Successful marketing campaigns have both targeted influencers on social media and take advantage of brands with “adjacent audiences,” to cross-promote. See Kathleen Willcox's article at Wine-Searcher.
If your gorgeous, rich friend – the one with impeccable taste – starts raving to you about this delightful new Sauvignon Blanc that she's "obsessed with", the next time you're in the market for a bottle, you may just slip it into your cart. Purely out of curiosity, of course.
At this juncture in the 21st Century, we are all (or think we are) fairly immune to the cruder attempts of the advertising industry to grab our attention, with billboards, pop-ups, commercials, groaningly obvious product placements. Instead, we rely on friends, a handful of trusted experts and experience to guide our purchases.
But now that the "influencer" industry has started inserting itself into our social media feeds, things have become a bit murkier.
Read the full article at Wine-Searcher.