“The Influentials: One American in Ten Tells the Other Nine How to Vote, What to Eat, and What to Buy” was first published in 2003 and explores the concept of influentials, or the small group of people who have disproportionate influence over the opinions and behaviors of their peers. The authors draw on extensive research to provide insights into how these influentials operate and how they can be leveraged by marketers and advertisers to promote their products or ideas.
Influentials are not the same as opinion leaders
Opinion leaders are often thought to be the key influencers in society, but Keller and Berry argue that true influentials are a separate category. Influentials are not necessarily the most knowledgeable or enthusiastic about a topic, but rather they are the ones who actively shape the opinions and behaviors of others.
Influentials are influenced themselves
Despite their status as influencers, influentials are not immune to the opinions and behaviors of others. They are influenced by their peers, media, and other external factors, just like everyone else.
Influentials can drive social change
In addition to driving consumer behavior, influentials can also drive social and political change. By sharing their opinions and encouraging others to take action, they can bring attention to important issues and spark meaningful conversations.
Influentials are not infallible
While influentials may have a significant impact on the opinions and behaviors of others, they are not infallible. They can be wrong or misguided, and their opinions are not necessarily representative of the larger population. It’s important to approach influencers with a critical eye and not blindly follow their lead.
Influentials can be found in all age groups
Influentials are not limited to a particular age group or demographic. While they may be more common among younger generations, they can be found in all age groups and across a wide range of interests and lifestyles.
Influentials are connected and respected
Influentials are often well-connected and respected within their social circles. They may be leaders in their communities or have a large following on social media. What sets them apart is their ability to shape the opinions of others based on their credibility and trustworthiness.
Influentials are not always easy to identify
Identifying influentials can be challenging, as they often don’t fit neatly into predefined categories or demographics. It may take some digging and research to uncover the individuals who are truly driving opinions and behaviors within a particular social circle.
Influentials can be leveraged for marketing purposes
Marketers can leverage influentials by targeting them directly with product information and samples, or by creating content that is likely to be shared among their social circles. By tapping into the networks of influentials, marketers can reach a wider audience and generate more buzz for their products.
Influentials are early adopters
Influentials tend to be early adopters of new products and technologies. They are often the first to try out new gadgets or sign up for new services. This makes them valuable to marketers, who can use their feedback and recommendations to improve their products and attract a larger audience.
Influentials are not necessarily wealthy
Contrary to popular belief, influentials are not always the most wealthy or high-spending consumers. While they may have more disposable income than others, they are often more focused on finding value for their money and are therefore more selective in their purchasing decisions.
