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

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

Youtube celebrities

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)

Celebrity Marketing: Adding An Athlete Can Improve Your Brand’s Bottom Line

Stephen Curry for Degree

Stephen Curry for Degree

Three interesting facts and tips about athletes and endorsements

Choosing the right one

Choosing an athlete for your brand is one of the more difficult parts of celebrity marketing.  Brands look for different characteristics in athletes both on and off the field.  On the field characteristics generally speak for themselves; anything to do with skill level, performance, potential ability, or style of play all help brands make a decision on which athlete they want to use for their campaign.  As a result many brands look to sign players with the potential to become the next superstar.  For example, Steph Curry signed a variety of deals with multiple brands as he started to emerge as an NBA talent. Then, in 2015, Curry won the MVP and the NBA Finals, making him infinitely more valuable to brands.  The brands who signed him prior to his breakout season benefited immensely from this.

Another important aspect to consider when signing athletes to deals is their off the field qualities.  Things like their personality or charisma, how well they interact with fans, their looks, and their background are all important.  A good example is David Beckham, who ticks off all the good measurables from that list. Combined with the fact that he is a world class player it is no wonder Beckham is such a sought after name in the advertising industry.

Finally, it is important to consider how the athlete is viewed by the targeted audience. Ensuring that the sport is popular in the campaign’s region and making sure the demographic in question likes the team the athlete plays for are both important things to consider when choosing an athlete.

Adds 4% to sales

Athletes can bring plenty to the table in terms of success. A study by Harvard Business School concluded that athletes bring in up to 4% more in sales than other celebrities.  This number may sound relatively small but it translates to gains of over 10 million dollars annually.  In addition, this study also concluded that an athlete’s performance over time goes hand in hand with sales.  For example, if a player wins a championship, the amount they bring in for the exact same promotion or ad rises.

How much the athletes make

A contributing factor in signing an athlete to a brand is the endorsement money.  This is one area that athletes are especially keen on.  This is because endorsements tend to make athletes much more money than their typical salary.  According to a study by Forbes, LeBron James makes 53 million dollars from endorsements, compared to only 19 million from his salary and winnings.

photo credit: Degree/Unilever (Disclosure: Unilever is a Burns Client)

How to Target In-Demand Celebrities Who Match Gifting Goals for Celebrity Marketing

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Four strategies to increase celebrity gifting results

Gifting is the act of giving a brand’s products to high-profile, trend setting celebrities. The goal is for the celebrity to be seen with the gift, increasing brand awareness. This celebrity marketing tactic works best when there is either coverage of the celebrity using the product or when the celebrity talks about the gift with friends and news of it spreads through word-of-mouth.

The best way to ensure that celebrity gifting will have the desired effect is to identify your marketing goals and know what it takes to achieve them.

Here are four general objectives of celebrity gifting and strategies to help reach them:

Social Posts: If your goal of gifting is for the celebrity to take a picture or write a post about the gift, the best approach is to send gifts to celebrities within your budget or to those who will be most likely to sincerely enjoy the gift. Unfortunately, as social media has evolved, celebrities now expect to be paid for posts about gifts. The only time compensation is not needed is when the celebrity loves the product and has been using it a long time. Even then, some celebrities still ask for money.

Get it in the hands of influencers: Use the most direct line you have to the celebrity, whether that is their home or publicist’s address, to guarantee they will personally see the gift. As trend setters, just getting gifts in the hands of people with influence can have a big impact. Celebrities who truly like and/or use your product are much more likely to talk about it within their circle of friends and put the word out in interviews or on social media.

Make a brand image/statement: gift BIG. In order to make an impression on both the celebrity and the public, put together gifts that are bigger than life. Personal, creative and extravagant gifts will stand out to celebrities among the loads of other gifts they receive. With a unique gift, they will be more inclined to both talk about it with friends as well as post about it on their social media pages.

Get a picture placed in a publication: As explained in a previous post, set-up shots are pictures taken that look “real” but are actually coordinated on behalf of the brand. In order to create a good set-up shot, and have it appear in a publication, it is best to hire a specialized photographer who has expertise about which celebrities look good in the media right now and ones who can virtually guarantee a placement.

photo credit: Pixabay.com

Celebrity Marketing: How to Target a Specific Market Using Social Media

Social Media

Celebrities who appeal to different age groups are changing almost as fast as social media evolves

When using social media for marketing, it is important to know demographics of each platform.  For example, if a company’s client is a vlogger in their early 20s or late teens, it would be wiser to have them promote a product on Snapchat than promote on Google+.  According to a BI Intelligence survey, 45% of Snapchat users fall into the 18-24 age range, while only 16% of Google+ users do.

18-24 – Ideal celebrities for this market are ones that have a large following of younger people.  Taylor Swift did a post on Tumblr asking why Apple’s new music program had a free period where artists were not paid.  This post gained over 89,000 likes and produced an outcry from 18-24 year olds in Swift’s favor.  In terms of platforms, her demographic primarily uses Snapchat (45% of the app’s users), Vine (28% of the app’s users), and Tumblr (28% of the app’s users).  Facebook still commands the most users of any social media platform. The platform has simply transformed into a much broader mix of ages, ceding much of its former power to newer apps.

