Influencer marketing - what is it? why is it relevant?

What is influencer marketing and how has it shaped modern marketing In this podcast we explore the world of influencer marketing, tracing its evolution throughout history and its transformative impact on modern marketing. The episode explores the concept of influencer marketing, which involves endorsements and product placements from individuals with expertise or social influence, particularly on social media platforms like Instagram, YouTube, and TikTok. The historical roots of influencer marketing are examined, from ancient Rome's gladiators endorsing products to 18th-century examples of leveraging royal associations for promotion. The podcast highlights pivotal moments such as Coco Chanel's contributions to fashion marketing and the use of fictional characters like Santa Claus by Coca-Cola. It also discusses how celebrity endorsements by brands like Nike and Pepsi have shaped consumer behaviour. The rise of reality TV stars and social media influencers as relatable and authentic figures is emphasised, leading to the current era of micro-influencers, user-generated content, and niche industry partnerships. The episode concludes by stressing the importance for businesses to stay informed and adapt their influencer marketing strategies to the evolving landscape of social media platforms.

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