Influencer marketing is growing at an exponential rate. Influencers are highly instrumental in affecting public opinion and generating interest in your brand.
As influencer marketing takes center stage, it also comes with its own set of unique problems, such as influencer fraud. Many brands are now utilizing Artificial Intelligence (AI) to improve the performance of their influencer campaigns. Let’s explore how AI helps with influencer marketing.
Influencers: Micro & Nano
Emerging brands have realized the importance of influencers. More and more brands are utilizing them in their marketing strategies to boost sales. This is particularly true of nano and micro influencer marketing, which is gaining momentum.
A micro influencer usually has followers in the range of 1,000 to 15,000, and nano influencers have even less. They are content specialists and experts in a particular industry. They are also credited with developing stronger relationships with their audience than a typical influencer. For instance, micro-influencers on Instagram have an average engagement rate of 3.86%. The average engagement rate for mega influencers is 1.21%.
Brands are turning towards nano influencers because they are more likely to answer every comment on their posts. They don’t just give a catchphrase. Their goal is to provide a meaningful answer or ask a question in return to understand their followers better. Their audience is far more likely to convert into customers as a result of the recommendations they receive.
Whether nano, micro or mega, recent years have found influencer marketing evolving into an important and fast-paced segment of the digital marketing industry.
The Biggest Problems With Influencer Marketing
Many issues and challenges have raised their heads as more brands add influencer marketing to their marketing plans. Let’s take a look at some of them:
Spotting the Right Influencer
The first step towards the success of any influencer marketing strategy is a brand’s ability to spot the right influencer.
Influencers are mushrooming on various digital marketing platforms. This growth has made searching for an ideal influencer an overwhelming process. This is especially true if you are looking for nano-influencers. These are up-and-coming influencers who are focused on creating a real relationship with their audience. Think of stay-at-home moms giving product recommendations on social media. Such small influencers easily get lost in the noise of social media.
A large number of followers is no longer the only scale to measure the usefulness of an influencer. You have to consider the extent of participation, the quality of the content they create and whether they also illustrate your brand’s image.
The surge of social media bots has also complicated the process of search. Thousands of fake influencers operate these bots to artificially enhance their follower count and generate false engagement metrics. Opting for these fake influencers can cause monetary losses and result in a bad name for your brand.
Finding Relevant Content
Content plays a very important role in influencer marketing campaigns. Relevant and quality content helps you connect with your targeted audience. It not only builds trust and increases your visibility, but it can also increase traffic to your websites and boost your search engine rankings.
The explosion of online content has made it difficult to pinpoint the right content to generate results for your brand. It is also quite difficult to trace and evaluate video-based content even though it is becoming increasingly popular.
Measuring the Success of your Campaign
Analysis of influencer marketing campaigns has become tough as more digital channels crop up. This is especially true for measuring the success of nano and micro influencer marketing strategies. Qualitative metrics are no longer the best yardstick.
If you cannot determine the number of leads, conversion rates, and other vital marketing metrics, understanding what is not working for your brand can become difficult. That is why marketers are struggling to fix the flaws in their influencer marketing plans.
How AI is Transforming Influencer Marketing
Tech experts, brands, and marketers are turning to influencer marketing and tech tools to tackle these problems. AI, Machine Learning (ML) and Natural Language Processing (NLP) are some of the tools that are restructuring the way brands run campaigns. These help keep both qualitative and quantitative metrics in focus.
Here is how AI is helping make influencer marketing easier:
Finding the Right Influencer
Finding a perfect influencer is difficult and time-consuming. Thanks to AI, you can now locate the right influencer without any effort.
AI has the potential to evaluate trillions of content in a couple of seconds. It can discern patterns and find a match for a specific paradigm of your brand. This means that you can locate a suitable influencer in a flash. You will no longer need to waste time trudging through the huge field of potential creators and end up picking the wrong one.
AI is a powerful tool that ensures that you associate with the most relevant influencer. A relevant influencer is one whose audience is most likely to go for your brand. AI can analyze complete data from an influencer’s online media profile. This involves NLP exploring every facet of the content created by them. This helps determine if their persona and style relate to your brand image.
The best feature of AI influencer marketing lies in its scalability. You can use an AI-fueled system to scrutinize many influencers at the same time across multiple social media platforms and select the best one.
Identifying Valuable Content
AI has the potential to evaluate millions of contents strewn on various digital platforms in a few seconds. It can help identify images with certain aspects and select those most suited to your brand’s concept. AI launching pads are great at gathering data, pinpointing markers and shortlisting content that goes well with a particular marketing requirement.
AI influencer marketing also utilizes NLP to examine viewpoints and opinions in social media comments. This helps it understand audience sentiments and determine which content is popular. This lets you place your bet on content that will be well received by the followers of an influencer.
Measuring Campaign Effectiveness
Digital marketing platforms are flooded with all kinds of data. Most marketers face a huge challenge trying to sort and analyze this data manually. This makes calculating the ROI of an influencer marketing campaign challenging. For example, collecting and studying engagement metrics and converting this into revenue value is not an easy task.
AI plays an important role in helping marketers measure the success of their campaigns. And it does so in a short period. Its potential lies in its speed and ability to meticulously and precisely gather and analyze data. It can put forward an accurate picture of your marketing campaign’s effectiveness.
AI influencer marketing gauges influencer’s performance by tracing every piece of content posted. It appraises various engagement metrics and calculates the factual ROI of the campaign. This helps the marketers understand the impact of their campaign. It also helps shed light on its flaws and helps them improve their marketing strategy.
By adopting AI, marketers can save a lot of time. This saved time can be used to increase the efficiency of their marketing strategies and achieve optimum results. Marketers can fast track their success rate and experiment and revamp their strategies quickly by making the most of automation.
AI is still in its infancy in the influencer marketing world. Yet, it promises to grow fast and gain popularity with the marketers. You can use AI to gain great benefits for your marketing endeavors. It can help you gain marketing insights from all the data collected and analyzed and enable you to act on them in real-time. You can make fast decisions on which influencers to work with, which content to use, and measure the effectiveness of your campaigns.
Resources Related to "How Can AI Make Influencer Marketing Easier"
- → Influencer Marketing Statistics for 2021: https://influencermarketinghub.com/influencer-marketing-statistics/
- → The Chat Agency: https://www.thechatagency.com/
- → To win at influencer marketing, try the Nano-Influencer Framework: https://www.thechatagency.com/services/the-nano-influencer-framework/.