Benefits of Automated Influencer Marketing

Authored by Mr. Sumit Gupta, Founder, Viral Pitch.

Given the evolution of consumer behavior, traditional marketing methods are nothing but a thing of the past. Social media usage has gained utmost prominence, which, as a result, has drawn the pathway for digital marketing. According to a report titled 'Digital 2023: India' by DataReportal, India registered 467.0 million social media users as of January 2023, accounting for 32.8% of the total population.

What has further caused significant disruptions in the digital marketing landscape is the advent of influencer marketing. In fact, in our digitally-dominated society, influencers have developed a major monopoly over all areas of interest. And it is the modern technological advancements that have accelerated the growth of influencer marketing, allowing marketers to track campaigns and achieve desired results. Here automated influencer marketing comes into the picture, making it simple for brands to manage creators and campaigns while saving time and money. 

Automated influencer marketing: Key benefits

Finding the right fit: Finding a suitable influencer is currently a significant challenge facing brands and marketers. One cannot assess an influencer's potential merely by considering his subscriber base. It's critical to choose an influencer that complements your brand's offerings and has an appropriate following that resonates with your target market. Here, automation comes into play, utilizing smart filters and developing creator profiles based on various criteria like geography, genre, and content relevancy. In addition to building the creator persona, the brand persona is also developed and the two are compared against each other to determine the best match. According to InData Labs, by automating influencer search and analytics, marketers may find useful information about who and where to look in the sea of influencer profiles. By partnering with the right influencer, brands can target broad reach and elicit a favorable reaction from the general public. 

Metric tracking and assessment: Brands can now evaluate the effectiveness of their campaigns and carry out predictive analysis in real-time thanks to automation tools. These tools have helped businesses move beyond simple vanity metrics and examine the impact of campaigns and influencer performance by directly connecting real-time data like brand mentions, traffic, and conversions to an influencer's specific behaviour. Additionally, brands can perform predictive analysis with influencer marketing automation tools to predict future content needs, estimate campaign success, and implement data-driven decision-making based on valuable insights.

Multiple campaign management: There are various moving parts to an influencer marketing campaign. However, with automation taking over, it has become simpler for brands to track every aspect of a campaign on their own. These automation solutions have allowed marketers to assess campaign data, conduct influencer analysis, and evaluate engagement rates to target better campaign success. Furthermore, these tools provide full campaign lifecycle management, enabling brands to plan, execute, and monitor their campaigns from beginning to end. 

Content organization: Over time, human behavior has significantly changed in terms of how they consume content. As a result, it has become crucial for marketers to produce content that meets customer wants and preferences to address a wider audience. Since the emergence of automation tools, it has become simple for marketers to organize content by keeping it in a single place. Because of this, they can locate the content required for particular marketing campaigns and repurpose it for use on other marketing channels as and when necessary.

Audience analysis: To evoke the best response from the general public is every brand's ultimate goal. Automated influencer marketing tools perform audience profiling and provide insights into the preferences and habits of the consumers, enabling brands to more effectively target their content to the public and creators to present it desirably.

Automated influencer marketing: Future of influencer marketing

According to a report by INCA, the value of the influencer marketing sector is predicted to increase over the next five years at a CAGR of 25%, from ₹ 900 crore by 2021 to ₹ 2200 crore by 2025. The rapid expansion in the number of creators and the growing collaboration between brands and creators to provide audiences with relevant content to boost consumer reach are both contributing to the industry's predicted stratospheric rise.

In the modern-day marketing scenario, customer experience has become a significant element of brand differentiation. Consequently, gathering user information and creating influencer marketing strategies based on them has now become essential. Automated influencer marketing solutions have changed the game for businesses by making it easier to organize, manage, and operate their influencer campaigns while gaining valuable data insights. The data gathered makes it simple for marketers to target higher conversion rates, expanded reach, and better visibility. Given the abundance of opportunities that automation in influencer marketing has provided brands, it is only expected to grow further, opening up new possibilities for advancements on all fronts.