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In modern-day data-driven marketing, businesses need people to share their data. Marketers must understand what makes their audience tick and what content they resonate with. The idea is to track metrics that let you know how your content performs against your strategic goals.
On the other hand, creators require data to produce content that gets their audience to engage with their content and keeps them hooked to their channels/accounts.
However, consumers and creators have traditionally been reluctant to share personal information with non-human entities, fearing misuse and privacy invasion.
The tide might be turning, though.
The Online Population is Sharing More Data
In his new book, “Digital Context 2.0: Seven Lessons in Business Strategy, Consumer Behavior, and the Internet of Things,” David W. Norton, Ph.D., a leading researcher on consumer behavior and the impact of digital, reports that decision makers, social media users, and younger demographics are getting more comfortable sharing data.
In his study, he breaks down online consumers into the following four categories:
- High-comfort consumers – 12%: These are typically decision-makers, shoppers, and early adopters. They are willing to share their data with various companies if there is a perceived beneficial effect to the consumer behind the sharing. They believe that the benefits of sharing data are very much worth the price of providing access to their data.
- Context-comfortable consumers – 27%: This group is willing to share their data if it leads to more empowerment and better control. Productivity tools, social visibility, and brand insights are a few examples of this category. This is the most rapidly growing segment, based on year-over-year data.
- Reluctant consumers – 44%: This category is still motivated by traditional purchase influences, such as store discounts, recommendations, and proximity to a retailer. They are willing to share location, brand history, and tool productivity data but are still reluctant to share social, biometric, and environmental data. It’s a fast-shrinking group getting rapidly converted into ‘context-comfortable consumers’.
- No-comfort consumers – 17%: These are late adopters and don’t derive much satisfaction from social media. They still experience creepiness online and feel more susceptible to impulse purchases and offers. The demographics of this category tend to be older consumers, with an average age of 52.
Not surprisingly, brand trust significantly influences consumer willingness to share data online across categories. For example, Google gets high marks for tools, location, and social media data, whereas Fidelity scores amazingly for finance data.
It is clear that brand authority, transparency, and perceived value, such as rewards and discounts, are key drivers in the increasing willingness to share data.
Why Creators and Marketers both require data?
The influencer marketing sector has grown rapidly in recent years. The market grew from $1.7 billion in 2016 to $9.7 billion in 2020. In 2021, it soared to $13.8 billion. This year is projected to reach $16.4 billion industry.
The spending on influencer marketing has increased exponentially as well. Marketers need to track live metrics and show the ROI of their campaigns. They can no longer rely on periodic screenshots shared by creators.
To address this issue, creators must provide more than their publically available data. They need to produce clear and current stats of their content’s impressions, engagements, and follower counts from various platforms. The ideal way to do this is via a log-in process where the creators themselves give consent to track their data. However, creators are often apprehensive about sharing their data as they are not sure about the data points that are being tracked and their usage.
Phyllo: The Universal API that eases Creator log-in
Phyllo addresses the issue of marketers and creators by providing a universal API for creator-consented data. Phyllo provides brands with the infrastructure to access creator data across social media platforms. This allows marketers to search for relevant influencers and track the results of their campaigns and their ROI.
Phyllo also has an in-built consent architecture. Phyllo provides creators with authorization-based log-in flows that take explicit consent from them. This makes creators comfortable sharing their data as they have complete transparency and control over the data points they want to share and who is tracking it.
Phyllo complies with GDPR, CCPA, and other fundamental data privacy laws. It also records the creator's consent to share their data.
If you are running an influencer marketing program or vetting an influencer marketing platform, ensure that they ease the access for creators to log in. Consented data will not only keep you at bay from legal issues from social media platforms but will also allow you to showcase the value of your campaigns.
Check us out here to access APIs that smoothen the creator log-in process.
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