From Better Targeting To Enhanced Scalability: How Influencers Are Using AI Technology To Engage With Audiences

In order to better understand their audience's demands, firms can use AI to analyse audience behaviour and preferences.

Artificial Intelligence can expand human creativity and strategy to a larger audience.

Source : Getty

By Yulia Aslamova

Influencer marketing has been growing significantly, and in 2022 alone, the sector was estimated to be worth $16.4 billion, according to Influencer Marketing Hub. It should come as no surprise that the number of influencers is rising annually, as practically every marketer is implementing some kind of influencer marketing campaign approach. Influencers understand that what draws in and holds the attention of an audience, is creativity.

They also understand that the key to turning a prospect into a client is personalisation—that is, sending the appropriate message to the right person at the right moment. Organisations will always rely on individuals to provide the most strategic and creative ideas. However, creativity and customisation are not coincidences.

One of the most significant issues that companies have always faced is how to integrate these priceless resources to produce innovation and relevance at scale. This is where automation and artificial intelligence (AI) come into play for influencers to go beyond the constraints of manual interactions and provide clients with personalised marketing.

Artificial Intelligence can expand human creativity and strategy to a larger audience. Businesses can target specific groups of customers using AI-powered data science with parameters like the customers' expected lifetime value to tailor content to these segments and provide dynamic product suggestions. AI can also help them with data analysis to acquire insights on whom to target, when to deliver advertisements, and what kind of content to include. Additionally, they can accomplish all of this at scale using automation. With these new capabilities, businesses can more effectively engage and retain customers and target messaging to the right audience. Additionally, automation frees up staff members to concentrate on strategy and creativity rather than tedious legacy work. Automation and artificial intelligence (AI) have the potential to improve business results and provide marketers who employ them with a competitive advantage.

Personalised Content Creation: An Understanding

Creating content specifically for each customer's interests, preferences, and behaviours is personalised content creation. In essence, it's a method of producing and delivering content that is tailored to the requirements of every single user. This implies that companies can utilise data and technology to generate content that appeals directly to the interests and requirements of each user, as opposed to creating generic content meant to appeal to a large audience.

Personalised content production aims to offer users a more relevant and interesting experience, increasing conversion rates, improving engagement, and fostering greater user loyalty. Businesses can more effectively target users with content that will resonate with them and motivate them to take action by using data to determine what interests each individual user. Numerous formats, such as emails, social media posts, videos, and more, can be used to create personalised information.

Furthermore, with the advent of AI, businesses can now provide personalised content at scale with greater ease than before. Businesses can provide content that is specifically personalised to each user by utilising AI-powered algorithms and machine learning to analyse large volumes of data and obtain insights into customer behaviour and preferences. The possibilities for creating personalised content are nearly infinite, and organisations stand to gain greatly from it. Examples of this include personalised marketing messages and product recommendations.

How To Use AI To Engage The Audience

Using AI to Analyse Audience Behaviour: In order to better understand their audience's demands, firms can use AI to analyse audience behaviour and preferences. More pertinent and captivating products, services, and content can be made with the use of this data. An audience that is more devoted to you can arise from this increased engagement.

AI-Driven Customer Assistance and Service: Businesses may help their audience more effectively and efficiently by using artificial intelligence-driven customer service. Chatbots are capable of giving information, responding to queries, and making tailored recommendations depending on user behaviour. This can assist companies in building a more engaged and loyal customer base.

Social Media Engagement Boosted by AI: Engaging with customers on social media websites can be facilitated by AI for businesses. The most engaging content forms, the ideal hashtags to utilise, and the optimal times to upload content are all recommended by AI technology, which can also analyse audience behaviour. Companies can use this to expand their customer base and boost engagement.

Advantages Of Utilising AI To Provide Personalised Content

Improved Personalisation: Businesses can learn more about the requirements and preferences of their audience by employing AI to evaluate user data and behaviour. This enables them to produce more individualised content that is catered to the needs of each unique user, improving engagement and yielding superior outcomes.

Enhanced Targeting: AI's ability to analyse user data and behaviour can assist companies in more efficiently targeting their content. This implies that companies can increase engagement and conversion rates by sending the right information to the right individual at the right time.

Scalability: Businesses can reach a wider audience with more focused messages by utilising AI to help them develop personalised content at scale. This can assist companies in growing and reaching a wider audience, while also making sure that their content is interesting and relevant to each user.

With the use of artificial intelligence and tailored content generation, influencers and businesses are reinventing audience engagement. AI-driven insights provide tailored content, which improves audience engagement, loyalty, and targeting. With AI, businesses can develop great content at scale, boosting user experiences and, ultimately, business results. The dynamic combination of AI and personalised content is shaping the future of audience engagement in the digital world.

(The author is the Head of Asia at DRIM Global, an online influencer marketing agency)

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