AI and Influencer Marketing

If I could name two things that I think would send a Victorian child into a shock-induced coma, it would be Artificial Intelligence (AI) and Influencers. 

Although both ‘concepts’ have been around for a fair few years now, AI technology is quickly permeating every sector of the retail industry — including the world of influencer marketing. There is even such a thing as an ‘AI Influencer’ – a social media personality that has been created by artificial intelligence. I’m equally as excited by this as scared. 

With the continuous growth of social media platforms like Instagram, TikTok, and YouTube, influencers have become a powerful force in marketing and advertising. In fact, influencer marketing is a key offering here at Pic PR. And now, AI is helping us reach even greater heights. Here’s how:


Engaging with the audiences

Influencers are people who have a large following on social media and use their following to promote products and services. The key is, they are trusted by their followers, who often see them as friends or role models, and are easy to relate to. As a result, influencers can have a significant impact on consumer behaviour and can drive sales for brands. 

One of the first ways that AI is assisting influencer marketing is by making analysing data easier. Platforms like Instagram and YouTube generate vast amounts of data every day, from likes and comments to user demographics and engagement rates. AI algorithms can use this data to identify patterns and trends that can help influencers to optimise their content and grow their following.

For example, an AI algorithm might analyse an influencer's Instagram account and identify the types of posts that get the most engagement. It might discover that photos of their home and lifestyle receive more likes and comments than photos of clothing hauls. From this, the influencer can adjust their content strategy to focus more on food and less on clothing. It’s really that simple.

Best times to post 

AI can also help with identifying the best time to post. This omits the manual (and often) lengthy process of testing different times with content. By analysing engagement rates at different times of day and on different days of the week, AI algorithms can help influencers schedule their posts at times that will receive the maximum impact of eyes, and engagement. 

Chatbots 

Imagine how many direct messages an influencer with tens of thousands of followers receives day-to-day. Replying to each individual message would feel like a full-time job. Another way that AI is helping influencers with this ‘admin task’ is through the use of chatbots. Chatbots are computer programs that can simulate conversation with social media users. They can be used to handle routine tasks, such as answering common questions or providing product recommendations.

This means that influencers can use chatbots to interact with their followers in a more efficient way – for instance, a fashion influencer may use a chatbot to help their followers find the perfect outfit for a particular occasion. By answering questions about the event and the follower's style preferences, the chatbot can suggest outfits that the follower is likely to love. 

Monetisation 

Lastly, the money-maker. AI can help influencers monetise their content. Brands are always looking for ways to reach new audiences, and influencers can be a valuable partner in that effort. AI algorithms can help brands identify the influencers who are most likely to resonate with their target audience. They can also help to negotiate contracts and track performance metrics to ensure that the partnership is successful.

It's true that AI is changing the game for influencer marketing. By analysing data, providing insights, and streamlining communication, AI is helping influencer marketing reach new heights of success. 

With AI technology continuing to advance, I’m looking forward to seeing more innovation in this space, with new tools and techniques that help influencers to connect with their followers in more meaningful ways. 

Thinking of trying influencer marketing for your own brand? Get in touch today.