Celebrities may be extremely influential on their own, but as a couple their combined influence makes a much more powerful unit for advertising.
Shared fan bases and increased media interest raises their individual and collective worth, extending their shelf life and putting them at the forefront of the media. By appearing together in advertisements , magazine covers, campaigns, or simply sharing photos together on Instagram, couples can utilize their union and establish themselves as a desirable brand. The couple’s personal life then becomes their most marketable aspect, increasing engagement on every level.
Gigi Hadid and Zayn Malik are a prime example of putting a couple on a pedestal in the media. Since their start, the couple has been highly publicized. Gigi’s appearance in Zayn’s music video for “Pillowtalk”, followed by their spread together in Vogue, only created more popularity surrounding their relationship. Despite the status each holds on their own, together they create a brand that no one can avoid seeing in the media.
Chrissy Teigen and John Legend are a perfect example of how a publicly-shared relationship can charm a fan base and strengthen a brand. The couple is reported on constantly, whether for news on their married life, their new baby, or the loyalty they display toward each other on a daily basis. They are constantly sharing snippets of their personal life on social media and sticking up for each other when they receive negative backlash. Their brand as a couple hinges on the world’s obsession with their married life.
Beyoncé and Jay-Z are a great example of how negative comments don’t have to mean a negative effect on the brand, but can rather lead to more engagement and interest. Amid cheating rumors with the release of Beyoncé’s album, Lemonade, buzz about the couple has sky-rocketed. By playing out their marital drama in the public, there is even more publicity surrounding the couple. And by doing it through music, fans are enthralled by the couples honesty and willingness to share their secrets with the public.
The combined influence of a celebrity power couple is something that almost no celebrity on his/her own can match. The appetite for celebrity couples, mixed with their combined media presence, creates a highly-marketable brand with unparalleled engagement.
Photo credit: instagram.com/chrissyteigen