How to use Hootsuite OwlyWriter AI

Hootsuite has add a new tool for content producers. An integrated artificial intelligence editing tool called the OwlyWriter AI. I have been testing it and find that it is a very useful aid to improve your content. It uses the Hootsuite Owl logo in a fun way and you will love it once you give it a try. I will guide you on how you can get started.

AI – Artificial Intelligence

AI is changing the game when it comes to social media post quality! From personalized recommendations to automated content curation, AI-powered tools are giving marketers the edge. Whether you’re looking for more targeted reach or improved engagement, AI is providing the opportunity to deliver optimized experiences that make users take notice! A typical AI generated paragraph 😉

OwlyWriter AI – what is it?

Hootsuite OwlyWriter AI generates copy to improve user engagement and interactions, but also much more. I have used a few AI tools for social media marketing in the past. Of course you can go and use ChatGPT in a separate browser window and copy paste into your social media management solution. This is easy enough to do. However, Hootsuite is providing some interesting social media specific channel aspects. You will find sub menus for LinkedIn, Twitter, Instagram etc. Hootsuite is not just making sure the text length fits. It says that it has “taken 14+ years of experience to create winning content formulas for every network”.

Hootsuite integrates the whole process so you can add content seamlessly into the post composer area after you have made a selection you like.

The OwlyWriter AI is free for a limited time to all Hootsuite users.

How to use the OwlyWriter AI

Go to Hootsuite composer to create a post
Look for the OwlyWriter AI banner, click “create a caption now”
Select from the menu:
- Repurpose your top posts – Rewrite your best posts to reach more people
- Start from scratch – Create new captions. Here you will find sub menus for the popular social networks and other choices like “hook posts”, “attention, market positioning, proof (AMP) – copywriting formula”, “features, advantages, benefits”, “what’s in it for me”, and “unique selling proposition” type posts.
- Get inspired – Get post ideas and captions for any topic. Here you can enter anything and start from a blank entry box.
- Turn web content into posts – Generate captions from blog posts and other content sources. I tried this and it created 3 posts based on my latest blog posts.
- Get your holiday calendar ready – Create captions for upcoming holidays. I live in the Netherlands and it showed a list of Dutch national holidays and suggested texts to celebrate them.
Some of the menu items have sub-menus like “Start from scratch” which enables you to select the tone of the post (see below image).
When done click the “Create post” button to have your selected text transferred to the composer menu.
Check spelling with Grammarly which is built into the Hootsuite composer before direct posting or scheduling. Posts can link up with existing approval flows.

Select a tone of voice — *Selecting a tone for a post or caption*

Issues with Hootsuite OwlyWriter AI

I often added content from OwlyWriter AI to the composer and found that Grammarly was not impressed at all. Good that we have Grammarly and it is doing its job but I found far more issues with bad spelling than I would have expected from the AI generated content. Please be careful. Click this link to read the past post I created describing how to use the Canva and Grammarly functions within Hootsuite composer.

In my opinion I find “start from scratch” and “get inspired” to be very similar. I feel that they should be combined, placing the “get inspired” section at the top of the “start from scratch” menu. In both cases you start from scratch ;-).

Always be careful with AI generated content

AI tools help with writers block, or devising texts with words that we know we want to use but find it difficult to formulate quickly and easily. There are many content creators that do not need such a tool and will resist using one.. for now. However many will find it valuable. Content creators must still devise what posts and supporting content they need. The aim and purpose of the content. How the content complies to brand guidelines etc. AI generated content will still need to follow approval paths in most companies. You are asking for trouble if you view AI generated content as something that can be directly posted without any form of brand alignment or approvals.

That said, how will use you Hootsuite’s OwlyWriter AI tool?

Hootsuite OwlyWriter AI social media content generator tool

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Clive Roach

Social media marketing expert with +15 years’ experience. Creates and deploys strategy, social listening, tactical planning, analytics, campaign calendar management, all while achieving revenue opportunities and cost savings.

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