The end of data-driven influencer marketing?

In 2021, many influencer marketing platforms had to cease operations.

I would like to write a comment about this that will try to find reasons for this. It will also show what data-driven influencer marketing will look like in the future.

Why are platforms shutting down your business?

What such platforms have in common is that influencer insight data is made available to brands, so that marketing managers from brands or agencies can find the perfect influencer for campaigns.

The model is to collect a lot of influencer data and then sell it to interested parties via a SaaS (Software as a Service) platform. But the question is: how do these software providers get their hands on the influencers’ data. The answer is easy: via the social media platforms themselves. Through so-called web crawling, these providers gain access to the influencers' profiles and then copy all the data found about the profiles into their own database. From there they are integrated into the dashboard and then made accessible to marketing managers. This is where influencer research is carried out, influencers are contacted, etc.

But what's the catch?

The big problem with this approach was that this type of data collection violates applicable law (e.g. GDPR and copyright). You can easily find personal data such as the first name or email address of the influencers on these platforms, as well as insight data that is not publicly visible. In addition, Facebook's terms of use itself are also being violated. Due to this violation, Facebook, for example, reserves the right to block access to an API. If this happens, platforms lose their business basis, the data.

What makes Leadnow different?

Leadnow relies on a 2sided B2B platform instead of a SaaS model. In other words, before the brand can see data from influencers, these influencers have fully registered with Leadnow and linked their social media account to Leadnow in a GDPR-compliant manner. We have an official Facebook license to obtain influencer insight data. Without the influencer agreeing to the release of the so-called DigiKit, no data will be transferred!

This means that we are not only in line with the GDPR, but we also fully comply with the terms of use of the social media channels.

Data-driven influencer marketing is not the end! With Leadnow it really starts. With the help of Leadnow you can easily find, analyze and book influencers that match your brand. Leadnow innovatively calculates the quality target group reach across each influencer, free of fake followers, automatically checks every post, analyzes them and transfers the payments to the influencers completely automatically using our split payment function. In this way, we relieve our customers of manual tasks by automating campaign processing!

You can find our features and prices here

Register now and start the campaign