How & When Did Influencer Marketing Start?
The Rise of the Modern Influencer 🤳
Alix Earle hasn’t been around THAT long, but influencers have been…pretty much since the dawn of modern civilization. 🤷🏻♀️
Think about it: influencers have been a thing for as long as one person could recommend something to someone else by word of mouth.
Influencer marketing has become an undeniable force in modern advertising, but its roots stretch back much further than the era of Instagram or TikTok. So, grab a notebook and pen and strap in for a “herstory” lesson as we answer the age-old question: how and when did influencer marketing start? 👇
How & When Did Influencer Marketing Start
Meet Josiah Wedgwood, The OG Influencer Of 1760
All the way back in 1760, Wedgwood, a British potter, became one of the first known "influencers." Wedgwood used his connection to the royal family to boost sales for his pottery business, effectively using the Queen of England's endorsement to promote his tea sets. Now THAT is, quite literally, the tea.
This historical example shows that the power of celebrity endorsement has been around for centuries, even before the term “influencer” existed.
When Did Influencer Marketing Start Becoming More Mainstream?
Fast forward a few centuries and influencer marketing started to evolve and shape the way we viewed endorsements in the modern media. Going as far back as the 1930’s, Coca-Cola made Santa himself (arguably the hardest influencer to pin down) the face of the fizzy drink, transforming the brand and bringing a bit of joy back into the Depression.
Fashion legend Coco Chanel, for example, shaped not only trends but entire lifestyles, using her own image as the ultimate influencer. In the world of sports, Michael Jordan’s partnership with Nike and the Air Jordan line made him one of the most influential figures in marketing history.
By the 1990s, we saw pop culture driving influencer marketing. Jennifer Aniston’s “Rachel” haircut skyrocketed to fame, turning her into an inadvertent beauty influencer. You know your mom had that haircut, and you might’ve even gotten it yourself in recent years! Today, families like the Kardashians and the D’amelio’s are prime examples of how a personal brand, leveraged through social media, can turn into a global empire.
The Evolution of Modern Influencer Marketing
While influencer marketing can be traced back to the ye old days, its modern evolution started much more recently. The rise of the internet and social media platforms fundamentally shifted how brands and influencers connected with audiences. Come along for a ride through history as we break down the evolution of modern influencer marketing
The Mommy Blogging Era (2002)
If you’re asking yourself, “When did influencer marketing start, wasn’t it with TikTok?” you’re probably not old enough to be using retinol. Bless you.
The early 2000s marked the start of influencer marketing as we know it today, largely thanks to "mommy bloggers." Remember when having a blog was the THING to do? These women began sharing parenting tips, product reviews, and personal stories online, amassing large, loyal audiences. Brands quickly recognized their influence and started partnering with them for sponsored posts and product promotions.
Instagram Enters the Chat (2010)
When Instagram launched in 2010, it began as a simple photo-sharing app but quickly turned into a major platform for influencers. Although it took some time for brands to fully leverage Instagram for influencer marketing, it eventually became the go-to platform for influencers to build personal brands, connect with audiences, and endorse products. (more on that later)
The Rise of YouTube and Twitch (2011)
Around the same time, we saw the rise of YouTube and Twitch. These platforms allowed creators to reach audiences in more dynamic ways, particularly through video content. YouTube initially gained traction with beauty vloggers and gamers, with Twitch becoming the go-to for gaming influencers who could live stream and promote video games in real-time.
Instagram Becomes the Influencer Hub (Mid-2010s)
By the mid-2010s, Instagram solidified its position as the central platform for influencer marketing. Influencers became more than just content creators; they were community builders. Constantly engaging with their audiences, influencers could drive trends, encourage purchases, and build lasting connections with followers. Brands quickly realized that working with these influencers offered a more authentic way to connect with potential customers than traditional ads.
Can you remember the first monumental influencer partnership you ever saw on Instagram?? 🤔
TikTok Takes the Stage (2016-Present)
Then along came TikTok. Launched in 2016, TikTok has rapidly risen to become one of the most influential platforms for creators. Its unique algorithm, which allows content to go viral quickly, has led to the rise of a new generation of influencers. Many of today's top influencers got their start on TikTok, showing just how fast the landscape of influencer marketing continues to evolve.
Your Brand 🤝Influencers
If your brand hasn’t started utilizing influencer marketing yet—there’s time. Hell, the word “influencer” didn’t even make it into the English dictionary until 2019, so it’s never too late to make a global movement.
But really, considering influencer marketing is going to grow to be a $69.44 billion dollar market by 2028, it’s time for your brand to hop on the bandwagon. There’s never a better time than right now, with the right team, to strategize, plan, and tap into the power of influencer marketing. At Scott Social, we’ll help get your influencer marketing effort off the ground with thorough industry research, influencer management, and campaign planning. Reach out to our team today and let’s get influential!