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The influencer marketing industry is estimated to be worth $16.4 billion in 2022, according to annual data. benchmark report By Influencer Marketing Hub. All signs point to exponential growth in the next decade and beyond. Influencer marketing is now irrelevant for most companies.
But you already know that.
You also know that while the influencer marketing industry continues to grow in prominence in every major brand’s media mix, there are still those nagging questions, right? A blank stares across the boardroom table at the campaign’s effectiveness.
Then there’s the never-ending challenge of getting true ROI from the precious marketing funds invested in influencer marketing. These reservations persist despite other, more “traditional” channels and approaches that never attract the same level of scrutiny or challenge. Why is this?
Frankly, this is because the influencer marketing industry has a legacy of opacity. Working with brands across multiple industries, we see the same themes over and over again – from consumer packaged goods, healthcare, B2B, education, finance, travel and hospitality to media and entertainment.
Too often, influencer marketing leads to misleading results, unclear performance metrics, and, worst of all, work done by agencies and their “partners” that are deceptive. If you’ve bought into influencer marketing in the past, you’ll know this too.
This situation is caused by too many brands accepting mediocre, lackluster performance for too long. That’s why Fortune 1000s and Tier 1 enterprises globally from multiple sectors are now using RAD AI: We deliver transparent performance, insights and ROI.
We believe in setting everything up for success from the start. Before any influencer is booked, RAD AI uses its creative intelligence to understand the target client’s persona to guide both creative strategy and influencer selection. This essential step is too often missed, and without it, a performance-based influencer marketing campaign is based on guesswork.
The problem with influencer marketing campaigns
All too often, influencer marketing “solutions” from both agencies and brands use biased considerations when developing their creative strategies. We all know the game: agencies push their favorite influencers based on personal relationships and convenience, using the good old magic black box of ROI to justify why creators are booked.
This causes major problems for marketing leaders who are moving beyond the brand they represent. These problems stem from a lack of creative intelligence and actionable insights that create Influencer marketing exercises guesswork without quantifying ROI. Without reliable data to inform your decisions, Creator-produced content, no matter how powerful, cannot be fully leveraged throughout your marketing mix. This waste of resources leads to wasteful spending.
Explaining the direct, bottom-line impact of influencer marketing to the broader C-suite has often been a challenge. According to RAD AI Founding Advisor Alexander Wiesner-Gross, Ph.D., Distrust of campaign credibility affects how buyers perceive the value of influencer marketing. This universal misunderstanding creates skeptics up and down the value chain. Wisner-Gross says:
“The recent growth of generative AI promises to make digital marketing content production radically less expensive, but at the cost of human authenticity. On the other hand, the best conventional influencer marketing programs offer high authenticity but come with expensive content creation costs. RAD AI combines the best of human authenticity with AI optimization , to transform the influencer marketing space.In the process, RAD AI solves many of the problems that plague conventional influencer marketing programs.
First, RAD AI ensures that its influencer campaigns have an intuitive and quantifiable return on investment on the same level as the advertising-first industry.
Second, RAD AI uses artificial intelligence to remove bias from creative decisions that might otherwise go unnoticed and ultimately reduce long-term brand value.
Third, RAD AI uses state-of-the-art machine learning techniques optimized for influencer marketing, unlike other providers that use decades-old approaches and systems.
Convincing skeptics in RAD AI starts beyond defining success or failure based on superficial metrics like engagement rate and impression volume. Instead, we use metrics that are important to measure the effectiveness of a brand’s historical content. Customers no longer have to play the guessing game about what content is driving relevant results.
Lack of real-time information
It’s not just the CFO who may be uninformed about marketing. Most of the unsuccessful campaigns can be traced back to a lack of real-time understanding of customer needs.
Too many companies rely on central casting sources of information when developing their creative strategy. When brands fail to use the right information on their target customer personas, the rest of the campaign potentially suffers.
Campaigns typically fail due to guess-based approaches based on historical performance. This affects results commercially, leading to missed opportunities that hurt ROI.
With RAD AI, the new standard is upon us. Our solution leverages real-time insights from the processing power of 600+ data partners, along with a unique API connection to Reddit. We trained our AI to use these data connections to understand the target audience and what they want now, not yesterday or last year. This empowers a tailored creative strategy that maximizes campaign ROI.
By using Reddit as an API partner, we leverage authentic communication and insights that would otherwise be difficult to obtain. This allows for more personalized, relevant, timely and effective influencer marketing campaigns.
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