Celebrity Marketing: Changes for Pages on Facebook Offers New Opportunities for Businesses

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Facebook has been improving its site to make it easier for marketers to reach their consumers.

Since 2007 Facebook has allowed marketers to create their own profiles and over 45 million businesses have them, according to Facebook. But since 2012, Facebook has not made any major updates to marketer’s profiles.

Creating a Facebook page can be very beneficial to companies. According to Facebook, over 1 billion people look at least one Facebook page a month, while the number of people writing to businesses through their pages nearly doubles every year.

One way to attract consumers to business’s page is with the use of celebrities. Facebook has a huge celebrity presence. Many celebrities have fan pages that users can “like”. A celebrity’s pages are a way they can communicate with their fans, talk about upcoming projects, and post pictures. Because of a celebrity’s impact on Facebook, pages that feature celebrities are more likely to be looked at. It is a good idea for businesses to have a celebrity post the link to the business page on their own page. That way businesses can reach new consumers through the celebrities fan base.

One thing businesses need to be wary about before investing time into Facebook pages is the demographic they are trying to reach. A recent study by Business Insider Intelligence showed that teens still use Facebook but they no longer see it as “the most important social network“.  Instead,Instagram has taken this spot. So, if consumers are younger, Instagram might be the better choice for businesses.

5 things you need to know about the Facebook updates:

  1. Facebook is handing out “very responsive badges” for companies that respond to 90% of the messages they receive within 5 minutes. This will help consumers know which companies will respond to their comments and it also shows what businesses really care about your consumers.
  2. Pages can set up e-Commerce shops through Shopify software so that companies can sell directly from their page. Facebook will not take a cut of the profit or limit how many products can be included.
  3. Pages can list the specific services the business provides.
  4. There will be the option to have links on top of the pages that allow consumers to call or message the business.
  5. To make pages more mobile user friendly, there will be tabs on the top of pages where people can go to specific sections instead of having to scroll through the entire page.

photo credit: http://pixabay.com

The Top 6 Digital Celebrities That Can Boost Your Brand Quickly Via Celebrity Marketing

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Study shows that the most influential celebrities are on YouTube, not the big screen.

Step aside Taylor Swift; YouTube personalities are making more impact on millennials than you.

Variety Magazine conducted a study that asked participants ages 13-17 about 20 well-known personalities’ approachability, authenticity, and other characteristics that rank their overall influence. While they may not be as “mainstream”, YouTube personalities proved their influence by claiming the top 6 spots on the list.

In regards to celebrity marketing, YouTubers scored significantly higher than traditional celebrities in both emotional attachment to teens and engagement levels.

Meet the 6 YouTube stars that beat out Taylor Swift, Bruno Mars, and Jonny Depp in millennial influence:

  • KSI: Olajide Olatunji, better known as KSIOlajidebt (or KSI for short), is known for his YouTube channel where he does play-throughs of videogames.  Currently at 10 million subscribers, he has a large viewer base.  KSI mainly focuses on reviewing the games themselves or the equipment used to record his gameplay. Olatunji is someone who gaming companies look at as a top YouTube celebrity.
  • PewDiePie: Felix Arvid Ulf Kjellberg, or PewDiePie, is a Swedish YouTube videogame vlogger. He is known for his ‘Let’s Play’ videos where he records himself playing video games while providing ridiculous and unfiltered commentary. Acting like the goofball friend, PewDiePie creates entertaining videos that give viewers the sense that they are hanging with a buddy; he even calls his fans the “bro army” and “bros”. PewDiePie keeps endorsements to a minimum but did an online interactive campaign with Mountain Dew earlier this year.
  • VanossGaming: Evan Fong is also a videogame commenter. His videos include “funny moments” of him and his friends playing videogames while laughing and joking around. Another set of videos are of him completing difficult game modes and challenges. His channel shares authentic and relatable content, which has attracted his 13 million subscribers.
  • Nigahiga: The fourth influencer, Ryan Higa, is a comedian. He began his career while in high school creating a lip-synching and comedy YouTube channel with a friend. After his videos kept being taken down due to copywriting laws, he began to create the music himself. Popular music videos include “Nice Guys”, “Bromance” and “Coffee Shop Love”. The channel includes other original comedy skits as well. Ryan has created 1 full length and 2 short comedy films.
  • Smosh: Ian Hecox and Anthony Padilla are the guys behind the comedy YouTube channel Smosh. Smosh posts new videos every Friday that include skits such as “If Board Games Were Real” and an original music video titled “We Rule High School”. The comedy-duo has 21 million subscribers on their main channel and an additional 4 million subscribers on Smosh 2nd Channel. Smosh premiered their first feature-length film, Smosh: The Movie, on July 23, 2015, which featured fellow YouTube stars and actor Michael Ian Black.
  • Markiplier: Mark Edward Fischbach is a YouTube videogame commentator who posts videos to his channel, MarkiplierGAME. He shares his comedic “Let’s Play” videogame commentary with his 9 million followers. Markiplier goes beyond most YouTube videogame channels by also posting original comedy sketches and original animated parodies.

