Everything seems to be online these days, and you can’t innocently scroll through Instagram, TikTok or Facebook, for that matter, without being blasted by advertisements and influencers trying to sell you the next big thing, and in some cases, they don’t even need to do anything. People have gotten so obsessed with influencers and the next trend is capitalism seems to winning. I have had to take breaks from social media because I always leave the apps feeling like I need a whole new wardrobe and want new skincare and home essentials. Influencers seem to be popping up here and everywhere, especially since the rise of TikTok and the Creator Fund. It seems a lot easier now to become some sort of influencer, whether you are there to sell stuff or to share tips and tricks.
Influencer marketing brought in over 16 billion dollars in 2022 alone and even after COVID-19 struck and inflation was on the rise, this has not stopped people from buying what the influencers are selling. With almost every brand and business reaching out for collaborations, it makes complete and utter sense why there is a continuous surge of influencers. You might be thinking, ‘How do artificial intelligence and influence marketing now go hand in hand’ and how exactly are they affecting each other? Let’s dive in and discuss this technical phenomenon.
With an increase in influencers and eager brands to go forth with these collaborations, there seem to be a lot of brands that have spoken about the authenticity and effectiveness of working with the huge influx of new influencers. For example, 67% of brands are worried about going through with some deals in case of fraud and 30% tend to have difficulties measuring the return on investment of their campaigns. While other problems and concerns are being thrown into the mix with recent developments in the world of AI, brands now have a solution, and here is exactly how.
Artificial intelligence could help decipher and predict complex consumer behaviour and trends to keep your influencers ahead of the game. They can process and help you understand large amounts of data in a matter of seconds. Therefore, you could save yourself countless hours and refine your searches.
You and your influencers could partner and experiment with the information and analysis that AI has delivered and get ahead of the trends. This is best for both the business and the influencer.
New or evolving brands need to stay ahead of the times and pick influencers that represent the brand, leaving little room for mistakes, as this could tarnish the image of your business. AI algorithms can now analyse influencers’ profiles, social media metrics, audience demographics and brand mentions. This can sift through countless scrolls and man hours and provide you with a simple list of potential influencer candidates that meet your requirements, with little risk of influencer fraud.
There are tools now available that can go through influencers’ past work and previous campaigns. From this information, it can provide some valuable insights and personalised recommendations based on your brand’s image. This allows for the creation of more targeted and effective marketing campaigns.
AI can track new campaigns in real-time such as engagement, reach and comments. This allows you to be alerted if any new and relevant changes are needed. Another way to stay ahead of the game and stay relevant with the times.
People follow influencers due to authenticity, they are not going to continue to love, like and engage if the influencer is promoting something that is out of character. For example, is it like Paris Hilton trying to promote Velo or ugly clothes? It just wouldn’t happen. AI should be used as a tool to promote authenticity rather than tarnish it.
Be careful when using these tools in collaboration with influencers. You should allow them to have a voice and their own unique input, as while technology is good for getting rid of the boring stuff and some good ideas, there’s nothing more powerful than a unique human idea. Ensure they have their own unique voice to maintain their connection with their followers; this is key.
For companies looking to expand their influencer marketing efforts, Grin is among the top AI platforms. Grin offers users useful insights into audience demographics, engagement rates, and return on investment through its AI-driven analytics. The process of creating a campaign is very simple, and payments and product seeding within the platform simplify the process. Grin’s in-house algorithm assesses the authority of influencers, guaranteeing decisions supported by facts. The platform is an all-in-one solution for successful influencer marketing because it allows influencer collaboration and compensation management.
Brandwatch is a cutting-edge artificial intelligence (AI) social intelligence platform that serves companies looking to improve consumer insights, content production, and influencer marketing. With Iris AI at its heart, Brandwatch has been leading the way in AI innovations since its founding in 2008, automating influencer matching and discovery while also increasing productivity. Iris AI transforms search capabilities by removing the need for intricate boolean queries and enabling quick identification and analysis of possible influencers. With its peak detection feature, which analyses conversation volumes to spot trends, market dynamics can be understood more quickly.
Upfluence is a leading AI-powered platform for influencer marketing that is intended for companies looking to boost their campaigns. In the field of influencer marketing, it presents the first-ever AI ChatGPT assistant, greatly improving creator communications through optimised, automatically generated emails that facilitate a more successful outreach procedure. This integrated ChatGPT solution streamlines workflow, allows for easy connections with content creators, facilitates budget oversight and ROI tracking, and makes influencer management simpler.
Influencer marketing can benefit greatly from artificial intelligence, but the key is finding a balance between their unique ideas, brand values and predictive analytics. When a sweet spot is found, this could result in a great impact for both parties.
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