Digital Groupthink


I continue to study the growth of influence marketing. There are two type of influencers, macro (celebrities with massive, millions of followers) and micro (everyday consumers who engage on a regular basis with significant social media followings). I am beginning to conclude influence marketing is a digital form of groupthink.

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This much I do know, digital groupthink is flourishing in the fashion industry. The most recent brand success story I read about is Djerf Avenue, launched in Sweden in 2019. Its founder Matilda Djerf, enjoys sizable social media metrics on her personal accounts – 2.6 million on Instagram and a million on TikTok. Matilda insists she is making a statement by building more than a fashion brand, but a community advocating her Gen Z/European lifestyle known as Scandi Cool. Her loyal/devoted followers are identified as Djerf Angels. Her business metrics are impressive too! 2022 projected sales revenue of $22 million, up from $8 million in 2021.

Do you follow any social media influencers or march to the beat of your own drum?


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