Suggestions from HubSpot’s international head of brand name advertising and marketing

For anybody scuffling with utilizing AI in Instagram advertising and marketing, now’s undoubtedly the time to study. Almost half of the entrepreneurs we surveyed for our 2025 State of AI Advertising report stated they’re already utilizing AI for social media, with 49% utilizing it for text-based social content material and 47% for video/audio-based content material.

HubSpot’s personal social media staff is leveraging AI to create extra participating, genuine, and on-trend content material quick. I did some digging on the methods manufacturers are utilizing AI on Instagram and chatted with HubSpot’s International Head of Model Advertising to convey you the AI examples, suggestions, and instruments you’ll want to succeed on Instagram.

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I like to recommend revising the output. Actually, our State of AI Advertising analysis discovered that solely 7% of entrepreneurs don’t edit the AI outputs. Greater than half (56%) considerably revise or rewrite the outputs.

Right here’s an instance of the iterative technique of utilizing AI to generate Instagram captions, as demonstrated by Melissa Lunt of Superhero Design. She begins with this Claude immediate.

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And after some re-prompting and refining, she finally ends up with this:

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2. Repurposing Weblog Content material into Instagram Posts

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Each marketer is aware of the ability of repurposing content material. By doing this, one piece of content material can tackle many lives, increasing its attain.

And because of AI, you are able to do this quicker than ever. Utilizing Content material Remix by HubSpot, you’ll be able to take a touchdown web page or weblog put up and repurpose it into a number of advertising and marketing belongings, together with an Instagram put up, in just some clicks.

3. Hopping onto AI-generated Developments Like ChatGPT’s Motion Determine Pattern

By now, who hasn’t seen the enjoyable AI-generated motion figures throughout Instagram and LinkedIn? Right here’s an instance from when HubSpot hopped on the pattern:

AI can definitely enable you keep on prime of developments — however as this motion determine fad exhibits, generally AI is the pattern. And that may be a enjoyable approach to make use of AI on Instagram.

4. Enjoying with AI to Prolong Backgrounds

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Gymshark used AI to increase the backgrounds of those epic images, garnering almost 52k likes on a single put up. And should you’re curious, I requested ChatGPT what device Gymshark used to do that, and it informed me it was Photoshop’s “Generative Fill.”

I can see how this device could be helpful in taking a picture you already like and fine-tuning it. For instance, if a topic received lower off or if the picture dimensions don’t fill the body as is, you possibly can use Photoshop to make the photograph Instagram prepared.

5. Creating AI Influencers

I admit, watching AI influencers on Instagram remains to be just a little too uncanny valley for me. However for a lot of manufacturers, it’s driving engagement and gross sales. Simply take a look at Brazilian retailer Journal Luiza (or Magalu)’s AI-powered persona, Lu.

Dubbed “essentially the most adopted digital influencer on the earth” by Digital People, Lu do Magalu has 8 million followers on Instagram alone.

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She’s powered by Google’s Vertex AI, which created “Lu’s Mind” to assist the model persona make customized product options for its internet buyers.

Professional tip: Use AI influencers with warning. A 2025 Northeastern College examine discovered that, when issues go incorrect, AI influencers usually tend to harm model belief than human influencers. That is as a result of shoppers see AI as having much less company, and due to this fact, much less duty for promoting a defective product to shoppers — that means shoppers redirect the blame to the model that was managing the AI.

The takeaway? The examine authors conclude: “Organisations should recognise their accountability for the actions of AI-powered VIs [virtual assistants], as these instantly have an effect on model belief. Deciding on VIs ought to contain not solely their skill to draw followers but in addition a cautious analysis of potential dangers to model status.”

6. Utilizing AI Analytics to Drive Social Media Technique

“Information-driven social media technique” takes on a brand new life whenever you apply AI analytics to your Instagram advertising and marketing, permitting you to optimize posts primarily based on previous put up efficiency and your viewers’s preferences and knowledge.

“AI helps us uncover distinctive insights about glasses wearers (even ones we’d not have skilled ourselves),” says Or Zinger, VP of Model Advertising at GlassesUSA.com.

GlassesUSA.com used Sprout Social’s AI to investigate previous profitable posts and give you the POV format and captions for this Reel. The video received greater than 367,000 views — 90% of which got here from non-followers.

“The largest mistake I see manufacturers make is dumping their total model tips into AI and anticipating magic,” says Amy Marino, HubSpot’s International Head of Model Advertising. “That’s like giving an intern a 200-page worker handbook and anticipating them to embody your tradition on day one.”

Similar to you wouldn’t throw a brand new rent into their position with out enough onboarding, don’t anticipate your AI workflow to work completely the primary time. It can require fixed experimentation and refinement earlier than you understand most productiveness and high quality features.

So, the place to start? Marino presents steering: “Get AI began on the boring stuff no person needs to do anyway. That is the place AI shines, and you may get some fast wins.”

She provides, “Probably the most highly effective half isn’t the instruments themselves, however the way you create a system or ideas for evaluating and refining outputs. Anybody can use AI to create a bunch of mediocre content material, however the aggressive benefit comes from how masterfully you push and refine what the AI offers you.”

2. Go away the humor to the people.

“Let AI do the 80% that’s predictable, and save the 20% that makes folks cease scrolling for human creativity,” says Marino.

