Influencer tracker wins award at SXSW: How could this impact digital marketing?

By Adriana Campos.

In recent years, the digital marketing landscape has been shaped by the rise of digital influencers as key players in the engagement and conversion strategies of brands around the world. The reach and influence of these creators on social media is impressive; is capturing the attention of millions of people and shaping consumer trends in ways never seen before.

In the midst of this technological revolution, companies of all shapes and sizes are looking for ways to leverage the power of influencers to highlight their brands: 68% plan to increase investment in influencer marketing in 2024second Research conducted by Influence.me. However, identifying the right influencers who appeal to a specific audience and align with brand values ​​can be a complex and challenging task.

The same survey showed that among the key challenges faced by brands, 69% highlighted the difficulty industry professionals have in finding influencers who align with their brand’s goals and values. This data highlights the complexity of the current influencer marketing scenario and the need for increasingly better tools to find ideal creators and deliver significant results.

This is where we enter the era of artificial intelligence and data analytics to deliver innovative solutions. Recently, the SXSW 2024 Innovation Award, the world’s largest innovation and technology event, rewarded initiatives that create healthier channels for communication.

The winner in the Social Media category was Viral Nation’s monitoring and scanning solution. Influencer tracker is a digital tool that uses algorithms to analyze and map individuals’ influence on social networks. This technology can be useful for companies and brands to identify the most compatible professionals for their marketing campaigns.

The biggest difference from existing features is that you can align sensitivity standards with your brand or campaign guidelines and digitize historical image, video and audio content at scale and with ongoing monitoring of social media profiles across all major platforms.

For example: is it possible Track misuse of your logo by creators From the start, gain visibility on creator posts about geopolitical issues your brand cares about, among other criteria.

As we move towards an increasingly digital future, it is crucial for brands to take a more strategic, data-driven approach to their marketing campaigns. The influencer follower not only represents an evolution in our approach to influencer marketing, but A revolution in the way brands connect and engage with their audiences in a more original and meaningful way.

With this new tool, we won’t identify influencers solely based on their number of followers. We’ll look at deeper metrics like engagement rate, relevance of content, and originality of voice. This will allow us to build more authentic and effective partnerships between brands and influencers, resulting in more effective campaigns and a more significant return on investment.

As a result, investing in the careful selection of influencers not only improves the performance of marketing campaigns, but also strengthens the brand’s reputation and influence in the market. The aim is to enable companies to tell their stories more effectively and authentically.harnessing the power of digital influencers and innovative technology.

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Adriana Campos is the CEO of Adtail, part of Cadastra, one of Brazil’s leading full-service digital marketing agencies. She graduated from ESPM in Advertising with emphasis on Marketing and Big Data and in Creativity and Leadership from Stanford University.