Written By Evie Wittmann
Account Executive
Not to be dramatic, but marketing will never be the same.
Influencer marketing has taken over, and after seeing the results, I don’t think many companies plan to return to traditional means. The success companies have seen from influencer marketing has been undeniable, but why does it work? And why are we, as consumers, so likely to listen to someone whom we have (probably) never met in real life? Let’s talk about it.
Believe it or not, influencer marketing has existed long before social media. Before cellphones in 1760, Wedgwood made a tea set for King George III’s wife, and Wedgewood quickly marketed their tea sets as “Royally Approved.” Influencer marketing could even be traced back to ancient Rome when gladiators would endorse a product or service. It’s human nature to listen to those of a high status because we innately trust them.
This hasn’t changed; in modern-day, influencers are the ones who have thousands or millions of followers on social media. Their influence may not be the same as that of Roman Gladiators or King George III, but they still had an influence nonetheless. People who follow influencers may look up to them, trust them, relate to them (or not!), or aspire to have their own lifestyle.
Informational social influence is when humans change their opinions or behaviors because of what they see or hear from those they think have the right information. This is why humans have deemed gladiators and royals, but now also social media influencers with millions of followers, as credible sources. Therefore, when influencers talk about a brand they love, this can trigger us to adopt their viewpoint, pushing us to believe that we should buy the same product.
Now, let’s talk about ethics. Is it wrong for companies to use influencers to change how we think about brands? The Federal Trade Commission updated its guidelines surrounding influencer endorsements in 2023. Now, influencers must disclose their relation to the brand and what posts are advertisements to prevent deceptive advertising. These guidelines help give the viewer more information about the media they consume.
Also, viewers can typically tell when an influencer actually loves a brand they’re working with or when they are doing it solely for payment. It’s important that influencers remain transparent with their audiences to build and maintain trust because if followers trust the influencers, they are more likely to listen to their advice.
While influencer marketing doesn’t seem to be going anywhere anytime soon, consumers and brands need to know why this type of marketing exists so that we can be smart consumers and give knowledgeable PR advice.
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