Is influencer marketing just another PR tactic or can it really be scaled into a credible media channel with AI?
This year 78 percent of marketers say that trying to work out their ROI is their top influencer marketing challenge this year.
Many platforms claim to use artificial intelligence (AI) — it is the new buzzword, and brands are trying to embed AI into their marketing offering. However, it is important to understand how that AI is being applied and whether it is effective.
AI should be used for more than simple data processing. Effective AI can analyse billions of data points and produce worth-while insights.
San Francisco, Calif.-based content marketing platform Linqia recently released its new platform that is intended to transform and scale influencer marketing.
The platform uses machine learning to analyze influencer content, determine brand affinity, and identify patterns that can predict an influencer’s success based on the brand’s goals.
Machine learning will enable the platform to scale and increase engagement. It will enable customers to reach specific demographic and geographic segments across the US and target influencer audiences by age, ethnicity, location, education level, and annual income.
Linqia reported that, in initial programs run through the platform, it drove 51 percent more engagement over the course of four flights through AI-driven insights and optimizations compared to single flight campaigns.
Nader Alizadeh, co-founder and CEO for Linqia, said: “There are two billion monthly active users on Facebook, 700 million on Instagram, 328 million on Twitter, 255 million on Snapchat and millions of blogs. Every touchpoint is a potential authentic impression for a brand. The only way to approach this ecosystem is to treat it as a big data problem.”
Linqia said that its Performance platform, which also serves as a social content platform, gives marketers with a content-audience ‘blueprint’ that is “guaranteed to perform better than untested content.”
Another influencer marketing company, Open Influence, has launched OpenWorks, which offers a suite of tools for smaller brands and those new to influencer marketing.
It uses Amazon Rekognition and other AI tools to analyze content from over 300,000 influencers, and it enables brands to identify new influencers and build their own influencer community around their needs.
AI-driven sentiment analysis can let brands know how their message is being received in market. Furthermore, there are safety features in the Linqia platform that help ensure Federal Trade Commission (FTC) disclosure on blog posts. If there is an issue, the platform flags social posts that are not compliant so they can be addressed…
To read the full article, click HERE.