Why ChatGPT Cant Replace Content Creators In Influencer Marketing
Cooper Munro of Motherhood Inc. He is the CEO. For nearly two decades, motherhood has connected brands with influencers everywhere.
There is no hotter topic than ChatGPT right now. The business people in my life use this tool in all areas of my life and constantly talk about its impact on what we do or don't do.
I have been involved in influencer marketing for almost 20 years and have watched and participated in much of the conversation as the discipline has evolved from the Wild West to the mature strategies it is today. In closing, I must say that while AI and ChatGPT are new tools, the topics raised in this discussion are not new.
The headline says: ChatGPT cannot replace human interaction, which is not only great, but essential for effective influencer marketing.
The human touch wins
We saw the gap between the company's automation and human-centric approach and the people winning every time. When influencer marketing first started, every aspect of the campaign was done manually. This was important because we were basically generating referrals and at the same time using this new marketing method. In those early days, solid product marketing required experience, savvy, and a lot of guts.
As we moved forward and methods began to take their place in the marketing mix, the industry was looking for ways to measure effectively. What we've done relatively little has proven to be a viable tactic, and brands are increasingly looking to scale. Thus, we have entered the age of automation.
A powerful dashboard promises to do all the work for influencer marketing. By setting a few filters, checking a few checkboxes, and creating an email script, marketers can create automated workflows that engage hundreds, sometimes thousands, of influencers at once. Industry Fewer and more brands invest in these dashboards early on.
However, that soon changed when they encountered the limitations, risks, and potential harms associated with influencer automation alone. Successful influencer marketing requires building relationships with influencers, creating personalized campaigns, and creating the right content that resonates with the influencer's audience. These tasks require an individual approach to each client, as well as the ability to understand the nuances of influencer marketing, especially working with content creators.
Any seasoned marketer will tell you that technology can help optimize aspects of a campaign, but you won't find a seasoned strategist who would recommend relying solely on influencer marketing automation.
The best approach to influencer marketing is a hybrid approach: human-centric campaigns and technology-driven campaigns. Does it sound familiar?
Without a driver, you cannot use the device effectively
ChatGPT generates text with the click of a few buttons, so I understand why many wonder if this new language model will replace content creators. If artificial intelligence is so good at processing and personalizing natural language, this may sound like a disturbing statement.
Don't sound the alarm yet, and here's why: Effective influencer marketing requires original, compelling content that resonates with creative audiences and the creativity, empathy, and personal touch that AI struggles to achieve. Repeat.
AI can certainly be a tool in the marketer's and influencer's toolbox. ChatGPT can be a great way to promote ideas, concepts, and research, but people who use the tool as a shortcut to a finished product rather than a starting point can suffer.
The best and most effective marketers work hand-in-hand with influencers, and effective influencers connect personally with their followers (hence the great power of nano- and micro-influencers). They have spent years building a community of followers who trust their content and advice.
The impact on search engine results remains to be seen, but an influencer's unique touchless social media content impacts their ability to attract and close deals with brands. We've seen wording in influencer contracts prohibiting the use of AI-generated content for sponsored campaigns.
It would be nice if we all followed the progress of artificial intelligence, but I believe that accuracy is a priority. Influencer marketing uses the tools wisely to engage content creators who have real, not artificial, intuitive experiences that ultimately connect with and influence their customers on a personal level. Devices can enhance this human connection, but they cannot replace it.
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