Everyone is worried about the effects of artificial intelligence on different industries. But have you thought about the impact of AI in influencer marketing?
AI is going to affect the way most industries operate and social media will not be left behind.
The Ai in the social media market is projected to grow to USD 2,197.1 million in 2023 as estimated by Markets and Markets.
This growth will not only impact how people use social media but also how businesses use these social media platforms to drive sales.
Currently, we are seeing some of the biggest social media platforms integrating artificial intelligence into their platforms.
For example, the Explore feature on Instagram is powered by AI. It uses machine learning algorithms to analyze users’ preferences and behaviors to present personalized recommendations.
Businesses on social media understand the power of landing on the Explore page. That is why it is important to understand how AI works for this feature to fully take advantage of it.
Are you as curious as we are on this topic? then you have come to the right place. Let’s explore the impacts of AI in influencer marketing.
Contents
1. AI for Research and Targeting
Before onsetting a social media campaign, a lot of research goes into the preparation.
Marketers have to determine the right goals, channels, and influencers before they start so they can achieve success.
So, how does AI in Influencer marketing affect this process? Well, AI can analyze vast amounts of data compared to humans.
This ability enables influencer marketing agencies to draft a comprehensive plan using all the data instead of a select few.
Also, through AI tools you can scout the internet for the right influencers for your online campaign.
AI tools can be used to look at the niche, follower count, engagement, and relevancy of an influencer.
And how appropriate they are for your campaign based on the data you have input into the tool.
An example of a research tool executing this power of AI in influencer marketing is Traackr.
It uses machine learning algorithms to identify influencers based on metrics such as engagement rates and audience sizes.
2. AI in Content Creation
A big part of influencer marketing is content creation. It is one of the driving forces in making sure brand messages are rightfully delivered to audiences.
The right content can make or break an online campaign, especially for those working with influencers.
As much as a content creator’s audience will appreciate the content they produce, they can easily detect inauthentic content that is created only to sell to them.
Influencers who are authentic are careful not to exploit the purchasing power of their audiences and only use them as marketing aids.
AI in Influencer marketing can also be used for the creation of various types of content such as images, videos, and written text.
For example, recently AI-generated images were trending.
Although AI can assist in content creation, it cannot replace the expertise and creativity of humans. That is why photographers, writers, and other creatives cannot be replaced by these tools.
Also, these tools can be used to generate ideas for the types of content that you could create depending on your audience demographics.
3. Analytics, Monitoring, and Reporting of Campaigns.
Depending on the size of an influencer marketing campaign, it could be difficult to go through all the analytics and data and come up with a comprehensive report.
But because of AI in influencer marketing, marketers and agencies don’t have to take on these tasks just by themselves.
They can use these AI-powered tools to also monitor an ongoing campaign and make sure they are up to par with the standards of the brand and are in line with goals set earlier.
This way, AI in influencer marketing contributes highly to the efficiency of an influencer marketing campaign.
Examples of AI-powered influencer marketing tools and platforms are such as Grin and CreatorIQ.
4. Detecting Influencer Fraud
One of the biggest challenges in this influencer marketing industry is influencer fraud.
There is an influx of buying influencers and engagement among influencers and parading it as authentic.
That is where AI in influencer marketing comes in. Through AI tools, marketers or agencies can run authenticity checks on influencers before using them for a campaign.
Although you can look out for spam comments and inconsistent levels of engagement to determine if an influencer has fake followers, you need to be accurate.
Impressive content insights from these fake followers might show that a campaign has performed well but if one of the goals is conversion into sales, this might tank the investment of a business.
AI tools such as Upfluence can be used to analyze an influencer’s profile and detect fake followers and bots.
5. Virtual Influencers
This is a new phenomenon of AI in influencer marketing.
Influencer Marketing Hub describes virtual influencers as digital characters created by computer graphics software and given a personality and use social media as a real-life influencer would.
An example of a virtual influencer is Lil Miquela with over 2.8 million followers on Instagram and has managed to collaborate with global brands like Alexandra McQueen.
These types of influencers will increase as AI continues to dominate the influencer marketing industry.
To conclude, the impact of AI in influencer marketing is going to keep unveiling as artificial intelligence continues to become more powerful.
As a business owner who wants to use influencer marketing for your business, it is important to stay up to date with this influencer marketing trend.
Stay updated on AI in Influencer marketing development and make sure you are appropriately taking advantage of them for your business and making your online campaign as efficient as possible.
Penned by Lydia Mwende.
Lydia is the Social Media & Community Manager at Twiva. She enjoys reading, writing, and watching films.