The Evolution of Influencer Marketing

Did you know influencer marketing was around years before the age of social media?

Influential people have always played a role in society. Josiah Wedgewood, a potter who invented a new form or porcelain pottery, got praise from Queen Charlotte in 1765. His "Queensware" became the world's first luxury brand and he became the first "influencer."

Influencer Marketing then evolved to include fictional characters as selling points. In 1932, Santa Claus was used to convey "jolly cheer" during The Great Depression to sell Coca-Cola's brand and associate them with these same qualities.

Then other brands continued to follow suit. Marlboro was not a well-known brand until, "The Marlboro Man" lifestyle advertising campaign. He embodied freedom, adventure and boldness. His character was a cowboy riding through nature, but these qualities took the Marlboro brand from having < 1% stock share s to being the #1 cigarette company in the world.

Then came celebrity endorsements + reality TV. These were real, well-recognized figures who were trusted and admired in the media. Early celebrity figures such as The Kardashians, Bachelor contestants and popular athletes all heightened engagement with certain brands.

With the addition of social media platforms, everyday life became marketable. Starting with the original bloggers and then others learning how to add value and "influence" their audience. Since their content is more relatable to customers, there is a higher level of trust and as a result, more sales.

So, why is influencer marketing beneficial to businesses and brands?

- Targets niché audiences

- Connects to the customer in a more authentic way

- Markets a feeling, or connection to a person instead of just a product

- Creates B2C trust + credibility

Thanks for reading today’s Evolution Story – if you have something you are interested in seeing the history of please contact us.