photo credit: www.pexels.com

How to Incorporate Celebrity Marketing in your Brand’s Mobile App

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Three clever ways celebrities can increase an app’s popularity and credibility.

In 2015, people are spending 51 percent of their digital media time on mobile devices compared to 42 percent on desktops/laptops, according to KPCB’s Mary Meeker’s 2015 Internet Trends report.  There is no hiding that using mobile applications has become a typical part of our daily routine.

Mobile applications can build brand awareness and consumer engagement if it is professionally built and practical to use. As another form of marketing, mobile apps pose an opportunity for celebrity endorsements.

Below are three strategies to creatively incorporate celebrities in a brand’s mobile app.

Celebrity voice overs: Voice overs are a classic tactic for traditional commercials that could also be successful on mobile apps. Celebrity voice overs are a less expensive option for celebrity marketing and if done with a recognizable person they can be just as effective as video or pictures.

The mobile app navigation system Waze has been using celebrity voice overs to provide an entertaining way to give directions since 2013. The first celebrity was actor Kevin Hart, who used his character voice to promote his movie Ride Along. Just this past June, Waze hired another famous actor to give navigational directions in character: Arnold Schwarzenegger as The Terminator.

Celebrity branded apps or contribution: For many celebrity marketing campaigns, a company will be looking for a specific “type” of celebrity that fits with the product. For example, if a celebrity who suffers from diabetes is the spokesperson for diabetic medicine, it gives the endorsement more credibility.

This strategic partnership can work well for apps too. By having a celebrity pair with your app it will not only draw their fans in, but also convince skeptics that experts support your company. This past January, Nike partnered with singer/songwriter and 5-time half-marathon runner Ellie Goulding to promote one of their apps. Goulding designed her own exercise routine for Nike’s N+TC app. The application gives users both a useful product to work with and a trustworthy celebrity to listen to.

Celebrities using the brand’s application: In a way, this is almost similar to celebrity gifting. If the public sees a celebrity wearing a new shoe brand then the celebrity is influencing their fans to go out and buy those new shoes. If a celebrity is seen using a mobile application then their fans will be prompted to go try out the application.

Smirnoff Vodka created the app Mixhibit that combines moments captured on users’ various social media platforms to make one unique video. The brand then worked with renowned DJ Paul van Dyk and had him use the app to create original videos of his performance at Ultra Music Festival and his 42 birthday celebration.

photo credit: www.flickr.com

Companies are Using Immersive Experiences to Reach Consumers with Celebrity Marketing

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4 advantages of creating immersive experiences for consumers

When companies create immersive experiences the consumers are absorbed in the experience and the advertisements are interactive. The definition of immersive is “noting or pertaining to digital technology or images that deeply involve one’s senses and may create an altered mental state”.

What would you rather be doing? Watching Maria Sharapova return a serve on a commercial while cooking dinner and cleaning the living room or returning Sharapova’s 100 mph serve in an exhilarating and heated match.

