Posted | May 22nd, 2018

The GDPR will benefit Influencer Marketing

The GDPR will benefit Influencer Marketing

At the end of this week, the EU’s General Data Protection Regulation (GDPR) comes into force. Good news for influencers, it’s only going to benefit the hottest social media trend right now.

I’m not sure about you, but my inbox has been full of “Don’t go, we’d like to stay in touch” and “The law is changing” emails asking for me to confirm my consent to be on their mailing list. It’s a real inbox-clogger, a headache but will affect every company, especially those who process large amounts of consumer data.

GDPR requires users to give explicit consent over how their data is used and without providing the consent companies are not viable to make contact. What does that mean for email marketing? Well, I’m pretty sure this is going to affect the size of mailing lists for the majority of businesses.

From my personal experience, a 22-year-old female, if I want to find out about River Island’s offers or new collections, I will look on Instagram or go to their website. I don’t want to be inundated with emails from my favourite stores, I want it to be convenient for me.

For that reason, Influencers will become more popular. We aren’t talking about celebrity influencers here, we are talking about micro-influencers with quality audiences, not necessarily a six figured follower count. Those that consumers feel they can relate to, trust their opinion and experiences to make a judgement on whether a brand is good enough for them.

Influencers are able to produce unique content which will reach the target audience without the use of personally identifiable information from the consumer, therefore they will not be violating the GDPR. It’s a safe haven.

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