The book ‘The Tipping Point: How Little Things Can Make a Big Difference‘ by Malcolm Gladwell says that “Ideas and products and messages and behaviors spread like viruses do.”
The spread and success of this kind of virus is often done by influential groups and people. A trend can start but without the right endorsement it often fails to be seen and also emerge.
So who are the spreaders and trend setters? Well they are the brands or people who capture our attention and who we listen to.
1. Well established brands with global presence and who’s products success is determined by already well established brand and logo recognition.
2. Popular media outlets like magazines, websites and blogs.
3. Celebrities who are looked up for their success.
4. Emerging creatives and entrepreneurs with new ideas.
We all contribute to spreading ideas big or small, by creating, elaborating or simply endorsing them. And the influence of our “ideas and products and messages” is amplified when we partner up with one or more of the 5 groups above.
For example, brands promote through advertising and product placement in the media, websites like www.honeyee.com are supported by a network of celebrities and creatives, and www.thesartorialist.com blog publishes photos of well dressed people like yourself.
Recently certain celebrities and emerging creatives have been recognized to have a particularly strong influence. This group of people has become known as ‘Influencers’.
The good video below goes into greater depth about this group of ‘Influencers’.
INFLUENCERS is a short documentary that explores what it means to be an Influencer and how trends and creativity become contagious today in music, fashion and entertainment.