Influencer Marketing: A Historical Overview | by Roshan Saraswat | Oct, 2023

INTRODUCTION

Define influencer marketing and its main goal Influencer marketing is the use of powerful individuals with influence and credibility to promote brands, products, services or communications that are targeted at their target audience or fans. People who have a big and loyal audience on social media such as Instagram, YouTube, TikTok, Twitter, Facebook, etc. tend to be influencers. They’re also professionals and enthusiasts within a specific market or industry, such as fashion, beauty, fitness, gaming, travel, etc.

The primary aim of influencer marketing is to generate awareness, confidence, engagement and conversion within the influencer’s audience which are more likely to give their recommendations a higher level of acceptance or responsiveness than standard advertising. In particular, the use of Influencer Marketing can help brands to penetrate and interact with their target audiences more effectively than conventional or organic marketing in order to raise brand awareness, reputation as well as loyalty. Influencer marketing, as well as the development of an individual brand and networks, may also help influencers to make money from their influence and creativity.

This concept of Influencer Marketing is not new, but the development of technologies, media, culture and consumer behavior has led to a significant evolution over time. We will look at the history of influencer marketing, from its inception in ancient times through today’s applications and innovations, via this blog post.

Some statistics on the growth and impact of influencer marketing
One of the fastest-growing and most efficient forms of Internet marketing is Influencer Marketing. In this way, brands are working with Influencers who have a very large and loyal audience on Social Media Platforms. Injectioners can promote a brand, product, service or message to the audience which is more likely to be sympathetic and willing to listen to their recommendations compared with traditional advertising.

Since it became popular in the last decade, the influence marketing industry has continued to grow. The growth and impact of Influencer Marketing can be seen in the following statistics:

– According to our report on the state of influencer marketing in 2023: Benchmark Report, it will be $21.1 billion by 2023, up 29% from last year’s $16.4 billion.
– Businesses are making $5.2 return for every dollar they spend on influencer advertising, while the top 13% of businesses have revenue in excess of $20 per $1 spent.
– Instagram is still the most popular platform for influencer advertising, with 72 % of respondents to a HubSpot survey saying they are using it in order to work with influencers and creators. The popularity of TikTok is also growing, and within the short time it has risen to second place with 61% of advertisers using it.
– Brand visibility, reputation and loyalty can be enhanced through the use of influencer marketing as it enables brands to reach and engage with target audiences in more authentic and organic ways. Influencers’ marketing may also help them generate revenues from their influence and creative work, as well as create a personal brand and network.

These statistics show that influencer marketing is not a recent phenomenon, but an effective and financially successful strategy which will be beneficial to both brands and influencers.

The purpose and scope of the article
This article aims at giving you an overview of the history of influencer marketing, a form of Internet advertising that is increasingly popular and efficient. Influencer marketing means collaboration between brands and social media personalities, who have large numbers of followers on the platforms. Influencers may promote their brand, products, services or messages to an audience which is more inclined and influenced by their recommendations in comparison with traditional advertising.

The following aspects of influencer marketing shall be covered by this Article:

The origins of the influencer marketing industry: From ancient times to the 19 th century, we’re going to trace the history of Influencer Marketing and present some examples from various periods. For example gladiators, royalty endorsements or celebrity testimonials.

The development of influencer marketing: we’ll take a look at factors, such as technology, media, culture and consumer behavior, that have played an important role in the evolution of Influencer Marketing during the 20th and 21st centuries. We’ll also give examples of influencer marketing in various forms and platforms, e.g. radio, TV, print, online, etc.

Future of Influencer Marketing: We’re going to take stock of trends and challenges shaping the future of influencer marketing, e.g. authenticity, diversity, regulation, measurement etc. Some examples of innovative and best practice in the field of Influencer Marketing, such as microinfluencers, nanoinfluencers, Usergenerated Content, etc. are also to be provided.

