The idea of influence is as old as society itself. Since the beginning of organised civilisations, there have been individuals who, because of their knowledge, social position or oratorical skills, exercised power over others.
The ability of an individual or group to shape the beliefs, behaviours or decisions of others is one of the most powerful social forces and has been widely discussed since ancient times.
Today, influence finds its main stage on social media and is extensively explored by marketing, creating what we call “influence marketing”. In this digital context, influence marketing has become one of the most relevant strategies for brands and companies seeking to establish an authentic and direct connection with consumers.
Among the earliest thinkers to address the subject of influence, Socrates stands out for defending the concept of moral influence as a duty. For him, those who possessed knowledge and the ability to exercise judgement had a responsibility to exert a positive influence on society. This view contrasted with the Greek philosopher’s distrust of the Sophists, who, rather than seeking truth, used rhetoric to manipulate the masses for their own benefit.
Plato also reflected on the question of influence, particularly in the context of politics and ethics. In his dialogue The Republic, Plato discusses the importance of education and philosophy as tools for forming wise and just rulers. For Plato, good influence was that which promoted justice and the common good, while bad influence arose from selfish interests and manipulation.
Aristotle addressed persuasion and influence in his Rhetoric as techniques that could be used for either good or evil, depending on the intentions of those applying them. This reasoning is particularly relevant to influence marketing, since campaigns can be educational and useful to consumers, but also misleading or manipulative.
During the Renaissance, Machiavelli introduced a more pragmatic view of influence in his famous treatise The Prince. For Machiavelli, the power of influence lay in a leader’s ability to shape perceptions and manipulate public opinion in the interests of political stability and control. This Machiavellian view is commonly associated with the darker side of influence, leading us to question the extent to which those who wield influence do so for a greater good or merely in pursuit of their own interests.
Celebrities on television
If, in ancient times, influence was exercised mainly by philosophers, politicians or spiritual leaders, the advent of mass media, particularly television, gave influence new dimensions. In the television era, brands began to recognise the power of celebrities to attract consumers’ attention and trust.
Since the 1970s, it has been common to see actors, musicians and athletes featured in advertising campaigns, lending their image and charisma to products and services. The logic behind this strategy is simple: when the public trusts a public figure, that trust is transferred to the brand they represent.
Cosmetics companies, for example, frequently hire famous actresses to promote beauty products, while sports brands associate themselves with renowned athletes.
One of the most emblematic examples of this type of marketing was the collaboration between Nike and Michael Jordan, which led to the creation of the “Air Jordan” brand. This partnership became a cultural phenomenon, with a lasting impact and repercussions extending well beyond sport, demonstrating the power of influence wielded by a public figure.
However, influence marketing through television is not without limitations. Communication is one-way, and consumers have little or no means of interacting directly with the celebrity or the brand. In addition, despite its massive reach, television does not allow for highly precise audience segmentation, meaning advertisements reach very broad audiences that are not always made up of those most interested in the product or service.
Influencers and social media
With the arrival of the internet and, later, social media, the dynamics of influence changed dramatically. Social networks such as Instagram, YouTube, TikTok and, more recently, Threads have enabled ordinary people, often without a traditional media career, to build significant audiences and become digital influencers. This new class of influencers has a genuine and close relationship with its followers, creating an atmosphere of trust and authenticity that is difficult to replicate on television.
Within the digital ecosystem, influencers operate as micro-celebrities, creating content that reflects the specific interests of their followers and interacting with them directly. Through this closeness, they are able to establish relationships of trust and loyalty that brands seek to leverage. This gave rise to digital influence marketing, which stands out for enabling more personalised and direct communication between influencer and audience.
Digital influence marketing works through partnerships between brands and influencers, in which influencers agree to promote products or services in exchange for financial compensation or another form of benefit.
Depending on the influencer’s profile and the campaign’s objective, these partnerships can take several forms. One of the most common formats is product placement, in which the influencer integrates a product into their content in a natural and spontaneous way, as though making a personal recommendation. Another popular format is unboxing, in which the influencer opens a package from the brand in front of their followers, revealing and commenting on the products they have received.
This type of marketing is not only highly targeted but also enables brands to reach market niches that would be difficult to access through traditional media. For example, influencers specialising in fitness and wellbeing have followers with a specific interest in these areas, making them ideal for promoting supplements, sportswear or gym equipment. Likewise, fashion and beauty influencers are effective at promoting cosmetics and clothing, reaching the consumers most interested in these products directly.
Ethical challenges in the digital world
However, digital influence marketing is not without its challenges. One of the most common problems is a lack of transparency surrounding paid partnerships. Many influencers, fearing the loss of authenticity, do not always disclose that they have been compensated to promote certain products, which may lead followers to interpret those recommendations as genuine opinions. To mitigate this problem, digital platforms and regulatory authorities have begun requiring influencers to make it clear when a post is paid, using hashtags such as #publi or #ad.
Another challenge is “market saturation”, where the growing number of influencers and sponsored content can generate scepticism and distrust among consumers. At the same time, the phenomenon of “fake influencers” — people who buy followers to appear more influential than they really are — creates a problem for brands, which may invest resources in influencers who, in practice, do not have a genuine audience.
In addition, authenticity remains a crucial issue. An influencer’s recommendation is more effective when they genuinely like and trust the product or service they are promoting. When influencers accept partnerships solely for financial gain, without any real affinity with the brand, this can lead to a loss of credibility among their audience.
The future of influence marketing
Despite these challenges, influence marketing continues to evolve, and brands are becoming increasingly aware of the importance of establishing genuine and authentic relationships with influencers. The trend towards working with “micro-influencers” — individuals with smaller but highly engaged audiences — is expected to continue growing. These smaller influencers tend to have a closer connection with their followers and higher engagement rates, which can generate a stronger impact for brands.
Finally, as influence marketing becomes increasingly sophisticated, brands are expected to invest in tools and technologies capable of measuring the impact of their campaigns more accurately, making it possible to assess return on investment and the effectiveness of each partnership. With the growing adoption of artificial intelligence and data analytics, it will be possible to optimise strategies even further, continuously adapting them to consumers’ needs and preferences.
The ability to shape opinions and behaviours is a powerful tool that brands — whether products, companies, politicians or ideas — will continue to exploit.
Paulo Fidalgo
CEO of Marketividade
