The INFLUENCERS movie has arrived ! – INFLUENCERS is a short documentary that explores what it means to be an influencer and “how trends & creativity become contagious” today in music and fashion, or for that matter in other industries too. In its own words “The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.”
What I find very interesting is the commentary surrounding the film and few salient points mentioned in the film. Lets start with some of the commentary. Film maker Ryan Fitzgerald poignantly writes “A very interesting film. If you read the fine print “by R+I Creative” you may realize that this is a clever advertisement for the creative agency itself. As a filmmaker I understand that media is the ultimate manipulation tool, and by making a film about what an “Influencer” is you are essentially creating yourself as the authority on how to influence people. According to this film, things that are “cool” are eventually things that spread to the mainstream. Which is how creative agencies make money; by bringing “cool” to the masses.”
The other and more pertinent fact is that is that the film about our times and how trends, trendsetters are tapped into but what’s also clever is the buzz and the very special social elements which are part and parcel of the film convergence media model. Its shareable, its available across multiple access points and on other devices ( ipad, smart phones, facebook, twitter, blogs ) people can comment on it. Over and above the veneer of New York hip and cool at the 12 and quarter minute mark as the film comes to its riveting conclusion Rob Cohen of Cornerstone starts to talk about social media effect of influence and the many touchpoints social technologies have opened and will continue to open. This leads to the one very final and relevant piece of interview with fashion editor Josh Peskowitz, where he underscores that the importance of the consumer is paramount and that they are influencing the establishment .. “who knows where that will lead, no of us do…. we got to wait and see”.
I can’t wait for the next episode!
So while the film is the latest or newest thing on the social block, back in 2009 the concept or the use of the word “Influencers” began to the rear its head as a trend in the social media vernacular. In May 2009 I wrote another blog post titled Understanding the Influence Landscape and 2009 the Year of Influence based on the commentary by Ross Dawson (Trends in Living Networks). Its was no accident that this time old marketing concept had come back to the fore. This time it was not dressed up as the media attractive celebrity and brand ambassador and the concept or relational or relationship marketing, it was based on the social influence, a confluence of aggregators, networks , and mechanisms which, was best summed up as:
* The democratization of media, which gives everyone a channel to propagate theirs or others’ opinions.
* Peer trust, which places far greater faith in individuals than corporate advertising and marketing.
* The ongoing fragmentation of mass media, which takes away the power of traditional marketing channels.
* The aggregation of social media, which gives a far stronger voice to the many individual conversations.
I think these still prevail today as elements of convergence culture and Ross’ work cleverly put together the following diagram on the Influence Landscape which while only a beta v 1 still stands the test of hyperspeed in today’s networked world. Its 18 months old and was released almost at the same time as Twitter’s rise to accepted popularity and verging acceptance as mainstream media.
Tags: convergence, convergence culture, influencers, media, net, social media, trends