The latter example is part of American Express’s virtual reality game, “You Vs. Sharapova”, created for the US Open. The consumer actually swings a racket to try and return Sharapova’s serve. Sharapova even talks to you by saying phrases such as “good try” and “ breaking a serve is tough”.

Deborah Curtis, American Express vice president of global sponsorships and experience marketing said “For us, virtual reality is sort of the next evolution of what we have been doing, which is put the fan at the center of the experience”. It allows fans to really feel the intensity at the U.S. Open and make them feel like they are actually a part of the game.

1. Engaging – Instead of sitting back and watching a commercial or reading a print advertisement the consumer is actually part of the experience. When they are engaging in the ad their full attention is on it, not typical in traditional advertising.

2. Memorable – If consumers are engaging in the advertisement then they are more likely to remember your brand. Consumers see thousands of advertisements a day so it is very important to not only be able to reach your consumer but to have them remember you.

3. Fun – Immersive experiences are enjoyable for the consumer. If people are enjoying their experience then they are more likely to have positive feelings towards your brand.

4. Creative – Creating immersive experiences gives your company the ability to think of new and exciting ways to reach your consumer.

photo credit: Wikimedia

YouNow Could Be the Next Best Thing for Celebrity Marketing

play-145676_12804 Advantages of Using YouNow

Commercials and magazines are not the only way to target millennials. Social networking sites are proving to be a rich resource to reach Gen Y. With YouNow, viewers can broadcast interactive live stream videos. Think a live YouTube.

YouNow’s founder, Adi Sideman, said that the website has about 100 million user sessions a month and 90% of the consumption happens on mobile devices. The topics cover everything from singing to Truth or Dare.

Some companies, such as Huffington Post, have already discovered how to use YouNow to their advantage. Every week Huffington Post has a live videos series called HuffPost Now, which has over 18,000 fans.

  1. Stay relevant- It can be exhausting trying to keep up with the newest technology to reach millennials. Using the relatively new YouNow program will distinguish you from your competition as a trend spotter. This is a huge advantage because millennials want to use brands that are trendy and appeal to them.
  2. Utilize social media stars- Use social media celebs from sites like YouTube and Vine that already have a strong following.  Not only are social media stars usually more affordable than other celebrities, but millennial viewers are more likely to watch them. The connection and trust between viewer and correspondent are already established so millennials are more willing to accept the message.
  3. Directly reach your demographic- According to Sideman, 70% of the members of YouNow are under 24, so if you are trying to reach millennials this is the place to do it. You also have the ability to see exactly how many people are watching your video.
  4. Interact with your audience. YouNow allows its members to interact during the videos. You can see how the audience reacts to your product, answer any questions that they might have, and directly address their concerns or compliments. This is a huge advantage because you can know right away if people are not responding well to your message and/or product. It is also great because you can create relationships with your consumers. People want to buy from brands that they can trust.

YouNow is a great way to build trust, credibility, and awareness with your consumers.

Photo credit: http://pixabay.com

The Importance of Following FDA, FTC Regulations on Social Media in Celebrity Marketing

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Kardashian’s tweet is a reminder for pharmaceutical companies about social media

At the end of every drug commercial comes the long list of health risks stated by the narrator.  This is a requirement enforced by the Food and Drug Administration (FDA) for all drug advertisements, and being an international celebrity as big as Kim Kardashian does not omit you from this regulation.

The FDA forced Kim Kardashian to recall a testimonial advertisement that she posted on her Instagram and Twitter about the morning sickness drug Diclegis. In the caption, she mentions positive effects of Diclegis such as, “I felt a lot better,” and, “It’s been studied and there was no increased risk to the baby.”  However, what Kardashian failed to mention was any of the drug’s risks or side effects.

A Warning Letter was sent on Aug. 7 to the executive vice president of Duchesnay, Inc., the pharmaceutical company that owns Diclegis. Among stating risks and facts that the posts failed to mention, the FDA requested that Duchesnay, “immediately cease misbranding DICLEGIS,” (aka take down the post and post ads with all appropriate information in the future). The letter also demanded a written response by Duchesnay by Aug. 21, and so far no response has been released.

