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How AI is transforming the influencer marketing scenario

Blog iConnect Our online journal

Influencer marketing has become one of the mainstays of marketing strategies for brands across the spectrum and is poised to grow even further in the coming years. What makes it a hot favorite with marketers is its ability to drive high engagement, huge traffic, and authentic content, which resonates well with the influencer’s audience. Hence, it is no surprise that overall marketing spends on influencer marketing has substantially increased over the past few years. But developing a successful influencer marketing campaign has had its own set of challenges, and marketers have faced a difficult time in selecting the right influencer for their activity, measuring the return on investment (ROI) generated by the campaign, and determining the appropriate compensation of the influencers, along with many other hassles.

Brands have started to implement artificial intelligence (AI) and machine learning(ML) in their influencer marketing campaign, enabling them to identify the right influencer and measure ROI, engagement, and fair compensation. This blog will look into how AI have made things more productive and accurate for marketers and how this technology is transforming the influencer marketing strategy for good.

AI can help to find the appropriate influencer

According to various influencer marketers, one of the most challenging tasks while designing a campaign is to find the right influencer who can effectively deliver the message to the target audience.  With the consumer exposed to hundreds of brand messaging every day, it becomes critical for marketers to design a campaign that can grab their attention and compel them to take action. And getting the right influencer on board who can deliver the right content is the key. With advanced AI technologies that can analyze the creator’s post, engagement, industries, brand affinity, and reach, marketers can zero on the right fit for their brand campaign. In addition, AI can also gauge the tone of the comments on the influencer’s social media posts, giving an idea about the follower’s profile. Based on the previous data, it can also predict who can be the most successful influencer for the campaign. Thus, a marketer’s job becomes more effortless, and they can focus more on other aspects of the campaign.

AI can detect fake engagement

The influencer marketing industry has been grappling with the issue of influence fraud, where the influencers falsely increase their follower’s count and engagement on their social media posts. This type of fraud hurts the brand’s reputation, and a lot of financial resources go to waste. AI plays a vital role in helping marketers detect the influencers who have indulged in fraud to inflate their follower count and engagement rate to attract more brands to collaborate with them. AI tools can filter a large amount of data to distinguish between user-generated and bots-generated comments. AI and ML can look through tons of data and influencers’ profiles together to remove the reals from the fake.

AI can determine ROI

For any brand marketer to understand whether their influencer marketing campaign was successful or not, they need to measure the ROI of that activity. This would give them an idea if the money they had spent on the campaign was worth it or not. But many marketers struggle to measure the exact ROI of their campaigns because most of them are designed to create brand awareness. Fortunately, AI can analyze potential ROI by examining every piece of content generated from the campaign. It will also evaluate various engagement metrics that will help marketers to assess the success of their campaign.

AI can identify relevant content

Identifying what kind of content will work best with your target audience is another challenge influencer marketers face. Consumers are flooded with thousands of brands promotions and advertisements every day, and marketers have to make sure that their content is meaningful and connects with the audience. AI ensures that brands deliver relevant content to their target customer, and the communication is not lost in the sea of information. AI is also helpful in determining the relevance of the image and video-based content and whether they are delivering the desired results. It can also give content suggestions based on several data and influencers’ followers.

AI can predict influencer’s compensation

Another benefit that AI provides to influencer marketers is helping them predict the adequate compensation of the influencers by analyzing historical data from tons of influencers. If the marketers can offer fair compensation to the influencers, it will encourage the latter to deliver their best content benefiting everyone involved.

AI has and continues to transform the influencer marketing landscape, and brands have understood that it can help them achieve their marketing goals at a much faster pace with greater accuracy and efficiency. According to a recent report, most brand marketers said they would invest in improving their AI capabilities in the future.