The social media revolution has changed the way that brands interact with consumers. Instead of spending their advertising budget on interstate billboards, more and more companies are choosing to partner with so-called Internet "influencers" --- individuals who have gained a loyal following on online platforms for the high quality of the content they post. Unfortunately, it's not always easy for small brands to find the right influencer: someone who aligns with their corporate image and has not yet grown in popularity to the point of unaffordability. In this paper we sought to develop a system for brand-influencer matchmaking, harnessing the power and flexibility of modern machine learning techniques. The result is an algorithm that can predict the most fruitful brand-influencer partnerships based on the similarity of the content they post.
翻译:社交媒体革命改变了品牌与消费者互动的方式。越来越多的公司选择与所谓的互联网“影响者”合作,而不是将其广告预算花在州际广告牌上。越来越多的公司选择了与所谓的互联网“影响者”合作 — — 这些人在网上平台上获得了忠诚的追随者,因为他们所张贴的内容质量很高。 不幸的是,对于小品牌来说,找到合适的影响者并非易事:一个符合其公司形象、尚未发展到无法负担的程度的人。在本文中,我们寻求开发一个品牌影响者匹配系统,利用现代机器学习技术的力量和灵活性。结果是一种算法,可以预测基于其内容相似性的最有成果的品牌影响者伙伴关系。