How top brands are hunting for the next breakout influencer

Marketers are increasingly using AI-powered tools, social listening platforms, and traditional methods to discover potential influencer partners, according to a roundtable discussion at Advertising Week New York. Meredith Diehn from Goodwipes explained how her company adopted Modash, an influencer discovery tool, which has streamlined the process of identifying suitable creators for their campaigns.

They utilize this tool to search for specific demographics, such as a girl with Irritable Bowel Syndrome (IBS) living in Nashville. Additionally, Goodwipes employs a social listening tool called Nectar to identify microcommunities already discussing their brand, which could be untapped markets. FiveTwoNine, a creator membership community, uses a tool named Companion to search for creators across various demographics and geographies, estimating the earned media value (EMV) generated by their posts.

This AI-driven approach has improved their ability to report on the value generated by their clients' campaigns. However, both Goodwipes and FiveTwoNine acknowledge that while technology aids in the discovery process, human intuition remains crucial in selecting the right influencers. Mars Pet Nutrition also leverages AI-powered tools to identify creators but emphasizes the need for human discernment to find the right fit for their campaigns, particularly in content that resonates with cat owners.

Ultimately, authenticity is a key factor marketers consider when selecting influencer partners, as consumers value genuine opinions and product usage over paid endorsements.