Influencer marketing has gained traction ever since digitalisation and has grown in such a way that it has enabled smooth, innovative interactions among brands and influencers. In the new-age era, no matter what the industry is, influencer marketing is an essential part of brand marketing tactics.
Since influencer marketing is experiencing advancements due to technology-driven interactions, the new stage of business growth is going to boom positively. Moreover, this industry has experienced a significant shift in the companies participating in brand collaborations, from creating content by macro-influencers to exploiting the brand value and engagement of micro- and nano-influencers.
Furthermore, the “one size fits all” misconception in influencer marketing has driven out the industry. As nowadays, every second individual is an influencer, making it challenging for marketers to discover the needle in the haystack.
Thus, the technology that separates the real influencers from the rest can assist brands in being cautious about the influencers they work with. In turn, brands can gain from the thorough and focused study of influencers that tech-based, data-driven influencer marketing provides organisations with the knowledge and tools they need to make data-driven decisions.
Technology: Changing The Influencer Marketing
In the modern-day world, technology like artificial intelligence, machine learning, or virtual reality is becoming more accessible and widely accepted. Thus, we should expect growth in the overall influence of influencers. Instead of only seeing photos from an event, consider the possibilities that viewers can actually attend and witness it unfold alongside the influencers.
These influencers are all around us. Hence, using influencer-led events by brands as opposed to conventional advertising channels is already familiar. It appears that this simple access to influencers often results in numerous dead ends, such as tracking accurate engagement rates or phoney engagement.
These problems can be solved by using artificial intelligence and machine learning methods. As a brand, you can start by discussing the engagement of the influencer, which can be determined by an algorithm using the engagement patterns from prior posts. This could determine whether an influencer will help a brand or not. However, machine learning can also be used internally, so it doesn’t just focus on the influencer’s past actions. Machine learning tools can direct marketing professionals to historical campaigns, influencer marketing from the past, and the objectives of the business.
In addition, technology has already changed the conventional influencer marketing paradigm. Initially, the backbone of influencer marketing was the agencies, but a few platforms in recent years have democratised the tactic by creating open marketplaces for influencers and companies. Thus, instead of targeting major influencers with millions of followers, brands may now use a marketplace to directly engage a mid-level influencer with a following of hundreds or even ten thousand.
Role of Technology in Influencer Marketing
AI Integrated Tools: Businesses may now access information about an influencer by extracting their analytical report using machine learning and artificial intelligence technology. This information includes the influencer’s location, the real number of followers, reach, etc. Without any manual involvement, the entire influencer campaign may be managed automatically.
Social Media Upgrades: Social media service providers constantly innovate to increase the reach and usability of the material that is provided on the platform, as it is a world that is constantly changing.
Data Analytics Tools: Data analytics tools are essential to developing an influencer marketing campaign. They allow for analysing process flaws and quick access to consumer views and behaviour. Thus, before launching an influencer marketing campaign, brands must obtain data from a tech-based platform, as they may get real-time data from this, which helps them secure growing influencers and content while saving them time and money.
Influencer Management System: With the help of digital platforms called influencer management systems, marketers may match their campaigns with the influencers who would be most effective. They use an extensive database of influencers and a wide range of data points to form wise conclusions about influencers' potential for particular campaigns and companies. By using artificial intelligence (AI) to perform content analysis on influencers' posts, these systems can identify images and languages, classify them according to sentiments and concepts, and help organisations select the best influencers. These systems provide the best data-driven recommendations with less time and resources, making them crucial technology for upcoming marketers.
Final Takeaway: Tech-Evolved Sector
Ever since digitalisation kicked in, the excessive use of social media has created pathways from influencer marketing to establish their position and fulfil the demand of consumers in this competitive era. In this context, the utilisation or simply put the assistance of technology is helping the brand to leverage the power of influencer marketing. In fact, there is no denying the fact that access to a smartphone and the internet is making it possible for influencers to create content without any help or investment.
Thus, with the use of new-age technology, brands who are seeking to grow at par can use the ability of influencer marketing to reach this enormous pool of online users.