Introduction to Everything about Influencer Marketing

What We Cover in the Article:

• Understanding the Basics
• Types of Influencers
•  Building Relationships with Influencers
• Creating Effective Influencer Campaigns
• Influencer Marketing Platforms and Tools
• Measuring Campaign Performance 
• Ethical Considerations in Influencer Marketing
• Challenges in Influencer Marketing
• Advanced Topics and Trends
• Case Studies: Successful Influencer Marketing Campaigns
  

Understanding the Basics

Historical background of the concept of ”influence”

1. From the Renaissance to the present day

In English, the term influencer has been in use since 1664 “with the generic meaning of a person who influences something or someone” a much longer and more complex story emerges than one might believe, linked to the ability and power to influence the tastes, orientations and behaviors of others.

 Going back through the centuries, we discover how all this was first and foremost the prerogative of the sovereigns, who literally dictated the law in their courts, establishing ceremonials, etiquettes, dress codes, ultimately  the uses and customs of their guests. Starting from some of the best-known monarchies of the past, we can try to trace a chronology of the influencers ante litteram, i.e. those exceptional personalities capable of shaping the “trends” at will, triggering authentic aesthetic upheavals that, from their respective circles, then propagated to the various strata of the population.

A journey that has its roots in the Renaissance, a period in which the figure of Catherine de’ Medici, wife of Henry II and Queen of France, stands out. One of the most powerful and influential women of the sixteenth century, she was able to leave an indelible mark on the fashions and social habits of the time. Among the many contributions attributed to her, she is famous for launching the trend of high heels. It is said that Caterina commissioned this accessory from a Florentine shoemaker to compensate for her short stature and increase her confidence. The innovation was so successful that it was soon adopted by many women of the nobility.

Caterina, a great fan of horseback riding, introduced the use of tight-fitting culottes, an item of clothing initially designed for riding, but which immediately became a style icon, imitated by court ladies. No less revolutionary was her adoption of the corset to accentuate the silhouette, creating a fashion that courtesans could not ignore. Caterina not only influenced clothing, but also etiquette and the art of the table: she was among the first to promote the use of forks, fine tablecloths and the distinction between sweet and savory dishes. These innovations mark a milestone that even today’s most influential food influencers would find hard to match.

Another example of a strong influence in the fashion world takes us to the eighteenth century with Marie Antoinette, the last queen of France. Her opulent and sumptuous style has become a reference point for the collective imagination, immortalized in several works, including Sofia Coppola’s film that brought to the big screen an exaggerated aesthetic in everything: from imposing wigs to dresses full of flounces, ribbons and embroidery. Fashion at Versailles was an expression of status, and ladies of the court were forbidden to wear the same dress twice. Marie Antoinette, of course, always had to be one step ahead, imposing herself as an icon of luxury and glitz.

His style has inspired countless collections over the centuries. Just think of Moschino’s autumn/winter 2020 collection, with its very high hairstyles and elaborate dresses in pastel tones, or previous shows, such as Christian Dior Haute Couture in 2007 or Chanel’s Cruise in 2013.

In the twentieth century, cinema became the new vehicle for influencing society and defining new aesthetic canons. Stars of the silver screen, such as Marlene Dietrich with her androgynous charm, Audrey Hepburn with the famous little black dress by Givenchy in Breakfast at Tiffany‘s, or Marilyn Monroe with her platinum hair and seductive femininity, helped set standards of beauty and style. Even the male counterparts, such as the stars of the Hollywood Golden Age, created an idea of elegance that remains intact to this day.

Decades later, the global obsession with Lady Diana gave birth to a new model of celebrity worship. The Princess of Wales became the most followed and photographed woman in the world, and every aspect of her style was imitated by millions of people. Her iconic bob haircut and impeccable looks were constantly in the spotlight, and even Dior helped cement her status by dedicating the famous “Lady Dior” bag to her.

The ability of these historical figures to influence fashion and culture can be compared to the impact that influencers exert through  social media today. Just as Catherine de’ Medici or Marie Antoinette dictated the style rules of their eras, modern influencers define the trends of our time, using digital platforms to spread their aesthetic and influence to millions of people. Through a mix of creativity, authenticity and storytelling, they continue to redefine the concept of style and consumption, just like the queens of yesteryear.

In the 90s, we witnessed the emergence of supermodels, a new generation of inspiring muses, led by the iconic “Big Six” (Cindy Crawford, Claudia Schiffer, Naomi Campbell, Linda Evangelista, Christy Turlington and Kate Moss). They perfectly embodied the style of the nineties, alternating grunge dresses, bright colors, jeans on the catwalks and in everyday life, interpreting a sporty-chic aesthetic.

In the following decade, the collective obsession with celebrities reached new heights, with an explosion of stolen shots, paparazzi always in action and reportage bordering on voyeurism. This mix of media attention gradually shifted the spotlight to figures such as Kim Kardashian, Paris Hilton who became famous more for their constant presence in the media than for their talent.

2. The advent of social media

The massive advent of social media has practically eliminated the distance between celebrities and the public, allowing stars to independently manage their image and share it directly with followers through smartphone and computer screens. This has given rise to a continuous flow of photos, videos, comments and interactions, supporting those personalities who are able to constantly feed this system with content, which while not epic, is perfect for being posted and shared and making people feel involved and close.

At the end of the day, the gap between fashions inspired by the whims of monarchs, actors and supermodels and the triumph of influencers such as the Italian Chiara Ferragni could be much less marked than one imagines. Both represent the natural evolution of the cult of personality and the power of influence on trends, although declined in different contexts and times.