How AI Is Changing The Way Brands Do Influencer Marketing
What is artificial intelligence? Think of AI and you might think of Westworld or Terminator, of Blade Runner or even WALL-E. If so, think again. AI is so much more than just robots and machines. In fact, it’s really all about problem-solving — getting computers and technology to solve human problems and making our lives easier. This can include anything from Facebook’s facial recognition to Apple’s Siri or Amazon’s Alexa.
AI is set to change in 2018, and along with it so will the face of influencer marketing — read on to learn how to get the most from influencer marketing in 2018...
Where are we now with influencer marketing AI?
These days, brands connect with influencers either by actively seeking them out on social media, or by signing up to influencer marketplaces like Brandsnob.
Marketplaces help brands vet a large group of individuals very quickly, and can be a great way to make influencer marketing more efficient for growing businesses. All of this wouldn’t be possible without AI.
AI helps influencer marketplaces and sites with their match-making. Here’s how:
Marketplaces connect brands with influencers based on information gathered by artifical intelligence. This includes things like image identification — you might not want to promote your luxury sportswear on a feed full of fast food!
AI also helps with personality classification. This is essentially profiling an influencer’s personality based on data such as how they are perceived by their followers, or their individual preference for content — then comparing this with a predefined template.
Influencer analytics takes this further by drilling down into past campaigns and calculating influencer marketing results: what products or subjects were covered by an influencer, and how their followers responded.
Using AI in influencer marketing like this offers a range of benefits. You could pay someone to sift through a person’s feed and review every post, but artificial intelligence can do it more quickly and accurately. It makes influencer marketing infinitely more scalable.
What does the future hold for influencer marketing AI?
Artificial intelligence has taken huge strides in the last few years alone, and it shows no sign of stopping. 2018 will surely be a year of drastic change. Here are just a few of the transformations we will see…
Predicting influencer campaign success
Right now, you can really only measure influencer marketing — but what if you could actually predict success before a campaign even launched?
With AI, brands will be able to isolate variables and show marketers how to build a social media marketing strategy that is right for them. Predictive analytics will allow for much deeper and granular commercial analysis on whether campaigns really bring a good ROI.
Marketers will soon be able to optimize their campaigns at scale based on the wealth of information provided by AI — bringing down the cost and bumping up the ROI.
Less time spent analyzing influencer content
Current AI systems can already broadly categorize image content based on variables such as logos or product type. What we will see in the coming year is an increasingly sophisticated content classification system that will give brands an at-a-glance view of an influencer’s content profile.
Several forward-thinking influencer marketplaces are already using AI to create data-led profiles of both influencers and brands. This information, based on a range of variables, lets them find the best match for each party, making it easier for brands to find the right influencer for their brand. We predict that this process will become increasingly fast and streamlined, with more detailed and in-depth influencer content profiles at the other end.
This will allow marketers to be more discerning when selecting an influencer to help with their advertising strategy.
Lifestyle businesses will especially benefit from faster and more efficient content analysis. Lifestyle brands are fundamentally people-centric businesses, and so the quality of the influencer is of huge importance to the brand and its success. Brands range anywhere from stores selling edgy hats and watches to emoji pillows and horse-themed jewelry — lifestyle businesses are notoriously diverse and make for a great stepping stone for any aspiring entrepreneurs keen to leverage influencers to maximum effect.
Re-assessing influencer potential
Currently, AI-powered influencer marketing systems evaluate their efficacy based on monthly or yearly statistics. With new developments in the field, we can expect to see influencer potential assessed on a granular level, on a post-by-post basis. This will allow for greater reporting and testing abilities, giving brands better feedback on their marketing strategy — which in turn means more successful campaigns.
This will also affect the ways brands can incentivize influencers. If, for example, a post either does not reach the desired level of engagement or exceeds it, a marketer can adjust their incentives accordingly.
Testing content for further reuse
If an influencer has been tasked with creating content for a brand, AI systems will be able to test its popularity, right down to audience sentiment. Content pieces that have scored highly, should become candidates for further marketing and advertising opportunities.
Any popular content can be reused in other aspects of a brand’s marketing strategy, from newsletters to websites. This allows businesses to use tested and qualified content that they know will be effective. The benefits of blending influencer marketing and content creation cannot be underestimated, — and this will really open up in 2018.
So what can we expect from the rise of artificial intelligence in 2018? Contrary to popular belief, it’s not all HAL 9000 and Skynet. Instead, we can expect a data-led scientific approach to influencer marketing, where influence can be counted and measured. For brands, this means greater control over their campaigns — but probably not over our robot overlords.
Victoria Greene is a freelance writer and branding consultant. She updates her blog, Victoria Ecommerce, with news on the latest trends in the world of marketing, design, and ecommerce. Victoria has a drive for helping people achieve the most from their online presence — whether that’s through influencer marketing or social media.