Influencer marketing is something you’re likely to be familiar with. It is quickly becoming one of the most important marketing strategies for businesses. You will be familiar with influencer campaigns, regardless of whether you’ve worked with them.
With the amount of time we spend on social media and behind our screens, this type of advertising from social media influencers has become so popular. You may not even notice it because it is so natural.
The possibilities
It’s easy to think of influencer marketing when you are browsing on social media. This is because people who have a lot of followers on social networks are likely to be the person. This is generally true. We don’t always think about the people with the most followers when we talk about the driving factors behind influencer campaigns. Artificial intelligence helps us to see the bigger picture. We’ll get to that in a moment.
Brands hire social media personalities and creators to promote their products or brands through influencer marketing. The industry is expected to reach $13.8 this year. 90% of marketers say that it has been an effective marketing strategy. Now is the best time for your business to get onboard.
It may sound simple, but many brands fail to execute their campaigns. A successful campaign requires careful planning and ensuring you work with influencers who are aligned with the brand and their audience. This is where AI comes in.
Where does artificial intelligence fit in the picture?
It’s not difficult to imagine that we will be able to search for influencers by ourselves, as technology is so familiar to us. The power of technology has allowed influencer marketing platforms to use artificial intelligence to enhance influencer search. This is what makes some campaigns stand out from others.
These influencer marketing platforms like Heepsy will use AI to analyze the behaviour of influencers as well as their followers. This provides data that brands can analyse to gain insight into influencer behaviour, such as demographics. What’s even more important is the data you can get about the audience of the influencer.
We all know that it is completely pointless to create a marketing campaign that only shows your product to people who are not interested in it. This is why influencer marketing should be treated differently.
To find the right influencer, you need to ensure that their followers are similar to your target audience. This will ensure that your product is promoted to people who are most likely to buy it. An influencer marketing platform will provide metrics to help you do this. These metrics will include audience demographics like age, gender, location, and their interests as well as how authentic they are. Don’t forget, finding the right influencers also means determining the best social media platform. For example, do you want to work with Instagram influencers, or maybe TikTok creators?
What should be evaluated?
There’s a lot to digest. Let’s review the key insights and how to evaluate them in order to identify influencers to help you create a successful campaign.
Engagement rates
An influencer’s engagement rate is the first thing I recommend. This is usually a sign that they are not engaging in a meaningful way. We can focus instead on engagement, since we know that following counts are not the only thing important. While an influencer might have fewer followers than another, a higher engagement rate indicates that their audience is interested in what they post. They will spend more time reading their posts and interacting with them.
Audience demographics
Next, analyse the demographics and interests of your audience. Although this may sound repetitive, let me tell you why it is so important. You may initially find an influencer who fits in with your target audience. You may not realize that the audience they are targeting is a completely different group. A Spanish influencer of 25 years old may have a large audience in South America within the 35-45 range. What if your brand isn’t based in South America?
Look at the AI-driven data about your audience and their interests. This should be in line with your target.
Metrics to measure authenticity of audience
An influencer marketing platform can also help with many other aspects. The authenticity metrics are the third most important thing to consider. AI can understand the behavior of followers and determine if they are genuine or fake.
This can make it difficult to give an exact number, since real followers may be suspicious. A percentage can provide an estimate that you can use to base your analysis. This is how it would look when you use Heepsy.
Conclusion
It’s amazing to see how technology is changing the way businesses market. It doesn’t matter what your goals are or how much you have to spend, it’s worth looking into whether an influencer platform might work for your business.
The important thing is to plan and thoroughly research influencers as well as their audiences. Do your research to verify the authenticity of an influencer. Whether it’s a KOL or a nano influencer you’re looking for, a thorough analysis of their profile is always important.
