Whether you’re a regular at Amazon or you have started using Netflix more than usual (justifiable considering the circumstances), you have probably noticed a trend that makes these two global services so customer-centric: their personalization efforts.

The suggested up-sells and cross-sells you come across when browsing Amazon and the movie and show previews you get on Netflix are highly customized based on your own search preferences.

If you’re a fan of comedy shows, and horror movies started popping up as recommended, you’d probably be annoyed, wouldn’t you?

With the following base of close to 50 million people, Huda Kattan has built her reputation into one of unparalleled credibility when it comes to beauty. If she approves of a beauty brand, picks out a certain red lipstick, or shows you how to perfectly use your eyeliner – chances are you’ll follow. This, in short, is our need for “social proof”, or our preference for what is tried and tested, and what is already trusted.In reality, what makes Huda Kattan’s approach to reviews and tutorials different from that of hundreds of other highly popular Instagram influencers?