Influencer marketing, although it seems like a recent phenomenon with the advent of social media, has actually been around in one form or another for centuries. The premise of influencer marketing rests on the concept of ‘influence’ which has been always a part of human society. Historically, royalty, religious, and political leaders, celebrities in arts and entertainment have always been influencers, shaping public opinion and consumption habits.

In the 1700s and 1800s, companies used royal endorsements as a sort of influencer marketing. By the mid-20th century, this evolved into using movie stars, athletes, and other celebrities to promote products, thereby influencing their fans and followers.

With the onset of social media in the past two decades, the definition of influencers expanded to include any individual who could amass a significant online following and thereby wield influence over them, such as bloggers, vloggers, and industry experts.

Evolutions in technology have paved the way for ties between brands and influencers to become more sophisticated. Platforms like Flinque, among others, have made the process more streamlined, offering a structure for brands to conduct influencer discovery, campaign planning, performance tracking, and ROI measurement.

But remember, not all platforms suit the same needs. Some might excel in analytics while others have a robust discovery engine. It’s critical for brands to identify their needs and choose a platform that aligns with them the best. Flinque, for instance, shines in the balanced mix of discovery, campaign workflows, and analytics functions.

In essence, while social media and influencer marketing platforms helped amplify and structure the influencer phenomenon, the very concept of using influential individuals to sway public opinion or promote products has been in existence for a long time.