Storytelling is Key in the Social Cosmos – and not just AI

The magic bullet of AI is leading to too much interchangeable and uninspired advertising. This can’t please advertising companies. Jonathan Goutkin, Managing Director Social & Digital at Zum goldenen Hirschen, sees the solution here: AI is just a tool that creatives use. “The winners of tomorrow are those who intelligently combine human creativity with the possibilities of AI and understand the power of storytelling,” says Goutkin in his MEEDIA guest article.

The article appeared on meedia.de on January 27, 2025:

It’s 2025 and a glance at social media feeds is sobering: Much of it looks the same. Brands want to appear authentic and approachable, focusing on social-first – yet they get lost in the uniformity. Content that is well-produced but interchangeable disappears in the digital noise. Added to this is the hype surrounding AI-generated content, which further reinforces this trend: faster production, efficient distribution – but rarely with soul.

AI in social content marketing – it sounds like efficiency and automation. AI generates texts, creates images, and edits videos. But efficiency alone is not enough. Clean, perfect, and interchangeable rarely sticks in the memory. The call for “authenticity” in the social cosmos is loud. And that’s precisely what’s lacking when AI takes the wheel. As advanced as it is, AI doesn’t replace the human element: emotional intelligence, the feeling for stories that touch and remain in the memory.

AI is a tool – not a substitute for creativity. It optimizes processes, analyzes data, and personalizes content. It provides valuable insights into target group behavior and helps to place messages more effectively. But the truly creative visions and authentic storytelling still arise from human intuition. That’s why storytelling will remain crucial in the social content marketing of the future.

Users don’t want faceless brands. They prefer real people and unvarnished stories that evoke emotions and create identification. Stories that stand out from the digital background noise and give brands character. AI can support this process, for example through hyper-personalization: A marathon runner sees inspiring tips for performance enhancement, while recreational joggers receive stories about beautiful running routes or content on the topic of health. But the basis remains human creativity: AI provides the data, humans tell the story.

Visual storytelling plays a key role in this. Social content thrives on videos and interactive elements that create a deeper connection. A tour operator could immerse potential customers in the world of vacation much better through an immersive video than would be possible with photos. AI can help determine the optimal length and appropriate format for different target groups. But the emotional depth and the creative idea – those must come from humans.

Another aspect that is gaining importance is ethical storytelling. In a world full of fake news, users are looking for transparency. Brands that disclose production conditions or advocate for social and ecological responsibility not only gain trust but also stand out positively from the competition. Ethical storytelling also means avoiding stereotypes, clearly labeling sponsored content, and being aware of societal impact.

Storytelling in social content marketing is therefore not a short-term trend, but the future. It’s about creating real connections and differentiating oneself in an oversaturated market. The winners of tomorrow are those who intelligently combine human creativity with the possibilities of AI and understand the power of storytelling. They will be the brands that inspire, convince – and remain in the memory.

Jonathan Goutkin has been Managing Partner of Zum goldenen Hirschen Valley (Social & Digital) since 2019 and a partner of the Hirschen Group since 2024. At 33, he is the youngest member of the agency group’s Partner Board. One reason for the early promotion is likely the success of “Valley.” For 2024, the area Goutkin is responsible for is expected to generate sales of approximately 65 million euros – which corresponds to growth of around 182 percent compared to 2023.