AI in Influence Marketing has become an essential ally, enhancing human work without replacing it. Wagner Arnaut, CTO of IBM Brazil, emphasized in an interview with Exame during Febraban Tech 2024 that AI does not replace human beings, but rather speeds up and improves day-to-day tasks.
When carrying out an influencer marketing campaign, we have several processes within various stages, ranging from planning to the final result. These processes can be improved with the help of Artificial Intelligence (AI).
That's why this article will show you how you can use AI in influencer marketing, carrying out campaigns with influencers in an agile, automated and more assertive way, without losing human creativity.
What is Influence Marketing?
Influencer marketing can be understood as a type of approach within marketing in which actions are practiced with a focus on people who have influence or leadership over potential consumers of a particular brand. These people are what we call Influencers.
These people become influencers by establishing a close relationship with their audience, generating trust and thus acting on the purchasing decision. For the Huffington Post, Influence Marketing is also about influencers having the ability to have an effect on a brand's image.
With this capacity, we are seeing the growth of Influencer Marketing around the world, as brands understand the power that the trust generated by these people has on their potential customers. Campaigns focusing on branding, reach and even conversion are being adopted using influencers.
In the survey carried out by Influency.me in 2023 with insights for 2024, 82% of brands that use Influence Marketing hire influencers every month, the figure in 2022 was 50%. In addition, 69% of brands said they would increase their investment in this strategy.
The influencer market has been growing due to its return on investment and because it does what no other media does: have a close relationship with the consumer, generating trust and credibility, which are fundamental factors in the purchasing decision.
How to Use AI in Influencer Marketing?
To optimize tasks and save you time, here's a step-by-step guide on how to integrate AI into influencer marketing.
1. Search for Influencers
The search for influencers is one of the most important and time-consuming stages in the process of creating an Influencer Marketing campaign. Fortunately, AI can be a valuable ally in this process.
To optimize your search, ask specific and complete questions, such as: "Tell me 3 influencers from São Paulo in the Beauty niche." This type of question can generate more relevant and targeted results for your campaign.
With a well-defined list of influencers, you'll significantly reduce the time spent searching and avoid irrelevant profiles. AI can serve as a compass to help you make more accurate decisions.
Want to make this process even more efficient? Try Tess AI, Pareto 's artificial intelligence, and discover how our platform can transform your search for influencers with in-depth analysis and personalized suggestions. Explore Tess AI now!
2. Approach to Influencers
Once you've found the ideal influencers using AI, it's time to approach them. Select the profiles you want to contact and send them a message inviting them to your campaign, including details about how it works, values and other important aspects.
To create an effective and attractive message, AI can help formulate a text with the desired language and tone.
Use commands such as "write an approach to invite influencers to campaign X" and refine the message with more details as necessary.
3. Model Contract
When it comes to creating the perfect contract template for your campaign, you can rely on artificial intelligence to help you write a contract that aligns with your needs and expectations.
Make sure you provide rich and precise details so that the AI can turn your ideas into a clear and complete document.
What's more, within the Influency.me platform you'll find various contract templates, but there's also the possibility of inserting your own, so that you can have more specific clauses that make sense for your brand and campaign.
4. Create a Briefing
This is also a task you will come across when creating your campaign with digital influencers. The briefing is very important because it contains the message that your brand/campaign wants to convey to the public through the influencer.
It's important that you understand that this stage requires autonomy and creativity, and stiffening the briefing with no possibilities for the creator is not a good idea. With this in mind, you can use AI to create a briefing based on your objective, target audience, market niche and other information.
Remember that guiding the influencer is of the utmost importance, but leave the job of creating to them. In fact, AI can also play a role in this creation, as we'll see shortly.
5. Your Campaign's Key Message
AI can also help you create your key message . With your objective and expectations already defined for the campaign, you can use AI to convey the desired message.
For example, you could ask AI: "Write 5 sentence options with copywriting techniques that will help me sell chocolates." Within seconds, you'll receive options that can be applied to your campaign.
Although AI is a great ally, it is essential to combine its suggestions with your own creativity to get the best results.
6. Creating Content with Influencers
Another way to use AI in favor of your influencer marketing strategy is to align it with content creation. This means you can create different messages in different formats.
If you're thinking of including a jingle in your campaign, AI can help you write it. If you think a mascot could be part of the campaign, AI can generate it. If you need creative scripts, it can help with that too.
There are examples of content that has been generated by Artificial Intelligence. We even have AI-generated influencers who are very successful on social media. One example is Aitana Lopez. Check it out:
Conclusion
Using AI in influencer marketing can be an interesting strategy for brands looking for innovation, creativity and time optimization, while maintaining autonomy in the message.
Although many professionals initially feared losing their space to AI, it has proved to be a valuable ally. Take advantage of this technology in favor of your brand's objectives.
If you're looking to optimize your influencer campaigns, get to know Influency.me and maximize your results. To boost your business with an AI tool, explore Tess AI.