“We have discovered that AI will not be one of the best at humor or cultural references that really feel present and genuine. We use AI to generate construction, however our staff provides the cultural touchpoints and persona that make content material really feel of the second.”

For instance, take a look at this hilarious Instagram video from the official HubSpot account. Marino’s staff used AI to help with the script, however people introduced the humor.

3. Whip up some “immediate recipes” you’ll be able to reuse.

Streamlining your AI Instagram workflows means creating reusable prompts that you simply’ve seen constant success with. That’s what Marino’s staff does to avoid wasting time.

“As an alternative of chasing each new AI launch, we’ve invested in creating (and updating) our immediate recipes. These are particular directions that persistently ship good outcomes for various content material varieties,” Marino says.

“My private favourite route: ‘Write this for somebody who truly makes use of Instagram, not for a marketer who studied it in faculty.’ That push transforms the output from corporate-speak to one thing a human may truly say.”

4. Make sure to label AI-generated Instagram video/audio that’s “real looking,” in accordance with Meta’s phrases.

When you use AI to generate video or audio that appears or sounds real looking, you’ll want to label it utilizing Instagram’s “AI information” characteristic. This requires merely toggling on the “Add AI label” whenever you put up a video.

Right here is the precise wording from the Instagram Assist Middle:

“Meta requires you to label content material you share that has photorealistic video or realistic-sounding audio that has been digitally generated or altered, together with with AI. Because of this if a digital creation or AI device was used to create or modify this type of content material, you should label the content material earlier than you share it.”

It goes on to say that should you fail to take action, “there could also be penalties,” nevertheless it doesn’t specify what these penalties are. This isn’t required for AI-generated images; it is just required for video and audio.

5. Perceive your viewers’s preferences for AI- versus human-created content material

As generative AI turns into extra mainstream, shoppers won’t care a lot about whether or not one thing was created with AI. However what are their preferences proper now?

Properly, in a minimum of three research, researchers discovered that the majority individuals most popular AI-generated content material — once they didn’t understand it was created by a machine.

• In a 2023 MIT examine, when individuals knew how work was created, they confirmed a constructive bias towards human-created content material, however once they weren’t informed, they most popular the AI-generated content material.
• A 2024 Semrush survey of over 700 U.S. shoppers pitted generative AI content material towards human-written content material, and 6 out of six occasions, AI received.
• And in April 2024, Bynder revealed outcomes of its survey of two,000 UK and U.S. individuals, 56% of whom most popular the AI-generated model of an article over the human-written one once they did not know which was which.

So, simply maintain this in thoughts as you weave AI extra into your Instagram technique. Verify in along with your viewers. A extra tech-savvy shopper, for instance, could not thoughts should you use AI and might not be within the particulars of the way you used it. However different audiences may really feel otherwise.

1. Breeze Social Media Agent by HubSpot

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Greatest for: Busy social media groups that wish to leverage AI to make data-driven choices about their Instagram technique

Use Breeze social media agent by HubSpot to make AI-powered, data-driven posting choices. Breeze components in your previous put up efficiency, enterprise particulars, model voice, viewers, and extra to generate social media posts in a flash.

2. CapCut AI Video Editor

Greatest for: Beginner to superior video editors who wish to create viral-worthy Instagram Reels

As somebody who’s used each FinalCut Professional and Camtasia (the latter for about 10 years), I used to be floored by how intuitive CapCut is as a video editor for brief social media movies. I’m by no means going again.

Every time I import a video and drag it to my timeline, CapCut can robotically caption it utilizing AI. It’s correct for 95% of the phrases, so I solely need to do some mild corrections, considerably dashing up my content material manufacturing.

3. Captions AI Video Editor

Greatest for: Creating viral-worthy Instagram Reels in seconds utilizing AI

I downloaded the Captions cell app on a whim once I received an advert for it whereas scrolling Fb (sure, I’m a sucker for social media advertisements). And you understand what? I used to be pleasantly shocked by the consequence. The output would require minor tweaks from my finish for a refined video. To be clear, I nonetheless most popular my manually edited video, however Captions could be a fantastic choice to scale video creation however nonetheless have it really feel professionally edited.

4. Canva’s Magic Studio

Greatest for: Designing eye-catching graphics in your Story or posts

I’ve been utilizing Canva since 2016, and it is extremely straightforward for me as a marketer to create visible belongings for social media. I rely closely on its one-click background remover once I’m creating weblog graphics. Marino’s staff makes use of Magic Studio for Instagram visuals.

Magic Studio may also help you resize and repurpose present belongings, generate photographs and movies, and switch a immediate into an attention-grabbing graphic.

5. ChatGPT or Claude

Greatest for: Producing and refining captions and scripts

I’ve used ChatGPT and Claude to assist me refine my video scripts for 60-second social media movies. It’s nice at taking my wordy scripts and making them extra concise.

Right here’s an instance immediate I used for my most up-to-date social media video:

“You’re a viral YouTube Shorts and Instagram Reels content material creator. Critique this script. How can I make it stronger and extra participating?”

I used Claude, too, as a result of I like seeing what every AI device brings to the desk, after which combining what’s helpful from each outputs.

This text was written by a human, however our staff makes use of AI in our editorial course of. Try our full disclosure to study extra about how we use AI.