How is AI changing influencer marketing?

In the age of digital transformation, a brand's social media presence has a huge influence on its growth potential. It's no coincidence that influencer marketing has gained a lot of momentum over the years and become a valuable strategy for scaling many businesses.

This marketing strategy taps into the influence of certain people, brands or public figures to promote a product or service. The tactic can be applied across many channels, but social media is the main target, since it allows direct communication with the audience. On top of that, with the help of technology tools such as Artificial Intelligence (AI), the impact can be even greater.

In this article, learn more about how influencer marketing works and how AI relates to this field!

What is influencer marketing?

Influencer marketing is a strategy that relies on the work of professionals known as digital influencers. These content creators produce creative campaigns that speak directly to the target audience in order to introduce, promote or launch a brand, product, service or other items for sale.

The idea behind influencer marketing is to bring a company and a consumer closer together through an intermediary, someone dedicated to making money online. This person, the digital influencer, is responsible for communicating with the audience, building connections and presenting a trustworthy brand.

The growth of influencer marketing has made the market for digital influencers more competitive and led more companies to adopt this strategy. After all, it's an affordable, practical approach with high return potential.

From the customer's point of view, the advantage is discovering a brand with greater credibility, since it was recommended by someone they trust. This relationship comes from identifying with the content an influencer produces, which creates a sense of closeness and affection, especially on social media.

How does artificial intelligence relate to marketing?

The hot topic in influencer marketing right now is the role of artificial intelligence in strategies. After all, is this a resource that helps promote campaigns, or one that could pose challenges for influencers, such as replacing them?

AI is a highly advantageous marketing tool, since it makes it possible to automate processes, track results and map the landscape to identify the best strategies. That's why using technology to promote products and services is an excellent idea.

When it comes to influencer marketing, it's worth noting that almost 70% of digital content creators run their campaigns on their own, without the help of a team. This figure comes from the fourth edition of YOUPIX's Creators & Negócios 2023 report, and it shows how important it is to have helpful tools like AI.

Artificial intelligence can support the creation of scripts and strategies to boost reach. It also helps save time producing and editing content, and can provide insights to improve the tone of voice of campaigns.

On the other hand, there's generative artificial intelligence, which can produce automated content. With the rise of this technology, many professionals feared losing their jobs to digital tools and worried about the impact this new type of production could have on influencer marketing.

However, it's essential to consider human creative potential and the capacity for abstract thinking. That's what makes it possible to create original content, on your own, that builds connections with the audience and drives results. In other words, it's important to stop fearing what AI might replace and use it as a valuable tool to reach your own goals.

How to make the most of AI in influencer marketing?

In influencer marketing, engagement is key for both content creators and brands. So the first step in thinking about using AI in this field is to consider how technology can help create more meaningful interactions.

The good news is that using artificial intelligence strategically can bring a range of benefits for creating more engaging content. Below, find out how to make the most of technology in influencer marketing and get better results!

Data management

Social media platforms give users relevant data about the audience that follows their profiles. This information can be processed and used strategically to attract partnerships and boost engagement even further.

AI is a great ally in processing and managing data. Importing social media metrics into AI software can even help manage campaigns and optimize strategies to create increasingly effective ways of reaching the desired audience.

Plus, when presenting your content plan to brands, you can use these reports to your advantage. This way, you convey authority and market knowledge, allowing companies to estimate the return they can expect from working with you.

Greater reach

AI can also help boost a campaign. The technology can be used generatively to assist in creating images, videos, scripts and other essential elements of the creative process, improving quality and targeting for a specific audience.

To do this, it's important to feed AI tools with real, accurate data. The better you describe the context and the desired results, the higher the quality of the AI-generated output. From there, all you have to do is apply it creatively to your campaigns.

Online and offline integration

AI makes it possible to innovate even outside the digital space. Heinz, for example, ran a marketing campaign using image generators to customize its product bottles on billboards and other offline ads. As a result, people could interact and generate their own content.

To increase engagement, the company sent promotional bottles to digital influencers. They then created content to promote the campaign, which led even more people to join in.

The integration of online and offline resources can be explored in many ways to promote a concept. The ease of interaction that artificial intelligence offers is an ally in this process and can help increase engagement in advertising campaigns.

Long-term interaction

One influencer marketing strategy that more and more companies are adopting is relationship maintenance. This means building lasting partnerships with specific digital influencers in order to stay in touch with the audience over the long term.

In this case, it's important to create personalized, ongoing campaigns. Showing the influencer's relationship with the brand over time helps viewers develop even more trust in the company's quality and commitment. As a result, they're likely to become loyal customers too, as long as their expectations are met.

AI can help with planning long-term campaigns. It also helps identify trends to include in the production schedule, keeping engagement high on posts even when followers are used to seeing the brand's ads.

This strategy can be especially valuable in awareness campaigns. After all, the topic needs to stay relevant for a longer period without losing the audience's attention. In these cases, relying on technological innovation can transform and optimize the process.

Learn how to use the best digital resources to keep engagement up over the long term. Discover Keepo's solutions for your social media!

Optimized campaigns

With the resources artificial intelligence offers, you can also create strategies to optimize the results of your marketing campaigns. This is more detailed work, but with the right tool it can become simpler and increase the return on your efforts.

The idea is to invest in platforms specialized in influencer marketing to gain insights, analyze data and develop strategies that boost a campaign. This expands not only reach but also engagement potential.

Even though it's an extra investment, using AI tools can help strengthen your position in the influencer marketing market and generate more results. Over time, that return can be used to promote your work and land increasingly profitable projects, backed by data that proves the success of your campaigns.

In other words, the relationship between AI and influencer marketing is directly tied to the need for constant innovation in the age of digital transformation. Using smart, innovative resources is also part of what the work of a digital influencer demands, and investing in the most strategic tools has the potential to improve the results of advertising campaigns.

Like the idea? Then keep investing in methods that work. Also learn how to create an effective content strategy to attract a bigger audience!