Big news: I wrote a book with my friend Jessa Moore called Influencer Boot Camp. It’s all about how to use the tools of virality to boost your message or marketing efforts. These same skills helped me grow my newsletter to 70,000 subscribers, my Instagram to 30,000 followers, and my podcast from 40 listens to 18,000 per episode—all in the past year.

Jessa and I wrote this book because we both know the old methods—earned media, blogging, even journalism—are broken. Our goal is to help people who once relied on those systems for attention learn how to measure success in this new world.

The book launched quietly in May. Publishers don’t do much marketing anymore, which is one of the reasons I wanted to write this in the first place. Distribution and promotion are basically up to us. That’s fine, though—because we have you.

Here’s what I’d like to offer:
If you or your organization can buy 10 copies of the book, Jessa and I will host a free one-hour Zoom session with your marketing team. These early sales matter, and knowing that Apress isn’t going to move the needle, we’re going to do it ourselves. If you’re interested, email me at john@biggs.cc.

Still on the fence? Here’s a short blurb and an excerpt from the first chapter.

They’re not just posing for selfies. They’re reshaping what media looks like.

Influencers are everywhere. Maybe you’ve rolled your eyes at the word. Maybe you’ve tried to ignore them. But the truth is, they’re setting the tone for what we buy, watch, wear, and even believe. In Introduction to Influence, veteran media insiders Jessa Moore and John Biggs break down how this strange new world of parasocial power actually works—without fluff, false promises, or starry-eyed cheerleading.

This isn’t a handbook full of empty encouragement. It’s a sharp, clear-eyed guide to the mechanics of influence—how it’s built, measured, gamed, and used. It shows why a random TikTok post can shake up a fast-food empire, why authenticity now beats ad dollars, and how a handful of creators are outpacing legacy media without a newsroom or studio in sight.

Whether you’re trying to launch a product, grow an audience, or just understand the way modern media warps reality, this book lays it out. You won’t get guaranteed followers, but you’ll get a framework for how influence is built and sustained—and how to tap into it yourself.

Written by people who were there at the beginning of the social web, Introduction to Influence is part media autopsy, part practical field manual. You’ll learn:

• Why some creators succeed and others vanish

• What “engagement” really means (and why it’s easy to fake)

• How niche audiences hold more power than you think

• What brands still get wrong about the Internet

• Why media literacy isn’t optional anymore

Influence isn’t just a trend. It’s the new currency of attention—and if you’re not fluent in it, you’re on the outside looking in.

Introduction to Influence: Understanding the Power and Reach of Influencers

They're relaxing by the pool, holding cans of a new sparkling energy drink that quickly became popular on TikTok. They’re in matching pajamas under a Christmas tree (link to the pajamas in bio). They’re smiling at a fashion event that none of us could ever hope to be invited to.

They’re young, perfectly toned, and well-dressed. Sometimes they’re in bikinis and swim suits or lounging in white dress shirts and jeans. They’re trying on makeup, opening shopping bags, and talking about meditation and juice cleanses. They’re showing off fancy watches and new gadgets, convincing you that their lifestyle can be yours for the low, low price of “Tap to Like” or “Subscribe Now.”

They’re playing music you’ll soon love, sharing animations you’ll spread to your friends, and writing long posts about their pets that you’ll read at lunch. They're filming reviews of cars, guitars, hats, and watches. They’re hosting game shows and showing off videos of squirrel obstacle courses. They’re producing an endless stream of content for one purpose: to keep you from scrolling past them and to keep you coming back, no matter how hard it is to game the algorithms that are intent on thwarting them at every turn..

They’re influencers and they’re everywhere. And what you see regularly, the stuff that percolates to the top of your Instagram feed or TikTok river, is only the tip of the iceberg. Influencers have a wide and deep range of skills. At this point in history, they are producing more media in a way that is both new and familiar. Like bloggers before them, they are destroying old forms of media. In 2023, children spent an average of 84 minutes a day on YouTube and a mere 49 minutes on “traditional” Netflix. This move from longform video to shorts and community-generated content is probably the biggest shift in media in the past decade and it’s become a wildly lucrative way to market, sell, and entertain.

