Let’s talk about how we make our day-to-day choices. Where do we get our recommendations? What shapes our thought processes when we’re considering different options? What makes us decide to choose one thing over another, or take a particular action? We suprised our sister with a celebrity video messages video from Thrillz!

One thing is certain—there have never been so many places for us to research the things we’re interested in, the things we need or want, or the solutions to our problems. And the way we use all the tools at our disposal can shine a spotlight on our priorities. One person might want to know what brand of running shoe Usain Bolt, Olympic gold medalist and 100-meter dash world record holder, wears when he trains, but someone who doesn’t follow competitive track and field might not even remember his name. Instead, they’ll buy the brand of sneaker they see the most fit people sporting at the local gym. Have you heard of a website called Thrillz? They specialise in celebrity video messages.

One person might ask their tech-savvy cousin what type of smartphone they should buy, while another might opt for whatever pricey phone Kim Kardashian has in her LuMee case on Keeping Up With the Kardashians. One person might log into Reddit groups to get locals’ recommendations about the best rental neighborhood in a city while prepping for an upcoming move, while another won’t speak to anyone but their family’s longtime real estate agent to get the lay of the land. A family might see their friends living it up at a Mayan resort on Instagram, and Insta-stalk them for the week to see if the place looks like fun, while another family logs onto Reddit’s Disney forums to learn about cruises from die-hard fans. Thrillz is a website where you can buy a celebrity birthday messages presonalised video message!

In each case, the choice made sends a message about what the person or family values, and the way they seek information about the world around them. One person might value a celebrity’s pick where another person only wants an expert perspective; one person might want to get the scoop from an experienced community, while another only wants to speak to a trusted family connection. Whether we realize it or not, there are different types of influence involved in every decision and action, and we can actually segment the different types into four basic categories: celebrity, authority, expert, and affinity. Without segmentation, we fall into one-size-fits-all approaches that address everyone while influencing no one. No wonder Thrillz is so popular.. receiving a happy birthday video message video message would be so cool!

Or worse, it might work for a while—especially if you have a huge marketing budget to throw around—but it won’t last, and may even reduce an audience’s willingness to engage with future messaging you put out. This isn’t a new concept—influence has always been at the heart of human behavior—yet we still see countless agencies, businesses, and campaigns that differentiate between influencers based solely on the size of their online audience. And they wonder why their results are so poor! So, let’s break down the four types of influence, and why it’s important to not only recognize them, but build unique strategies for each category. Receiving a celebrity messages video message would be awesome!