The Evolution of Influence: From Royalty to Instagram

Influencer marketing may seem modern, but its roots stretch back to the 18th century. In 1760, British potter Josiah Wedgwood had a brilliant idea.

He leveraged an endorsement from Queen Charlotte, wife of King George III, to turn his pottery into a royal-approved product.

Insight: Royal endorsements weren’t just random approval. They were strategic marketing moves that positioned products in front of the wealthiest and most influential customers. By setting the tone of luxury, Wedgwood used influencer marketing to tap into a desire for social status.

SELLING DREAMS, NOT SOAP

By the late 1800s, celebrities were taking over the role once held by royalty. Sarah Bernhardt, one of the world’s first internationally famous actresses, began endorsing everything from beauty products to clothing. She even famously advertised William Painter’s safety razor.

The underlying message? If someone as elegant as Bernhardt could use it, anyone could feel a touch of glamour.

Meanwhile, around the same time in India, JRD Tata subtly leveraged his status as a respected business leader to promote Tata Tea. A product meant to instill a sense of pride in Indian-made goods.

Insight: Celebrity endorsements in the 19th century were less about status and more about personal connection. People didn’t just want the product; they wanted to live the celebrity's life.

THE POWER OF OPINION LEADERS

What was the way to influence before ‘influencers’ existed?

In the 1940s, sociologist Paul Lazarsfeld introduced the Two-Step Flow of Communication theory. He found that mass media didn’t directly influence the public. Instead, opinion leaders—people trusted by their communities—acted as intermediaries.

This theory laid the groundwork for what we now call influencers.

Insight: Lazarsfeld’s theory explained why certain individuals had sway over entire groups, a phenomenon brands have been leveraging for decades.

GOING VIRAL BEFORE THE INTERNET

It’s the 1960s, the era of brand mascots.

Mascots may seem far removed from today’s influencers, but they represent the same strategy: personifying a brand to create an emotional connection with the audience.

Think of Tony the Tiger for Kellogg’s Frosted Flakes, a character designed to embody the energy and fun parents wanted for their kids. These mascots were the face of marketing before social media stars

Insight: Mascots became icons in their own way. Companies use mascots to build long-lasting relationships by appealing to customer’s values and emotions.

BRAND ICONS FROM THE 2000S

This was the time when the internet transformed. Bloggers and vloggers were relatively new vocabulary. Perez Hilton, for example, became one of the first bloggers to turn celebrity gossip into a booming business.

Hilton showed that you didn’t need TV appearances to have influence; a laptop and a blog were enough to build a dedicated following.

Insight: The early digital influencers understood that authenticity was their currency. Unlike traditional celebrities, they spoke directly to their audiences, unbiased and authentic, which gave their opinions more weight.

Brands were quick to notice and began to partner with these new digital figures.

THE LAUNCH OF INSTAGRAM

Chiara Ferragni, founder of The Blonde Salad, became one of the first influencers to turn her social media presence into a multi-million-dollar business. The media was Instagram.

Unlike traditional celebrity endorsements, Ferragni and others built their influence through daily, relatable content that showcased their personal lives and brand partnerships.

Insight: Instagram ushered in the era of the micro-influencer—someone with a niche but fiercely loyal following. Brands learned that these influencers can have more sway over their audience than a celebrity.

INFLUENCER MARKETING IN 2025

Influencer content and ads are quite blurred now, it's hard to spot the difference.

However, the highlight is that platforms like TikTok and YouTube have enabled creators to build their brands while promoting others. Unlike traditional ads, influencer content often feels like genuine recommendations, even though it’s strategically crafted to sell products.

Insight: Influencer marketing has always been about leveraging trusted voices to sell products, from royalty to relatable Instagram stars.

As social media continues to evolve, so does the way brands tap into influence. Whether it's niche micro-influencers or global superstars, one thing remains clear: the power of personal recommendation isn’t going anywhere.