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Episode 15 – Social Media’s AI Glow-Up: When authenticity wins the algorithm game
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Forget the doom-scrolling whispers that “social media is dead.” In Social Media’s AI Glow-Up, Fabienne and Liz argue the opposite: social media is getting its biggest upgrade yet — and for tourism businesses, that’s powerful.
In this post, we unpack what that glow-up looks like, how AI is shifting what “good social” means, and practical strategies you can use today to stay visible, trusted, and compelling.
Why “glow-up” is the perfect metaphor
A “glow-up” is a transformation — a makeover from basic to brilliant. That’s exactly what’s happening to social media right now:
- AI is influencing who sees what, how content is surfaced, and where human voice counts
- The raw, unpolished, emotional content is becoming gold
- Algorithms now reward authenticity, consistency, niche communities, and emotional resonance
The AI shift: what’s changing behind the scenes
Here’s what the podcast reveals about how AI is rewriting the social media rulebook:
1. Discovery is less about hashtags, more about signals
AI is reading metadata, engagement patterns, context — not just labels. Your posts need to send strong signals (topic clarity, sentiment, relevance) to get surfaced.
2. Social platforms are now part of AI search ecosystems
Instagram posts, Reddit threads, Facebook communities — they’re becoming ingredients in AI’s answers. That means your social media can influence not just clicks, but AI-powered discovery itself.
3. Content must be human first, smart second
Polished, perfect posts are less important than posts that feel alive. Your captions, voice, tone must breathe authenticity, vulnerability, story.
4. Community beats broadcast
The most powerful impact isn’t from pushing content to everyone. You;ll want to influence inside tight circles, in comment threads, in DMs, with repeat fans who share your vibe.
5 strategies you can use (not theory)
Let’s cut to the chase. Here are five plug-and-play social strategies inspired by the episode:
| Strategy | What to do | Why it matters |
|---|---|---|
| Use real voices | Share behind-the-scenes, team stories, guest reactions | Human signals trigger AI to favour authentic content |
| Join conversations, don’t just post | Reply in niche groups, comment on Reddit threads, collaborate with micro-influencers | Signals you’re part of a network, not broadcasting |
| Recycle context, not content | Turn one experience into 3 formats: short video, quote carousel, community Q&A | Efficiency + consistency = algorithmic favour |
| Test micro content formats | Polls, short clips, quick stories, audio snippets | More chances to hit “micro engagement” that AI tracks |
| Build signature style | A recurring structure, voice pattern or visual motif | Gives your content recognisability in algorithmic chaos |
What this means for small and regional tourism operators
You don’t need a massive following to win at AI-powered social. In fact:
- Niche wins: your local stories, insider secrets, and regional quirks become your superpower
- Longevity matters: old posts that still resonate get recycled into AI relevance
- Trust is currency: once a community perceives you as human, they defend you — and platforms reward that
Pro tips for maximising ROI
- Use social data to feed AI search content: pull real social questions, quote people, use as FAQ seeds
- Keep fast feedback loops: post, test, iterate. AI favours agility
- Monitor micro-signals: saves, shares, replies, time spent, emoji reactions
- Audit your voice consistency across channels. AI penalties for conflicting signal
- Don’t forget legacy value: your social posts become source material for AI summaries
Frequently asked questions
Does social media still matter in the age of AI?
Absolutely. AI may be changing how people find information, but social media is still where travellers connect emotionally with brands. In fact, AI tools now use social signals: like reviews, comments and community discussions to help decide which businesses are most trusted and relevant.
How is AI changing social media for tourism businesses?
AI is analysing behaviour and sentiment to decide what content gets seen. For tourism operators, that means platforms like Instagram, Facebook and even Reddit are now feeding directly into AI-powered search results. The focus is shifting from quantity to authenticity : your real stories, guest experiences, and community interactions matter most.
What should I post on social media if AI is taking over search?
Post content that AI can’t fake:your local knowledge, personality, and guest experiences. Think short videos, behind-the-scenes moments, FAQs, and genuine storytelling. Keep it consistent and connected to your brand’s purpose.
How can small tourism businesses keep up with AI changes?
Start small:
Use AI tools like ChatGPT or Canva’s Magic Write to save time creating captions and ideas.
Plan your content around 3–5 clear content pillars.
Join public discussions (like Facebook groups or Reddit threads) about your destination — it boosts your authority in both search and social.
Will AI replace social media marketing?
No – AI is reshaping it, not replacing it. Social media is now part of the AI ecosystem, where authentic human content helps feed smarter algorithms. The businesses that adapt by posting consistently and connecting genuinely will actually benefit from this change.
What’s the best social platform for tourism marketing in 2025?
It depends on your audience. Instagram and Facebook still drive bookings and brand awareness, while TikTok captures discovery and inspiration. Reddit and Google Business Profile are becoming powerful for credibility and local insights, especially as AI tools rely more on real discussions.
How often should I post to stay visible?
Consistency beats frequency. Two to three quality posts a week — backed by clear content pillars and community engagement — will outperform sporadic posting. Think of it as training the algorithm to recognise your voice and trust your consistency.
Where to from here?
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