How Marketing Adopted AI
The meteoric rise of Artificial Intelligence (AI) has significantly changed marketing practices. The core principle of marketing remains to “get attention”. But the way businesses go about getting attention from their customers has changed from alluring advertising to data-driven decisions. As marketing businesses continue to invest in AI to build their brand, they have leveraged the technology to transform influencer marketing as part of a profitable marketing strategy.
Influencer marketing has evolved from the early days of social media to sophisticated lifestyle marketing. Early adopters of social media recognized influencer marketing as way to leverage a popular personality’s audience on a social media channel. Early metrics were based on the number of followers and influencer engagement to promote products. Sometimes even influencers with the most curated lifestyle feeds found themselves involved in scandals that poorly reflected on brands and damaged sales.
Marketing businesses had to get smarter about viable influencer-marketing relationships but how?
The Use Of AI In Influencer Marketing
During the COVID 19 pandemic, marketers recognized how powerful influencer marketing can be. As people spent more time online and online sales skyrocketed, influencers in the niches of beauty, fashion, and food gained visibility across social media platforms. However, for a marketer finding an influencer to partner with is more complex than just a follower count. While many personalities online sell the idea of a great life finding the right influencer for a business is time-consuming. It could take hours on any social media platform for a business to go through an influencer’s posts and gauge their follower’s engagement.
To solve such problems, marketers turned to AI algorithms to predict the success of influencer marketing more accurately. AI is a technology that mimics human cognition automating redundant and mundane tasks which allows humans to focus on higher value-added activities that require
intelligence and ingenuity. When applied to influencer marketing, AI is an iterative process. It learns from what works and what does not to become more efficient. To gauge a follower count, it would take human hours and multiple spreadsheets to complete. An AI algorithm can go through large sets of data in minutes and cross-reference the posts to give an accurate representation of an influencer’s following.
Finding The Right Influencer With AI
As marketers leverage AI, they refine the AI algorithm used for influencer marketing. The business can identify whether partnering with an influencer is the right strategy for the brand. It can answer integral questions such as: what makes an influencer right for the brand? What traits does an influencer need to display? Furthermore, granular influencer analysis with AI can uncover new opportunities. Traditionally, businesses were looking to partner with influencers with large followings. However, data analytics has shown the power of micro-influencers. These are influencers that may not have a large following but have more engagement with followers in a targeted niche. Brands can leverage micro-influencers for a stickier message that would drive more sales than a generic message.
As a practice, marketing needs to remain flexible and responsive to technological innovation. Marketers have become more sophisticated with tools such as AI in developing and executing strategy and branding. AI has transformed influencer marketing to become more effective. A business can leverage AI to determine which influencer partnership would be most beneficial for the brand. AI remains a human-guided technology. Without humans setting guidelines and limits on AI, progress in marketing would not be possible.