You will gain a greater understanding of influencer marketing and the impact it has on brands and consumers by reading this article. And you’ll learn some of the tricks and tips to make it in this exciting and competitive field. I hope you’ll like this article and find it useful.

THE ORIGINS OF INFLUENCER MARKETING

The history of Influencer Marketing from the early Middle Ages, and some examples
The history of influencer marketing has been long and interesting, dating back to ancient times. In different eras, we’ve seen some of the earliest examples of influencer marketing:

Ancient Rome, Gladiators as Influencers. To ancient Rome, where gladiators had become celebrities of their day, the first instance of influencer marketing could be found. The gladiators were professional warriors who, in arenas like the Colosseum, entertained crowds with their brutal and bloody battles. A number of Romans had admiration and reverence for them, often imitating their hair style, clothing or weapons as well as names.
Some gladiators had become such famous and influential, merchants and politicians recruited them for the endorsement of their products or causes. Some gladiators wore branded armor or clothing that had logos or slogans on it from sponsors, such as. Advertising for products such as oils and wine would also appear on billboards or posters. Even those with their own fans’ clubs or merchandise.

During the 18th century: an endorsement by a king. In the 18 th century, when royal endorsement was very sought after by craftsmen and manufacturers, a further initial example of influencer marketing took place. The popularity of the product or service as well as its sales would have an enormous effect if it were approved or promoted by a king or queen. Josiah Wedgwood, an English potter who created beautiful ceramics and porcelains, has been one of the most notable examples to be endorsed by a king. He was ordered to make her a tea set in 1765 by Queen Charlotte of England. In doing so, he took advantage of the opportunity to sell his products as Queen’s Ware and even obtained an official title entitled “Potter” for Her Majesty. His brand has taken him to international fame and success thanks to this King’s endorsement.

In the 19th century: celebrity testimonials. In the 19th century, celebrity testimonials as a means of influencer marketing became an established practice. With the development of mass media such as newspaper, magazine, radio and photographs celebrities like actors, singers, athletes, authors etc. have been able to be seen and popularised more than any time in their history. The possibility of using celebrities to promote their products or services, as well as convincing consumers to spend on them is recognized by a number of brands. For example,
In 1882, Lillie Langtry, an actress and socialite known for her beauty and charm, became the first woman to appear in a commercial product advertisement when she endorsed Pears Soap.

In 1890, Nancy Green, a former slave and cook, became the face of Aunt Jemima, a brand of pancake mix and syrup. At fairs, exhibitions and festivals she played the role of Aunt Jemima, cooking pancakes and telling stories. She was one of the first African-American women to become a spokesperson for a national brand.
In 1893, a letter criticizing Conklin pens was written by one of America’s most famous authors, Mark Twain and published in several magazines. He claimed that the pen was “the profanity saver of the age” and that he would never use any other pen.

These examples illustrate the fact that influencer advertising has existed for centuries, and it is based on the power of trust, credibility as well as word-of-mouth.

THE EVOLUTION OF INFLUENCER MARKETING

The factors that contributed to the development of influencer marketing in the 20 th and 21 st century, such as technology, media, cultural traditions or consumer behaviour
From the 20th century to the 21st, technology, media, culture and consumer behavior have ushered in a new era of influencer marketing. In these periods, here are some factors that have contributed to the development of influencer marketing:

Technology: Through the invention and use of different technologies, such as radio, TV, Internet, Smartphones, social media etc., influencers have been able to reach and communicate with a broader range of audiences worldwide. Technology also allowed for more interactive and engaging content, such as videos, podcasts, blogs, livestreams, etc., to be created and shared by influencers with the aim of measuring their effectiveness and impact.

Media: Influencers have been given a greater opportunity and channels of communication to communicate their influence and expertise due to the emergence and multiplication of various media platforms, such as newspapers, magazines, radio, television, internet, etc. Influencers can also be supported by the media to gain more recognition and visibility while working with other influencers or media personalities.

