Did you know that the first recorded advertisement, a Boston newsletter announcement seeking a buyer for an estate, dates back to 1704?

How things have changed. And how they’ve stayed the same. In today’s social media world, influence, and the perception thereof, is still a big deal. Big enough, in fact, for marketers and brands to be willing to pay for and reward influencers in their niche, and with good reason: peer recommendations drive sales. A recent survey showed that 70 percent of Facebook users were influenced into making a purchase based on a recommendation from a friend or family member on the social network.

Indeed, 92 percent of us rely on the people we know above any other form of influence, at a ratio of almost three to one of standard digital advertising, including social media ads.

This infographic from Crowdtap takes a closer look at why tapping peer influence is key for marketing success.

(Source: Crowdtap. Psychology image via Shutterstock.)