This post was updated on the 27th of November 2019.
Programmatic influencer marketing is purchasing sponsored posts on social media from influencers by using algorithms. A highly intelligent software is used to make data-driven decisions and to take care of the manual tasks involved in influencer marketing faster.
The purpose is to make influencer marketing campaign management faster and easier. Its goal is also to generate more campaign results based on data and machine learning instead of relying solely on human intuition.
How does programmatic influencer marketing work?
It makes finding suitable influencers faster
In programmatic influencer marketing, the software has been given a lot of information about the influencers. It knows their geographic location and demographics, target audience, niche and engagement rate, for example. Thus, when influencers are needed for a certain campaign, the software can automatically suggest influencers based on a pre-given criteria.
The algorithm is also able to constantly learn from the information it gets. For example from all the campaigns an influencer has been done. the system can make prognoses whether or not the individual is suitable for exactly this type of campaign.
For example the individual has a very high engagement rate, but not so many clicks to the website from the links. Therefore, the person seems to be better at engaging the audience and to create buzz but not the sell products.
It can help fight influencer fraud
As we all know, some individuals fake their follower numbers by buying fake followers. These fake followers can be spotted with manual work such as checking the engagement rate, follower growth rate and post amount/follower ratio.
These are all things which the algorithm can do automatically. When it knows what is suspicious behavior or what metrics are not believable, it can already flag these individuals. In best cases it can remove them from the selection altogether by putting them on a black list.
It can suggest the right time to post
Different audiences are most active in different times. And algorithm can pin-point the best moments when the target audience of an influencer has been active. Therefore, it can suggest the best time to post for maximum reach and engagement.
It can suggest the right placement type
Programmatic influencer marketing also enables the choosing of a best promoted post type possible. One can for example use posts where the product is alone in the picture. Other option is to have the influencer with the product. But which one would work the best? Ask the algorithm.
When the algorithm knows from previous campaigns which post type has been used, it can track the results per post type. Therefore, when a new, similar campaign is about to start, the software can recommend a best post type.
It can suggest the right post content
As the algorithm has access to the engagement rates of single posts, it can show which types generated the most engagement. Combined with the information of how many times a post generated clicks to the website, the software can show the most successful posts.
This information can then be used in future campaigns as well.
It can help in the content review part
The influencers’ content needs to always be reviewed before publishing. Someone has to make sure that posts are according to the brief and that there no human errors such as grammar mistakes.
Algorithm can also help in this phase. When it knows which elements (such as the discount code, mention, hastag) need to be in the post, it can look for them. If it finds them, it can show the green light. If not, then it can even automatically send the influencer an email requesting that they add the missing elements. It can even spot grammar mistakes!
It can help with influencer communications
Algorithms can also streamline the communications between the influencers and the campaign managers. For example one can create chat bots which are programmed to answer frequently answered questions.
Based on certain keywords the bots are able to suggest content which should provide the needed answer. Only if after a few attempts the influencer still have questions, can the bot direct them to talk with a real human.
Thus, the campaign managers can save time by not needing to answer manually to questions which can be answered automatically. They will have more time to answer more complex questions, generating a better experience.
Influencer marketing is rapidly outpacing traditional approaches to marketing. It also means that the demand for influencer tools is increasing, showing the need for scaling and automating the influencer marketing process.
Programmatic influencer marketing enables companies to promote their products with a lot of influencers with the help of machine learning. It will not replace human work completely but will greatly diminish manual work and the need to rely on intuition only.
The software can use million of data points to analyze the influencers and the campaigns. A human can never reach such a level or precision. Therefore, the software can help to make more accurate campaign and influencer choice decisions.
It also makes the campaign management more efficient by making the influencer research, check and booking faster. Meaning, the humans involved have more time for the important things in which the machine cannot do. Things such as the content strategy.
Of course, some bigger brands and companies can run some of their activities in-house. But companies will need a more efficient way to benefit from the power of influencers. And that is the power of automation which programmatic influencer marketing can offer.