Culture: Consumers’ and influencers’ preferences and tastes have changed as a result of the changes and trends in cultural life, for example fashion, music, art, entertainment, sports, politics etc. The identities and styles of influencers as well as the content and messages that they communicate to their audiences have also been shaped by culture.

Consumer behavior: Both the demands and expectations for consumers as well as influencers have been affected by changes and patterns of consumer behavior such as awareness, trust, connection, loyalty, activism, etc. The innovation and adaptation of the influencer marketing strategies, e.g. authenticity, heterogeneity, regulation, measurement, etc. have also been influenced by consumer behavior.

These factors reveal that the phenomenon of influencer marketing is a dynamic and complex phenomenon, which continues to evolve as time goes by

Some examples of influencer marketing in different forms and platforms, such as radio, TV, print, online, social media, etc.
Depending on the objectives and preferences of both brands and Influencers, influencer marketing can be carried out in various forms and platforms. Several examples of influencer marketing can be found in different forms and platforms:

Radio: Radio is one of the oldest and most traditional forms of influencer marketing. Radio hosts, DJs and personalities are capable of influencing the listening public through their opinions, recommendations or endorsements for a variety of goods and services.

TV: TV is another popular and powerful form of influencer marketing. With their appearances, interviews, commercials and TV shows, television stars such as actors, singers, comedians, all kinds of people can have an impact on viewers. On her show, for instance, Oprah Winfrey is one of the biggest TV personalities in the world and has signed on brands like Weight Watchers, Apple or Amazon.

Print: This is a traditional form of influencer marketing, involving magazines, newspapers, books, etc. In their articles, reviews, stories or advertisements, readers can be influenced by print influencers such as editors, writers, journalists etc. Anna Wintour, editor-in-chief of Vogue magazine is one example.

Online: Individuals who create and disseminate content on websites, blogs, podcasts etc. are known as online influencers. In various fields or in particular areas, they are allowed to influence the audience through their opinions, advice and training. In addition, Tim Ferriss is an internet influencer who has influenced millions of people with his blogs, podcasts and books in the areas of Life Design, Productivity and entrepreneurship.

Social media: Individuals who have a great and loyal fan base on social media sites like Instagram, YouTube, TikTok, etc. are known as social media influencers. With posts, news, videos, etc. they can change the minds of their followers or fans. They can also work with the brands in a number of ways, such as setting up sponsored posts and articles, reviewing products or services, promoting prizes or contests, etc.
For example, with her TikTok videos on dance, music, comedy and more, Charli DAmelio has been influencing millions of people.

These examples show that influencer marketing can be adapted to different forms and platforms to reach and engage different audiences

THE FUTURE OF INFLUENCER MARKETING

Current trends and challenges that shape the future of influencer marketing, such as authenticity, diversity, regulation, measurement, etc. Influenza promotion is a dynamic, complex phenomenon that continues to evolve as time passes. In this context, the future of Influencer Marketing will be shaped by some current trends and challenges:

Authenticity: Being authentic is the most significant factor for influencer marketing success. Influencers, who are authentic, honest and transparent in terms of their opinion, experience and values, are sought by consumers. In addition to differentiating themselves from other influencers, those with authenticity can gain the confidence and loyalty of their audience. Brands and Influencers must, in order to be able to make their collaboration aligned with their objectives, values or audience expectations as well as disclose any content which is associated with them freely and honestly.

Diversity is an additional vital element to the success of influencer marketing. Consumers seek influential individuals representing their identities, culture, backgrounds and interests. Influencers who are diverse can attract and engage a wider and more inclusive audience, as well as create positive social impact and change. In their content and campaigns, as well as the partnerships they create, brands and Influencers should be promoting and celebrating diversity to prevent stereotypes, biases or discrimination.

Regulation: one of the biggest barriers to success in influencer marketing is regulation. In different countries, industries or platforms, influencer marketing is subject to a variety of laws and regulations. These regulations seek to protect the rights and interests of consumers, brands, influencer networks and platforms in relation to fraud, deception or harm. In the markets, brands and influencers need to be in compliance with applicable laws and regulations such as disclosure of sponsorship or paid content, good Intellectual Property Rights, consent from other parties, etc.

