Social Influence

Once upon a time, Calvin Klein capitalized on the idea of a “brand influencer”. Brooke Shields did high kicks for their jeans. “Marky” Mark Wahlberg declared that nothing should come in between you and your Calvins. Kate Moss conveyed that “cool” smelled like CK.

It’s simple: pair a classic brand with a rising star, then sit back and watch sales rise. They already have a devoted audience aching to be them, why not show them how to look the part? While Calvin Klein certainly wasn’t the first to use celebrities as a part of their branding, they have a reputation for having some of the most iconic ad campaigns in the history of fashion. This was a time when magazines dictated the flavor of the month. They were the world’s sole source of style.

Then along came the internet. The world wide web not only connects the world to an infinite amount of information, it also connects the world with one another. The limits and definition of the term “sharing” have evolved as the internet has grown. Information, images, and ideas have become instantaneously available to all corners of the world. This global connection has ultimately been facilitated by the successful introduction of social media.

Millions spend hours of the day glued to various social media platforms, uploading snippets of their lives while interacting to content published on their newsfeed. Recently, certain platforms have altered their algorithm to prioritize certain content over others based on popularity. This has given brands a unique opportunity to not only tap into the interests of its consumers based on their interaction with social media content, but has also given them control over when and where their own content will be viewed. As a result, social media influences a majority of sales made online. It has also given rise to a new breed of brand influencers, few who have actual modeling experience.

Social media introduced the idea of a “social influencers”, beauty bloggers who affiliate with cosmetics and clothing brands due to their sizable social media following and act as brand ambassadors. Rather than rely on celebrity branding, brands have begun to rely on their native audience to help engage their following. As a result, they have access to a growing source of inexpensive advertising and have given their fans a chance to supplement their income by doing what they already do: post selfies of their outfits.

Mark Wahlberg may boast an impressive 4.2 million followers today, but social media has proven it only takes a few thousand to make an impact.