Imagine a world where you could have a virtual assistant to help you find the ideal influencer for your brand, not to mention assess the success of the advertising campaign — all with a human touch — writes Daria Belova, Marketing & PR Director of HypeFactory.
At HypeFactory, we believe that Artificial Intelligence (AI) holds the key to realise the full potential of influencer marketing and achieve a return on investment (ROI) that exceeds expectations.
Influencer marketing has become a preferred tactic for many companies trying to expand their brand recognition and reach new markets. Regarding the return on investment of these campaigns, marketers continue to have their share of reservations and difficulties. At present, the industry holds enormous potential for combining creative human talent with AI to produce results-driven marketing campaigns.
Influencer Selection Challenges
One of the main challenges of influencer selection is identifying the right influencer for a brand’s campaign – finding an online personality whose values resonate with your brand image and reputation. Moreover, marketers have to consider a variety of other factors, such as the influencer’s reach, engagement rate, and audience demographics. At a fundamental level, it’s vital to ensure that the influencer aligns with what the brand stands for, its goals, values and messaging. Another challenge is to rightly evaluate the influencer’s target audience and ensure that this also aligns with the brand’s target audience.
Importance of Target Audience and Brand Voice
Before moving forward with a creator, it is important for marketers to decide on their target audience and brand voice. By doing this, it will guarantee that the selected influencer is consistent with the brand’s objectives and communication strategy. Another issue to consider is determining the influencer’s target market and confirming it matches the brand’s target market
AI Technology in Influencer Marketing
Identifying Influencers with Appropriate Target Audience
AI technology can help solve these challenges by identifying influencers with the right target audiences. With appropriate tech-tools, influencer accounts go through an extensive, multi-layered selection process that uses filters such as age, gender, language, location, interests, engagement rate, and advertising of competitive brands. This helps marketers to narrow down the focus on key audiences.
Multi-Layered Selection Using 38 Filters
HypeFactory, for instance, uses a multi-layered selection process that includes 38 filters to identify the best influencers for a brand’s campaign. These filters are designed to identify influencers who align with the brand’s target audience, messaging, and values.
Fraud Detection
AI algorithms can also detect fraudulent behavior, such as fake followers, comments, or any suspicious activity, ensuring that the influencer chosen has a genuine and well-engaged audience. This helps increase the ROI of the campaign and at the same time prevents any undesirable outcomes that could work against the brand’s reputation.
Importance of AI in Influencer Marketing
As discussed above, AI can help solve many of the challenges faced by marketers in influencer marketing, from identifying the right influencers to detecting fraudulent activities. The use of AI algorithms and machine learning can help analyse large amounts of data to identify patterns and trends in influencer engagement, reach and audience demographics. This can assist in identifying influencers that are a good fit for a brand’s target audience, as a more effective alternative to relying on traditional metrics such as just follower count.
AI can also be used to optimize influencer campaigns by analysing data such as audience engagement and conversion rates to determine the best course of action and make real-time adjustments. In essence, the use of AI in influencer marketing can help brands to be more strategic and efficient in their influencer marketing efforts, ultimately driving better business results.
How Does AI Filter the Influencers?
- AI can determine the level of engagement an influencer has with their followers by analysing engagement metrics such as likes, comments, and shares on the influencer’s posts. AI can examine the content produced by influencers to determine if it aligns with a brand’s messaging and tone.
- AI can help brands and businesses identify the most fitting influencers for their campaigns by analysing data such as an influencer’s previous brand collaborations, brand mentions, and other activities. It can also be used to detect fraudulent activity by analyzing metrics such as likes, comments, and followers.
- AI-based technology, such as speech-to-text on TikTok, can be used to effectively filter influencers. This type of tech uses AI to analyze the audio in a video and recognize keywords and phrases that are spoken. This allows TikTok to identify relevant keywords and topics within a video, which can then be used to help match the video with the right audience and to recommend similar content.
- Additionally, this technology can also be used to analyze the voice of the influencer, to determine their accent, language, and speaking style, which can be important factors for brands when identifying demographics for their campaigns. It is an incredibly powerful tool for influencer marketing as it can provide insights that are beyond what meets the eye
For example, if you make a TikTok video about how great avocados taste but don’t include hashtags or description (although they definitely help), and only pronounce the word “avocado” dozens of times in your sentences, the search algorithm of Tiktok will still promote the video when others type in “avocado” in the search bar.
About Daria Belova
Daria is an experienced marketing professional with 16+ years of experience in building and maintaining brand and marketing strategies. At present, Daria is responsible for maintaining and further developing HypeFactory’s marketing strategy and implementing it across global markets. With a passion for Tech and AI, Daria sets her skills towards building innovative brand awareness campaigns and developing influencer marketing strategies.
About HypeFactory
HypeFactory is a global influencer marketing agency that uses advanced analytics to create engaging influencer-driven marketing campaigns. The company is a revolutionary service provider – stepping in as a full-cycle marketing agency, overseeing every campaign from start to finish – from campaign creation and management, influencer selection, campaign optimization and scaling, to post-campaign analysis and reporting. Working with leading brands from across the globe, HypeFactory is creating influencer campaigns that speak directly to their clients’ target audiences.
