Earlier this week, The Federal Communications Commission (FCC) voted to reverse Obama-era regulations for Internet Service Providers (ISPs) which disallowed companies to speed up service for some websites or applications, over others for a variety of reasons.
Advocates for net neutrality, fear that a repeal could lead to Internet providers giving preferential treatment to sites that they own or have been paid by and legally discriminate against those that they don’t like, for whatever reason.
By and large, influencers can be considered sole proprietors or small businesses owners, whose primary route for growth is through their website, content, and audience engagement. For influencers, they imagine a scenario where their audiences, turned off by the slowed response time of the influencers’ platforms, may eventually stop viewing their content all together.
The influencer marketing industry stands to be directly and, in some cases, immediately impacted by the repeal of net neutrality regulations should ISPs like AT&T and Verizon start placing commercial interests ahead of fair access principles.
Here are five potential ways it could affect the influencer marketing industry, overall:
More Pay for Equal Play
Knowledge Now Has a Price
Your Cellphone Bill Just Took a Hit
The Rapid Rise of the Micro-Influencer
PR in Focus
The above hypothetical scenarios all have one common outcome – which is – higher prices for the end user. While these effects may not be felt immediately across the board, over time, these costs may well exponentially increase.
While some ISPs have made very public pledges to maintain neutrality, and provided unfettered service to all, only time will tell the exact repercussions for users and across the advertising and marketing industries.
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