The marketing landscape is in the midst of an artificial intelligence revolution, and large language models (LLMs) are making their transformative presence felt for professionals on a global scale.
Among the many new efficiencies that LLMs have helped to herald throughout marketing, we’re beginning to see significant improvements in the efficiency of influencer campaigns, driven by enhancements in personalization and data-driven insights throughout the entire campaign lifecycle for key social media personalities.
AI is helping to drive far greater automation and powerful insights when it comes to performance analysis, assisting brands to better understand the impact of their strategies among the right target audience.
Despite being a relatively new technology, 43% of marketers use AI software to automate repetitive processes, while a further 43% believe that artificial intelligence is essential to their social media strategy.
Given that brands are increasingly looking to social media as a means of enhancing how they reach different audience segments, LLMs are becoming more essential than ever before to level up campaigns for the best possible impact. With this in mind, let’s take a deeper look at how large language models are improving how brands collaborate with influencers:
Getting to Grips with LLMs
Before we delve deeper into how large language models can transform influencer marketing on a fundamental level, let’s take a moment to explore their capabilities.
LLMs have the ability to comprehend, produce, and manipulate text in an intuitive way, making them a major benefit for marketers seeking to level up their personalization and engagement tactics.
While older language processing models focused on interpreting text sequentially, in a one-word-at-a-time order, LLMs possess a form of neural network architecture that can interpret significant amounts of text data by focusing on the relationship between words.
This not only helps LLMs to understand the context behind content but also generates human-like responses.
When it comes to marketing, LLMs can use these powers of comprehension not only to assist professionals but also to make collaboration easier and seamlessly draw on data insights to better support the performance of campaigns. For influencer marketing strategies, the AI tool can remain a constant bridge between parties, identifying the best accounts to target and mediating based on their performance.
Contextualizing Global Campaigns
Large language models are a powerful tool to assist with many different components of influencer campaigns, including the creation of detailed briefs and creative guidelines, citing brand standards, compiling lists of prospective vendors based on performance data, and drafting requests for proposals (RFPs).
These automated processes, along with the tracking of campaign performance in real-time, help to speed up campaign launches, improve alignment, and empower more marketing professionals to focus on nurturing relationships with influencers by taking over more time-intensive tasks.
The technology can also transform how brands manage their global reach by accurately vetting international influencers, generating native language contracts, and tracking performance throughout different markets.
In one use case, a multinational electronics company successfully utilized AI agents and LLM tools to vet influencers throughout different markets and achieved a 30% stronger ROI in comparison to its previous manual campaigns.
Intelligent Campaign Monitoring
Influencer campaigns can be riddled with inefficiencies when it comes to monitoring performance, especially if you’re working with several different social media influencers across different platforms and markets.
LLMs can not only help to provide relevant autonomous reports for each campaign, but they can also monitor the quality of engagement that each influencer receives as part of their collaboration with your brand.
This can help you to accurately monitor the performance of each campaign and make the right adjustments quickly to further optimize your reach and impact.
These AI tools can also help automate payments to influencers based on their performance. By creating certain contract terms, you can leverage prepaid card payouts once a certain predetermined criterion is met.
Understanding Your Brand Presence
You may have some degree of control over the influencers you target and how you brief them, but it can be more difficult to accurately view how your brand appears online as a result of your campaigns.
LLMs can help to provide contextual insights into how your brand is received in social media comments sections through mentions and replies to campaign-related posts.
Today, large language models also play a pivotal role in leveraging brand exposure online, with more search engines adopting zero-click, AI-powered results. If you’re failing to make an impact in LLM search results online, you’ll be invisible to your audience. So by adapting your marketing strategy to measure your generative engine optimization (GEO) as well as your SEO, you can gain better control over your presence online.
