I'm fascinated by how influence is created, particularly by online content creators. This graph is a pretty good starting point to understand the lifecycle of influence, and how it grows over time. Every brand wants to get past that tipping point where select niche segments love the brand, over to where the masses embrace it. This is where social proof comes in; in this digital day and age, that means KOLs and social influencers.
Note, in order to make it across that chasm at 16% adoption, the message must also change from one of scarcity ("only cool people knows about this") to one based on social proof ("everyone cool has one").
For more detailed explanation (applied to technology adoption), check out Chris Maloney's slides here.