Influencers like the Kardashians helped brands get around the pitfalls of online commerce. With the rise of Amazon and other sites, consumers had an abundance of options for whatever they wanted to buy. Before making purchases, they would spend time reading reviews or hunting for the best deal. Branded posts on Instagram provided a rare opportunity to get consumers to make a spontaneous decision, since a trusted person’s endorsement made them feel they were making an informed choice, even about products as dubious as waist trainers.
