Influencer Marketing is booming and there's no doubt that artificial intelligence is playing a significant role in its evolution. Brands that can adapt to the emerging trends and collaborate with the right influencers are destined for success.
The impact of influencer marketing on conversions and sales is undeniable. However, it's important to note that there are challenges associated with this ever-growing industry. Around 67% of brands are concerned about influencer fraud, while approximately 30% of advertisers struggle to measure their return on investment.
Moreover, finding the perfect audience and determining appropriate compensation can be daunting tasks. Thankfully, AI technology and machine learning advancements have come to the rescue, alleviating these worries for marketers.
How Artificial Intelligence Is Changing The Influencer Marketing Game
No one can predict the future, except one thing and you know who.
Influencer marketing automation software is bringing change in the industry by playing a crucial part in simplifying and enhancing influencer campaigns.
One major advantage of this software is its knack for streamlining the influencer discovery process. With the help of AI-driven algorithms, it can analyse large volumes of data to find relevant influencers for specific campaigns. For example by using audience data analysis, we can dig deep into the demographics, interests, and behaviours of an influencer's followers, giving us valuable insights that can help brands get a clear picture of how far the influencer can reach, if influencer meets the requirements to present the brand’s voice and whether their audience matches their target market or not as well as saves time for their marketing campaign idea implementations.
AI can help brands in refining their influencer marketing content by delving into data on past performance and audience engagement. By spotting trends and audience preferences, AI algorithms can propose content formats, topics, and styles that are likely to strike a chord with the intended audience, resulting in brands being able to craft influencer marketing content that is more captivating, successful, and inspiring, all while staying true to their campaign goals.
Having access to data is becoming more crucial in influencer marketing these days. Brands must be able to monitor the effectiveness of their campaigns and determine the return on investment (ROI) of their influencer marketing efforts. Brands can assess the effectiveness of their partnerships and enhance their future strategies by keeping track of metrics like reach, engagement, conversions, and ROI.
Sometimes brands could be subjected to influencer fraud such as the purchase of fake followers and engagement, which is a growing concern in the influencer marketing industry. AI tools such as Influencity’s Audience Quality Score can analyse engagement patterns, follower growth rates, and other metrics to detect suspicious activities and identify influencers with a genuine and engaged audience. This helps brands avoid collaborations with influencers who may rely on inflated metrics and ensures influencer marketing transparency.
AI Tools in Influencer marketing
Rishab Mehra, founder of digital marketing agency named, Growify Digital said this in a blog interview, “Earlier to become an influencer you need to have creativity, you’re pushing to be unique from other influencers and really trying to craft up ideas from you know lets say a certain space of experience and understanding but now with AI you have that opportunity to just kind of gain that data, have those creative ideas and be able to follow up the process or system of becoming an influencer.”
In other words, rather than the information coming from your own head, you can utilise AI to generate content by testing different prompts and optimising how you elicit information from the AI. Using this method, you can become an influencer without needing to demonstrate your own skills. You can craft ideas with the help of AI tools like ChatGPT and then generate voice overs with another tool and video creation from a third tool. The end result is high-quality content that appears perfect, even though you did not actually write the script, speak any of the words, or perform in the video. By leveraging these tools, you can create engaging content and gain a following. The key is optimising how you use AI to generate the information and content.
Below are some AI tools that influencers use for their content creation:-
What Does Future Holds For Ai In Influencer Marketing
Influencer marketing has grown exponentially as social media platforms like Instagram and YouTube have given influencers access to huge audiences. This industry is now valued at over $21 billion and is expected to continue evolving as technology and consumer behaviour changes.
Some key trends to watch include the growth of social commerce, where influencers directly sell products on social media. There will also be more focus on authenticity, as consumers become savvier and look for genuine partnerships between brands and influencers. Micro-influencers with smaller but highly-engaged followings are becoming popular as well.
Perhaps most significantly, AI and machine learning are being leveraged to enhance various aspects of influencer marketing. As a result, this technology will likely play a major role in shaping the future of the industry. While the platforms and techniques may change, influencer marketing will continue to be an important strategy for brands looking to connect with consumers.
