Celebrities can greatly increase your brand’s awareness in media impressions, consumer engagement and website traffic through social media.
To ensure you get the most from your celebrity endorsement, here are ten tips which lay a foundation for including social media in your marketing mix.
1. Create a Plan
Creating a social media plan that includes celebrity usage before you dive into the selection process will help make the right choice clear.
2. Be Selective
For better consumer engagement with your brand, choose a social celebrity. Select someone that not only has a large social media following but also is actively engaged with their fan base through social media.
3. Always Disclose the Relationship
Keep in mind FTC disclosure policies when drafting content for celebrities (i.e. use of hashtag #ad). It is a liability for both the brand and the celebrity if these are not included and you could get fined for not including the proper disclosure(s).
4. Branded Content
One of the most effective ways to use a social celebrity is to create interest, appeal and traffic to branded content (i.e. photos, micro-sites etc.). There are a number of ways to track a campaign’s success.
5. Remember Your Target Audience
Be sure the celebrity you select targets the right demographic via their followers. If you are selling to moms, select a celebrity who is a mom herself and regularly participants in social media by tweeting and posting parenting tips.
6. Expand Your Social Media Presence
The social media landscape has grown well beyond Twitter and Facebook. Be sure to include other social media platforms such as Snapchat, Instagram, Pinterest, and blogs like Tumblr.
7. Create an Appropriate Social Media Budget
When budgeting, be sure to note that the more active and profitable a category is, (i.e. beauty, automotive) the more the social media post will cost. Even if you are not requiring exclusivity in the category, the celebrity will often charge more for active categories as they are risking losing larger deals for a one-off campaign.
8. Exclusivity Costs
Depending upon the celebrity and the category, expect to pay anywhere from $5,000-$20,000 for each post (a post can mean either a Tweet, Facebook post, Instagram photo etc.). The cost will increase if you are requiring exclusivity in the category for an extended term.
9. Refine Your Contract
Work with the legal department to have a short-form contract for social media campaigns to ensure negotiations move forward.
Legal elements which are standard in a long-form contract are not always necessary and could kill your deal.
A short-form contract should include things such as:
- Payment terms
10. Be Prepared for Rejections
Have a number of celebrities approved internally in order of preference. That way, if a celebrity passes, you can quickly move on to the next without having to go through additional approvals.