It’s been a few years since GDPR was enacted in Europe, and other areas of the world are already either discussing adding their own version or have passed something similar. Although this phenomenon principally affects traditional online advertisers and other organizations that collect user data to make their products and services work, the new attitude towards online ads is also starting to pave the way for new developments in influencer marketing.
According to The Drum, a third of all people on the internet use some kind of method to block online advertising.
It’s obvious that the negative view of the entire advertising ecosystem (including the data collection required to make targeted ads function) predates GDPR. However, this sentiment of distrust could translate into better opportunities for marketers who are already accustomed to working with influencers.
“The power influencers wield over their content is not to be understated. They tend to only plug the products they believe in, because advertising something bad will endanger the trust they fought so hard to establish. As a result, influencer advertisements feel more genuine,” wrote Misha Sokolov, co-founder of social media marketing startup MNFST, in The Drum.
The kind of traditional advertising that’s visible on most web pages are simply pieces of code that are inserted by the page’s creator. There’s no curation involved and, generally, the organization or person hosting the advertisements are not aware of what the user sees.
For all they know, the ads could promote products that the creators of the pages they appear on would never use.
This is exactly what gives influencer marketing a chance to shine. Influencers curate their own content and can refuse to promote a particular product on their accounts.
Because of this difference in dynamic, coupled with the increasing scrutiny that advertisers come under with GDPR and other similar laws around the world, this kind of marketing is looking more and more like a viable alternative for smaller companies that don’t want to get wrapped up in bureaucracy.
In the end, not only would this shield producers from the headaches involved with regulatory compliance but it would also build meaningful connections with prospective customers and establish partnerships with influencers who specialize in a particular product’s niche.