Last week, I wrote an online guided tour of an emerging technology. The scenario included a clothing chain. To demonstrate how the solution responds to unexpected occurrences, I wrote that a dress sold out after an influencer was shown wearing it. 

The next day, I read how singers like Taylor Swift and Beyoncé have vast influence over their avid fan bases – the Swifties and Beyhive – and regularly sway perceptions and behaviors. For instance, a single Instagram post by Swift on September 19, National Voter Registration Day, helped the nonprofit group Vote.org register more than 35,000 new voters, nearly a 25% increase over last year.  

Influencers aren’t new. First ladies like Mary Todd Lincoln, Eleanor Roosevelt, Jacqueline Kennedy Onassis, Betty Ford, and Michelle Obama have not only influenced fashion, but perspectives, including civil rights, racial justice, women’s rights, addiction treatment, and early childhood education.

Influencer marketing ROI blows online advertising out of the water. However, using influencers to solely drive awareness is as cost-effective as a Paula Deen fitness camp. The key to effective use of influencers is their ability to cause behavior.”

Jay Baer, customer experience expert and speaker

Yesteryears’ petite circle of prominent influencers have sprouted into countless influencers in every country, every industry, every profession, and every media.  According to a study, conducted by Forbes, 72% of people say their trust in influencers has increased, while 66% say purchase decisions are often driven by influencers, and 64% say that influencers can help them discover new brands.

Simultaneously, as influencers reach the pinnacle of dominance in the marketing mix, another variation of puffery is emerging, creators. Rather than just touting brands, these individuals have unique perspectives, producing sharable videos, images, audio content, and written works.

In a Sprout survey of 280 marketers who oversee their brand’s social media strategy, 57% of respondents collaborate monthly with content creators to reach new audiences, generate engagement, change perceptions, strengthen community, and elevate their brand values.

I can’t help wondering, do we no longer trust ourselves to make a decision? Are we depending too much on what influencers and creators tell us what to think, do, and buy?