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Learning Influence

Explaining to my parents' generation what I do at work is challenging enough even though they are familiar with many components of it from their working years. Trying to explain what a Tik-Tok influencer does is a whole another level of impossibility. 

Before the pandemic, Herbes owned a vintage shop, but once Covid hit, she found herself in the position of many other small business owners and had to shut down her store. TikTok became her primary business. Because of the popularity of her blog, Herbes was able to monetize her TikTok through sponsored posts, which she works with brands to develop.

Sometimes, to mix it up and engage her followers, she’ll involve them in her design choices. When decorating a guest room, she asked viewers to vote on the color of the decorative pillows. (Teal won out over pink, and viewers also chose a salmon-colored paint for the walls.)

Lately these world have collided for me as I find myself researching how influencer marketing works on Tik-Tok for a client. I am not sure I actually understand what makes these folks popular and powerful enough to be the growth engine of a brand. My level of incomprehension is not much far from that of the elderly folks I can't explain modern technology to. The history of influencer marketing is helpful as it connects an old concept to new execution mediums.

Starting as early as the 18th century, marketers have leveraged the power of influential people. Josiah Wedgwood was a British potter whose cream-colored artwork got the approval of Queen Charlotte in the 1765 — even earning him the official title of “Her Majesty’s Potter.” Knowing that the Queen was the ultimate influencer at the time, Wedgwood leveraged his new status and promoted his pottery as “Queensware,” the world’s first luxury brand. The royal endorsement catalyzed his brand, as people started flocking to his business and clamoring for his work soon after.

And there is the whole murky side to this business with influence being peddled to young and impressionable targets - they are the ones that drive the numbers and virality. 

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