Impact of Machine Learning on Influencer Marketing
Artificial intelligence and machine learning are enabling marketers to automate several marketing procedures.
Entrepreneur magazine contributor Eugene Tsaplin has published an article highlighting the impact of machine learning on influencer marketing.
He says, “Various KPIs in an ML-enabled system are transforming influencer marketing. These include engagement rate, target audience, segment expertise, content freshness and quality, online influencer presence and channels.
- Engagement rate: This considers factors like potential reach, post reach, likes, shares, amplification rate, vitality rate, average engagement rate, and audience growth rate. A machine learning algorithm mines the engagement activities from an influencer’s past posts to determine the engagement score. The higher the score, the higher the engagement rate, and the higher the possibility that an influencer can assist brands in exceeding their marketing needs.
- Target audience: Various brands have specific follower goals. As such, an influencer index score on the desired audience is essential to ensure the marketing campaigns target the correct market segments”.
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