No one wants to lose money by spending on advertising that doesn't work.
It's becoming quite common for brands to pay social media influencers to promote their products.
These “influencers” are social media mini-celebrities, with tens or hundreds of thousands of fans and followers.
Their reach can go a long way, helping you to bootstrap brand awareness among the right audience.
But what if it doesn't work?
Ultimately, there's no guarantee that an influencer marketing campaign will be effective.
But recently, a brand called Linquia has updated with new, sophisticated AI capabilities that make it possible to accurately predict influencer engagement.
The company offers influencer marketing that's performance based, meaning you only pay when you get results.
Using machine learning, they can now analyze complex information to gauge how much engagement you can expect from a given influencer.
An article in MarTech Today explains how these new capabilities are propelling Linquia ahead of its competition.
Linqia is out today with a new version of its platform that it says offers the first predictive analysis of influencers’ performance.
Based in San Francisco, the company has been offering performance-based influencer marketing since 2012, where brands pay by clicks, likes, shares and other performance metrics for influencer campaigns on blogs, Facebook, Instagram, Pinterest, YouTube, and Twitter.
Now, [the company's CEO] said, a new layer of AI on the new Linqia Performance Platform offers predictions of user engagement for campaigns with specific influencers, among the 100,000 or so influencers that are non-exclusively in its network.
Linqia claims a greater than 90 percent accuracy in predicting engagement for specific campaign goals, such as numbers of clicks, likes or shares.
You can read more about Linquia's new features over at MarTech Today.
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