The improvement in influencer marketing led to a host of influencer marketing platforms. More and more businesses are looking for tools to simplify and automate their programs. From 190 in 2015 to 740 in 2018, the amount of influencer marketing platforms and organizations almost quadrupled.
What is influencer marketing?
The marketing of influencers is a type of collaboration. A business operates together with an influential person to promote something. It can be a commodity, service, or campaign. The initial type of influencer marketing was celebrated with endorsements. However, social content creators with niche audiences in today’s digital world can often give brands more value. These people have committed themselves and involved social media followers. More than two-thirds of North American retailers use some form of influencer marketing that is called “social media influencers.” And nearly half of the US and French digital marketers spend on influencer marketing at least 10% of their marketing communications budget.
What is an influencer marketing platform?
It’s a software or an online tool. This enables you to explore, raise awareness about influencers, handle campaigns and evaluate the outcomes of the campaigns. A platform requires all your attempts in marketing and provides you home under a roof. If you are looking for a platform to meet your requirements, it can help you understand the features that are most useful to achieve your goals. You might just need a better way of vetting prospective influencers. Alternatively, you may need a robust suite of resources to scale your marketing attempts. Even so, the solution you’re searching for could be a platform.
Why do marketers need an influencer marketing platform?
Influencer platforms will assist you to find influencers, with whom you want to work, and also assist you to reach the influencers. You can often use your lists to do large-scale activities such as email, influencer activation, and deactivation. The communication instruments of the platform should enable you to court influencers with direct offers and conditions of collaboration. You should also be prepared to post-employment for bidding to society as a whole.
Artificial intelligence is storming into influencer marketing
We may not be prepared for full AI takeover, but AI power-driven platforms have demonstrated great instruments to match brands with correct creators when it comes to defining brand affinity. Brands can either operate with a brokerage or directly with a marketing platform for influencers to access this sort of technology. Brands can choose a service that offers a comprehensive, fully managed solution, or incorporate some of the platform’s features–e.g., an API or a white label product.
In the next few years, AI will totally change the value, management, and measurement of marketing campaigns by brands. Taking advantage of AI and profound knowledge, brand companies will understand not just “what” their campaigns have done, but also “why.” AI will be used to verify the content and to enable brands to correctly predict which influencing partners will most likely produce results, thereby enabling brands to scale their influencer campaigns quickly and attain greater returns with millions of influencer content uploaded each day.
Influencer marketing has become a strategic component of the marketing mix and brands no longer rely on quantity-based influencers to be selected. Today, brands select creative influencers on the basis of qualitative criteria, including brand affinity, content quality, and how creative the influencer can produce in alignment with the message and values of the brand. With a more strategic direction for the influencer marketing industry, artificial intelligence (AI) plays a central role in meaningfully combining quantitative and qualitative measures.
The future of AI and influencer marketing platform
The influencer marketing platform market is witnessing trends like virtual influencers with the hype around AI. This only shows that influencer commercialization is still experimental, but it is difficult to imagine how scalable and the future of such projects is. In reality, some issues remain-mainly the ethics of its use-concerning AI. In order to play a significant part in the future of influencer marketing, AI does not need to replace humans completely. On the quality side of the briefing process, AI could be useful in the future to suggest ideas for influence content that align creative and brand goals. In campaigns, AI can also provide real-time feedback, encourage influencers to alter or strengthen their content components and even suggest a distinct goal for optimizing efficiency and outcomes.