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With the widespread adoption of social media, influencer marketing has been on the rise. This new digital advertising branch has helped brands reach audiences on a larger scale and establish brand awareness.
Over the last five years, the influencer marketing industry has grown and evolved with the rise in technical advancements, resulting in more brands investing in influencer campaigns over conventional media. Marketing organizations are currently focused on one primary goal; finding out how to maximize the benefits from influencer marketing.
Where Is Influencer Marketing Heading?
Since the phenomenon is relatively new compared to traditional marketing techniques, there is room for massive improvement and upgrades. Enter Artificial intelligence technology and Big Data. Tech experts and marketing specialists are joining forces to merge influencer marketing and AI-tech to drive maximum results and revolutionize marketing efforts.
The digital universe is incredibly vast and will continue to grow in the future; leveraging the powers of data science to advance influencer marketing and make it smarter will help companies develop exponentially.
Surfing out a content creator on the internet can become a tedious job for many people because it becomes time-consuming for any company. Luckily, at the beginning of the 21st century, advancements in technology have made various tasks easier; hence the introduction of AI technology has aided companies in finding the best influencers that meet their brand marketing requirements automatically.
The formation of proper standards becomes the foundation of gaining access to a pool of relevant influencers. The number of programming languages has increased significantly over the past decade, hence making it possible for organizations to develop software that can collect valuable information about different content makers from social media platforms.
The number of people who engage with their posts and the frequency of posts made for different company products can be easily searched and recorded by AI-powered tools. Such marketing systems use data gathered from all the posts of specific influencers and determine when it’s likely or what kind of posts can cause their number of followers and other engagement metrics to go up or down.
Determining Influencer Performance With NLP
If organizations could easily find relevant influencers with a large number of followers, then it would save them a lot of time and money. This is where Natural Language Processing (NLP) can play a role in processing and analyzing influencers’ behaviors to understand their performance levels. This includes tracking and monitoring their engagement levels and posting frequency to develop an estimation of the performance.
A program that leverages NLP to process influencer data can be majorly beneficial for companies that want to expand their marketing efforts. They can conveniently find suitable candidates that fit their brand’s specifications and goals, reducing trial-and-error attempts and guaranteeing more desirable results. This can further help predict the ROI of a campaign by gathering engagement metrics from social media channels and calculating the expected revenue.
AI tech has empowered the digital marketing realm to step out of their comfort zone and develop progressive models that can forecast future performance and help brands connect with legit creators. With the massive volumes of data surrounding influencer marketing and the saturation levels of social channels by content creators, only a machine has the capacity to handle such inputs.
Image Recognition With Artificial Intelligence
Image recognition is the technology that allows the software to trace specific entities within images and helps marketers in sorting through piles and piles of pictures. Companies can utilize computer vision and artificial intelligence tools to analyze visual content for specific characteristics.
In simpler words, marketers can search through an array of images to identify a certain brand, logo, or any other notable classification. This is both time-saving and cost-effective as it doesn’t require the company to hire a person to scout images and tag only the ones that include your product or service.
Influencer marketing platforms are programmed with artificial neural networks that can draw valuable insights from creator personas, previous marketing campaigns, and millions of images to deliver reliable outputs. This way, marketers can gather crucial information such as what kind of images witness the most engagement, whether an image is suitable or inappropriate, the likelihood of the image being ignored, etc.
When the neural networks are fed enough data, they can provide sufficient insights on visual content and help brands save a lot of time on trifling tasks.
Identifying Fake Engagement And Falsified Influencers
Anyone dealing with influencer marketing must be aware of influencer frauds and fake engagement figures. It pertains to working with fake influencers that have no actual online presence or influence and can be heavily damaging to your campaign and brand reputation. But, how does one weed out the fakers?
Experts are working to integrate AI-technology in influencer marketing platforms to monitor and evaluate consumer footprints and patterns. It’ll become easier to spot and differentiate between legit influencers and computer-generated ones by analyzing engagement patterns. In doing so, brands can filter out fake accounts and spambots that have no relevance to their campaign and audience and save themselves from draining their marketing budget.
This is especially beneficial for smaller businesses and startups with limited resources and funds at their disposal and can’t afford to recover any losses. What’s considered tedious and almost impossible can now be solved with a click of a button. With AI-powered solutions, businesses can analyze, identify, and filter spam content, fraudulent footprints, and fake accounts.
Wrapping It Up
Now more than ever, brands are investing more resources in influencer marketing and increasingly placing faith in the power of social media influencers and their creative flair. While they’re switching up their marketing efforts, it’s time to invest in the appropriate tools to find the right creators for their marketing campaigns.
This means understanding and recognizing the significance of AI technology in the marketing industry and using AI-enabled solutions to drive top-level insights and outcomes. There’s no time like the present, and the world’s growing familiarity with AI can empower marketers to deliver ROI across a wide range of social channels.