Celebrity Facebook pages are better than brand pages for breaking through the clutter and meeting objectives. Here’s how:
While other mediums of social media have their own advantages for celebrity marketing, such as Snapchat “stories” short, fun clips and YouTube’s creation of celebrity Vloggers, Facebook is still a successful platform to promote brands and products. Within Facebook, there are multiple options that allow companies to show up on consumers’ walls. These include purchased advertisements that are placed on users’ sidebars, company “pages” that users follow and other user accounts that post content that talks about or links back to brands.
Between these choices, celebrities who promote brands on their personal accounts are proven to have the most success for celebrity marketing on Facebook. Celebrity Facebook pages are some of the highest “liked” pages and profiles on the website. Some of the most liked celebrities on Facebook include soccer player Cristiano Ronaldo with 121,931,444 likes, Shakira with 104,611,827 likes, Vin Diesel with 101,661,004 likes and Eminem with 90,459,2999 likes. All of these celebrities have more likes on their accounts than some of the top liked brand pages which include McDonald’s with 71,983,368 and Red Bull with 47,928,344.
Beyond the act of users liking the brand or celebrity page, user involvement is also a critical aspect to consider. Only 1% of an average firm’s Facebook followers show any engagement with the brand’s page through liking, commenting or sharing their messages, according to a research paper posted by the Social Science Research Network. By comparing likes on celebrity posts versus posts on brand pages, it is clear that more user involvement occurs on celebrity accounts. The research paper’s co-authors; Dokyun Lee, Kartik Hosanagar and Harikesh S. Nair, found that photos posted by pages categorized as “celebrity” had an average of over 500 likes per photo, whereas likes on photos posted on “consumer product” pages averaged about 45.
More specifically, this advantage can be seen while comparing celebrity marketing posts on the two different types of pages. Actor Neil Patrick Harris partnered with Coca-Cola and (RED), an organization with a mission to create an AIDS free world. The campaign revolved around raising money through donations. All donors had a chance to win the experience of going to dinner and a Broadway show with Neil Patrick Harris. Both he and Coca-Cola posted the exact same video, which talked about what was being done for the cause in Africa and Neil Patrick Harris’ part in the campaign. On his page, the video got 48K views, 836 reactions and 82 shares. Coca-Cola’s post of the same video received only 30K views, 359 reactions and 62 shares.
It is not only beneficial to use celebrity social media accounts in general, but when sheerly looking at size, it is more effective to specifically use Facebook celebrity pages.
This is because the top Facebook pages and profiles tend to have a significantly larger number of followers than competing social media platforms such as Google+ and Twitter. Cristiano Ronaldo, as mentioned above, has over 121 million followers on Facebook, but only a fraction of that amount on his other channels, with about 53 million on Twitter and 6 million on Google Plus. A former report by BI Intelligence shows the same tend.
all Facebook page statistics gathered on June 30, 2017
chart courtesy: http://www.ssrn.com
photo credit: http://photopin.com