Hootsuite Unveils OwlyWriter, an AI That Helps You Get Creative with Content

Hootsuite, a prominent player in the ever-evolving field of social media management, today introduced OwlyWriter AI, a content creation tool powered by artificial intelligence.

Recognizing the growing demand for speed and agility in social media content creation, Hootsuite has developed OwlyWriter AI to help social marketers overcome creative block, a common challenge they face on a daily basis.

“Our customers told us that one of their biggest challenges as social media managers was coming up with content ideas,” noted Natalia Williams, Chief Product Officer at Hootsuite.

Leveraging the latest advancements in Generative Pre-trained Transformer technology and prompt engineering—everyone has heard of ChatGPT by now, right?—OwlyWriter AI is designed as a user-friendly tool that requires minimal input to generate post ideas and captions tailored for social media.

“With our customers at the forefront of our product experience, we set out to design a tool that would make social-first content creation easier and help our customers break away from the ‘sea of content sameness’ on social media,” said Williams.

Hootsuite’s AI-powered content generator streamlines writing processes, sparks innovation and inspiration, saves time, and enhances overall workflow efficiency for social marketers, according to a statement from the Vancouver tech firm.

Williams says OwlyWriter empowers social marketers to generate content for social media in multiple ways:

1. Repurpose posts: OwlyWriter AI identifies the best-performing organic content and helps rewrite it to recreate the magic without duplicating the content.
2. Write captions: Guiding users through a menu of options, OwlyWriter AI turns answers into captivating captions that can be tailored to different social channels or inspired by unique copywriting styles.
3. Get inspiration: OwlyWriter AI acts as an extension of the creative content team, allowing users to feed simple prompts to generate content ideas and accompanying post options.
4. Produce social posts: By providing OwlyWriter AI with a link to web content, users can easily generate social posts from that webpage.
5. Boost audience engagement: OwlyWriter AI helps social marketers tap into popular holidays by generating relevant celebratory content ideas, increasing timely engagement on social media.

Hootsuite is launching OwlyWriter AI as an open beta, available to customers free of cost for a limited time, with the aim of collecting valuable feedback to inform further innovation of the machine learning algorithm.

“We’re committed to continuing to build OwlyWriter AI’s powerful end-to-end social publishing capabilities into the multiple touchpoints where our customers struggle to come up with content ideas, create engaging posts, and populate blank social content calendars,” said Williams. “That is the future of OwlyWriter AI.”

The storied company is aiming to shift course in 2023 following significant layoffs over the past year and a re-brand, the reception of which was lukewarm.

OwlyWriter is the latest AI innovation in BC, where the technology is rapidly advancing in both ability and penetration across industries.