{"id":60766,"date":"2024-11-11T19:28:54","date_gmt":"2024-11-12T00:28:54","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=60766"},"modified":"2024-11-12T08:56:49","modified_gmt":"2024-11-12T13:56:49","slug":"ai-the-solution-to-influencer-marketing","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/ai-the-solution-to-influencer-marketing\/","title":{"rendered":"AI: The solution to influencer marketing"},"content":{"rendered":"\n

In the past few years, digital marketing has really evolved, and brands are now relying a lot more on influencers to promote their products than they ever were before. At the same, technologies such as AI have also improved a lot and are used in many industries. This technology is used to identify the target segment, select the influencer and create and monitor campaigns. We will finally talk about the future of AI and influencer marketing: virtual influencers<\/p>\n\n\n\n

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1. Segmentation and understanding customer behavior<\/h3>\n\n\n\n

In digital marketing, AI is used to analyze large amounts of data and give insights to the brand on the customer behavior, trends and even preferences. Since it is really important to understand the target customer before choosing your influencers, AI is a great tool to help brands do all of the tedious research for them so they can focus on other aspects of their online marketing. AI uses algorithms to analyze data across all social media platforms and looks at metrics like demographics, interests, social media behavior, browsing history and purchasing patterns (Atherton, November). By better understanding their target, brands will be able to choose the influencer that fits and represents their clients the best.<\/p>\n\n\n\n

2. Influencer selection<\/h3>\n\n\n\n

Once they have identified their target segment with the use of AI technology, it can also help them do their influencer selection through influencer discovery tools. The technology will scan social media profiles to find the influencers that are best fitted for the segment that has been identified. Once again, it will look at the influencer\u2019s engagement, demographics and his audience interests to match the brand\u2019s demographics to the influencers to ensure that both parties are the best match possible. <\/p>\n\n\n\n

It will also look at the influencers that have already mentioned their brand in the past. By looking for a loyal customer to make as their influencer, the influencer\u2019s community will be more inclined to buy the products and even support this influencer through their purchases. By analyzing the influencer\u2019s past content, they can also make sure that the influencer\u2019s values over the years align with their values, campaign goals and target audience.  <\/p>\n\n\n\n

One issue that brands might face is making sure that their influencer is authentic. AI software has tools that help detect the presence of bots or fraudulent accounts that might interact with the influencer\u2019s content. It also verifies if there is a presence of fake accounts so that they can make safe and trustworthy partnerships with their chosen influencers.<\/p>\n\n\n\n

3. Creating and monitoring personalized campaign<\/h3>\n\n\n\n

Once they have found the best influencer for their brand, all that is left to do is create a campaign that will be interesting and best fitted for their customers. For the creation of their campaign, content creators have the choice between a lot of tools that can help them with different aspects of their creation. Here is a short list if softwares and their use:<\/p>\n\n\n\n