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We’re living in a world driven by influence. Every decision we make is influenced by the media, newspaper, internet or other means since birth.
The hard truth is most people do not believe this. Most people believe they have independent thinking – that line of thinking could not be farther from the truth.
By definition, influence is described as the capacity to affect the character, development or behavior of someone or something, or the effect itself.
Influencer marketing has become a new powerful strategy used when it comes to generating sales. Brands leverage the influence of up-to-the-minute trendsetters or brands to reach their target audience and promote their products. Most influencers have large and engaged followings on social media platforms such as Instagram and TikTok.
These campaigns didn’t just ride on luck – they crafted strategies rooted in creative freedom, precision targeting and real-time optimization.
Leveraged nostalgia – creates a sentimental longing or wistful affection for the past, typically for a period or place with happy personal associations – and cultural relevance, defined as refers to the extent to which something such as a piece of content, activity or product, resonates with the values, beliefs, practices and experiences of a particular cultural group. It’s about being meaningful and significant within a specific cultural context.
According to the Influencer Marketing Benchmark Report, the influencer marketing industry has been valued at $24 billion at the end of 2024.
When something is culturally relevant, it connects with people on a deeper level because it reflects their lived experiences and identities. This connection can foster a sense of belonging, validation and engagement, regardless of age.
The alcohol industry faced advertising limitations and complications, but now has the platform – social media.
And with social media being the most valued marketing tool nowadays, alcohol companies can engage their audience creatively at just about any age.
While there are still guidelines that apply to protect us, such as stating the legal drinking age, alcohol companies have more creative freedom regarding social media marketing through influencer marketing. By leveraging influencers, alcohol companies can reach age-appropriate audiences with compelling content that doesn’t feel like an advertisement by operating at a less commercial level, alcohol companies build relationships with consumers through the endorsement of like-minded influencers they resonate with.
Evidence suggests that adolescents may be targeted specifically. These ads may shift alcohol expectancies, norms regarding alcohol use, and positive attitudes among youth to drink.
Dr. Herb Clark of Murphy is an expert in the field of addiction with 33 years of experience. He served on the N.C. Professional Practice board, adjunct professor for two universities and was a U.S. Marine serving 25 years, through two wars and three conflicts traveling the world, seeing the effects of addiction firsthand worldwide. Send questions or comments to him at hypno321@hotmail.com.