It’s time to look to artificial intelligence (AI) in influencer marketing. Although the influencer marketing sphere is teaming with human experts, AI can help brands in the following ways:
- Finding the right influencers
- Suggesting helpful workflows
- Bringing relevant content and trends to the surface
This quick guide will dive deeper into how AI can benefit influencer marketing.
More AI-powered platforms
“AI-powered platforms can help brands be matched with the right influencers in little time,” says business writer Kendra Davis. “Instead of spending time looking for influencers, AI-powered systems can simplify this search by collecting useful data for marketers. Once the right data is collected, marketers can use it to find the right influencer.”
AI collects data for marketers to do the following:
- Make better influencer marketing decisions
- Identify any unique trends in the market
- Pick influencers that are best suited for such trends
“In addition, AI can tell the difference between real-life influencers and computer-generated ones,” adds Davis. “By analysing factors such as followers, AI can separate the wheat from the chaff, meaning that the genuine influencers are sought out instead of bots.”
Influencer performance evaluations
Once you have the right influencer on your marketing team, you’ll need to make sure that your chosen influencer will do as well as they’ve said they will. AI can help with that.
Thanks to AI, marketers can measure influencers’ performance in a simplified manner, because AI does all the work behind the scenes, while marketers just access the information with ease.
Here’s how it works:
- AI monitors posts made by influencers (i.e. photos, videos, etc.).
- Marketers can evaluate influencer posts.
- Marketers can collate this data to understand how successful (or poorly) an influencer is doing for their brand.
- Marketers can gain better insights based on the influencer’s influence among their target audience, and make any necessary changes.
Fake engagement and bad actor detection
Nowadays, there are many bad actors online. Influencer marketing is not exempt from fraudsters.
Bad actors can pose as influencers by using social bots to paint a false picture of their impact on the internet. When partnering with a business, these fraudsters can cost them millions, and even give the brand a negative reputation.
Fortunately, AI can go through influencer pages (i.e. social media) and see which influencers are legitimate, and which ones are fraudulent.
Spotlighting relevant content
Relevancy is now more important than ever in the marketing sphere. With popularity springing from different crevices on the Internet, it’s important for marketers to keep up with what’s relevant, and what isn’t.
Thankfully, AI can make the task of relevancy easier for marketers. How? With automated analysis. Since search engines like Google are run on evolving algorithms, AI can learn what type of content is delivering great results for brands by scaling large quantities of data. As it scales data, the system grows smarter and faster when searching for it.
More accurate influencer campaign success predictions
“If you’re curious about how your influencer campaigns are doing, then AI can help with that,” says marketing expert, Alex Yung. “With success rates being reliant on how well influencer campaigns do on the web, AI can help marketers predict any success rates from these campaigns. Before you even launch a campaign, AI will show you how well it’ll do.
“This allows marketers to tailor their campaigns in the same way that their successful campaigns have been tailored. AI presents predictive analytics that show marketers points of returns of investments, which offers a wealth of information to make your next campaign successful.”
Content testing for reuse
Finally, don’t be afraid to test your content. How? By utilising AI!
If you’re having influencers create content for your brand, make sure that AI systems are enabled to track them when they post. AI can test a piece of content’s popularity, the target audience, etc. Whatever content pieces score highly (based on AI tracking) can be used for marketing and advertising opportunities in the future. Now, that makes sense, right? Reusing popular content rather than reusing unsuccessful pieces sounds about right, especially in a marketer’s perspective.
As you can see, influencer marketing can be successful for brands when AI is involved. By taking into account the benefits discussed in this guide, you’ll realise how important this technology is to marketing with influencers.