AUTOMATION IN INFLUENCE MARKETING

Automation of Influencer Marketing is essential. Is the path to the future, and where do the authenticity, creativity, freedom and endorsement of the content creator lie in this process?

You already Have you heard about automating influencer marketing?

The idea is; Good: use algorithms to work for you. They search for profiles with the best performances, analyze the performance of each content format, even help you price the campaign with the creator.

It sounds incredible, doesn't it? same? Putting all the hard work of filtering the best influencers and curating a campaign in the hands of systems, aiming for the best results.

The proposal would be to map out creators, send proposals, process approvals and analyze data through automation.

In practice

The brand would be able to have access to many more creators, and dialogue with a much larger number of audiences, than if the process were done entirely through human work.

There are many There are platforms trying to create this automation for hiring creators, but they have all run into the issue of hiring content.

It turns out that the value - and I say value, not price -  of content, when tracked by automated tools, resides only in the media it generates.

The preciousness of the information and the endorsement of the content creator are not considered by tool, since these details require human attention to validate them.

A desire to automate 100% of the process can be perceived in the market, when in fact, it is only necessary to do so. is It can be applied to parts of the whole.

For example

Brand x is looking for a content creator to execute a campaign with objective y. The tool can find this creator, based on your previous analyzes and objectives. defined by the brand. The brand, in turn, prepares the briefing based on its needs.

But, some companies in the sector are trying to apply the method in order to select, through tools, the content ;of those who had reach and pay only those with better performance.

É This is another one of the several tools that I have brought to the discussion, which contribute to the scrapping of a market that is still in existence. so young.

In practical terms, it is not necessary. Is it effective to let an algorithm decide for you? and by the content creator which is What is the best method, what is it? What is the best format, what is the best communication to achieve the campaign's objectives.

Content, before getting to the point? social network, goes through research, access to the information, through the creative process, and these are human attributes. It is not It is feasible to automate them. In this way, the system adopted by the brand prevents the creator from thinking about the content, from placing themselves in that creation. Your authenticity, your creativity, your credibility and freedom are not replaceable by algorithmic suggestions.

Creators

Content creators are experts in creating connections, bridging the gap between brand and consumer, which brands often cannot overcome alone.

With automation, brand building,  branding, becomes impossible to control. And even the connection between brand and creator, to positively impact the audience, is left without criteria and runs the risk of not actually saying what it came from.

With a campaign completely fixed, managed by a program, how much branding does a brand gain? Without a human dialogue between whoever makes the brand and the creator, it is not possible to create a brand. It is possible to understand how this content will impact the public. If it is which, in fact, will.

So, yes, it is. It is possible to automate some stages of hiring creators. Automation is not necessary. It's completely horrible, just it is not It is feasible in the way we have seen people try to apply it.

The automation of relationships is completely outside the work strategies of influencer marketing. Remember that it comes to help generate connection between people? So…

Here, as important as the media generated, are the endorsement, the content, the relationships and connections generated, and the exclusivity that is obtained when a creator speaks directly to his community.

Automation massifies the message, and fails to direct it to the right audience.