Lately AI

Brief Overview of Lately

Lately is a sophisticated content creation AI assistant that transforms existing longform assets into high-performing social media content. The platform addresses a critical challenge for marketers: the fact that 99% of social media messaging typically receives zero engagement. By utilizing a combination of artificial intelligence and neuroscience, Lately identifies high-performing patterns in words, grammar, and ideas to ensure broadcasts resonate with target audiences. This live content creation workflow supports various media types, including video, audio, and text, converting them into dozens of channel-specific posts. The software serves as a comprehensive social media management solution for businesses ranging from small startups to large enterprises. It provides a strategic approach to organic social marketing, focusing on building community and brand advocacy through personalized messaging. Lately functions as a central hub for content production, scheduling, and performance tracking, moving beyond simple automation to provide deep insights into audience behavior.

Lately Key Features for Content Creators

• AI Content Generators: The software automatically converts written content, audio files, or video recordings into hundreds of social media posts. This tool atomizes longform assets like podcasts, webinars, and white papers, creating micro-content that is ready for review and publication. It handles the heavy lifting of pulling together copy, images, and tracking links, which saves creators approximately 8 to 12 minutes per individual post.

• Kately Social Media Agent: This chat-based AI agent provides a conversational interface for managing social media tasks. It is designed to be hyper-customizable and proprietary, acting as a superintelligent assistant that drives ROI through targeted interactions. Kately represents the next generation of generative AI by offering a more interactive and responsive way to handle complex social media management workflows.

• Custom Voice Models: Lately creates unique writing models that replicate and amplify the specific tone and nuances of a brand's voice. These models learn from human collaboration, adapting as users provide feedback through thumbs-up or thumbs-down ratings. This ensures that the AI-generated content sounds like a better version of the brand rather than a generic machine-generated output.

• Native Hootsuite Integration: Creators can access Lately's AI content creation engine directly within the Hootsuite dashboard. This integration allows users to generate posts from longform content and send them straight to the Hootsuite Composer for final scheduling. It eliminates the need to switch between different platforms, keeping the entire social media marketing strategy within a single workspace.

• Employee Advocacy and Social Selling: The platform includes tools to unite employee advocates under one system, allowing them to share individualized and compliant content in their own voices. This feature amplifies brand messaging exponentially by leveraging the collective networks of a company's staff. It provides a controlled way to scale social selling without the chaos of uncoordinated posting.

• Word Cloud Recommendations: This feature analyzes audience response to show creators exactly which words and phrases to incorporate into their content to increase engagement. By identifying the specific vocabulary that triggers audience interest, Lately takes the guesswork out of copywriting. This data-driven approach helps in crafting messages that are more likely to be shared and amplified by followers.

• Parent-Child Dashboards: For organizations managing multiple brands, regions, or products, Lately provides a unified dashboard to track performance across the entire structure. This allows marketing leaders to see how content is performing in different markets or for different sub-brands at a glance. It provides the visibility needed to maintain consistency across a diverse and complex business landscape.

• Advanced Scheduling and Publishing: Once posts are approved, the software schedules them at the optimal cadence, day, and time for maximum exposure. The AI learns when the target audience is most active and ensures that the message reaches them when they are most likely to engage. This automation allows teams to plan and schedule content months in advance, reducing daily pressure.

• Multilingual Support: The AI generator is capable of working in multiple languages, including English, Spanish, Italian, Portuguese, Japanese, and German. This makes it a versatile tool for global brands that need to communicate effectively across different regional markets. Creators can request additional languages to suit their specific international needs.

• On-Behalf-Of Publishing: This capability allows marketing or sales team members to publish social media content on behalf of executives or other key team members. It ensures that high-level leadership maintains a consistent and professional social presence without requiring them to manage the daily posting process themselves. This is particularly useful for building thought leadership and executive branding.

Lately Target Users & Use Cases

Lately is designed for marketing teams, sales professionals, and content creators who need to scale their organic social presence without increasing their budget for paid advertising. It is particularly effective for B2C consumer brands, enterprise-level organizations, and agencies managing multiple client accounts. The platform caters to users ranging from solo entrepreneurs to large corporate teams that require sophisticated approval workflows and regional management capabilities.

• Repurposing Podcasts: Audio files are transcribed and turned into dozens of social posts accompanied by matching audiograms for platforms like LinkedIn and Twitter.

• Scaling Video Content: Longform videos from webinars or interviews are sliced into video highlights with corresponding social copy to drive traffic back to the original asset.

• Employee Advocacy Programs: Companies use the platform to provide pre-approved, brand-compliant content for employees to share across their personal networks.

• B2C Brand Engagement: Consumer brands in sectors like fashion, beauty, and electronics use the tool to build community and high-touch engagement with their followers.

• Executive Thought Leadership: Marketing teams manage the social profiles of company executives, ensuring a steady stream of high-quality, on-brand content.

• International Marketing: Global teams use the multilingual support to create and manage localized content for different dialects and regional markets.

• Social Selling for Sales Teams: Sales professionals who are not expert copywriters use the AI-generated content to maintain a consistent presence and convert high-quality leads.

• Content Archiving and Resurrection: Marketers breathe new life into evergreen assets like old blogs or white papers by turning them into fresh social media campaigns.

How to Get Started with Lately

1. Install the Lately app from the Hootsuite App Store and navigate to the Publisher section to select it as a content source.
2. Connect your social media accounts and allow the AI to analyze your historical analytics to identify your brand's unique social content DNA.
3. Upload longform text, audio, or video files into the platform to begin the atomization process.
4. Review the generated social posts, providing feedback through the thumbs-up and thumbs-down system to train your custom voice model.
5. Approve the finalized posts and send them to the Hootsuite Composer or use the internal scheduler to publish them at optimal times.

Frequently Asked Questions About Lately

• Is Lately free?: The platform offers a free trial and a signup option for users to test the AI content creation features before committing to a paid plan.

• What platforms does Lately support?: Lately generates and publishes content for major social media channels including Twitter, Instagram, Facebook, and LinkedIn.

• Does Lately support video content?: Yes, the software can ingest longform video files and automatically slice them into dozens of social media posts with matching video clips.

• Can Lately work with Hootsuite?: Lately has a native integration available in the Hootsuite App Store, allowing users to generate and send content directly to their Hootsuite dashboard.

• What languages does Lately support?: The AI generator works in English, Spanish, Italian, Portuguese, Japanese, German, and several other languages upon request.

• How does the AI learn a brand's voice?: The software uses a combination of historical analytics and human feedback to build a custom writing model that replicates a brand's specific tone.

Bottom Line: Should Content Creators Choose Lately?

Lately is a powerful solution for content creators and marketing teams who find themselves overwhelmed by the daily demands of social media production. It is an ideal choice for those who have a wealth of longform content, such as podcasts and videos, but lack the time to manually extract and format highlights for social platforms. The software provides significant value by reducing social copy creation time by up to 85% and cutting copywriting costs by 80%. While it requires human collaboration to refine the AI voice models, the resulting increase in engagement, reach, and impressions, often exceeding 100%, justifies the initial setup. For organizations looking to move away from bulky spreadsheets and manual processes toward a data-driven, neuroscience-based strategy, Lately offers a comprehensive and effective platform for scaling organic growth.