The History of Influencer Marketing: How TikTok Redirected our Attention

This episode is powered by Inuit Mailchimp, Australia's #1 email marketing and automation platform. In this week's episode, I explore the history of influencer marketing, dating back to the 1930s. I look at how different moments in technology changed the industry— like the rise of mommy bloggers and the introduction of social media— before diving into how TikTok disrupted everything just a few short years ago. I also share three case studies of brands that have done TikTok influencer marketing well recently. The episode finishes with an interview with Inuit Mailchimp's global creative director Jeremy Jones, who talks me through the brand's recent launch into Australia and how this marketing campaign came to life. Timestamps: 6:28 History of influencer marketing 7:04 Coca-Cola redesigns Santa Claus 7:57 Celebrity endorsements 8:07 The introduction of digital influencers: mommy bloggers 9:30 The rise of social media 11:25 How TikTok disrupted the industry 12:56 Case study: Marc Jacobs 15:04 Case study: Poppi 17:12 Case study: Inuit Mailchimp 19:45 Interview with Jeremy Jones Find our podcast YouTube channel here: https://www.youtube.com/channel/UC18HclY7Tt5-1e3Z-MEP7Jg  Subscribe to our weekly Substack: https://centennialworld.substack.com/  Join our Geneva home: https://links.geneva.com/invite/7eb23525-9259-4d59-95e3-b9edd35861a5  Follow us on Instagram: https://www.instagram.com/infinitescrollpodcast/ Follow Lauren on Instagram: https://www.instagram.com/laurenmeisner_/  Sources: https://www.adweek.com/brand-marketing/how-mom-bloggers-helped-create-influencer-marketing/  https://blog.commissionfactory.com/guides/influencer-marketing-history  https://www.inc-aus.com/kim-jao/how-marc-jacobs-cracked-code-for-going-viral-on-tiktok.html https://grin.co/blog/the-history-of-influencer-marketing/  https://www.aspire.io/blog/the-evolution-of-influencer-marketing https://www.internethistorypodcast.com/banner/#:~:text=There%20was%20no%20%E2%80%9Cone%E2%80%9D%20first,banner%20ad%20(or%20ads)