Since 2015, there has been a steady and rapid rise in global influencer marketing spending by brands. In 2020, this market is expected to be $5-10 billion. With increased global usage of social media, brands are shifting their focus from TV advertisements to Influencer Marketing Campaigns for a more authentic connection with their audiences.
The entire process of research, planning, executing and measuring the performance of an influencer marketing campaign, however, is extremely tedious and time consuming, not to mention it is prone to human error in judgement and hard to measure.
With AI-powered influencer marketing tools, marketeers no longer need to spend hundreds of hours scrolling through hundreds of pictures and videos, on different social media platforms for trend analysis or searching for the perfect influencer for your brand. Furthermore, AI-powered influencer marketing tools can provide accurate and quantifiable performance measurements of your influencer campaign, making it easier to evaluate the effectiveness of each sponsorship deal compared to its costs.
5 Ways Al-Powered Influencer Marketing Tool Can Help Marketeers
1) Real-Time Trend Recognition & Analysis (Image & Video Recognition Technology)
Content trend analysis is the slowest and most tedious step in an Influencer Campaign. Marketers are often volatile to the constant changes to the evolution of trends that can take place anytime. Even with the identification of the current trends, result is based on their personal expert judgement and the accuracy cannot be measured.
With Al Image & Video Recognition technology, millions of online visual contents are instantly captured, identified, organized based on specific trends, eg. object, mood, colour, actions, people. It is able to recognize exactly what you are looking for and pick out the best examples from the lot that has previously been accurately tested. Hence, this can accurately and speedily provide marketers with real-time data of the most current trends anytime.
As brands save time on content trends analysis, more focus can be placed on generating new content ideas for the influencer campaign and marketing strategies.
2) Matching Your Brand to the Ideal Influencers
Al technology can analyze the contents of the large influencer pool through image recognition and collects data from the influencer’s posts to categorize the influencer personas. Similar, specific brands’ personas are also created through the AI software’s image analysis of your product, content and objective.
Using the developed influencer and brand persona from AI deep learning, the system can instantly and accurately match an influencer fitting to your brand and objectives.
3) Analyzing Influencer Campaign Performance Through Brand or Product Recognition
When an influencer posts a sponsored content, the performance of this post is evaluated by subsequently tracking the contents relating to the brand by their target audience. AI Image Recognition software identifies the visibility of the brand logo or sponsored product, or even the specific influencer, from their target’s audiences’ image and videos post online after the sponsored content has been posted. This allows brands to measure the effectiveness of a campaign when there is a spike in the visibility for a certain period of time after a sponsored post. Or even use this to determine engagement rate and compare it between different influencers.
4) Estimating the Affluence and Incentive of Influencers
Al-powered marketing systems contains trained, historical and updated data of all influencers. Therefore, it is able to evaluate influencers’ current engagement rates of their latest posts, compare to past data to determine the influencer’s current affluence. As volatile as the changes in trends, influencers’ affluence can increase or decrease drastically. This translates to their relevance and future performance. This can help marketers adjust their incentive rates to influencers accordingly their performance.
AI-powered marketing system can also help predict the level of incentive that works best to encourage influencers to post. However, this measurability is only accurate with micro-influencers.
5) Eliminating Fake Engagements & Spam Bots
With the issues of paid followers and engagement rates by influencers, AI technology can solve this problem by accurately eliminate fake engagement rates to report true engagements of potential influencers that brands want to work with. This can enable brands to better determine campaign prices.
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