CreatorIQ, which helps big brands track and manage influencer marketing campaigns, said it is joining the artificial intelligence gold rush, adding AI tools to its software platform to help track trends and mentions across social media for more than 9,000 brands.
Tracking those conversations is an otherwise Sisyphean task of culling through millions of hours of video, audio and text based posts, understanding what’s being said, and adjusting campaigns based on resulting trends. As more audience attention is focused on social media, social video and streaming video, tracking those conversations has become increasingly important for corporate success, the company said.
The AI tools now built into CreatorIQ’s Creator Intelligence Suite are designed to make the process considerably less difficult for brands and influencers both, while providing a predictive understanding of where things are headed.
“The most predictive metric for growth in creator conversation is creator retention and we have found creator conversation to be an accurate forward-looking indicator of overall market share gains or losses,” said CreatorIQ Chief Strategy Officer Conor Begley. “As you can see across organizations like LVMH, Red Bull, and Netflix
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The company is using natural language processing tools to understand the difference between, say, an apple you might eat and Apple, the electronics giant, it said. The company built data models around 9,000 brands based on a decade of its tracking online posts from 450,000 of the web’s “most impactful” creators.
The suite will generate Share of Influence reports to measure those influencer conversations around the brands, organized into industry verticals with statistics such as earned media value, impressions, and engagements.
“As the former CTO of Experian, I spent significant time looking into the definition of good measurement, and the cornerstone is it being predictive of outcomes, comparable, and actionable,” said CreatorIQ CEO and founder Igor Vaks. ”Advancing this measurement will help social-first DTC brands, agencies, and the world’s leading global brands better understand and take action upon the enormous impact that creators are having on their business performance.“
The reports are already being used as an advertising “currency” in fashion & beauty by brands such as Rare Beauty, Fashion Nova, and LVMH. With the suite’s full-scale launch, the reports will track all its verticals, including Food & Beverage, Retail, Travel, Sports, and Media and Entertainment.
Creators in turn are embracing their own sets of AI tools, like generative AI apps to make rough video edits, improve image and audio quality, create customized versions of posts for other platforms, among many uses. The widespread embrace of AI content tools built around Adobe’s Firefly, Google’s Bard and Microsoft’s
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“The proliferation of AI (content-creation tools) and how we’re using it is actually going to buoy use of creators and external sources,” said CreatorIQ’s VP of corporate marketing Brit Starr in a recent interview. “It allows them to be prolific with their content, and makes it more efficient to do their jobs at the same time.”
Starr said creators are talking about many more brands than in the past, but talking about any brands in total about a quarter less of the time, to ensure they don’t impair their credibility with their audience.
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