Influencer marketing is the next big thing that brands are starting to capitalize on. The rapid growth of social media platforms like Instagram, Snapchat, and Tiktok has given rise to online influencers. These are people who gain celebrity-like status by gathering a large number of ‘loyal’ online followers.
Influencers spend time cultivating their followers, and build themselves into a brand. They are seen as authentic, and brands can use influencers to gain credibility with their followers.
In a social media environment where millions of people could be potential influencers for your brand, it is easy to simply choose people based on their number of followers. However, popularity does not equate influence. AI analytics assess the level of engagement between influencers and their followers to determine which influencers generate maximum attention and engagement. Micro influencers, a category of influencers who have between 1,000 and 100,000 followers, command greater influence because they tend to connect more intimately with their followers. AI technology can help you pinpoint micro influencers of your market niche.
Before AI, it was untenable to determine whether or not an influencer holds sway over your target demographic. Through analytics, AI finds influencers who can reach new audiences and get more leads for your product. It is the cheapest, most effective way to increase brand awareness and driving sales.
Brands are using data, analytics and algorithms to deploy better marketing campaigns over digital media. AI is now smart enough to match brands with the right influencers who can create and curate content that resonates most with their followers. This is done through customized rules set for influencer search such as keywords in their bio and twitter verification. AI also differentiates between computer generated and real-life influencers through pattern analysis.
Identifying influencers is only the first step. Brands need to ascertain which influencers work best with the brand. AI allows marketers to keep tabs on each influencer by giving them a clear account of:
- What content is generating maximum engagement
- How people are responding
- Which influencers provide the highest ROI
AI tracks traffic and conversions generated from your influencers’ content.
The flexibility of AI systems, such as the one used at Locobuzz, allows a brand to create their own set of rules and set their own bars for influencer identification. AI identifies the most prolific influencers and sets priorities in promoting and responding to them. Influencer alerts are an important function of AI that keep your brand up-to-date with influencer conversations even during non-working hours.
The importance of influencer management extends beyond marketing. During a crisis, influencer monitoring and management is crucial in implementing a successful crisis management strategy.
Here is a quick look: The Locobuzz platform leverages AI, ML, and big data analytics for a real-time digital analytics visualisation. This hub, known as the Command Center, alerts a brand of any unusual surges in mentions or social media activities surrounding the brand. Once it has determined that a crisis is underway, AI works to do the following:
Keeps the teams informed of the sentiments of key influencers on social media platforms through sentiment analysis..
Identifies high priority influencers and users who need to be responded to quickly
Sends out influencer alerts stay up-to-date on comments, tweets, and posts gaining virality.
Influencer management is a small, yet essential, part of a wide range of services that AI can provide for a business. It is time to invest in AI technology now to stay ahead of the game.
Locobuzz is a SaaS platform that converges with technologies such as Artificial Intelligence, Machine Learning, Big Data and Analytics to provide brands with a 360-degree customer experience management suite. Locobuzz’s powerful analytics algorithms have helped seasoned brands establish a strong foothold in the digital hemisphere and transformed their customer experience journeys. Visit our website www.locobuzz.com for more information on our Customer Experience management services that are catered toward businesses like yours!