When a company approaches Influencer Marketing, one of the main issues is finding Creators that can personify the brand’s values. Traditionally, this has been done by manually browsing the social channel used for the campaign, googling lists of Influencers or looking for specific hashtags and keywords. As many brands are now planning to inhouse their Influencer Marketing activities, Buzzoole has developed a brand-new product to make their job easier: Buzzoole Discovery.
How does Buzzoole Discovery work?
In order to simplify and speed up the Influencers search and selection, Buzzoole has designed an AI-powered tool to boost clients capabilities when it comes to scout new Creators for their campaigns. By deploying technologies such as Natural Language Understanding and Image Recognition algorithms, Influencers can be categorised according to the type of content they produce on different channels. This allows the search of specific niches, which means that within the Fashion category, Brands will be able to find the Influencers who are focused on even more specific topics such as “Plus Size Fashion”, and Influencers who have mentioned specific brands.
By using Buzzoole Discovery, marketers will be able to analyse more than two million social profiles (not only the ones who belong to the Buzzoole community), and identify the best Creators for their campaign objectives.
Identifying the right Influencers
In order to make the identification process easier, Buzzoole Discovery offers three types of search: Smart, Advanced and Content.
The Smart search offers filters such as name, email, social media handle, social media channel used, engagement per post, location and category.
The Advanced search allows a more in-depth analysis based on the specific market segment and audience the brand is willing to target (gender, age, interests, location). Moreover, one can search in the Creator’s bio and discover if they’ve mentioned a specific brand and not others.
The third type of search is content-based, enabling the user to identify the best Creators starting from the post they create. Brands just need to input a keyword, choose a channel and a specific time frame to access a list of pieces of content to review.
Analysing Creator’s profile and performance
The second phase of the campaign set-upinvolves the analysis of the Creators performance (number of followers, engagement rate, engagement per post, impressions), audience demographics, brand mentions, best performing content and much more. Thanks to a proprietary fraud detection system built upon the use of social media first-party data, Brands are able to access the Health Score of the Buzzoole Verified profiles. This shows the likeliness of any unhealthy behaviour, e.g. the use of bots or inappropriate language.
Managing and saving Creators to lists
The final step of the campaign set-up concerns the selection of the best Influencers and the creation of lists that can be shared with colleagues or used at a later stage.
To speed up future searches, users can tag each Creator and add private notes or details that are visible only to the person who wrote them.
Finally, if brands already know the Creators they are going to engage, it is possible to invite them to join the platform via a referral link. Once joined, a detailed Creator profile will show all their real performance data and information about their audience.
More info on Buzzoole Discovery page.