What are AI Influencers in marketing?

AI influencers are virtual personalities managed by brands or agencies. They are created using computer graphics and machine-learning algorithms to appeal to a brand’s audience. These influencers serve the same purpose as other real influencers. But they are designed to reinforce a brand’s particular marketing objectives. AI Influencers can wear a retailer’s clothing or visit their store — all virtually. They can express their thoughts about the benefits of products. They can help elevate a brand’s social media.

AI influencers have already worked for brands from Red Bull to Tinder, since 2016. They interact with consumers using conversation, photos and videos. Often hyper-realistic, they create attention-getting, stylish interactions with the products they represent.

What are some benefits of AI Influencers?

AI influencers work 24/7, whereas real humans cannot keep up this pace. This keeps active engagement rates high, and is beneficial to consumers engaging globally in multiple time zones. With round-the-clock content creation, these spokespeople can quickly build a large global following.

Often, they can create content specifically tailored to answer their audiences’ questions. Further, they can engage with thousands of consumers in a personalized way — without the conventional challenges of doing all of this as a real person. AI influencers, and their accompanying data, can also guide brands to find new or specific audiences. They can introduce new products, create more engaging content, and help optimize campaigns. 

How do they help brands specifically?

Everything listed above is incredibly beneficial to growing a brand. But did you know AI influencers can also track consumer engagement so you don’t have to? These influencers can sum up analytical data from a brand’s work with them. That’s influencer and data are rolled into one. This makes it easy to view analytics and make decisions going forward.

From social media engagement to sales reports, an AI influencer can become an important part of helping brands build business. This data is valuable in offering ideas on which demographic to reach. It is valuable to know when to reach them, and how to reach them as well. Brands like Calvin Klein, Samsung, and Prada have all worked with AI influencers. These brands have incorporated influencers on social media platforms with success.

In the future, look for innovative new uses as AI influencers evolve. They’ll continue to talk with consumers and build value for brands in platforms beyond social media.

What is an influencer?

Who hasn’t scrolled through an Instagram or TikTok feed and stumbled upon a random person on an amazing vacation, eating a mouth-watering meal, or wearing a fabulous outfit and thought to themselves, “I wish that were me”? As social media has risen in popularity, internet celebrities and influencers in the marketing world have learned to use their influence and followers to promote products and lifestyles. Influencers are content creators who have the power to influence or alter the decisions of others. These trendsetters have become experts at producing effective “subliminal” ads reminding us that we “need” those shoes or we have yet to visit that vacation destination.

Finding your niche

The first step to becoming an influencer is to find your niche. My mother follows other mom influencers, I follow account that are more popular and targeted to teens, and my little brother is obsessed with the guys who do cool trick shots on YouTube. There are a multitude of niches on social media from health/beauty to fashion to travel to lifestyle/relationships. The cosmetic and fashion industry alone is worth more than five hundred billion dollars annually and frequently pays content creators to offer tutorials and testimonials. Companies often compensate travel influencers’ flights, cruises, and hotels in exchange for featuring them in their feed. Influencers are also eager to offer advice to anxious new parents in exchange for compensation and merchandise.  

How is being an influencer a career?

Influencers have to be active and consistent. There are very few days off for content creators. The more popular accounts often post multiple times per day. Companies will pay to have these influencers on Instagram to do giveaways, OOTDs (outfit of the day), or short videos using the product. YouTubers will typically have unboxing videos or use the product somewhere in the video. Anytime you see a product in a video, the person is most likely being compensated for it. 

Why is using an influencer a good marketing strategy?

People like to do what is popular or “trending”. If a TikTok star starts doing something new, chances are good that their fans will follow. Whether that is doing a TikTok dance or buying a pair of jeans that are “the most comfortable pants ever”. Consumers also trust a third party over the company that is producing the product. Social media users choose to follow accounts because they identify and trust the creators. When an influencer recommends a product, it often feels like a friend is recommending it.

Let’s be honest: we used to roll our eyes at influencers dancing on the beach and constantly filming videos in restaurants before we recognized their genius. These creators have a massive effect on modern society through social media platforms. Virtually all companies have begun to use influencers, making them major players in the marketing world.

To be influential, one must hold the power to determine, guide and/or impact the decisions and perceptions of others. When applied to marketing, the goal is advocacy. “Influencer marketing is getting others to share your story, generate interest and make your case.” ~ Ardath Albee

Influencer marketing is a marketing strategy focused on capitalizing on the power of people (influencers or brand ambassadors) to advocate for your brand.

“Never mistake the power of influence.” ~ Jim Rohn

By utilizing influencer marketing, your benefits are solid. You gain access to a pre-established, receptive audience which already has a built-in level of trust with the brand ambassador. This helps build credibility. You also get additional help creating content. This content meets your target’s needs. Know your content and message are getting out in the right way, to the right people at the right time.

