The History Of Influencer Marketing
Understanding The World Of Influencer Marketing Campaigns
Much like the Pied Piper, advertising history refers back to a folktale to give us an indication of where Influencer Marketing originates.
Let’s go back to the 1800s where the use of medicine was foreign to the general population. Instead of a man leading rats to water, our protagonists were The Queen and The Pope. When the ordinary folk saw their opinion leaders market something ‘new’ it became easier for them to buy into the idea of medicine. Trust and credibility were already established and as a result, following the lead of The Queen and the Pope, seemed like an obvious thing for the people to do.
Moving on to the 1930s, the friendliest face was embodied by a fictitious character- good old Santa Claus.
Coco-Cola jumped on the opportunity to stamp their cans with the approval of everyone's favorite old man. If Santa loved Coco-Cola, surely everyone should too.
The 1950s saw the man’s-man embody Marlboro advertising.
Hollywood presented the cowboy image as a fearless, lionhearted hunk. Marlboro added a cigarette to the picture, and suddenly, everyone could feel as cool as a cowboy.
We then move to the era of tabloids and gossip sites. The new millennium introduced Paris Hilton. The LA Times even refer to her as the original influencer. Her fortune, fashion, and sensationalized backstory launched her to being a talked-about topic. Whenever she stepped out, everything she was wearing would sell out. If she was caught purchasing a brand, millions would chase after the same thing.
With social media taking over the 2010’s, a new family would take over the digital age: The Kardashians. Kim Kardashian, was the household name at first, but then the entire family went on to not only dominate the social media stage but the world of reality TV too. People wanted everything they touched, from the salads they ate at lunch to the things they used to style their homes.
Since then, the road of “How to become an Influencer” became clearer, paving the way for others to try out the new world of being an influencer. With so many different platforms available, influencers can pick and choose to find their niche and monetize it accordingly. The process has become decentralized and it’s not necessarily a requirement to be a celebrity first.
If you still weren’t sold on the power of influencer marketing, then let’s use the example of the reality TV show, Jersey Shore. The one cast member was paid by a clothing company NOT to wear their brand. Imagine trying to explain that in your annual marketing budget meeting. If the wrong person becomes the face of your brand, serious damage could be done too.
Understanding history should ultimately empower companies to begin to form educated influencer marketing campaigns.
Influencers were most powerful when what they promoted was subtle. Campaigns worked when brands aligned as an authentic addition to the influencer’s life.
With sponsored content, campaigns can, at times, come across as disingenuous. If not executed correctly, campaigns can seem inconsistent with the influencer's feed.
Companies need to take the time to identify influencers where the relationship is mutually beneficial.
Influencer marketing campaigns that are aligned with an influencers’ voice, lifestyle, and history; provide companies with their best shot at leveraging off the trust which the influencer has established.
