The Lord of the Influencer Marketing: Artificial Intelligence
I have watched a lot of science-fiction movies about artificial intelligence, and many of them introduced artificial intelligence as a villain, like Hal 9000 in the 2001 Space Odyssey. For influencer marketing, artificial intelligence is not a negative figure, but rather a hero. If you are curious, I invite you to read the full article about AI’s role in influencer marketing.
Beyond the AI hype
In the first place, if you ask what artificial intelligence is, then Wikipedia will answer you that AI is intelligence demonstrated by machines, unlike the natural intelligence displayed by humans and animals. Plus, there is a lot of hype around AI, and most discussions about artificial intelligence concluded with hysteria.
People assume that AI even replaces human in specific processes as AI can accelerate procedures. Moreover, it is crystal clear for everybody that AI can process data at a level impossible for human capabilities. Nevertheless, in Influencer marketing, human interaction is an essential part of the work, because it is a human-to-human process, while AI alone cannot provide that.
How Artificial Intelligence Can Be Transformed Into Influencer Marketing?
In the Search of Right Influencer
Digital marketing is extremely noisy, therefore, brands need content that will resonate in the digital world. One of the biggest obstacles to this is finding the right influencers and it is not expected from marketers to be Sherlock Holmes in the searching process. The number of followers should not be the most important priority when choosing influencers, it is not possible to identify an influencer’s potential only based on their follower count.
Marketers need to consider other factors such as the engagement level. Additionally, collaborating with an influencer who has a similar culture to the brands is likewise important. Here AI comes to our aid.
Let’s look at how
AI can analyze various data from an influencer’s social media profile. This goes into the scope of Natural Language Processing (NLP). Natural language processing is a form of AI that’s focused on analyzing, understanding, and using written or spoken human languages.
Conveying messages is tremendously important for Influencer Marketing, and of course, creating messages needed words. So, NLP has a powerful role in analyzing. NLP has the capacity to deal with unstructured data on social media. It analyses the content of influencer posts and generates interests, industries, demographics, and brand associations from them. Influencer platforms use these classifications in discovery search engines.
With that, Brand marketers can identify who the key influencers are in growth areas and can gain better insights about influencers. Likewise, marketers can determine what types of content will resonate with social media followers.
Catch Fraudulent Influencers If You Can
Brands pay influencers who have significant followers on top social media platforms to promote their products and reach a relevant audience. Using social media bots for increasing followers count and creating fake engagement metrics makes it difficult to determine the credibility of influencers. Influencers can buy fake followers and pay for bots to like or comment on their posts that can mislead brands.
According to a report from Cheq, fraudulent activity is costing advertisers $1.3 billion in 2019. Fraud figures not only prevent the product from reaching the target audience but also causes brands to spend money without getting any tangible results. AI can help brands analyze and identify computer-generated influencers, social media bots, which is a real threat for brands.
The Creation of Content
ML (Machine Learning) technologies can analyze millions of online images and videos within a few seconds. ML algorithms collect more intricate data according to the automatic identification of images and videos. Moreover, ML/AI technologies can analyze comment sentiment. It allows identifying whether the expressed opinion is positive or negative and deciding which posts have a positive attitude, positive feedback, and which one vice versa. It helps the brand to identify which type of content is most likely to get positive responses by the target audience.
AI allows marketers to closely observe an influencer’s performance and assists track and analyze every piece of content, various engagement metrics. Therefore, it can calculate the ROI of the campaigns and understand whether it has had an impact on your revenue. Where an influencer’s success is irregular, calculating the ROI of an influencer marketing campaign and forecasting results are vital.
Analyzing influencers is difficult without AI because every creator is different. If marketers want to get top-level insights in the data dump, only a machine/AI can deal with the mass amounts of big data.
Eternal Sunshine of the Keepface AI Tool
Brands cannot resist the power of AI on running successful influencer marketing. As I mentioned above, AI can support brands from various aspects. Keepface, which implements the latest innovations in its tool, certainly could not neglect AI technology. Keepface offers AI-powered influencer tools that will help brands to pursue their campaigns in the best way.
With the image recognition tool, Keepface analyzes accounts, for example, especially suspicious accounts, which can deceive companies causing a huge amount of damage to their business. It is tough for brands to recognize fraudulent figures by themselves without the help of pros.
Moreover, by using image recognition Keepface can easily classify influencers’ contents. It turns images into readable data. Of course, the only image recognizing is not enough for this process. Keepface ML/AI tools can analyze written data too. At the end of this process, Keepface helps the companies to choose the right influencers which have similar culture with their brands and can deliver content to the target audience.