So in recent months, I’ve been studying this concept of “influencers” and “followers”. What the terms really mean, why the drive to increase “Followers”. I asked a number of friends and colleagues for their thoughts on the matter. The answers were varied but most had a similar view that it is just “a new marketing gimmick”. However, my research indicates that, “is it a marketing gimmick”, yes. New? No. In fact, it has been around for thousands of years.
In today’s age, many people perceive “influencers” as new professions, without really understanding how to “acquire” the skills. This is because most do not understand the current definitions. So some help first is in order.
- Social media marketing – The use of social media platforms and websites to promote products and services;
- Influencer Marketing – a form of social media marketing involving endorsements and product placement from influencers, people and organisations who have a purported expert level of knowledge or social influence in their field
- Influencer (aka social media influencer) – a celebrity who has acquired or developed their fame and notability through the Internet.
- Follower – a person who supports and admires a particular person or set of ideas.
De facto influencers .vs internet celebrities
Now we all know that influencers “arrive on the scene” in many ways, and not necessarily through the internet. Many influencers arrive on the scene “gift wrapped” as a pre-made influencers. They became “de facto” influencers simply because of past profession or role in life. Successful Movie stars, sports professionals, singers, entertainers, certain businessmen (or women), famous (or infamous) politicians, religious leaders, etc.
The proliferation of electronic social media platforms these past 20 years (give or take) has enabled these “de facto” influencers to increase their followers even more. Instagram, Twitter, Pinterest, Facebook, WhatsApp, YouTube, etc. So natural channels for these influencers to further increase their reach. Platforms all custom built to extend the popularity of these pre-made influencers.
In addition, we have of course the “newer generation” of internet celebrities. People who were able to “pick a theme”, and build their popularity via media platforms, websites, blogs. The themes were varied but focused mostly on social and helpful topics; e.g. motivation, self-help, cooking, carpentry, racing, cycling, career, employment, etc. Some were not so “helpful” yet also built followers; e.g. activists, anarchists, Dark social media.
However, make no mistake. This is just the latest generation of “influencers”, rebadged with a 21st century title.
The so called “first influencers”
Now if you stretch back somewhat further, you will find that the first “influencer” arrived on the scene back in 1760. A very wise potter by the name of Josiah Wedgwood made a tea set for the Queen of England. He used the monarchy as the “influencers” of that era. His insight to market his brand as Royal-approved afforded it the luxury status the brand still enjoys today.
Fast-forward the timeline now to the 1920’s, and we see Coco Channel’s little black dresses and trouser suits. Fast forward a bit further to 1984, you have Michael Jordan and Nike producing and influencing the sale of “Air Jordans”.
Many more examples but you get the drift. Influencing is not a new phenomenon. It’s a very old one indeed. Yet to be clear, the definitions have “morphed” over the centuries and they still do not cover the original influencers. For that, we need better understanding of just how they “morphed”.
Marketing morphed
Now somewhere down the line (past 100 years or so?), the definition of marketing has morphed somewhat. In its raw form:-
- Marketing is profitably using the results of studying short term and long term needs of those who can pay for a one-time, or in most cases, a steady flow of service or product placement.
The morphing has occurred around the usage, focused more stringently on “product”, and far less so on “service”. Service simply means the action of helping or doing work for someone. In addition, there are all types of services in today’s world. Public service, military service, community service, civil service, religious service, etc.
Therefore, the challenging question is, if a public figure or entity encourages you to spend your time, effort, wealth or even your life, on a service. Is this not influencing? The 
most blatant example of this I have found in recent history is from the American War of 1812. When the U.S. Government wanted recruits and came up with the influencing slogan, “I want you for U.S. Army”.
As you can clearly understand, the only “social media” platforms available in this era would be very limited. Banners, newspapers, pamphlets, speeches by civil leaders, all geared to “influence” you to donate your time and life, to your country. Yet have we stretched back far enough yet?
The First influencers
As you can see, the media outlets over change over time, but the principle remains. People or entities using the media outlets of the time, to influence others. With the idea of securing their time, efforts, life or wealth to a service.
Influencers in ancient times may have been limited in their media outlets, but they were very creative. The Catholic version of the Old Testament was written by a host of “influencers” to cover 46 books. Ancient historical leaders “influenced” troops with oratory skills, to “donate” their lives for various causes. To name a few, think of Alexander the Great, Genghis Khan, Boudicca, Cleopatra, Augustus, Hannibal and more throughout the ages.
Gaius Julius Caesar was a Roman general and political leader who founded the rise of the Roman Empire back around 60 BC. How? Oratory skills, speeches and pamphlets.
Adolph Hitler was a true master of “propaganda”. He bought the wealth and services of his entire country by speeches, radio, newspapers to create the “German War Machine”. Master influencer or not? You decide.
The old versus the new
As you can see, the rise of the internet has created a new name, for a very old profession. Modern day social media platforms encourage these “influencers” to develop and grow and develop. And companies absolutely adore this new generation of “influencers”. It provides them with an extensive range of options to market their products.
Still, make no mistake. Influencers are not something “new”. They have been around for countless centuries in different forms, using different media outlets creatively, to secure the “services” they need.
It makes you wonder what we may call them in 50 years? Presuming we are stretching out into the solar system with space flight and colonies, what next? Solar dominators? Planetary Shapers? ‘Nuff said!
