Origin of influencer marketing, progress & the future
Influencer marketing has become an increasingly popular strategy for businesses looking to reach a wider audience and build brand awareness. However, it is interesting to understand the origin of influencer marketing. Today, it has become a ubiquitous term in the world of digital marketing. Moreover, brands and businesses leverage the power of social media influencers to promote their products and services. However, the concept of influencers and their ability to sway the opinions and actions of others has been around for centuries.
From celebrity endorsements to word-of-mouth recommendations, people have always had the power to influence others in various ways. In this blog, we’ll take a closer look at the origin of influencer marketing and the evolution of the term “influencer”. Let’s take a look at the origin of influencer marketing, its progress, and the future of this powerful marketing tool.
Origin of Influencer Marketing
The concept of influencer marketing dates back to the 1930s when Coca-Cola used Santa Claus to promote its brand during the holiday season. However, it wasn’t until the rise of social media that influencer marketing truly took off. So, while the concept of influencer marketing has evolved significantly with the rise of social media and the internet, the idea of people influencing others to purchase or try something has been around for a long time. The word “influencer” has been around for centuries and has been used in various contexts over time. Its original meaning was related to the ability to exert influence or sway over others, and it was often used in political or social contexts.
Who were the first influencers?
- Celebrity endorsements: Brands would often pay celebrities to endorse their products, appearing in advertisements or commercials.
- Word of mouth: Recommendations from friends, family, and acquaintances have always been a powerful form of influence, with people sharing their opinions and experiences with others.
- Print media: Magazines, newspapers, and other print media were often used by brands to promote their products or services, with celebrities or experts writing columns or providing testimonials.
- Broadcast media: Radio and television were also used by brands to advertise their products or services, with celebrities or experts appearing in commercials or on talk shows.
The progress of influencer marketing
The word gained more relevance in the world of marketing and advertising in the mid-1900s, with the rise of celebrity endorsements and spokespersons for brands. However, it wasn’t until the advent of social media in the 21st century that the term “influencer” got its current context. Today, an influencer is someone with a large social media following who has the ability to impact the purchasing decisions of their followers, often through the promotion of products or services. The term has become ubiquitous in digital marketing and has evolved to encompass a wide range of individuals, from micro-influencers with smaller followings to mega-influencers with millions of followers.
In the early days of social media, bloggers and YouTubers were the original influencers. Brands would send them products to review, and their followers would trust their opinions and make purchasing decisions based on their recommendations.
As social media platforms like Instagram and TikTok grew in popularity, a new breed of influencers emerged. These individuals had massive followings and could command high fees for promoting products to their audiences. Today, influencer marketing has become a billion-dollar industry with no signs of slowing down.
Influencer Marketing increasing demand
In the early days of influencer marketing, brands were happy to send free products to influencers. This was in exchange for a review or shout-out. However, as the industry has grown, so too have the demands of influencers.
Today, many influencers expect to get payment for their promotional work. Also, brands are willing to pay top dollar for access to their audiences. This has led to the rise of influencer agencies. Also, they act as intermediaries between brands and influencers.Thus, negotiating fees and managing campaigns.
As influencer marketing has become more mainstream, it has also become more regulated. In 2018, the Federal Trade Commission (FTC) issued guidelines for influencer marketing, requiring influencers to disclose any sponsored content.
The Future of Influencer Marketing
So, what does the future hold for influencer marketing? One trend that is likely to continue is the shift toward micro-influencers. These individuals have smaller followings. However, they have more engagement with their audiences, making them a more cost-effective option for brands.
Another trend to watch is the rise of influencer marketplaces. This allows brands to connect with influencers and manage campaigns all in one place. This is likely to streamline the influencer marketing process and make it more accessible to smaller businesses.
Finally, we can expect to see more regulation of influencer marketing in the future. As the industry continues to grow, governments are likely to impose stricter guidelines. So, ensure transparency and protect consumers.