How AI Will Revolutionize Influencer Marketing — Neal Schaffer // PDCA Social

Quotes

• “If someone is posting 10 different images and getting 10 different reactions from that, ask what are the things in some of those images that are providing more engagement than things in other images. Where is that contextual engagement coming from?” -Neal“By breaking down images visually and using AI and looking at past performance, looking at common threads on why some post perform better than others, we can now begin to get some data around what is making this community engage with the image. So we can know that we are working with the right person.” -Neal“Mitigating brand risks with fake followers is another interesting case scenario for AI in influencer marketing, that a lot of companies are now looking more seriously into because the amount of fraud that goes on in influencer marketing every year is in the hundreds of millions and potentially even billions of dollars worth of money lost.” -Neal“I’m surprised that the SEO toolkits haven’t been ported over to understand how to optimize on a text basis for the social media platform. It obviously hasn’t happened but it would be great to have a podcast platform that does what the SEO tools do where I know what are the keywords I need to include in my title and show notes to get a specific podcast to rank. You can do that with a blog post, SEO tools, you can actually do it also in real-time while you’re writing a blog post.” -Ben “I use a tool called Searchmetricswhich has a content experience that as I am typing out a blog post, it essentially gives me a hundred point score of that piece of content based on what they know from Google’s algorithm. It’s hard to believe that those tools haven’t been ported over to understanding what hashtags you should be using on Instagram or what keywords you should be using on YouTube and all these other platforms.” -Ben “It seems like there are two real ways to use AI and machine learning when it comes to the influencer marketing landscape. On the content producer side, there’s an understanding of what you can put in your images to make those performances. On the flip side, for the brand, there are tools to understand how valuable the following of an influencer is.” -Ben “The social networks really prevent you from doing a lot of automating inside because we have seen how third parties and rogue apps have taken advantage of that. That’s the problem, it’s the privacy, security issues that all these networks have that prevent you from doing a lot of what you can do on your own website or with Google.” -Neal“It does begin to get more challenging because every platform wants you to use them as a CRM to some extent. That’s why the companies that are invested in this like Instagram used to get a lot more information that they just can’t get now.” -Neal“A lot of these tools that are looking at Instagram influencers are grabbing demographics of their community from Twitter and using that as some sort of assumption. So it’s not perfect by any way and this is going to be the challenge by the technology going forward.” -Neal “You need the social because that’s where people are but at the end of the day, you needto own the data. You need to be able to bring them on to your website and into your email marketing automation where you have the best chance to convert them.” -Neal“If you don’t have a website where you can convert people, on the other hand, you also miss out on some of the opportunities from this amazing search engine called Google which can send a lot of people your way on a daily basis withoutyou having to post on Instagram on a daily basis. It’s a long term play.” -Neal