How Artificial Intelligence Is Changing Influencer Marketing

For many years, brands have used celebrities in Television and Newspaper Ads to convince loyal fans to buy their products. In today’s article, I’ll discuss what influencer marketing is and how tech tools like artificial intelligence and machine learning are changing how it’s done. 

What is influencer marketing?

Influencer marketing is a tactic where businesses use public figures and key industry leaders to promote their brand to a specific target audience. Most of the influencer marketing happens on social media platforms like Instagram, Facebook, Twitter, and YouTube. 

What is Artificial Intelligence?

Artificial Intelligence (AI) is a form of computer technology that gives machines the capacity to make decisions and actions just like a real human being. 

How AI data analytics can determine the effectiveness of an influencer 

Platforms like Facebook and YouTube use sophisticated AI-powered data analytics tools that assess the effectiveness of each post. Brands can take advantage of these tools to evaluate an influencer’s effectiveness in pushing the marketing campaign and determine the engagement rate that their campaign produced. This data can then be used to determine how much to pay an influencer in the future. 

Detecting fake engagement 

Most influencers negotiate deals based on how much following and engagement they get on their different social media accounts. However, a rising issue is that influencers can directly affect bot engagement to posts and falsify a campaign’s success. 

Fortunately, artificial intelligence tools that can detect fake followers and engagement disincentivize these scenarios from happening. Similarly, the screening tools allow brands to evaluate influencers before purchasing an ad, leading to more cost-effective spending. 

Influencers use AI and machine learning tools to determine the behavior of their followers

Most social media platforms have inbuilt tools that can show influencers the type of content their followers enjoy. With this data, influencers can create content that appeals to their audience.

Artificial intelligence in influencer marketing is a win-win for both the creators and brands that want to grow their audience. With AI tools, creators can learn about their audience’s needs to create content that suits those needs. On the other hand, businesses can use AI tools to choose the most relevant influencer for their business and their effectiveness.