The value of influencer marketing campaigns is enormous, mainly because they are highly profitable, do not require large investments and the benefits are significant. In addition, these messages have the power to connect more closely with consumers and feel fresh and authentic, which takes them away from the typical discourse of traditional ads.
The Influencer Marketing Status 2020 study, conducted by Launch Metrics, indicates that the main target of these campaigns are millennials (67%), followed by Generation X (17%), Generation Z (15%) and Baby Boomers ( 1%).
Although the pandemic represented a great challenge for many companies, those that relied on influencer marketing reported favorable results such as increases in their brand awareness (95.8%), in sales (94%) and support for the digital strategy (91.4%). So it is not surprising that in 2020 brands have increased their budget for this strategy between 10% and 30%, compared to 2019.
Despite the complex scenario that we have lived through since the arrival of the pandemic, this panorama served both companies and influencers to unleash their creativity and generate innovative advertising content that keeps their marketing strategy active and increases engagement with the consumers.
The ideal ally
These strategies present various challenges and to overcome them efficiently, brands have relied on Artificial Intelligence (AI). The capabilities of this technology help establish a clear course of action for marketers, achievable goals, concrete actions to undertake a successful campaign, and improve decision-making, making it an ideal ally.
The first step for these campaigns is to identify the type of influencer that is needed for it, who are its followers, what is its content, its communication channels, as well as its reach – it can be a micro influencer, with up to 100,000 followers ; medium influencer, with 500 thousand followers; mega influencer, with up to 2 million followers; and All star influencer, with more than 2 million.
Profiling the influencer with the help of Artificial Intelligence can help identify their interests and predict their reaction to the product or service that you want to promote. The Launch Metrics report also ensures that 48% of influencers are willing to work for free with a brand if they really fall in love with the product.
Some companies also use AI algorithms to authenticate accounts and make sure that all of the influencer’s followers are real users and recognize those who use fake followers to increase their reputation. This is key to achieving the desired impact.
The second step is to establish the type of collaboration, whether through a recommendation, review in a video, mention in a post, etc. The important thing is that the message is positive towards the brand and has clarity for the audience.
As a third step is the creation of the message. When a message starts from the analytics provided by Artificial Intelligence, not only clear and effective messages are obtained, but also key ones, which reach the target consumers directly.
The fourth is the monitoring of results, perhaps the most important for brands, but today advances in AI allow to quickly recognize patterns, collect data and analyze it in real time, which gives an effective and comprehensive reading of the impact of the Bell.
Natural Language Processing (NLP) can recognize the sentiment and intention behind each social media message in which the campaign is mentioned, so marketers have a real view of what users think. These insights have the power to generate even more effective future campaigns.
Despite its great advantages, an influencer marketing strategy without the help of Artificial Intelligence is not complete and its chances of success may be limited, since in this digital age, speed and efficiency determine the success or failure of any campaign.
AI can automate these processes and reveal insights that ensure the favorable impact of the strategy and that drive the brand to achieve the desired objective. If you haven’t done it yet, dare to take your influencer marketing campaign to the next level with Artificial Intelligence.