What’s the role of technology in influencer marketing?
When we talk of influencer marketing, you start imagining a public figure or content creator who uses his reach and trust to market your message to his audience. Right?
However, the scope of influencer marketing is evolving with time, especially with the introduction of technologies into this. Technologies like Artificial Intelligence (AI), Machine Learning, Blockchain, AR & VR hold the power to change the future of influencer marketing. The emergence of these technologies is shaping up a new question: How will technology disrupt the current scenario of influencer marketing?
This blog post will unfold the role of technology in influencer marketing and how it will shape influencer content creation in the upcoming years. Let’s roll to the futuristic journey of content creation.
Artificial Intelligence in Influencer Marketing
1. Helps In Finding Intended Influencers
Social media has become very competitive today as it is crowded with influencers. Numerous new content creators want to look like influencers, some of them buy fake followers to make it look like they’re really popular. They do this to look genuine and get the brand promotion. This fake follower business is making companies lose a whopping sum of around 1.3 billion dollars.
However, with the arrival of AI, brands can now ensure that they are teaming up with a genuine influencer. AI tools do extensive follower research. They look at things like the influencer’s age, gender, location, activity, what they like, how active they are, and if they promote other competing products.
Many AI-based tools can help you choose the best niche influencer for your brand.
2. Robust Influencer Management System
Influencer management systems are the digital platforms that bring marketers best-suited influencers for their campaigns. They contain a large amount of influencers’ data. This AI-based tool utilizes many intricate data points to decide if an influencer is a good fit for specific marketing campaigns and brands.
3. Creates Virtual Influencers
Virtual influencers are AI-driven personas that resemble real-life human influencers. These digital characters are created using advanced computer graphics, animation, and artificial intelligence technologies. They are used in social media campaigns like human influencers. Virtual influencers have gained popularity in recent years and are used to engage with online audiences, promote brands, and create content.
While partnering with influencers may cost a lot to the brand. The origin of virtual influencers is helping brands save some money and changing the future of influencer marketing.
4. Effective Campaign Management
AI automation is helping brands to assess their marketing campaign performance continuously. The algorithms regularly collect and process data from various sources, including social media, and websites to analyze how the campaign is progressing in real time. It means marketers don’t have to wait for the campaign to end to measure its success.
AI algorithms can then detect if the campaign is underperforming. They can even recommend changes like content, targeting, timing, or other elements of the campaign strategy.
Machine Learning In Influencer Marketing
1. Identifying Relevant Content
Figuring out the most effective content for a particular influencer’s followers is an absolute challenge. Assessing whether the content is achieving its intended impact is where automated analysis comes into play.
Machine learning (ML) can assess vast quantities of data, which is crucial for judging the importance of different content formats. The more it works with data, the better, faster, and more effective it becomes in this process.
2. Calculating Campaign ROI
Calculating the return on investment (ROI) for influencer marketing campaigns can be quite challenging, as it involves translating engagement metrics from social media into tangible income.
Machine learning with AI plays a significant role in simplifying this process by analyzing a vast amount of data, identifying connections, and using predictive algorithms to forecast future campaign performance, a task that would take humans an impractical amount of time due to the uniqueness of each creative, brand, and campaign.
BlockChain in Influencer Marketing
Blockchain technology has the potential to tackle significant issues in influencer marketing, including problems like fraud, transparency, and trust.
1. Prevent Financial Fraud
Brands can secure the accuracy and reliability of influencer engagement metrics by using blockchain. Its main application is in the financial sector, where it allows for transactions to occur without needing any intermediaries.
2. Identity Validation
When blockchain technology is paired with identity management techniques, it safeguards influencers’ online identities from potential threats. Engaging with social media influencers can connect a brand with a global audience. However, blockchain technology offers enhanced assurance regarding the authenticity of individuals.
Your marketing team can place more faith in online interactions and the true identity and credibility of influencers, thanks to blockchain’s digital identity standards.
AR/VR Integration in Influencer Marketing
In the current content creation scenario, virtual and augmented reality technologies are transforming influencer marketing. These technologies are allowing content creators to craft content that is more like a real-world experience.
With more advancement in the AR/VR world, big tech giants like Apple & Meta are betting on it through their immersive devices like Vision Pro & Oculus headsets. Influencers can benefit from the role of technology in influencer marketing in this dimension.
1. Immersive Product Try-on
Influencers can use VR to create immersive product/ service demonstrations. New immersive content attracts consumers by allowing them to try the product virtually without buying it. This helps consumers to make quick buying decisions.
2. 360-Degree Content Creation
Influencers can create 360-degree videos to create more immersion into the product viewing experience. Niche influencers like travel influencers can create 360-video content to provide the user with a real-world-like experience.
3. Branded AR Filters
Influencer-brand collaboration can lead to AR-based filters and lenses. These filters are an interactive way to promote the brand on social media platforms like Snapchat & Instagram stories.
Automation In Influencer Marketing
With each passing day, more influencers and advertising campaigns are emerging. This growth has increased the demand for automation in the influencer marketing industry. This automation helps brand owners to watch over their partnerships with these influencers.
The introduction of automation has proven invaluable, as it can handle repetitive duties such as reaching out to influencers, overseeing contracts, and monitoring campaign progress.
By analyzing consumer behavior and engagement trends, AI can fine-tune the delivery of influencer-generated content to maximize impact. By using the data collected from AI, businesses can check the overall effectiveness of their campaign. It shows how technology, like automation, has impacted influencer marketing.
Take Away
The role of technology in influencer marketing is tightly intertwined with its future.
As technology advances, we are expecting a future where influencer marketing becomes more data-driven, efficient, and engaging.
Brands adopting these technological innovations will gain a competitive edge in the crowded social media. However, only the right mix of tech and human connection will make influencer marketing work as influencer marketing heavily relies on the credibility of the influencer.
