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Social Soup offers ‘more intelligence behind influencer marketing programs’ with AI offering

Social Soup claims it is now able to match influencers faster with brands as well as provide better measurement of a campaign’s success thanks to a new artificial intelligence algorithm which has put “more intelligence behind marketing programs”.

Social Soup has partnered with Amazon to develop its new analysis tool called Rekognition which it says will enable brands to see 2,000 different attributes and photos that influencers are taking.

Smith said the new technology would help brands better align with influencers.

The new algorithm will help to align brands with the most appropriate influencers at a much faster pace.

Sharyn Smith, founder and CEO of Social Soup, told Mumbrella: “Its the machine algorithms that are actually able to look at a picture and then [Social Soup] get a read back from that algorithm saying ‘this is a break down of all the things [the influencer] is taking pictures of’, and then using [Social Soups existing] software we can then add engagement to that. We can then look at what sort of engagement we are getting from content.

“Its really making that content match making able to happen in a much faster and accurate way.

“The goal is much more intelligence behind influencer marketing programs. The first goal is that ‘match making’, being able to scale that analysis and have access to more people to give clients better quality, better matched influencers to exactly what they want as an out come.

“The second things is to add that insight and analysis to our campaign so once we do a campaign for a client we’ll get hundreds to thousands of images out of it, being able to use the recognition system to optimise within the campaign and look at the types of content that’s performing best and why, whereas before we would be able to look at what content is performing but we wouldn’t really know why because we couldn’t group content together,” she said.

Smith said using the new AI integration will help brands match their briefs and understand what campaigns are working and why.

“If you think about all the content that’s out there across a platform like Instagram. There is millions and millions of photos and for us to find exactly the right influencers that is creating the right content, its very time consuming to find the right people,” she said.

“Using the AI integration we’ve got we can use that to analyse thousands of images so we can find exactly the right influencers we are looking for from a clients brief.”

Social Soup will work with Amazon directly to help give feedback on the new program to better optimise the it and making it even more relevant.

“Amazon are very interested in influencer marketing and we are excited to be one of the first businesses globally successfully integrating the new AI platform and working in partnership to improve and adapt it for different social content.

“Machine learning is still only in its infancy and our significant investments in technology have enabled Social Soup to take advantage early and adapt it for the influencer marketing space. Our clients are now benefiting from the most advanced analysis in the world.”

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