Measurement: Another factor that challenges the success of influencer marketing is measurement. As there are no standard metrics, tools and methods for the measurement of influencer marketing it is difficult to measure accurately and consistently. Influencers’ marketing metrics can be measured on a number of fronts, such as reach, impressions, engagement, conversions, return on investment, etc. but they vary across platforms, campaigns, objectives, etc. In terms of measuring performance and impact, brands and influencers need a clear definition of their objectives and Key Performance Indicators as well as an appropriate set of tools and methods.

The fact that the phenomenon of influencer marketing is constantly evolving and changing demands constant innovation and adjustment, as shown by those trends and challenges.

Some examples of innovative and best marketing practices in the field of Influencers, such as microinfluencers, nanoinfluencers, user-generated content, etc.
New innovations and best practices, which can help brands and influencers achieve their goals and overcome barriers, are constantly evolving in the field of influencer marketing. Examples of innovative ideas and best practices in the field of influencer marketing are given below:

• Microinfluencers and nanoinfluencers: microinfluencers are those with a following of 10,000 to 100,000, while nanoinfluencers have fewer than 10,000 followers. Unlike mega influencers or celebrities with millions of followers, these types of Influencers are becoming more and more widely known and successful. The reason is that micro-influencers and nano-influencers are much more likely to engage, have a bigger niche audience, be authentic in their content or cost less. There is a value in working with micro-influencers and nano-influencers, who are relevant and aligned to their own particularities, as well as objectives, for brands and influencers.

– UserGenerated Content: UGC is any content created and distributed by users or consumers such as photos, videos, reviews, testimonials, etc. It is one of the strongest forms of influencer marketing in that it can create trust, loyalty, fan support, UGC and conversions within an audience. In order to enhance and interactive content, as well as gain audience feedback and insights, UGC can also be used by brands and influencers. Hosting contests, challenges, campaigns and so on can help brands and influencers to encourage and reward their followers for creating and sharing User Generated Content.

– Video content: As it is able to draw attention and emotion out of the audience, video content has become one of the most successful forms of influencer marketing. This video content can also show an Influencer’s personality, expertise and creativity as well as the features and benefits of a product or service. Various platforms may be used to produce and share video content, such as YouTube, Facebook, TikTok, etc. Brands and influencers will be able to create different types of video content such as videos, articles, reviews, lectures, interviews, etc.

CONCLUSION

Emphasize the importance and relevance of influencer marketing for brands and consumers
Influencer marketing is one form of online advertising that’s very popular and efficient. This concept involves a partnership of brands and Influencers, individuals that are very well known on social media platforms. Influencers can take advantage of the fact that their audiences are more likely to be receptive and willing to listen to recommendations, in contrast with other forms of advertising.

Influencer marketing has a great importance and relevance for both brands and consumers because it can offer various benefits and advantages, such as:

To brands: In particular, in order to increase brand awareness, reputation and loyalty, they can be helped through the marketing of Influencers by connecting with their target audience more personally and organically. Also, influencer marketing may be a good way for brands to increase their traffic, lead generation, sales and return on investment as well as gather feedback from the audience.

For consumers: Influencer marketing is a way of enabling customers to discover new products or services that suit their needs, preferences and interests. Consumer intelligence and confidence in purchasing decisions can also be helped through the influence marketing, as consumers learn new tricks or skills from Influencers.

The popularity of influencer marketing is not a fading trend, but an excellent and profitable strategy that can be enjoyed by both brands and influencers. But in the changing times, influencer marketing also needs to be continuously innovated and adapted. This is why, as we have already discussed in this article, brands and influencers need to be guided by good practices and tips like authenticity, diversity, regulation, measurement etc.

This article has been very useful to you, we hope. Please contact us if you would like more information on influencer marketing, or need assistance with an Influencer Marketing campaign. We’ll always be glad to help you.