Is influencer marketing right for you? That depends on what you’re trying to influence (see what we did there, friends?). Know your business and marketing goals, audience, strategies, tactics and measurement. These help determine if influencer marketing is worth the considerable amount of time it can take.

Mapping out an influencer marketing strategy up front can help you minimize the time it will cost you and maximize your results.

Four Keys to a Successful Influencer Marketing Plan

1. Know Your Audience. Make sure you are spreading your message to the (targeted) audience you need to see it, and in the places they are most likely to see it.
2. Know Your Goals. Make sure you have set, measurable objectives. Otherwise, it will be impossible to measure your success.
3. Know Your Ambassadors. The most powerful tool influencers bring to the table is the foundation of trust their audience has in them. This allows the influencer to authentically advocate your brand to your target. It is critical we don’t confuse influence with popularity. TIME does not grant their annual 25 Most Influential People on the Internet influential status based upon the number of followers they have on social media. Instead, they “evaluated contenders by looking at their global impact on social media and their overall ability to drive news.”
4. Know Your Space. Influencer marketing is not limited to social media platforms. The places where the people in your audience are hanging online (if they aren’t on your site) are key to know as those places are influencers. Depending on your audience, you may have better results through specific bloggers’ websites over Instagram (or vice versa).

YOU are your brand’s biggest ambassador. However, when done successfully, having others advocate for you is powerful. Influencer marketing can help you in cultivating the growth you want for your brand.

How brand ambassadors are re-defining influencer marketing.

In today’s market, college students hold a considerable (and growing) amount of purchasing power. How does a brand target these highly-coveted consumers? Create brand ambassadors.

What is a Brand Ambassador?

Brand ambassadors are a component of influencer marketing.  Typically, they are employed to promote a company’s products and brand personality in their communities. Whether this is in-person or through social media, these ambassadors are generating valuable word-of-mouth impressions. Per research published on Invesp, word-of-mouth impressions create 500 percent more sales than paid media impressions. Nearly 90 percent of consumers report that they are more likely to give their hard-earned cash to a brand recommended by a friend.

Ambassadors are becoming increasingly prevalent, especially on social media platforms, such as Instagram.  Typically, an ambassador will post a photo featuring a product sent to them by a company. Ambassadors often explain the product and brand in the photo’s caption. They also include a special discount code for their followers to apply to online purchases.

Photo by Jens Johnsson on Unsplash

Brands on Campus: Why They Work

Influencer marketing is also common on college campuses.  I have seen ambassadors for companies such as Red Bull, Kind Bar and Bumble at UT Austin. They understand the immense purchasing power of students, especially due to mobile purchasing, and want to reach them in as many ways as possible. Brand reps often give away swag, free products, and sponsor campus events.

Millennials are interested in building their online presence through social media.  They are willing to feature exciting products for companies with little in return. Though ambassadors are not paid, there are many perks to their ‘job’. These include free products, access to brand-sponsored events and networking opportunities throughout the industry.

The True Value of Ambassadors

Brand ambassadors have proven valuable to the companies they represent as well. They increase a company’s social presence by constant content generation. They also provide consumer feedback, personally and from their peers. Companies value this insight from their most-coveted target market.

When I return to school in the fall, I expect to see many brand ambassadors on campus. Some of my favorite past examples include when Kind Bar gave students free breakfast bars during finals week. Express ambassadors, or students part of ‘Express U’, set up tables on campus to showcase the clothing company’s newest products.

I can’t wait to see how brands show up on campus this school year!

Happy 2018, friends! March is underway – which marks our 7th in business! We have a rockin’ team and the most amazing, difference-making clients around. We couldn’t be happier to be where we are today. Bringing you our love and passion for marketing and branding is our mission!

So let’s get to it!

The marketing landscape is a dynamic animal, and in this competitive climate, staying on top of it is imperative. So far, this year we are seeing some definite shifts in the world of social media marketing, so without further ado, here’s the skinny:

7 Things to Know About Social Media Marketing in 2018

1. Free reach on social media is dwindling.

There is no doubt about it, organic free reach is in decline. Algorithms have shifted consumer reach and increased content competition has made break-through infinitely harder. Bottom line? Your social media efforts aren’t reaching as many people as before. Time to pivot. This shift will require you to be more thoughtful, create unique and curated content for each platform, and monitor your audience more than ever before.

2. There will be more focus on influencers.

Did you see our very own Tara Engelland’s blog about influencer marketing? If you missed it, you may not know that this word-of-mouth advertising is taking off. We know that consumers are increasingly making purchasing choices based on recommendations. Users with large followings on social media have the power to influence their online friends and followers, therefore, more and more businesses are forming strategic partnerships with these influencers to lead them in their direction.