Ads about drugs aren’t the only type of industry that has rules to follow. In 2013, the Federal Trade Commission (FTC) updated their digital advertising guidelines, titled .com Disclosure, which stated that all digital media forms, including social media, must follow FTC advertisements and endorsement regulations.

The .com Disclosure particularly concerns, “space constrained screens and social media platforms,” as it obviously poses a challenge to fit all required material in a short 140 character tweet.

In regards to testimonials and endorsements, the main guidelines that the FTC focused on are:

  1. The post must “clearly and conspicuously” disclose that it is a paid endorsement, and a link to a disclosure is not usually enough. The document recommends using “Ad:” or “#ad” as a short way to noticeably disclose the information.
  2. The post must make clear what the average results are for the product, not just how it worked for the celebrity. Their example of a weight loss drug suggests saying, “Typical loss: 1 lb/wk.”

Unfortunately, as in the case of Duchesnay, it is the brand that has to deal with consequences by the FDA or FTC when a celebrity violates the regulations on their accounts. Some online celebrity endorsements have ignored the guidelines and not seen any repercussions (yet), like Kourtney Kardashian’s ex-husband Scott Disick’s post about Express Smile Atlanta. But, even non-high-profile people who post endorsements can cause backlash for companies. The Deutsch LA ad agency caused their client, Sony, to refund consumer money after they had employees post promotional tweets.

For more information, visit the FTC Endorsement Guides.

Photo credit: instagram.com/kimkardashian

Digital Celebrities Pull Millennials Away From Movies and Television for Celebrity Marketing

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4 reasons to book a digital celebrity for your next marketing campaign

Knowing which celebrity appeals to your demographic can make or break a campaign. If the celebrity isn’t highly recognizable or influential then they’re not the right person for the brand. So, who are the right celebrities for millennials? You may automatically think Emma Stone or Bradley Cooper, but think again. Digital celebrities, such as Youtube or Vine stars, may be a better spokesperson for your brand.

Traditional TV viewership by 18-24 year-olds has dropped about 32 percent from 2011 to 2015, according to a study by Nielsen and analyzed by MarketingCharts. That decrease in TV viewers has resulted in an increase in social media users. Viewers ages 13-24 watch an average of 11.3 hours of “free” online video content per week compared to 8.3 hours of regularly scheduled TV, according to a 2014 study by Defy Media.

Here are 4 reasons why millennials admire digital celebrities and why the online celebrities are a better option for certain brands:

Digital celebrities are more relatable: According to the Defy Media study, 67 percent of millennials stated digital outlets deliver content they can relate to versus 41 percent for TV. Viewers get a look in to the everyday lives and personalities of digital stars; they see where they live, meet their families, and learn their hobbies. This makes digital stars less distant and more personable than celebrities that are only seen on the big screen.

Digital celebrities are more accessible: You can’t really take a quick break to watch an entire movie but you can for a six second Vine. With over 85 percent of millennials owning smartphones (Nielson), it is incredibly easy for social media celebrities to have their work reach a large number of viewers. The celebrities themselves also become more approachable than traditional celebrities by sharing authentic content on platforms with user interaction.

Digital content is basically free: You don’t need a monthly subscription to Netflix, movie pass, or ITunes gift card to enjoy these celebrities’ work; all you need is a computer or smartphone. Digital stars shine on social media platforms, such as Youtube, Vine, Instagram, or Pinterest, which are all free to use.

Digital celebrities have greater influence: If millennials are more frequently exposed to digital celebrities’ content and feel as though they genuinely connect to their personalities, the celebrities are more trustworthy and believable. In fact, the Defy Media study found that 63 percent of all respondents said they would try a product or brand recommended by a YouTube personality, while only 48 percent stated that TV and movie star powers had influence, regardless of age.

photo credit: Zoe Sugg, Caspar Lee & Joe Sugg via photopin (license)