When I think of influencers, I think of smiling content creators who post unique, relatable content promoting a service or product and how their work helps brands humanize and reach audiences. helps.
So, how can artificial intelligence replace influencer marketing if the goal is to humanize a brand or organization to increase awareness and profits? It turns out, like all things marketing, AI has the potential to significantly transform influencer marketing.
I spoke to creators Ramon Berrios and Blaine Bolas, hosts of the podcast DTC Pod (DTC stands for direct-to-consumer) and co-founders of the AI audio conversion tool CastMagic.
Through them, we will learn how AI can change influencer marketing and what it could mean for influencers and influencer marketers.
How is AI changing influencer marketing right now?
I’m already seeing the impact of AI on the influencer marketing landscape.
For example, I was interested (and a little creeped out) when Meta introduced new AI chatbot characters based on real-life celebrities and influencers like Paris Hilton, Snoop Dogg, Naomi Osaka, and MisterBeast.
One of the meta characters introduces herself as Billie, even though she clearly looks and sounds like model and influencer Kendall Jenner.
But celebrities and influencers being immortalized as AI chatbots isn’t the only impact on influencer marketing we’re seeing, Berrios said.
“I think the biggest change I’ve seen is that the job of the producer has become less of a one-person job,” he says. “Previously, a creator needed an agency to be present on multiple channels and handle all the work.”
Ramon explains that AI tools remove barriers that typically hinder or discourage creators, such as paying to outsource work to a team or managing multiple platforms at once.
Berrios and Bolus understand these conflicts firsthand.
“Our podcast, DTC Pod, was born from paying an agency $1,000 to do all of our marketing and postproduction,” Berrios recalls. “Now, we did this from our platform, so I think we’ll see the operating costs [of being a creator or influencer] go down.”
Bolus shares that sentiment and points to creators like Gary Vaynerchuk as an example, who are often backed by a team.
“They have filmmakers, editors, copywriters, etc. to run their content machine,” says Bolas. “He’s probably spending half a million to $1 million a year just on content creation.”
Bolus points out that while AI tools may not be able to help influencers and creators deliver the same quality content as a $1 million production, it can still help creators produce high-quality, multi-purpose content on a low budget. can do.
“We’re seeing more creators who create pillar content and can repurpose it in a podcast or blog and incorporate it into their social strategy,” he said. “And that stuff lives everywhere.”
How AI Could Change Influencer Marketing in the Future
More influencers and lower costs
Remember what Berrios said about AI removing barriers for creators and influencers? By removing those barriers, AI will likely usher in a new wave of content creators who will bring new types of projects to the forefront.
“Think about the people creating midjourney content and how it takes a completely different framework of content creation than your typical person who likes to be in front of the camera,” he says. “So, I think this will bring a whole new wave.”
side note: If you’re unsure what MidJourney is, it is a generative artificial intelligence program and service that generates images from natural language signals.
With more influencers and creators expanding the influencer market, Berrios says the costs associated with leveraging influencer marketing may decrease.
“At the end of the day, influencer marketing is a market of demand — brands and companies paying for distribution,” says Berrios, “and the supply is the influencers themselves.” I think we’ll see the field level out even more, and we could see widespread declines in CPMs and costs.”
More options for upcoming creators and influencers
New AI technology and AI-fueled strategies will also bring more options for upcoming influencers. Again, when we think of influencers, we usually think of someone on camera promoting a brand, product, or service.
Their face and public persona are often crucial to their success and recognition among audiences.
However, what if you want to be an influencer but want your face and identity to remain a secret like one of my favorite content creators, Corpse Husband? (Don’t be fooled by the scary name; he’s known to be a sweetheart.)
While content creators who don’t focus on influencing can sometimes get away with being faceless, influencers don’t have that luxury. However, Bolus says AI could change this.
“There’s going to be more options… so if you’re the type of influencer who doesn’t want to put your face in front of everything, you can create a faceless YouTube channel and have your views generated in the background.” “At the end of the day, you’re sitting in the creative director’s seat. If you don’t want your face in front of the camera, you can run your own creative influencer leadership strategy.
Globalized creators and audiences
Meta recently released an AI model that can understand, translate, and transcribe nearly 100 languages. TikTok uses AI-generated captions and translations, and YouTube is testing an AI-powered dub tool to translate videos.
In other words, influencers will be able to create content that can be seen (and understood) around the world.
“AI is allowing creators to translate their content into other languages and enter new markets,” Berrios says. “It will be really interesting to see how this works in terms of increasing the income and earning potential of creators.”
AI tools for influencers
So, I and the co-founders of CastMagic have brought you a ton of information about the AI-powered future of influencer marketing.
You may be wondering what you can do right now to get ahead and be a part of that future.
What you should do right now is start testing different tools and try to integrate them into your workflow. Below are some AI tools that influencer marketers should check out.
1. CastMagic
Bolus describes CastMagic as a digital workspace that allows users to capture audio or media content and repurpose it into various AI-generated, text-based content assets. We actually used CastMagic to record our interview.
“We’re having the conversation, and if you want to turn it into a separate content asset — like a blog post or article — or traditionally be able to extract all that value, you have to get a transcript,” He says. ,
He adds, “You have to go through the transcript, find the quotes, piece together the context, come up with a thesis for what you’re writing, and create a complete piece of unique content.”
Bolas says CastMagic aims to use AI as a tool to transcribe content and use all of the user’s media sources as references to transcribe whatever type of content asset the user wants. And could draft.
And I was amazed at how quickly its co-founders were able to send the full audio of our interview with time stamps and captions indicating who was speaking at different times.
2. HubSpot
Okay, I admit I may be a little biased – but hear me out. HubSpot offers a variety of AI tools that can streamline your work, whether you’re an influencer or an influencer marketer.
Are you struggling to come up with captions for your Instagram reels? Our AI Social Caption Generator can instantly create social media copy to boost the performance of your content.
Do you need copy for your website or blog? Our AI content writer can help you brainstorm and create copy that will help drive leads.
Other tools include our AI Email Writer, Meta Description Generator, AI Blog Writer, and more.
3. InVideo
I recently used InVideo when I created a TikTok using only AI tools. InVideo is a platform that produces videos for various channels, including social media.
The platform includes various tools, like AI Text to Video, which I used to convert my script into the TikTok video below:
This platform is excellent if you’re an influencer and want to create short-form video content with or without an on-screen host. Click here to learn more about how I used InVideo.
4. ChatGPT
I tried to prepare a blog post using ChatGPT. Although it has its own challenges, this generative AI tool is definitely helpful for influencers creating social media captions, blog outlines or emails.
If you’re unfamiliar with ChatGPT, it’s an AI-powered chatbot that can answer questions and generate written copy. While using the platform, I learned that the best way to get the most out of its features is to make your questions as detailed as possible.
AI isn’t going anywhere anytime soon, and it’s set to make influencer marketing more accessible and profitable for both brands and creators.
