Susan
More to marketing. Welcome to more to marketing, a podcast on marketing, product and everything in between. I’m your host, Susan. And today we’re going to. Do a deep dive into the world of influencer marketing. We’ll explore the evolution of influence and marketing and how it has transformed over the years, particularly with the changes in technology. Influencer marketing has been a powerful tool for brands to expand their reach and connection with targeted audiences. However, in today’s digital landscape, businesses need to go beyond traditional influencer partnerships and explore new avenues to effectively engage their audience. Influencer marketing has become an integral part. Of modern marketing strategies, but its roots can be tracked back further than you might expect, so speaking by understanding what influencer marketing is. Influencer marketing, also known as influence marketing, is a form of social media marketing that informs and involves endorsements and product placements from individuals or organisations known as influences. These influences possess a level of expertise or social influence in their respective fields. And have the power to affect the purchasing decision and actions of others through their original content on social media platforms. Some of them include Instagram, YouTube, Snapchat, TikTok, etcetera. And in the old days, Facebook. Now let’s explore when influencers started marketing. Influencer marketing has a long history that predates the rise of social media. One of the earliest. Examples can be traced back to ancient Rome. Were highly anticipated gladiator games were advertised on billboards throughout the city. Popular gladiators often rose to celebrity status and occasionally endorsed products such as oil or wine, thus influencing customer behaviour even in ancient times. Moving forward in time to the 18th century. Jay Wedgwood and English Potter leveraged his association with Queen Charlotte to promote his pottery as Queen’s Ware by securing the royal approval and billing himself as a Potter to Her Majesty. Which were captivated on social proof, attracted customers to be sought after products and became an influential figure himself in those days by using the Queen in the 19th century, Lily Langtry, an actress, became one of the first women to endorse a commercial product when she appeared in an advertisement for Pears soap. Langtry Association with the soap, combined with her ivory complexion, helped promote the product and establish her career in advertising alongside her acting career. Fast forward to the 20th century, where figures like Coco Chanel made significant contributions and influences. In the world of fashion, Coco Chanel’s influence in the fashion industry has been enduring and influential. With the advent of the social media, particularly in the past decade, influencer marketing has experienced a revolution. Platforms like Instagram, YouTube and others have provided opportunities for anyone to become an influencer and share recommendations with a wide audience. The accessibility of social media has democratised influence and transformed the way brands emerge with their target audience. Influence marketing has a rich history that stretches back centuries, from ancient Rome to modern day social media platforms, influencers have played a role in shaping consumer behaviour and promoting products or services as influence and marketing continues to evolve, it is essential for brands and influencers alike to navigate the channels and ensure transparency in their partnerships. So let’s now dive into five leading examples from around the world that highlight the evolution of influencer marketing. Before we had a chat about Mr Wedgwood. So by using Queen Charlotte and promoting Queens wear, he was one of the first, if not the first. There’s now have a look at some leading examples from around the world. That highlight the evolution of influencer marketing. We’ve already discussed about Wedgewood. We then move into a different direction. Have a look at Coca Cola. They had fictional characters as influencers in the 1930s, Coca-Cola utilised Santa Claus in 1932 in a classic example of using a fictional character as an influencer. By associating their brand with Santa Claus, lucky they have the right colours. Coca Cola aimed to bring joy and positivity during the Great Depression, ultimately influencing consumer purchasing decisions. Nike and Pepsi, they have been notoriously using celebrity endorsements throughout the whole 20th and 21st century. Celebrity endorsements became popular in the 20th century, with brands like Nike and Pepsi forming partnerships with very famous athletes and musicians. One of the most famous ones I remember is Michael Jackson. By aligning their products with influencer celebrities, these brands aim to leverage their fame and a massive following to sway consumer behaviour. TV reality stars the rise of authenticity. Or is it with the with the creation of reality TV shows like the Bachelor? Keeping up with the Kardashians, everyday people gain overnight fame and become. Relatable influences in some cases. Or people that others aspire to be. The authenticity and relatability attracts audiences and leads to the rise of influencer marketing as we know it today. Prime is a perfect example of that. Right now, the prime drink another is social media influences the era of everyday influencers, so the emergence of social media platforms themselves like Instagram. Provide a platform for regular people to be able to accumulate large, larger followings and become influencers themselves. This. Phenomenon actually is. An interesting case study that I’d love to see more on and allows individuals from various backgrounds to build personal brands and connect with their audiences and really have a feeling of authenticity. In most cases. These examples demonstrate the shift in influence and marketing from relying solely on celebrities to embracing everyday influences. With that relatable and authentic stories and connections. In today’s digital landscape, influencer marketing continues to evolve. Brands are exploring new strategies such as micro influencer collaborations, user generated content campaigns and influencer partnerships in niche industries. By adapting to these changes, businesses can effectively target. Their audience and establish A meaningful connection. I hope you’ve enjoyed this. This discussion on evolution of influencer marketing, it’s fascinating to see how this strategy has transformed overtime and it continues to shape the marketing landscape of. Remember, as a business, it’s essential to stay informed about the latest trends and adapt your influencer marketing strategies accordingly. There’s always the next type of social media platform coming around the corner. Thank you for listening to this podcast. I’m with mackling. Follow. More to marketing.
