Good Afternoon Brand Builders!
When you think of "influencers," you might picture selfies, Instagram stories, and brand partnerships. But what if I told you that influencer marketing goes way, way back? Ancient Rome had its own form of influencers, from gladiators to philosophers, who swayed the masses in ways remarkably similar to today.
So, pour yourself a glass of Roman wine, and let’s dive into influencer marketing… the ancient way!
📜 The Original Influencer: Aristotle
Aristotle was more than just a philosopher; he was a true master of influence. Even without social media, Aristotle’s ideas spread far and wide, thanks to his students and the works of devoted “fanboys” like Cicero and Marcus Aurelius, who popularised his methods across the Roman Empire. Aristotle's influence stretched through generations, creating what we now call the “Aristotelian method”—a process still used today in institutions worldwide.
Without Instagram, Aristotle became an influencer through the power of his ideas, which shaped Western thought. His influence was so strong that even the great Roman emperors were eager to follow in his footsteps.
🏛️ Roman Gladiators: The Original Brand Ambassadors
If you think influencers pushing products is a new thing, think again! Roman gladiators, the celebrities of their time, were arguably the first to endorse products. Picture this: you’re a young Roman winemaker struggling to stand out in the crowded markets. Suddenly, you strike a deal with a popular gladiator, who shows off your wine at the Colosseum. Thousands of Romans see him enjoying your product, and boom, your sales soar.
🎨 Ancient Billboards & Sponsored "Posts"
Ancient Rome also had its own version of billboards… painted murals promoting gladiatorial fights around the city. These ads hyped upcoming events and immortalised the fighters, drawing thousands to the Colosseum. Some of these murals promoted products gladiators used, much like a modern-day Instagram post.
And let's not forget the graffiti left by everyday Romans endorsing these events and even products. The picture above shows an ad for an upcoming gladiator fight. If the owners of these gladiators, or even the gladiators themselves, were seen using a product such as wine or olive oil, what would you call that? Promoting products!
Inscriptions praising gladiators or goods could also be found across Rome, similar to today’s word-of-mouth marketing and online reviews.
💍 The Elite and Their Product Placements
The Roman elite—the senators, philosophers, and noblewomen—were also influencers in their own right. They set trends simply by using or wearing specific items: jewellery, fabrics, perfumes, or cosmetics. When you saw a noblewoman walking through the marketplace draped in a new Egyptian linen, you knew it was time to start saving up!
💬 Spreading the Word: How Ancient Rome "Shared" Information
Romans didn’t have Twitter, but they sure knew how to spread information quickly! Word-of-mouth was the primary medium. Crowds in the forum, street performers, and even graffiti served as marketing channels, with popular “influencers” at the heart of it. They’d perform, debate, and proclaim messages to captivate audiences and get word out.
And while Romans didn’t have hashtags, they used symbols like laurel wreaths and certain colours to signify status and allegiance, creating a kind of “visual branding” to identify those who were “in the know.”
📈 What Modern Marketers Can Learn from Ancient Rome
Authenticity Matters: Romans trusted those who had proven themselves… gladiators in the arena, philosophers in debate. Their influence stemmed from real skills and credibility.
Product Placement Works: The Roman elite influenced trends simply by using specific goods at public events. Subtle, visible use still works wonders in today’s influencer world.
Word-of-Mouth is Timeless: People love sharing stories. From ancient Rome to today, word-of-mouth (and digital sharing!) is one of the most trusted forms of marketing.
🔍 Why This Matters Today
If you think influencer marketing is just a modern trend, think again. Influencer marketing taps into a primal need: community, trust, and the desire to believe in something greater than ourselves. Humans have always looked to figures of authority and status to guide us, whether it was a Roman emperor, a celebrity gladiator, or a beloved philosopher.
While mass media may have amplified influencer marketing, it didn’t create it. Word-of-mouth influence has been around since the dawn of human civilisation, from ancient Greece to today’s digital world. It’s not going anywhere because it taps into the essence of human nature.
So, next time you see an influencer post, remember: they’re carrying on a tradition thousands of years in the making, from Aristotle’s wisdom to Roman gladiators’ endorsements.
Influencer marketing existed long before The Kardashians, and will continue long after today.
