The art of influence will never go away. Everyone is an influencer within their sphere of influence. When you think about the definition of influence, it’s really about influencing someone to take an action to do something whether that’s like a purchase, a click, or a recommendation. So we all have our spheres of influence.
When we started DBA back in 2010, we were one of the first agencies to represent bloggers. Instagram had just started. There was no Pinterest. There was no YouTube, you had all of these different channels that didn’t exist. I remember when we started representing ‘Power Pinners’. And so it’s the evolution in the same way that fashion, has fashion stylists, makeup artists, and estheticians. Now there’s a whole buzz with being a celebrity chemist. There will always be some form of influence that is happening.
I think that the key is authenticity. And I know we talk about authenticity all the time, but that’s the reason TikTok is doing so well. So people don’t even realize that they’re being sold to. So I think that it’s not that the art of being an influencer or influencing someone else to take an action will go away. It’s really about this notion of authenticity, trust, originality, and uniqueness. And once you can get that trust and connectivity with your audience, they essentially will believe you.
