently asked questions

Is it OK to use AI for business social media?

Yes. Used well, it saves hours every week. Just make sure the final post sounds like you and includes something real.

Can people tell if content is AI-generated?

They can often tell when it's generic. Content with real details, real photos and a real opinion rarely gets called out.

What's the best AI tool for social media?

ChatGPT is a great starting point for writing. Here are more of our favourite AI tools for small business marketing.

AI-powered, human-led

That's how we work at Tartan Social. AI does the heavy lifting, and experienced people make sure it sounds like you, so you get more for your money. Done-for-you packages start from £399.

Get in touch and we'll send you 3 free fixes for your page.