But what are influencers? Do they make any money? Are they as popular and successful as they seem? And are they vital to modern culture and business in the same way a good blog article or Vogue photo shoot are? The answers to those questions are: Yes, Maybe, and Yes.

Influencers are the new celebrities. While it might not seem like they often cross the Internet barrier between the online and the real world, they are as popular as many movie stars and definitely have more reach on the aggregate. Some YouTube videos get more views than some popular TV shows. Many stars who are trying to become influencers find themselves playing second fiddle to people who have been online longer. If follower counts are any guide, many random influencers are hitting millions of viewers while many popular stars - current and past - are barely breaking the million mark.

If you’re interested in media or marketing at all, you need to be aware of influencers, their tactics, and how you can use their tricks to increase engagement. Maybe you want to sell something online or offer services to people in need. Maybe you want to review products and share your opinion. Maybe you’re a journalist who has been left behind by social media editors. Maybe you’re an extrovert who wants to share their thoughts with a wide audience. Whatever your goal, influencer tactics will help you achieve it.

This book will tell you how to become an influencer. We can’t promise you 1 million followers or even one follower. But we can promise you that these tactics have helped ourselves and our clients reach millions of people globally. Your co-authors, Jessa Moore and John Biggs, have worked in marketing and media for many years. They were there when many of the biggest online platforms were created, including X (formerly Twitter), Instagram, and Facebook. We have seen it all and have used and abused social media for decades.

The Power of Influencers

In early 2024, McDonald's faced a challenge. Financial reports showed poor results, largely due to negative customer perceptions. Many customers were unhappy with high prices and declining food quality, prompting some to switch to Chick-fil-A. The backlash gained traction online, where people shared photos of unappealing McDonald's burgers and hefty receipts, fueling a perception that the chain was falling short. Influencers added to the narrative by comparing McDonald’s and Chick-fil-A’s offerings and suggesting that McDonald's had allegedly copied Chick-fil-A’s sauce.

The story took off after Chef Mike Haracz, a former McDonald's developmental chef, posted on TikTok, accusing the chain of copying Chick-fil-A’s chicken sandwich style and ingredients. This claim, reported in the poultry industry publication WattPoultry, led to widespread criticism. Whether the claim was true didn’t seem to matter; viewers were quick to believe it.

From the article:

McDonald’s chose to release a Chick-fil-A chicken sandwich "knockoff" over alternative recipes following owner-operator pressure, former McDonald's chef, Mike Haracz, claimed on a now-viral TikTok video.

“You might notice that the chicken sandwich [McDonald’s] launched was in a foil pouch,” Haracz said in the video. “It had butter, it had two pickles, it had a bunch of that MSG-type flavor, and it was a knock-off of Chick-fil-A. Do you think McDonald’s can out Chick-fil-A, Chick-fil-A? No, they cannot.”

Harasz served as manager of culinary innovation for McDonald’s from 2015-19, according to his LinkedIn page. According to the TikTok video, he was a part of the McDonald’s team that was focused on developing a new chicken sandwich.

The sandwich video went almost viral, maxing out at 35,600 views and over 2,900 comments. But even with those numbers, McDonalds got lucky. Other viral influencer posts can hit millions of views and have a tangible effect on stock prices, political parties, and even real lives. Essentially, influencers bring the Internet into real life.

McDonalds is still cleaning up the perception mess. Recent videos have shown the brand’s burgers covered in slime and some viral posts feature receipts from the early 2000s compared to today. This kind of attack - uncoordinated, seemingly ridiculous, and impossible to quell - is exactly what companies have to deal with daily in this weird new world.

Just as bloggers once exposed corporate controversies, influencers now wield similar power, challenging brands and drawing attention. The result? Companies are increasingly trying to manage these influencers and preempt potential backlash from smaller influencers who can quickly post critical commentary on trending topics.

