A Brief History of Influencer Marketing

The Evolution of Influencer Marketing: From Royal Approvals to Social Media Stardom

In today’s rapidly evolving marketing landscape, influencer marketing has emerged as a powerhouse strategy, reshaping how companies elevate their brands, enhance conversions, and expand their reach. Remarkably, a staggering 93% of marketers have embraced influencer marketing as a pivotal tool in their arsenal. Furthermore, the statistics for 2020 demonstrated a compelling shift, with a remarkable 69.8% of marketers strategically planning to escalate their influencer marketing budgets. But how exactly did influencer marketing attain such prominence and significance?

Unveiling Influencers and Influencer Marketing

Before embarking on a journey through the chronicles of influencer marketing, it’s imperative to gain a clear understanding of the underlying concepts. In the realm of marketing, an influencer is an individual with the capacity to sway the decisions of potential buyers. These influencers span a diverse spectrum, encompassing celebrities, athletes, renowned public figures, fictional characters, and even individuals whom you trust implicitly, such as friends.

The advent of the digital era has slightly reshaped the definition of an influencer. In the contemporary landscape, anyone boasting a substantial social media following or network can assert themselves as an influencer. Influencer marketing, therefore, hinges on brands collaborating with these influencers to endorse their products, services, or brands. A remarkable statistic further illuminates the efficacy of this approach: a resounding 92% of consumers place their trust in reviews and recommendations from trusted sources, like friends, family, existing patrons, and influencers, outpacing their trust in conventional corporate advertisements. This robust inclination towards credibility and authenticity has propelled influencer marketing into the limelight, fueling its exponential growth.

Tracing the Trajectory of Modern Influencer Marketing

1. The 1760s: Royal Endorsements Set the Stage In the annals of advertising history, the inklings of influencer marketing trace back to the 1760s, a period where even royalty played a role. King George III of the United Kingdom lent his royal seal of approval to the pottery of Josiah Wedgwood. This historical nod from the monarch was ingeniously leveraged by Wedgwood to propel his products, increase brand recognition, and secure consumer trust.

2. 1905: Roscoe “Fatty” Arbuckle and Murad Cigarettes The year 1905 witnessed a turning point with the involvement of Roscoe “Fatty” Arbuckle, a prominent silent film actor, in the influencer marketing strategy of Murad Cigarettes, a Turkish brand. Arbuckle’s participation underscored the effectiveness of celebrities in endorsing products and services, casting a light on the potential of influencer partnerships.

3. 1931: Santa and Coca-Cola Coca-Cola’s journey into influencer marketing commenced in 1931, as they introduced the iconic image of Santa Claus in their advertisements. This iteration of Santa, adorned in his red ensemble and characterized by warmth and joviality, resonated with consumers on an emotional level. Although Coca-Cola didn’t invent Santa Claus, their portrayal contributed significantly to shaping the modern interpretation of the beloved holiday figure.

4. The 1950s: The Marlboro Man The enigmatic Marlboro Man emerged in the 1950s as an embodiment of masculinity, depicted by various actors to instill a sense of trendiness to smoking. Despite its contentious connotations, the Marlboro Man’s influence was undeniable, propelling cigarette sales from $5 million to an astonishing $20 million by serving as a cultural symbol.

5. The 1970s: Mikey Likes It, The 1990s: Cindy Crawford and Pepsi, 2010: Old Spice Man The subsequent decades witnessed a cascade of influencer milestones. The 1970s featured Quaker Oats’ portrayal of the fictional and finicky Mikey, while the 1990s enlisted the famous face of Cindy Crawford to endorse Pepsi during the Super Bowl. The turn of the millennium ushered in the era of the Old Spice Man campaign, rejuvenating the brand’s image and garnering remarkable success.

The 2010s: Social Media’s Transformative Influence

The advent of social media introduced a revolutionary paradigm shift, democratizing influencer marketing. While the first social media influencer remains elusive, the impact of platforms like Instagram cannot be underestimated. A significant 60% of users attribute product discovery to Instagram, illustrating its resonance as a discovery platform. However, influencers are no longer confined to celebrities; friends and everyday individuals also play a pivotal role.

Navigating the Story Format

With the emergence of social media stories, the narrative landscape has evolved. In 2018, an Instagram study revealed that 39% of respondents displayed heightened interest in a brand or product after encountering it within an Instagram story. Stories, characterized by their brevity and authenticity, have emerged as a potent tool in combating “influence fatigue” and fostering genuine engagement.

Embracing the Future of Influencer Marketing

As influencer marketing transcends centuries, mediums, and debates, its enduring relevance is indisputable. From the inception of celebrity endorsements in the 1760s to the modern-day reign of social media influencers, the journey has been both acclaimed and critiqued. The COVID-19 pandemic highlighted the complexities as influencers navigated self-awareness and privilege. Amidst these discussions, influencer marketing remains steadfast, constantly evolving and adapting to the evolving marketing landscape.

In conclusion

influencer marketing stands as a testament to the enduring power of human connection and recommendation. As the marketing realm continues to evolve, one thing remains certain: the influence of influencers is here to stay.