Using AI in Influencer marketing: The future of brand collaborations

Influencer Marketing is no more a buzzword, especially in the fast paced digital space that we live in. Brands have been leveraging its power by developing relationships with the influencers, hoping to have an impact on their audience.

Influencers are considered experts in their fields who have the power to alter and impact people's behaviour through their content. They act as opinion leaders and often drive sales for the partnering brand.

A study by Influencer Marketing Hub in 2020 revealed that the number of influencer marketing campaigns has increased during the year. Furthermore, 63% of marketers have indicated that they intend on increasing their influencer marketing budget in 2022. But you may ask, why would someone buy products based on an endorsement from someone they do not know? The answer is trust. Followers tend to believe their favourite influencers and have faith in their prudence and expertise.

In the 21st century, artificial intelligence (AI) is swiftly making its place in our lives. Right from assisting us with our shopping to recommending videos on YouTube and driving cars, AI has become an integral part of our lives. Artificial intelligence refers to the imitation of human intelligence in machines that are programmed to think and act like human beings. AI embraces a multidisciplinary approach that involves human behaviour, psychology, as well as linguistics. The primary objective of this field is to design and develop machines that exhibit 'intelligence.'

A Semrush article revealed that the global AI market is estimated to proliferate in the next few years and hit a whopping 190.61 billion USD market value in 2025. Moreover, the article showed that 71% of marketers believe that AI can prove to be useful for customizations. Although these figures represent a fragment of a wider picture, it is no secret that AI has the potential to do wonders when implemented efficiently. But what will happen when you combine influencer marketing and artificial intelligence?

AI and Influencer Marketing : The dynamic duo of the future

Ask us to tell a marketer a horror story in two words, and we will say influencer fraud. Jokes apart, influencer fraud is a significant threat to successful marketing campaigns. According to the respondents of a study conducted by Influencer Marketing Hub in 2020, 67% of brands fear influencer fraud, and 38% of them have been victims of such scams. But the good news is artificial intelligence is here to save the day. Not just that, AI can help you turn around your influencer marketing efforts. To know how keep on reading.

Identifying the right influencers: AI influencer marketing systems allow brands to identify influencers who resonate with them. Natural Language Processing (NLP) is used to evaluate the content posted by such influencers. Their persona and style are also studied to select the best fit from a large pool.

Recognizing the appropriate content: Every day, millions of content is being posted online. Brands are expected to cut through the noise and convey their message. AI influencer marketing allows brands to declutter and reach out to their target customers. Through Artificial Neural Networks (ANN), brands segregate and analyse a plethora of images and videos online within a few seconds. The relevant content is displayed to the targeted audience to garner traction.

Spotting fake influencers: Do you remember Lil Miquela from the infamous 2018 Instagram influencer feud? Allow us to inform you that it was, in fact, a computer-generated influencer. Lil Miquela had a huge follower base and has been known for giving shout-outs. We know you do not want that, and so does AI. With AI influencer marketing, brands can easily distinguish between computerized influencers, social media bots, and original influencers.

Foretelling the success of the campaigns: Brands invest a huge amount of money, time, and reputation behind influencer marketing campaigns. It is only understandable if they wish to predict the success of the campaigns before actually committing to one. AI-based influencer marketing system lets the marketer assess an influencer's performance and determine when they are likely to receive maximum engagement.

Determining the ROI of the campaign: AI-enabled influencer marketing allows the brand to keep a close tab on the performance of the chosen influencer. The Influencer Marketing Hub study conducted in 2020 showed that 75% of brands had planned to spend their entire content marketing budget on influencer marketing. Hence the performance of such campaigns must be monitored. Through AI, the campaign and its various pieces of content can be tracked, and the engagement KPIs can be analyzed.

In marketing, the right place and right time are two very crucial concepts. However, they might go unnoticed in all the glamour and glory. Influencer marketing is on the rise and will continue to grow as brands thrive to connect with more and more audiences. It is where AI steals the show. Artificial intelligence is all set to revolutionize the influencer marketing industry.

The AI-powered influencer marketing systems are aimed at spotting the right influencers with a relevant content strategy at the right time that helps the brand reach out to its target customers effectively. The true benefit of this system lies in its speed and precision. Brands have already integrated artificial intelligence within their operations to sustain the rapidly evolving business landscape. Now is the time for them to blend AI with influencer marketing to yield the best results.

Using AI in Influencer marketing: The future of brand collaborations

AI and Influencer Marketing : The dynamic duo of the future

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