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Jessica Sherman

Published on

May 14, 2024


earned media, influencer marketing, influencers

Marketing continues to be an industry of constant change and innovation. Brands are relentlessly looking for new and exciting ways to engage with their audience. The rise of influencer marketing has positioned it as a powerful tool that more brands are tapping into. Influencer marketing may not be something new for B2C businesses. But more B2B businesses are realising the success influencer marketing brings for building a connection with their audience.

Advancements in technology have rapidly transformed the influencer industry. Brands are leveraging data-driven insights, streamlining campaigns through automation tools and creating immersive, engaging experiences. The result? Influencer campaigns that deliver real and measurable impact.

Transform your influencer marketing.

The power of data and insights in your influencer strategies

For TEAM LEWIS, data & insights remains at the heart of everything we do. For B2C and B2B brands, having a detailed analysis and understanding of audience preferences, demographics, and behaviours has never been more valuable when developing influencer strategies.

One of the most important recent advancements has been the ability to harness data and insights of individual influencers. These insights are helping to inform and streamline decision-making. They can help brands identify the most relevant taste-makers for their target audience. This could be social media influencers, professors, analysts, celebrities or policy makers (to name a few). This data can help tailor brand messaging to resonate with different audience segments and optimise campaign performance to deliver maximum impact and ROI.

Technology and innovation in influencer marketing

Technology in influencer marketing makes it easier and more efficient for brands to scale up. From discovery to campaign management, and performance tracking – automation tools have allowed marketers and brands to simplify tasks – freeing up more time to cultivate story-telling and campaign narratives. Automated processes also enable us to execute campaigns quicker and more effectively.

Since the roll-out of AI, AR and VR, innovation continues to threaten the all-important authenticity of influencer campaigns. However, it has opened up a channel for new possibilities for content creation, allowing a collaboration between interactive AR filters and content creators. The result? Audiences are provided with more engaging and memorable interactions, driving deeper brand resonance.

The AI algorithms also mean that brands can successfully tailor content that resonates with each audience group. For example, if we take a look at audiences who are interested in fashion, we may see that certain age groups are more focused on and engaging with content tailored to sustainability and longevity. Others may be more focused on the latest trends. Tailoring and segmenting the approach for these audiences will drive more trust, engagement and build stronger connections through content that feels more relevant and meaningful.

Another technology that is shaping the influencer marketing landscape is predictive analytics. It plays an increasingly important role. Analysing historical data and trends can forecast future audience behaviours and has the potential to mitigate any potential downfalls in campaign performance. This kind of insight helps us to stay ahead of the curve, proactively adapting strategy as well as capitalising on emerging opportunities.

Technology will continue to shape the future of influencer marketing in several ways:

  • Influencer marketing tools will become more sophisticated
    • These tools will continue to identify the most suitable influencers for brands. This is thanks to impeccably accurate audience data and content relevance. This will streamline the discovery process. Setting KPIs against this data will fast become the norm across campaigns.
  • AI automation will grow and evolve influencer marketing
    • AI chatbot personas will allow brands to engage with their audiences in real-time, responding to comments and messages in an instant. This will help mitigate negativity and enhance the customer experience. This kind of interaction will also nurture deeper connections between brands and their audiences.
  • Virtual reality will bring new opportunities for Influencers
    • Virtual spaces will continue to grow. The metaverse will become a space for influencers to elevate immersive brand experiences. From the creation of virtual events, live streaming and more, VR will continue to blur the lines between the physical and digital world in exciting ways.

Over the last few years, technology has had a huge impact on the influencer marketing industry. Brands and agencies are constantly having to learn new ways of working just to catch up. Now more than ever brands are hyper targeted on delivering personalised, immersive, and engaging experiences and content for their audiences.

Brands can jump on the advancements in technology to easily execute a multi-channel approach. They can optimise their presence and engagement on each platform, reaching different audiences in different ways. Content can be used, shared and segmented in so many ways. Influencer campaigns can be integrated seamlessly whilst ensuring consistent messaging throughout.

Technology is allowing influencer marketing strategies to be even more sophisticated, data-driven and integrated across multiple channels that are shaping the future of B2C and B2B interactions. Now’s the time to embrace innovation and stay ahead of the curve.

Transform your influencer marketing.

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