Influencer marketing is no longer a term; it has matured, and marketers have been dipping their toes in the influencer pool for years. The discussion has progressed from whether or not to include influencers in our marketing arsenal to more practical considerations such as how many influencers to use, what type of influencer to use (e.g. micro-influencers vs macro-influencers vs nano-influencers), when and where to run the campaigns.
It’s no surprise that the influencer marketing industry’s global spending is expected to exceed $5-10 billion by the end of this year. While the physical benefits of influencer marketing are evident — high engagement, massive traffic, and real content – there is still a long way to go. However, finding the right influencer who can offer high-quality content that is relevant to your company and audience remains a difficult process. However, with the development of inauthentic social media stars, quantitative measurements are no longer sufficient as a standard for identifying the correct influencers. Instead, today’s brands select creative influencers based on qualitative criteria such as brand affinity, content quality, and the influencer’s ability to effectively express brand values. AI provides a solution for a variety of brand demands, from influencer search to brand affinity and content analysis.
To put it simply, AI assists brands in making their influencer campaigns more effective by expediting problem-solving, data analysis, planning, and research processes, giving marketers more time to improve the effectiveness of their marketing strategies and accomplish desired results.
So, how can artificial intelligence assist influencer marketing?
- AI-powered influencer platform: AI-powered influencer platforms have proven to be effective in pairing marketers with relevant influencers. Finding the proper influencers is clearly a time-consuming process. However, with AI-powered solutions, the job of the marketer can be much simplified. Marketers can collect all of the data they need to make decisions, spot trends, and choose the greatest influencers in a fraction of the time this way. Not only that, but AI allows for a pattern/footprint analysis among followers, making it simple to discern between computer-generated and real-life influencers.
Nestle is a great example of a company that has had a lot of success using AI-driven influencer marketing networks. Nestle Pure Life aimed to connect with people who could share their uplifting stories about how obtaining assistance from average women who were moms and grandmothers helped them create awareness about the brand. Nestle collaborated with Linqia, an AI-powered influencer marketing tool, to find the ideal influencers across several social media platforms, including Instagram, Facebook, Pinterest, Tumblr, and Google+. The campaign also invited over 50,000 audience members to contribute their own experiences about how their mother figures have inspired them and increased their confidence, resulting in over 7,500 social tales and 22 million impressions.
- Evaluating the influencer’s performance: Once you’ve found the ideal influencer for your campaign, the next logical step is to assess their effectiveness. Measuring any influencer’s performance is not as difficult as it may appear, thanks to AI. Marketers can use AI to analyze individual posts produced by influencers and compile data to determine how well each influencer works with the brand. As a result, marketers will have a better understanding of the increase or reduction in an influencer’s influence within their target audience.
- Determining influencer incentives: After all, estimating an influencer’s fees can be fairly unclear. Another benefit provided by AI is determining influencer incentives. However, if you use Artificial Neural Networks (ANN), influencer marketing systems driven by artificial intelligence can analyze historical data from a variety of influencers to forecast the most effective level of incentives to encourage them to post. Furthermore, they can provide that incentive automatically at the time when the influencer is most likely to publish. This AI approach considers a wide range of influencers, from micro-influencers to celebrities with a large following.
- Identifying and delivering relevant content: On a daily basis, the audience is bombarded with a variety of content. To avoid getting drowned in a sea of information, brands must choose the most relevant and useful content to capture the attention of their potential customers. This is where artificial intelligence (AI) comes into play. By utilizing ANN to assess several images and video properties and NLP to assess comment sentiments to discover which posts are being favorably received, AI integrated solutions ensure that marketers send relevant content to the correct audience while cutting through the noise of hundreds of other postings.
- Determining the ROI of the campaign: AI influencer marketing allows you to examine an influencer’s performance, analyze every piece of content produced by the campaign, and assess numerous engagement metrics. This also aids marketers in calculating the campaign’s true ROI and understanding its influence on revenue.
It’s obvious that brands will look towards artificial intelligence (AI) to improve their influencer marketing efforts. After all, this isn’t only about studying engagement and audience analytics; it’s also about evaluating the unstructured data that marketers need to achieve their marketing objectives. Artificial Intelligence is transforming the way brands think about influencer marketing, as can be shown. The main benefit of AI influencer marketing is its unrivaled speed and precision, which helps to propel the campaign to new heights.