Influencer marketing is a term you will probably be familiar with. It has become a very popular strategy for marketing businesses. You have probably seen an influencer campaign, whether or not you have been involved in it.
This type of advertising is quite common today, given the amount of time spent on social media. Because it’s so natural, you may not be able to notice. Social media influencers are everywhere.
What is influencer marketing?
The first thing you think about when thinking of the influencer market is a person with many followers on social media. This is generally true. But, the key driving factors behind the success of influencer campaigns are not always those with the highest number of followers. Artificial intelligence can help us see that there are many more important factors. But we’ll be back shortly.
Influencer marketing refers to the practice of brands hiring social media influencers or personalities to promote their brand. 90% of marketers believe it is an efficient marketing strategy. If you have not yet joined the industry, now is the perfect time.
Although it seems simple, brands often fail with their campaigns. To make a campaign successful, you must plan carefully and work with influencers that align to your brand and their audience. AI is a key component of this campaign.
Artificial intelligence: Where does it fit in?
Nowadays, we’re all quite comfortable working with technology. It’s easy to assume that our search for influencers will be just fine. The power of technology allows influencer marketing platforms such as Influencer Marketing to use artificial intelligence for better influencer searching. This is what truly sets campaigns apart.
These influencer-marketing platforms, like Heepsy, will use AI for understanding the behaviour and followers of influencers. Brands can use this data to analyse influencer data, such demographics. However, it is more important to get data about the audience that the influencers are influencing.
If your marketing campaign is not shown to the right people, it will be of no benefit. Influencer marketing is no different. Every platform will have a different audience demographic, so decide whether you want to work with Instagram or TikTok creators, for example.
The key to finding the right influencer is to make sure that their followers match your brand’s target audience so that your product can be promoted to the people most likely to buy it. A platform that tracks influencer marketing metrics will give you this information. It will examine audience demographics, such as gender, age, and location.
What should you assess?
There is a lot of data to process. Let’s look at how these insights can be used and what needs to be evaluated in order to locate influencers that will help you to launch a successful campaign.
Analyzing influencers’ engagement levels is something I would highly recommend. An indicator that their engagement rates are high is a noticeable one. Knowing that followers don’t necessarily mean engagement is the most important thing, we can now focus on engagement. It doesn’t matter if the influencer has fewer followers than someone else, it just means that they are more engaged with their content. They will spend more looking at their posts, and also interact with them.
Next, you will need to analyze the demographics of your audience, along with their interests. This might seem repetitive, but it’s crucial. You might find an influencer that you like and fits with your target market. It may seem that your audience is different from what you expected. For example, a Spanish 25-year old influencer might have a significant audience in South America between 35 and 45 years. But what if you don’t have a brand that operates in South America.
This AI-driven data displays information about the audience. It also looks at their interests. Make sure this is in line with your target.
Audience authenticity metrics
An influencer platform can help you with many other things. However, authenticity metrics are our third most important. AI can detect suspicious followers by analyzing their behaviours. This will allow them to identify real and fake followers.
It is difficult to give a number because followers may not be trustworthy. But, you can get an estimate from a percentage. This is what Heepsy would look like.
It is amazing to see the advantages technology has given businesses in their marketing strategies. It doesn’t really matter what your goals might be or your budget. You should definitely consider how an influencer-marketing platform could work for you.
The key point to remember is to plan your research and thoroughly research the influencers and audiences. You don’t have to believe everything you see. Always do your own research and verify authenticity. Remember that whether it’s a reputable KOL, or a new up and coming influencer, it’s always important to check their data.