On Our Minds: An Influencers Influence by Mollie Shapiro

In today's hyper-connected, socially-charged world, are any decisions we make entirely void of influence? Take a moment to consider the last purchase you made, the last restaurant you ate at, or the last live event you attended. What inspired you to make that decision? Did you see it in a Top 10 list in a publication you read? Did a friend recommend it? Did you come across it in your social feed, hyped up by someone you follow and trust? Regardless of which option you selected, your decision was influenced.

The impact of influence has always been great - word of mouth is a top driver for purchase and was highly coveted long before we spent our time scrolling through our Feeds, Reels, and TikToks. But the biggest shift in recent years is the sway that a total stranger whom you've never met but implicitly trust can have on your decision-making process. And that is a huge opportunity for marketers when harvested correctly. It's also why influencer marketing is one of the fastest-growing marketing channels, with the industry currently valued at more than $16 billion.

In the past year, 61% of consumers said they trust influencer recommendations, compared to 38% who trust brand-produced content. This is why forging relationships with influencers early on and providing unique access before there is a tangible experience for people to react to is fundamental to a live event launch plan. By giving influencers this access and the freedom to create content that resonates with their audiences and is native to the platforms they are most active on, we are cultivating brand advocates who open up a world of possibilities to reach new audiences. We've seen the shifts in consumer behavior, with audiences demanding much more information and education about a product or experience before making a purchase commitment and thus purchasing later. As a result, it's more important than ever to establish these relationships early and lean into the power of influencers.

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