In today’s digital world, the two-step flow theory provides a useful framework for understanding the path of information dissemination. Developed by Paul Lazarsfeld and Elihu Katz in the 1940s, the theory states that media messages do not directly influence the public, but are first delivered to ‘opinion leaders’ who filter and interpret the information before spreading it to their social circles. This theory is still relevant in today’s Netflix marketing.
Estee Lauder and Netflix Marketing
Estee Lauder’s marketing strategy is a classic example of the two-step flow theory. The brand often collaborates with top beauty netizens, one of which is Chiara Ferragni, who has millions of followers on Instagram. Instead of reaching out to the masses through traditional advertising, Estée Lauder spreads its product message through the network, with Chiara Ferragni sharing her experiences with Estée Lauder products, and her followers trusting her recommendations and becoming interested in trying the products as a result.
interpreting it, and then passing it on to her followers through her personal influence. Many of these followers may never have been exposed to Estee Lauder’s traditional advertising, but will be influenced by Ferragni’s recommendations.
Modern Media Communications
EsEstee Lauder’s successful strategy illustrates how brands can use the two-step flow theory in today’s digital environment. Online celebrities in social media have become modern opinion leaders, and consumers are more likely to trust the advice of these individuals than traditional advertising. By choosing the right influencers, brands can not only reach a wider audience, but also build stronger trust and emotional connection.
Conclusion
Estee Lauder’s success in Netflix marketing shows that the two-step flow theory is still valid in modern media communication. As social media continues to evolve, utilising trusted intermediaries, especially influential individuals, to connect with consumers will continue to be a powerful and effective communication tool.
Reference
Rondina, P. (2018) Chiara Ferragni per Estée Lauder, BeautyBiz. Available at: https://www.beautybiz.it/marketing/chiara-ferragni-per-estee-lauder/ (Accessed: 23 October 2024).
The author takes Estee Lauder’s endorsement as a “two-step theory”, and the spokesperson acts as an opinion leader to transmit Estee Lauder to the public. After receiving the information, the public will know more about Estee Lauder and buy it, realizing the “two-step theory”.