Michael Jordan for Nike. Britney Spears for Pepsi. Ellen DeGeneres for CoverGirl. Celebrities have been the face of many products for many decades and continue to be today. In some cases, these endorsements make sense. However, in a lot of cases, the endorsement can be ineffective. Here’s why.
- They are inauthentic.
Often brands and the celebrities that promote them have little to no common ground. Recently, UPS and Taylor Swift announced a partnership deeming the logistics company as the “Official Delivery Partner” of the singer’s upcoming album. Since music, including Swift’s, is just a click away, it seems like a stretch that people will have Swift’s new CD delivered to their homes. If a connection between the brand and celebrity is unclear, the endorsement will be lost on customers.
- They are paid media.
According Adweek, 33% of consumers trust online advertisements compared to the 90% who trust peer recommendations. Information a company releases on its product can be informational, but it is also implicitly partial to the product. Since these celebrities are paid media, they will be less sought out by consumers in comparison to earned media.
- They aren’t experts.
A study conducted by Nielsen discovered “people trust content created by product/industry experts more than any other kind.” Consumers want a product to be endorsed by a seasoned veteran in the field they are purchasing from, not a celebrity. Famous people are experts in their craft, not in yours. Therefore, consumers don’t value their opinions when it comes to purchasing products or services.
But, don’t lose heart! While an A-list celebrity may not make sense for your company’s brand, the avenue of influential marketing might. In the growing age of social media, ordinary people have accumulated large followings on platforms simply because of their content. These influencers have devoted followers who engage with their posts on a daily basis, so using them to represent your brand can be a smart strategic marketing choice. Keep these thoughts in mind when considering a social influencer:
- Know your consumers.
What’s important to them? What do they want to see? Through researching your customers, you will get a better idea of the type of content and people they will respond positively to. Brian Mechem, chief operating officer of influencer marketing platform Grin said, “The right influencer, with the right audience, can have a huge impact. But hiring just any random person with a big following is a great way to waste your advertising spend.”
- Make sure they’re engaged.
It is crucial for an influencer to be engaged with your brand and target audience. If an influencer has common ground with their followers and engages with them on the subject matter, the exchange will be far more memorable than an unanswered comment left on a celebrity’s page. The number of followers an influencer has means nothing; if they sincerely engage with your audience and brand, they will be infinitely more valuable to your company than a superstar with millions of followers.
- Look for authenticity.
Only choose an influencer if they genuinely relate to your brand. The reason a celebrity can be unsuccessful as the face of your brand is because the endorsement comes off as insincere. The influencer should naturally relate to the target audience in order to create an effortless exchange that results in revenue for your brand.
Celebrity endorsers can lack a real connection between a consumer and a brand. Seek out an influencer that aligns with your brand, engages authentically and connects with your customers.
Located in Columbus, Ohio, Creative Spot has helped organizations with strategic marketing, including content marketing and social media, for over 20 years. If you would like to learn more about Instagram or other social media strategies for your organization or have questions about Creative Spot’s capabilities, please contact us.