25-34 – This age group is arguably the most marketable of all.  Influencers who typically post pictures on Instagram or Pinterest would be ideal influencers for this demographic; such as interior designers, fashion designers, or foodies like Martha Stewart. This demographic falls in the range of about 20% of users on Facebook, Twitter, Instagram, Snapchat, LinkedIn and many more.  This groups difference over others is it makes up the majority of Pinterest users (26% compared to the next highest of 21%).

35-44 – This demographic has a noticeable drop off in the amount of users on all social media platforms.  However, 35-44 year olds make up the majority of users on LinkedIn, and are only 1% behind the 25-34 age group on Twitter.  They also have a strong presence in Google+. Although the 35-44 age group may not have an extremely large audience on Twitter, they have enough of a presence for the celebrity’s message to get across effectively. (For example – Larry King)

45+ – There is a large shift in the amount of users with each platform with this age group.  The top three in order are Facebook, LinkedIn and Pinterest.  An example of an influencer on Facebook and LinkedIn is Bill Gates, who is older and can connect better with this demographic.  For companies targeting people of this age or higher on social media, a good bet would be to promote their product through Facebook and LinkedIn.

For a more detailed look at social media demographics, check out these survey results from the Pew Research Center.

photo credit: ePublicist via photopin cc

Traditional Celebrities Make Their Way onto Vine for Celebrity Marketing

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Forward thinking brands can “one up” competitors being first on Vine

Vine is a social media platform proven to be light-hearted and made for entertainment. Most Vines contain comedic, creative or amusing content that keeps viewers wanting to watch the videos on loop. Since Vines allow a max of seven second videos, it is a way to quickly get messages across to the audience.

Most celebrity marketing on Vine has utilized celebrities that the app itself has created: Viners. As discussed in the previous post, Viners, celebrities who got their break on Vine, have been a popular and successful marketing strategy since the users of Vine are the exact people who are familiar with Viners.

Even with social media celebrities on the rise, it is not wise to eliminate traditional celebrities as an option for marketing on Vine. However, when using traditional celebrities to help market on Vine, there are a few key things to consider:

Don’t use traditional promotion:  keep it entertaining and natural: Think of Vines like little comedy sketches or short clips. What makes Vine special is users log on expecting to see original, entertaining content. To truly capture attention and gain respect on the platform, marketing should be kept in a fun format. Do not ask your celebrity to put on a fake smile, hold the product by their face and talk about how much they love it.

If using more formal advertising: do it on the brand account, not the celebrity’s: If a traditional celebrity actively uses their Vine account it is most likely for two reasons: either for fun or to stay in touch with fans and promote upcoming projects. A and B list celebrities do not want to lose followers on Vine posting many advertisements. If the brand wants to use traditional celebrity marketing tactics, keep it on the brand’s page. For example, Adidas posting Selena Gomez.

Aim for B-D list celebrities: Most big name celebrities are using Vine for fun or self-promotion. It is extremely rare for an A-lister to ever post a clip of an endorsement they’re doing. If you are looking for a traditional celebrity for your Vine celebrity marketing efforts, then it may be more realistic to hire up and coming/hot young celebrities or a B, C, or even D list celebrity who is in the news.

Include Vine videos in the celebrity’s marketing contract: If you are making a deal with a celebrity for an advertising campaign, PR promotion, or 360 campaign, it is common to add in social media post requirements to the contract. This could be a way to have an A-list celebrity do a Vine about the brand if it is part of a larger marketing deal and a condition stated in the contract.

photo credit: Jak pobierać filmy z Vine na PC i Androidzie via photopin (license)

How to Get the Most Out of Vine Using Celebrity Marketing

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Three tips to consider before signing a Vine star:

Vine is a social media app that allows users to post and view videos that are six seconds long.  The videos run in a continuous loop until the user of the app scrolls past the video and on to the next one.  Users may “like” or “re-vine” the video so that it is viewable on their own account.

Vine’s popularity has grown quickly over the past few years.  In January of 2015 the company announced that each day there are 1.5 billion loops – (or “plays”).  Over the course of one year that number adds up to about half of a trillion plays on videos.  This figure is staggering and makes Vine an attractive market for brands to enter and promote their products.

Brands work within the Viner’s terms

Vine celebrities are often very specific about what goes on their channel.  This is because a constant stream of videos promoting a product, as opposed to the Viner’s usual videos, can cause them to lose followers. There may also be instances where Viners will only allow sponsored content to be up and running on their page for a certain amount of time before taking it down.

The more popular the Viner, the harder it may be to strike a deal

The more popular the Vine star, the higher the chances that other companies have approached them.  This means that the top Viners are less likely to be able to accept deals unless they are scheduled well in advance.  In order to successfully sign a popular Vine celebrity, make sure to research what they have done in the past and contact them well in advance of when you want them to upload the branded content.

Don’t expect brand exclusivity

Vine stars often promote a wide variety of products in all different fields, sometimes multiple in one field.  Do not expect them to agree to only promote your product.  Popular Viners can earn quite a bit of money even for a single six second video.  Many Vine stars rely on use of everyday goods to make humorous videos.  As a result of this, they will typically be less inclined to be restricted to one product.

Awareness grows quickly

Viner Brennan Tracy, who has promoted brands such as Airheads, FOX, Regal Cinema and Party City, saw his Vine popularity soar after a video in 2013 parodying the movie Taken got 302 thousand likes.  Since then his videos have been looped over 213 million times.

photo credit: http://blog.2gzr.com