3. Marketing is gearing towards millennials.

Most social media users are millennials (technically those born between 1980 and 2000). This generation relies heavily on social media to form and maintain relationships, get news and information, and research brands and products. Right now, this generation is coming of age – leaving home, graduating college, getting jobs, and earning their money and independence. Appealing to this demographic will be key going forward.

4. Mobile ready content is a must-have. 

Here are the numbers: more than 2½ billion people around the world are using smartphones, and 80% of social media users use them to access their platform of choice. So you do the math! The majority of online traffic now comes from mobile devices, so your social media marketing content has to be mobile ready.

5. Algorithms are making decisions. 

We. Are. Being. Watched. Online behavior is constantly being scrutinized and analyzed, and social media platforms are increasingly using algorithms to determine what content is most relevant to the end user. So how do we work alongside this technology? Study the algorithms closely and understand how they work.

6. Consumer data restrictions are getting tighter. 

Legislation such as the CAN-SPAM Act and the European Union’s General Data Protection Regulation (GDPR) leave marketers no choice but to offer transparency in their data collection. Use this opportunity to build trust in your brand: Ask consumers for relevant data with clear language addressing opting in.

7. Video marketing is here to stay.

Social media platforms are heavily focused on a video-first strategy, and it won’t be slowing down anytime soon. So jump on the video bandwagon!

Overwhelmed? Don’t be. This business is our business and we are here to help! Give us a call.

Influencer marketing has become a very popular form of social media marketing. Brands have discovered that an influencer partnership can have a positive impact on their revenue. This form of marketing allows brands to spread their content, connect with consumers, and build relationships more organically and directly.

An influencer is someone who acts as a mutual friend, and connects your brand with your target consumers. In today’s technological world, people are exposed to an abundance of purchasing choices, yet they don’t have the time to research them. Instead, buyers rely on friends, acquaintances, and fellow consumers to inform their purchasing decisions. The rise of social media has made it easier than ever for people to find other people who will help give them the information.

Luckily, social media has also made it easier for brands to seek out and partner with influencers who will get people talking about their company and products.

Partnerships with the right influencers can be extremely positive for your brand. A successful influencer will drive traffic to your site, spread your message across social media platforms, and grow your following. Ultimately, their recommendation sells your product.

When considering influencer marketing:

• Numbers aren’t everything. Don’t rely simply on the number of followers or social media likes an influencer has. Focus on who their followers are and what they are interested in. Those things matter more.
• Brand alignment is a must. Partner with influencers whose audiences align with your brand and the products you sell. Influencers come in all shapes and sizes: celebrities, industry experts, bloggers, YouTubers, journalists, etc.
• Authenticity is key. Collaborate and build relationships with influencers that truly believe in your brand. Buyers can detect partnerships that aren’t a genuine fit, and that may turn them away from your brand.

In 2018, influencer marketing is a powerful tool. If you’d like to develop relationships with social media influencers and aren’t sure where to start, call us. Front Porch Marketing can help!

Social media marketing is constantly changing and evolving, which is both good and bad. Keeping up with social media marketing trends is practically a full-time job! And so is figuring out the best social media marketing strategies for your brand.

As businesses are planning for the new year, there are several social media trends that appear to be here to stay (at least for now). You should consider these when putting together a strategy for 2018:

Influencer Marketing

Influencer marketing has exploded over the past few years and there is no sign of it slowing in the near future. Using social media influencers is an excellent way to expand the reach of your brand messaging when you choose the right partners to work with.

Studies show that 74% of people look to their networks on social media for advice on buying decisions. In addition, 40% of people have bought something because they have seen it being promoted by an influencer on Instagram or Twitter.

Finding the right influencer marketing partnerships can seriously get your brand noticed!

Social Media Advertising Costs

Gone are the days of social media posting generating free organic reach. In order to gain new followers and grow your brand via social media, you must have a social advertising budget. Unfortunately, as the number of advertisers on social media increases, so will the cost of social ads.

As people realize that social media marketing provides an extremely cost-effective way to reach a targeted group of consumers, the competition for social advertising results increases. Therefore, to keep up with the competition, a social media advertising budget is a must for 2018.

You Gotta Have Video

Did you know that social videos generate 1,200% more shares than text and images combined? In addition, viewers retain 95% of a message when they watch it in a video compared to 10% when they read it in text. It’s estimated that by 2019, video will account for 80% of all consumer internet traffic.

Need I say more? It’s time to take video seriously! Social media video marketing needs to be an integral part of your social content strategy in 2018.

Social media marketing is constantly evolving. You won’t know if something is going to work for your business unless you test it. If you need help navigating the trends and reaching your audience, we on the Porch are here to help!