AI Technology Is Providing A Powerful Avenue For Influencer Marketing
Accessible data and automation is creating a paradigm shift that is placing smaller influencers in control, according to an analysis by HypeFactory.
Data insights and the scaling of influencers and advertising campaigns will mean that influencer marketing will shift from the sole collaboration of millionaire influencers to influencers with a smaller and more niche audience.
New Ways of Marketing
Under lockdown, users began to spend more time on social networks and video services.
In a marketplace with brands competing for consumer attention, marketers constantly analyze their strategies in order to find new and effective ways to attract users.
The traditional method of marketing products, through printed ads or blanket advertisements, is no longer efficient in comparison to new mediums of marketing. Influencer marketing is the perfect tool to replace the traditional ways of marketing and is able to reach audiences more effectively.
A Multi-Layered Approach
Of course, there’s a lot more to it than just looking for the nearest influencer in town, and that’s where HypeFactory comes in.
HypeFactory is the leading brand that offers targeted influencer marketing campaigns based on neural networks and Artificial Intelligence (AI). HypeFactory uses technology that evaluates the real volume (OTS) of each influencer by 38 metrics. The agency’s portfolio includes marketing campaigns that have used influencers from Europe, the USA, and Asia.
Thanks to this data, it can accurately identify specific leads for audiences, depending on an advertiser’s goals. That means lower-budget brands and developers can now use data to target connect with their target audience.
Bigger Does Not Always Mean Better
A large audience and well-engaged account does not guarantee the success of a marketing campaign.
It is important to identify the most appropriate format and platform for reaching target audiences. While there are some influencers out there that cater to viewers and audiences from all walks of life, many influencers typically fall under a certain niche or specialty, which attracts a certain type of audience. This means, of course, that there are bound to be influencers that have the same target audience as most brands, which gives them potential direct access to a new market.
It is more efficient to use a mix of influencers who are selected depending on the task and the need. HypeFactory’s work with brands has shown that the cost of conversion of sales and clicks is much lower for business when we use mega-influencers combined with mid-level and micro-influencers.
When planning a campaign, it is important to determine the key parameters for measuring success and to create forecasts. Marketing campaigns can be divided into two types: performance and image campaigns. For the first type, it is important to evaluate specific data, such as CPM or CPC. For the second type, it is important to evaluate the turnover of users, engagement, number of downloads and overall growth of users.
Forecasts, predictions, and data analysis can assist with the development of an influencer campaign, and influencer marketing agencies are able to manage this, making use of a range of technologies and systems to plan out the best course of action for each campaign.
In one recent example, HypeFactory worked with To the Moon Mobile, a UK brand that combines mobile network and fintech ecosystems under the same roof, for instance, by allowing users to manage their mobile account and crypto-wallet from the same app. During the promotion of its fintech offering, HypeFactory targeted campaigns through influencer marketing, reaching target end users that led to successful product roll-out.
A good influencer marketing strategy is based on a sustained multi-stage campaign. Digitizing influencers and their audiences as well as access to a huge array of analytical data help to select the right promotion channel in order to create an advertising campaign. This allows clients to not only monitor online how their campaign has launched and how it is currently working, but also to see its specific results.
This article has been published in accordance with Socialnomics’ disclosure policy.