AI for Influencer Marketing
Influencer marketing is one of the most effective strategies for reaching younger audiences on social media networks like Facebook and YouTube. It’s hardly a perfect strategy, however – unless you work with an influencer marketing agency, you run the risk of muddy metrics, fake influencers, and inconsistencies can make measuring ROI challenging for even the most seasoned marketers.
Fortunately, artificial intelligence (AI) is revolutionizing the market and changing the way marketers use influencers and create relevant and valuable content.
Challenges with Influencer Marketing
The unique angle that influencer marketing takes is humanizing a brand by attaching an authentic person to it. Influencers already amass huge audiences, so when brands partner with them, they benefit from their hard work and reach new prospects.
If you’re not ready to hire an influencer marketing agency, AI-powered influencer marketing tools offer many solutions. These tools can assess thousands of influencer profiles in minutes, collect and assimilate data from multiple sources, and create detailed personas for numerous influencers for side-by-side comparison.
What does this mean in practice? Here are some problems with influencer marketing that AI can solve:
Fake Engagement and Fraudulent Influencer Stats
Fraudulent influencers are everywhere and use artificially inflated engagement to entice brands into partnering with them. Aside from misrepresentation, working with fake followers and audiences makes it more difficult for brands to determine if the influencer aligns best with their brand.
AI-powered influencer platforms can be more accurate and detect fake engagement and fraudulent influencers, separating genuine followers from artificial ones. These tools can also scan followers and use analytics to determine demographics, allowing brands to spot the right influencer with the best audience for campaign success.
While this isn’t foolproof, it’s a big step in finding authentic influencers with genuine followers and reach.
Uncertainty with Marketing Spend
One of the challenges in determining the appropriate influencer is comparing their cost to the cost of comparable influencers. AI tools can take historical data from numerous influencers in a niche or industry and use that data to determine the best allocation of resources.
Social media changes rapidly, so influencers may be successful at one time and fall out of favor in the future. Using natural language processing (NLP), AI-powered tools can predict an influencer’s success with your brand and campaign, so you can make an informed decision. It can also predict if an influencer’s performance will improve or deteriorate.
Tracking Branded Images
Keeping up with branded content is challenging in general, but more so when it applies to visual content. AI uses visual search and machine learning tools to analyze images across various platforms. It can track the themes, products, competitor products, and more.
Most influencer marketing is measured and tested using Earned Media Value, which uses historical data from previous campaigns. AI and machine learning tools analyze campaign ROI from numerous angles, including seasonal trends, brand content, the influencer and brand partnership, and more.
Adhering to Contract Terms
Most marketers have access to algorithms and automated tools that identify copyright infringement and plagiarism, but there’s not much to be done about influencer marketing. AI enables brands to automate the contract process and determine an influencer’s likelihood of breaching a contract or NDA before the partnership even begins.
Influencer content strategy is typically on point, but it can miss the mark. AI tools can tailor the content to each social media platform and audience by deciphering the influencer’s tone in past content. Natural language processing and artificial neural networks can also analyze follow comments and determine how the target audiences feel about each type of content.
Together, these tools can determine if an influencer is resonating with the audience. If they’re not, the tools provide smart suggestions to fine-tune and perfect content for ideal marketing campaigns.
Virtual Influencers Powered by AI
Virtual influencer is a new approach to influencer marketing, and proving to be effective. These influencers are created by influencer creators and provide a deep connection with the audience, which can be a huge advantage for brands.
Working with a virtual influencer has plenty of benefits, including a consistent brand message, minimal human error, curated personalities, excellent engagement, and integrated analytics.
It’s not without its flaws, however, such as mixed reactions from the audience, no human narrative, and susceptibility to human biases from creators.
AI-Powered Influencer Marketing is the Future
Artificial intelligence is revolutionizing digital marketing, and brands and marketers who enhance influencer marketing with AI can see incredible returns. Backed by data, Ai in influencer marketing can reduce the time and resources needed for the success of your campaign.