How Personal Brands Shape Public Opinion & Why You Need to Care

Personal brands aren't just changing the game; they're rewriting the rulebook.

Gone are the days when influence was solely in the hands of traditional celebrities and media moguls. Now, anyone with a smartphone and a compelling story can attract a following that rivals a small nation.

But here's what most people aren't aware of - this shift isn't just about numbers and audience size.

It's about a fundamental change in how we consume, process, and act on information.

Think about it:

? Instagram models are now fashion trendsetters.

? YouTube creators are the TV channels.

? TikTok dancers are shaping pop culture.

? LinkedIn personal brands are using video to shape how business leaders think.

These trailblazers have cracked the code of social media algorithms, weaving personal narratives and experiences into content that changes thinking behaviours on a massive scale.

The result?

A new breed of influencers are creating personal brands that are more relatable, more accessible, and arguably more influential than any public figure we've seen before.

Influencers don't just mirror public consciousness - they actively mould it.

92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising (Nielsen Global Trust in Advertising report)

Psychological Impact on Communities

Influencers shape our world in subtle yet profound ways, harnessing deep-rooted psychological principles, knowingly or unknowingly.

Their strategies typically rest on three pillars:

1. Social proof.
2. Parasocial relationships.
3. Halo effect

Each playing a unique role in how we perceive and interact with online and social media content.

These elements form a potent mix of influencing behaviours and opinions across a global audience, far beyond entertainment.

83% of consumers?recommend a brand they follow on social to friends and family (Sprout Social)

1. Social Proof

Social Proof?is a psychological phenomenon in which people mirror the actions and opinions of others, under the assumption that those actions reflect the correct behaviour.

Influencers, by their substantial followings, become benchmarks for social proof.

When an influencer advocates for a cause, recommends a product, or adopts a certain stance on an issue, their audience will likely perceive that action as the 'correct' one.

Data on influencer reach indicates that social proof is magnified when individuals have large and engaged followings.

For instance, a Nielsen study showed that 92% of people trust earned media, such as recommendations from influencers, more than other forms of advertising.

Parasocial relationships are?one-sided relationships, where one person extends emotional energy, interest and time, and the other party, the persona, is completely unaware of the other's existence (National Register of Health Service Psychologists)

2. Parasocial Relationships?

Parasocial relationships introduce a nuanced layer of influence.

These one-sided bonds, where followers feel a personal connection to influencers they've never met, amplify the impact of every post, tweet, or video.

This connection turns influencers into trusted figures, almost friends, whose recommendations and viewpoints carry weight akin to a close acquaintance's.

Influencers create an illusion of friendship and intimacy through consistent and personalised content.

This perceived closeness means that when an influencer expresses concern about environmental degradation or social injustice, or recommends a product, their audience is more likely to care, as if a friend were talking to them.

3. The Halo Effect

The halo effect complements these dynamics, lending credibility to influencers beyond their expertise.

If an influencer is skilled in one area, followers often presume competence in other domains as well, making their opinions on various subjects highly persuasive.

This psychological shortcut enables influencers to sway public opinion on matters ranging from consumer products to social issues, with their endorsement serving as a powerful seal of approval.

Followers associate the influencer's expertise in one area with trustworthiness in another, compelling their endorsements of causes.

Each of these psychological underpinnings helps to explain the large-scale impact influencers can have on public consciousness. The reach of influencers is a crucial element to consider.

On platforms like Instagram, a single post from a major influencer can garner millions of views within hours.

YouTube vloggers who discuss environmental issues or social causes in their videos often see those videos shared and discussed across various platforms, further extending their reach.

Case Studies

It's difficult to dispute the impact influencers have on purchasing decisions.

I think it's important to underscore how the personal brands of influencers can impact environmental or social causes through evidence.

Mr Beast

A great example is the #TeamTrees campaign initiated by YouTuber MrBeast in collaboration with the Arbor Day Foundation.

Mr Beast is known for his fast-paced, high-production YouTube videos featuring elaborate challenges and lucrative giveaways. At the time of writing he has 318 million subscribers on the platform.

The campaign aimed to raise $20 million to plant 20 million trees by 2020. Leveraging the reach of influencers across YouTube, the campaign quickly went viral, attracting donations from influencers' audiences, fans, and even celebrities.

The campaign successfully raised the needed funds, showcasing the tangible impact influencers can have when rallying their audiences for a positive cause.

Leonardo DiCaprio

Another case is the significant influence of actor Leonardo DiCaprio, a celebrity influencer and environmental activist, who uses his personal brand and huge platform to address climate change.

At the time of writing, he has over 61 million followers on Instagram.

Leonardo's documentary, 'Before the Flood,' reached millions of viewers globally, influencing public discourse on the subject.

His Instagram posts about environmental conservation often receive hundreds of thousands of engagements, suggesting a significant impact on his audience's environmental consciousness.

Greta Thunberg

Lastly, the impact of Swedish influencer and activist Greta Thunberg illustrates how influencers can serve as catalysts for social change by using their personal brand for good.

Her Fridays for Future movement began with a single act of protest, yet due to her ability to communicate her message through social media effectively, it has mobilised students worldwide to participate in climate strikes.

The world is a better place because of her work. She regularly attracts mainstream news coverage worldwide on environmental issues, bringing issues to light that the general public would otherwise never hear about.

Her impact is measurable. The hashtag #FridaysForFuture has amassed millions of impressions, catalysing student activism on a global scale.

Combining these psychological strategies with the unprecedented reach afforded by social media platforms has positioned influencers with strong personal brands as formidable agents of public opinion, particularly in environmental and social advocacy.

Do Social Media Influencers Hold Too Much Power?

Yes and no.

Some individuals are not equipped to handle the responsibility that comes with influence.

But here's the truth - The Earth's future depends on those who can amplify important messages.

Influencers with strong personal brands have the unique ability to raise their voices above the din of stale, corrupt governments and hate groups worldwide.

They're not just content creators.

They're not just trendsetters.

They're modern-day town criers, alerting us to issues that matter.

Is it a perfect system? Far from it.

But in a world where traditional media often falls short, influencers fill a crucial gap.

They spark conversations.

They mobilise movements.

They make us care.

The real question isn't whether influencers have too much power.

It's whether we're ready to harness that power for the greater good.

Because in the end, influence isn't just about follower counts or engagement rates.

It's about impact.

And right now, our world needs all the positive impact it can get.

If you have a personal brand, you too can be part of the solution.

About the author, Matt Mahmood-Ogston

Hey thanks for reading. A bit about me - I'm a purpose-driven personal branding consultant and CSR photographer for half of my week, and a multi-award-winning charity CEO for the other half.

I use my unique blend of leadership, coaching and photography skills to help my clients grow and thrive.

In my rare moments of downtime, you'll find me in London walking my dog or working on Bona Parle, my new social impact platform for creators.

If you need help reaching more people with your personal brand, or communicating the value of your CSR initiatives, please do get in touch.

ogston.com