Warc Briefing: Influencers

This briefing offers an overview of the history, theories and key trends related to Influencers marketing.

Warc Briefing: Influencers

Definition: Influencers (or Influentials) are individuals who disproportionately affect the purchasing and behavior of others by virtue of their real or perceived knowledge, authority, position or history.

Quick facts

  • Ford used 100 Influencers on its US Fiesta launch in 2009i.
  • An estimated 10-20% of Americans may count as Influencersii.
  • In a study of the international coffee market, Germany had the fewest Influencersiii.

History and future outlook

Influencers have always existed. Marketers called them by other names, and they did not so much target them as discover them...

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