Social media has become a dominant force in shaping consumer behavior and has a wider reach than most traditional media. Platforms and content creators are reshaping consumer culture, enabling small brands to compete with large advertisers. Though it’s challenging, those who understand social media’s potential have seen significant rewards.

Consider the beauty industry: Ulta and Sephora are now stocked with indie brands designed to cater to short consumer attention spans. Beauty influencers are also launching their own brands, tailored to niche audiences. Some succeed, others don’t, but this shift reflects a broader change in how people spend their time. Rather than watching TV ads, consumers now engage directly with creators and brands through their phones. Brand loyalty is increasingly tied to the influencer or community rather than the product itself—a major shift. Where trusted brands were once names like Charmin or Tollhouse, today, trust lies with creators.

Traditional media refers to non-digital channels of communication like newspapers, television, radio, and magazines. The digital landscape encompasses online platforms, social media, websites, blogs, and streaming services. Traditional media often has a fixed distribution structure and limited interaction with the audience, whereas digital media allows for instant access, interactivity, and real-time feedback. Social media and digital media in general are more agile, with direct access to the audience in real time. This is an important component to understanding how social acts, and how to use it.

The way we consume information and make decisions has undeniably shifted in the digital age. Social media platforms and online content creators have become a powerful force, shaping trends, opinions, and even purchasing habits. But with this influence comes a responsibility – both for creators and for the consumers of their content.

A quirk of social media is the fact that it has a sense of intimacy which hides its power. Meanwhile, social media platforms and online content creators have become a powerful force, changing trends, opinions, and even purchasing power. Traditional ways of reaching people have also ignored the needs of people outside the groups that big advertising agencies want. This has caused social media to create whole new categories of brands. Rihanna's Fenty is a good example. It was started by a woman of color, but it has become one of the most inclusive beauty brands in the world. It is known for its wide range of foundation colors and sophisticated products. This is a huge driver of sales. Influencer campaigns and feedback from social media helped create and launch the line.

So, how do we harness this power? By learning how others have used it, and taking online influence and social media seriously. By understanding the behavior associated not just with the consumers, but the brands and platforms.

Traditional Media Experts vs. The Rise of the Everyday Expert

Influencers have been around for a long time, but the job was only for the very few people who were famous or liked. Think royalty and celebrities. Evangelists on late-night TV, and church leaders. Political figures and rock stars. Persuasion is an art, and the successful were widely imitated, often creating fashions along the way.

Then, as newspapers developed, we had society articles, actors, and P.T. Barnum’s bunkum. For decades, celebrities and established media outlets held sway in pop culture and news consumption. News anchors and journalists delivered information, shaping public perception of current events. The trusted voices were baked into the media and news. The pervasive idea was that “If it’s on television, it must be good.” Earned media - so-called because it can’t be bought - is still the most prized source of trust from consumers. The idea that a product is endorsed with no payment or product changing hands is very powerful. But what if you could simulate that trust and hide the pay-for-play aspect under a wrap of intimacy?

The rise of social media led to this new intimacy. The immediacy of, say, X or Instagram has created a normalization of parasocial relationships. Creators talk to their followers, sometimes making real friends and relationships. But the breaking of the fourth wall has also created a bond that can be very helpful for people who like to buy things. All you need is a simple smartphone, and anyone with a camera and an internet connection could become a content creator.

This democratization of the media gave rise to the "influencer" – individuals who have amassed a dedicated community online. Creators are part of this group, but not all creators are part of the group called influencers. This term is a bit controversial in the field. Influencers can focus on specific niches, from beauty tutorials and fashion styling to gaming, news, personal coaching, and financial advice. They connect with their audience on a more personal level, fostering a sense of trust and community. A creators community is their money, the social value they bring. Trust in them is usually built over years, when they use their content to become an expert in their field. The actual niches are as endless as the communities you have globally- while Kim Kardashian is often considered the gold standard, the real beauty and value in communities are the specific niches creators have built based on their interests-say, birdwatching. Or Medieval Art. For our purposes here, we will use all kinds of creators to demonstrate the power of social media.