I’m certain you are familiar with the term Influencer Marketing. It’s quickly become one the most popular marketing strategies used by businesses. You’ve probably seen influencer campaigns everywhere, no matter if you have ever worked with one.
Because of the amount we spend time on social media, and behind screens, this form of advertising is very common. It’s so natural that you might not have noticed it. Whether it’s from your favourite KOL (key opinion leader), or a brand new influencer that you’ve spotted, there are influencer marketing posts everywhere online right now.
The influencer market potential
First impressions of influencer marketing are likely to lead to the image of someone with a lot of social media followers. This is usually true. When it comes to the true driving factors behind influencer campaigns that are successful, we don’t necessarily consider those who have the most followers. Artificial intelligence is a tool that helps us understand the most important aspects of influencer campaigns. More on this in a moment.
Brands can hire influencer marketers to promote their brand or product. It is time for your company to join the ranks. Social media influencers are a great addition to your strategy, and you too could become one of the brands seeing great success this way.
Although it might seem simple, many brands fail with their marketing campaigns. It is important to plan well and ensure that influencers are in sync with your brand. AI is crucial in this area.
How does artificial intelligence fit into this picture?
Technology is something we are used to, so it’s no surprise that finding influencers will not be difficult. However, technology has made it possible for influencer marketing platforms like Influencer Marketing Platforms to use artificial Intelligence to improve influencer search. This is what sets some campaigns apart from others.
These influencer marketing platforms, such as Heepsy use AI to understand influencers’ behaviours and those of their followers. This data can be used by brands to analyze influencer insights, such as demographics. The data about the audience is even more important.
It doesn’t make sense to set up a new marketing campaign if it’s only shown to people who don’t care about your product. Why would influencer marketing be any different?
You must ensure that the influencers you choose are in line with your brand’s target audience. If they do, your product will be promoted to those most likely to buy it. You will get the following metrics from an influencer marketing platform: They will look at demographics such as age and gender as well their interests and authenticity.
What should we assess?
There are many data points to consider, whether it’s Instagram, YouTube, or TikTok creators that you’re analyzing. So let’s discuss how they can be used to determine the most effective influencers for your campaign.
Engagement rates
First, I recommend looking at influencers’ engagement rates. It is usually a red signal if their engagement is not obvious. Because we know that followers aren’t everything, we can concentrate on engagement. Although an influencer may have fewer followers than others, their engagement rate can be a sign that their audience is genuinely interested in the content they post. They will spend more of their time viewing and interacting with the posts.
Audience demographics
Next, analyze the audience’s demographics as well as their interests. It may sound repetitive but this is crucial. You might initially discover an influencer that fits your brand’s target demographic. What you might not know is that they have a different audience. An example: A 25-year-old Spanish influencer may have a major audience in South America, between the 35 and 45 age bracket. But what if your brand doesn’t have an office in South America.
Take a look at the AI-driven data to see this information about your audience. Also, take a look at their interests. This information should align with your target.
Metrics for authenticity in the audience
A platform that promotes influencer marketing can assist you in many other ways. Our third most important consideration is authenticity metrics. AI will be able to discern the behaviors of influencers’ followers and can determine whether they are real or fake.
Sometimes, real followers might seem suspicious so it can be hard to give a definitive number. An estimate based on a percentage is a good starting point for your analyses. Here’s how this might look using Heepsy.
Conclusion
The technology world is always changing and it’s amazing to see the benefits that this has brought to businesses’ marketing strategies. No matter your goals or budget, it is worth exploring how an influencer marketing platform can fit into your strategy.
But if you aren’t sure, it is important to plan ahead and do thorough research on influencers and their audience. Don’t believe everything you read. Do your own research to determine authenticity.
