This Platform Helps Brands Find And Manage The Best Influencers For Their Campaigns

This Platform Helps Brands Find And Manage The Best Influencers For Their Campaigns
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Powered by artificial intelligence, Soulmates.ai categorizes social media influencers in an effort to find micro ones who share values with the brand

Ido Lechner, Home Editor
  • 12 june 2017

Influencer marketing is a potent weapon in an advertiser’s arsenal, but picking which personality is best fit for a campaign is often a hit or miss situation. While some brands strike out with a message that deeply resonates with their influencers’ audience, others find the practice too risky and without much return on investment. The additional burden of a seldom continued relationship with influencers poses an extra barrier for marketers who might otherwise have considered this a viable tactic for their business.

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With the recent emergence of ‘micro influencers’—semi-famous celebs used to target niche communities in a tamer environment—the hurdles of a more macroscopic, bigwig approach still exist, but the trend has given rise to a new window of opportunity. With micro-influencers, you have a wider talent pool to choose from, who can often be more relatable than a star athlete or mega-successful entrepreneur in certain contexts. You can run multiple campaigns as once, targeting several demographics, and scale in a balanced fashion. And now, a new startup wants to connect you with these individuals as an entryway into new customer segments.

Powered by artificial intelligence, Ayzenberg Group’s Soulmates.ai reads, analyzes, understands and categorizes public-facing social media messages in an effort to find micro influencers who may already be advocates of your brand and who definitely share the same values. Through a mixture of natural language processing, a contextualization engine and psychometric analysis, the platform grades conversations, identifies risk areas and optimizes matching to surface only those who feel ‘on brand.’ The team has also on boarded Dr. J. Galen Buckwalter Ph.D, chief founding scientist at eHarmony.com for further insights into how matching is to be conducted.

“When brands learn more about their own identity, it’s thrilling,” Eric Burgess, VP of product at Ayzenberg Group tells VentureBeat. “Capturing the perspectives of like-minded creators can open the value of their products in new ways. They can collaborate on content that will delight the audiences that are organically targeted to receive it.”

To start, simply type in a keyword, username or hashtag, and Soulmates.ai will then search for influencers within a particular geographical area who use the terms you’ve entered. From there, you can filter the results to get more granular with your candidates, narrowing down your list based on the social channels they use or even their catalogued personalities.

By digesting various statuses and public messages they post, the AI interprets character to display influencer’s extroversion, conscientiousness, agreeability, openness, neuroticism and so forth – all ingredients that can make or break an influencer’s sway with his or her audience. Once narrowed down to a few ideal candidates, the ‘soulmates.irm’ browser plugin—IRM here standing for ‘influencer relationship manager’—allows you to add influencers to a campaign directly from their respective social media profiles. Its here that the platform deepens from a simple ‘Tinder for marketing’ to a central hub for managing the tastemakers you’re in contact with, offering steps to engage in negotiations, contracts, production guidelines and so forth.

Whether Soulmates.ai will be successful is a question best left for the market to answer, which will take time to formulate a response. In the mean time, if you’re interesting in checking out the platform yourself, IRM has a free base version you can play around with, alongside upgrades to add functionality (including access to Soulmates.ai). Soulmates.ai itself offers enterprise pricing customized to each client’s use.

Soulmates.ai

Influencer marketing is a potent weapon in an advertiser’s arsenal, but picking which personality is best fit for a campaign is often a hit or miss situation. While some brands strike out with a message that deeply resonates with their influencers’ audience, others find the practice too risky and without much return on investment. The additional burden of a seldom continued relationship with influencers poses an extra barrier for marketers who might otherwise have considered this a viable tactic for their business.

+advertising
+AI
+artificial intelligence
+Brand Development
+customization
+influencer
+Influencer Marketing
+Millennials

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