For decades, Word of mouth has been the most effective mode of marketing. Traditionally, brands have been working with celebrities to narrate the story to their audiences. With the rise of popular social media users who have 10k to 100k followers, brands have a way to reach to a more targeted & niche audience at a lesser cost. These users, also called micro-influencers, are more effective than celebrities to engage with a niche audience.
Micro-influencer marketing is surprisingly effective with brands getting as much as 20% ROI. Over the last couple of years, marketers are now shifting their marketing budgets towards micro-influencers.
If influencer marketing is so effective, why isn’t everyone using it?
Current process of influencer marketing
The current process of finding and working with these micro-influencers is highly manual, time-consuming and full of guesswork. Marketers spend days manually searching through hashtags finding for a relevant user, and then based on vanity metrics like number of followers & asking friends, they decide whom to engage.
Funnily, they still end up working with the wrong influencer.
Affable is an end-to-end platform that to help marketers discover, engage & measure authentic micro-influencers –
At Affable, we are building computer vision algorithms to profile influencers through their images. We scan public Instagram content to gauge user-interest from their images and videos. We also analyze images uploaded by their followers to determine their demographics using advanced facial recognition algorithms.
Because we use images instead of text, the platform is language agnostic and can work in any region, speaking any language with no additional effort.
The problem of bots and fake-accounts has plagued social media and lot of influencers seem to have a surprisingly high number of suspicious followers. We have built Machine Learning algorithms to tackle this problem — where our model can distinguish a suspicious user from a real user.
We run this analysis for all influencer’s followers to determine how many suspicious accounts follow them.
For influencer marketing to be authentic and effective, marketers should make sure that the influencer they engage hasn’t endorsed a competing brand recently — and this happens more frequently than one would imagine.
To address this, Affable scans through all the media uploaded by an influencer to enlist the brands they have engaged with recently.
Affable’s post-campaign analytics helps marketers determine the true reach — the persona of the audience that engages with the influencer content. This helps marketers not only measure the reach of the current campaign but also helps them decide which influencers to work with, in the future.
Our vision is to empower anyone — from a homepreneur to an enterprise — with tools that can scale their word-of-mouth marketing requirements. We strongly believe that technology can make it possible and at Affable we are building that technology that unlocks scale in word-of-mouth marketing.
We are building our platform with a lot of love and sweat. To get an early sneak-peak into Affable, register for early access at https://www.affable.ai or write to us at firstname.lastname@example.org