Influencer Marketing : Microsoft has just closed a contract of more than 10 million dollars with Tyler Blevins, aka Ninja, one of the most famous online gaming influencers in the world, to leave Twitch and start broadcasting on Mixer , Microsoft’s commitment to streaming .
Advantages Of Marketing With Influencers
The collaboration of brands and influencers , people with great visibility and prominence in social networks , is a powerful tool to visualize brand products and services in the era of digital transformation in which we find ourselves.
- Increased visibility of the brand in different digital channels where the influencer enjoys a great attention span.
- Legitimation of the brand’s products and services against the competition due to the influencer ‘s power of opinion .
- Greater credibility than conventional advertising.
- Increases the organic positioning of the brand on the internet in search engines (SEO).
- The investment-benefit ratio is positive for brands, improving the profitability of digital campaigns.
- Strategy for a Marketing campaign with Influencers
- Knowing the potential that collaborating with influencers represents for a brand , we are going to summarize a series of good practices so that the campaign achieves the desired objectives:
- Locate the most relevant influencers
It is very important that the influencer fits with the values and image of the company .
Set the type of collaboration
Before contacting the influencer or his agency, it is necessary to draw up a tactic with the type of actions that the brand wants to carry out. Explicitly, the influencer must be clear about what is sought with the collaboration, when and how the actions will have to be carried out, and the requirements that must be met.
KPI tracking
The use of Artificial Intelligence (AI), as in other sectors of communication and advertising , is also gaining confidence in influencer marketing .
The capabilities of machines to recognize patterns, automate processes and make predictions help specialists have room to maneuver to help them achieve their goals.
Select the right influencer
With Artificial Intelligence, and Natural Language Processing (NLP), you can locate and analyze the messages of the most significant influencers related to your industry and then select the one that best suits the needs of the campaign
Know the reactions of the campaign
Artificial intelligence is capable of recognizing and analyzing the sentiment of messages and providing a detailed view of what is happening in real time.
Image Recognition
Image recognition is the ability of a computer system to identify objects, places, faces, writing, and actions by analyzing images. This helps marketers identify relevant influencers and gain a much deeper understanding of when and how their audience posts images related to their brand.
Determine the true impact of the influencer
Through account tracking, AI-powered systems can fine-tune when the influencer is likely to experience an increase or decrease in influence and adjust incentives accordingly.
The AI tool can monitor interactions to discover what time of the year is most likely to get the best results, what day of the week or what time of day are the best to execute marketing actions.
Remove fake accounts and bots
Artificial intelligence is also being used to eliminate non-real user accounts and end bots that can affect the real performance of campaigns. This also helps spot influencers who use fake followers to boost their reputation.
Not all tools on the market offer the same benefits or have the same effectiveness when it comes to analyzing content..
AGORA is a monitoring system for social networks and digital media with a very sophisticated engine. This helps to significantly improve the sentiment analysis of interactions.
Conclusions
The potential of influencer marketing is on the rise. Brands are happy using this option to expose their products and services and consumers love to receive more information using this channel.
The advancement of technology and the capabilities of Artificial Intelligence help establish a working point so that marketers can support each other and achieve the desired objectives in campaigns with influencers .
In short, AI can be extremely beneficial in influencer marketing campaigns due to its speed, accuracy, and computing capabilities to analyze data better than humans.
With a correct Artificial Intelligence strategy and the personal skills of a good communication and technology specialist, your company’s influencer marketing campaigns will achieve the success your brand is looking for.
