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How Artificial Intelligence Will Transform Influencer Marketing

Photo by Stephen Dawson

Influencer marketing emerged early on in the last decade as a niche concept amongst advertisers but swiftly proved to be a game-changing phenomenon within the industry. With the number of influencer campaigns increasing day by day, there is little doubt around their utility for brands of all types and sizes. The increasing sophistication of social media platforms has allowed influencer marketing to steadily thrive in the world of advertising; in many ways, it reflects the vast technological advancements of digital media. With social media playing an increasingly bigger role in people's lives, it is only fitting to resort to such media for optimal reach and impact.

Early forms of influencer marketing consisted of agencies through which brands were able to connect with bloggers and other internet celebrities, typically via an agent which acts as an intermediary. It is safe to say it has come a long way since. Marketers currently have a wide range of tools, engineered using computer algorithms, to assess an influencer's marketing potential. Such tools indicate things like: engagement rate, demographic, geographical impact, and peak time to post. That being said, there is still a lot of room for improving the accuracy of forecasts in influencer marketing as a multitude of other subtle variables are not taken into account. Artificial Intelligence however has the capability of factoring otherwise incalculable variables. If successfully integrated with influencer marketing, AI has the power to revolutionise the industry.

AI can greatly enhance the efficiency by which brands find the right creators by:

1. Enabling Content-Based Influencer Classification, Through Textual Content and Image Recognition

AI analysis of influencer content can determine things like interests, hobbies, brand associations, and affinities. The style and visual mood of an influencer's content can also be analysed and compared with those of the brand to assess compatibility.

2. Comprehensively Analysing Audience Engagement

An influencer's audience engagement can be analysed beyond mere quantitative figures. AI can detect an audience's reactions and sentiments towards a particular influencer and how certain content resonates with them by analysing their comments.

3. Finding Relevant Influencers Based on Brand's Marketing History

AI can easily make a thorough assessment of a brand's social media page as well as factor in things like the brand's goals and values to determine which influencers are the best fit for them.

AI can also enhance influencer marketing by ways other than identifying the right influencers for brands. Such ways include:

1. Detecting Fraudulent Influencers and Fake Engagement

It is often a hassle for brands to filter out influencers who present themselves as something they are not or generate fake engagement to seem more popular. AI can easily detect such behaviour and save brands from an unnecessary burden.

2. Predicting and Calculating ROI (Return on Investment)

By being able to process complex mathematical algorithms in very little time, AI can thoroughly evaluate previous influencer campaigns to draw relevant correlations and produce an accurate numerical estimate of a campaign's potential outcome in terms of revenue.

Would you like to know more about influencer marketing and explore what is has to offer? Visit trendster.io and connect with a wide range of influencers today!