Embracing Change: Why Celebrity Marketing Looks Beyond Facebook to be Effective

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The growing trends of consumer dissatisfaction with social media privacy is a roadblock that marketers can avoid with the right strategies in place.

For good reason, headlines around the world have been dominated by ongoing problems for the world’s first social media giant. Privacy has always been a concern for consumers but the issue has flared up again with the Cambridge Analytica scandal.

It is important to understand the nuance behind the issue. Social media companies and corporation have been utilizing data legally obtained from users who sign terms of service for years and it has let to features like micro and geo-targeting.

The current controversy deals with the illegal collection of data through a third-party research firm who violated Facebook’s terms of service and multiple requests for deletion of data. As usual, the optics are terrible despite Facebook’s good intentions, while consumers are growing impatient with the lack of progress in privacy standards.

Not too long ago, people were calling on Facebook’s CEO Mark Zuckerberg to run for President, now he is being called to testify in front of Congress for his company’s shortcomings.

The advent of social media has been a boon for marketers and advertisers, providing endless opportunities to interact with consumers and tailor brand identities, but anticipating change is a much more universal and time-tested marketing tool.

With this in mind, marketers should be very wary not to have a reliance on platforms like Facebook, Twitter and Instagram by diversifying their ad spend in other mediums.

Television is a tried and true marketing method and will remain so, but more surprising is the relevancy of audio advertising (radio and streaming) in the age of social media. Studies continue to show that radio is still healthy in the ROI department and streaming will become a global standard with the rise of AI home assistants/speakers.

This does not negate the effectiveness of social media marketing however, but there are plenty other up and coming platforms that marketers should be aware of.

Of course there is Snapchat, Pinterest, and Instagram (I include Instagram even though they are owned by Facebook due to the lack of personal information needed on the platform). There are many other niche sites that can be used to target consumers; check out this great list from Hootsuite.

Other platforms like YouTube, Reddit, Tumblr, Flickr, and LinkedIn are sites striving to protect their marketing integrity and are free of the issues plaguing Facebook. Diversifying your brand’s digital/traditional footprint by moving away from a Facebook monopoly is a great way to insulate your brand from future scandals involving the privacy of consumers.

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How to Properly Track the Results of Your Celebrity Marketing Campaign

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To maximize ROI, the statistics of a celebrity influencer campaign analyze the impact and aid future learning.

Celebrity influencer campaigns are fast becoming one of the pillars of marketing in many industries and almost all of these happen in the digital sphere. Whether social media activations, streaming events or website ads, the potential for making unique impressions is massive.

Traditional media relied on sources like Nielsen ratings or simply sales figures to tell them how impactful their ad campaign was, but times have changed.

Marketers today need to understand the importance of measuring your campaign’s success, not just through the use of social media analytics. A combination of data streams will provide a much better proof of your methods and can help refine or reinforce a brand’s message.

Here are three ways marketers can properly track results of their campaigns.

1). Treat Social Media Platforms as your Friend, but not your Spouse

At present, many brands receive data for their campaigns from sources that focus on the Big 3 platforms: Facebook, Instagram, and Twitter. These form the backbone of analysis for marketers, but it should not be the only source you rely on.

Diversity of data sources is never a bad thing.

2). Track Real Time Data of Competitors 

Now I’m not advocating you create a corporate espionage division, but public data that details your competitor’s activities can be invaluable to strategizing your brand’s approach to a campaign.

Programs like Rival IQ and quintly are great sources for data.

Say for example your beverage brand wants to break into a community of consumers who love a certain activity. If a competitor already attempted reaching consumers with an influencer and met severe resistance to corporate influence, you can tailor your message or perhaps avoid the space and learn from others.

3). Search Engines are a Treasure Trove

I’m not sure where search engines rank on the all-time best inventions list, but their impact is pervasive. According to SmartInsights.com, a total of 1.2 trillion searches are made each year. To put that into perspective, that’s 164 searches for every person on Earth.

With this much activity, marketers can take advantage of data available from search engines to show how campaigns increased online traffic relating to their products.

Programs like Clicky, Moz, and Google Analytics are the premier sources for this data.

You don’t need a complex analytics degree to properly track the success of your celebrity influencer campaign, you just need to know where to start. If you want to take the gut feeling out of your marketing decisions, quantify choices and increase confidence, look to these programs to increase your ROI.

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Part II: Navigating the Pitfalls of Celebrity Influencer Marketing

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Safeguarding your message and having a clear contingency plan can save countless headaches and campaigns.

As in Part I, brands must evolve to have a conscious grasp on the content their consumers want to enjoy. Approaching a partnership from the perspective of the desired audience lends to the authenticity and relatability of the brand.

However, marketers must also keep the worst case scenario in mind, and have a clearly defined plan of action to protect your brand’s assets. Here are two more ways that marketers can avoid the dangers of influencer marketing.

3. Stay in Control of Your Message

Most important for marketers when dealing with celebrity influencers is to remember to maintain control whenever possible. Crises are always hard to accurately predict, but sometimes it may be wiser to turn down a partnership with a slam-dunk influencer that has the potential to rob your brand of its consumer credibility.

No matter how many precautions you take in selecting an influencer, there is always the possibility that a partnership could backfire should a scandal arise. In a scenario such as this, there are questions to be asked:

First, is the character of the influencer damaged enough to damage the brand immediately?

Second, would a continued association be a hindrance to the brand’s message?

Third, has the influencer alienated the desired demographics?

Ending a partnership in the right circumstances has the potential to place you in the good graces of society for taking action. Yet, it could also alienate your consumers should you detach at the wrong time.

Other marketers advocate for a neutral stance on an influencer’s actions and maintaining a partnership throughout a scandal, believing that they will always be valuable for their exposure. Effectively avoiding catastrophe requires a clear crisis management plan that values your brand message ahead of any other factor, and a proactive stance to take the appropriate action.

4. Beef Up Your Brand’s Personality

The amount of access afforded to brands by social media has created a culture of flashy postings like ‘Twitter wars‘ that come to define how a brand is perceived. Utilizing this resource can be a preemptive resource to protect your message from being harmed by an emergency situation.

By infusing comedy or compassion into your brand’s interactions with consumers, you can begin to construct your ideal position in popular culture. In the midst of a public relations crisis, having a brand personality reserves credibility in the minds of consumers and has the potential to alienate the influencer’s bad behavior from your brand values.

Marketers must be aware how much to push the envelope in the content they release,  a topic for another day. Staying proactive is essential in the digital realm and will remove the ability for influencers to hijack your brands message should a crisis arise.

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Part I: Navigating the Pitfalls of Celebrity Influencer Marketing

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When partnering your brand with a celebrity influencer, knowing the proper ways to safeguard your message can be the difference between success and disaster.

As more and more brands decide to utilize digital influencers to reach untapped demographics of consumers, there inevitably comes a time when controversy sours the phenomenon. It is not secret that influencers sometimes create scandalous firestorms, and more recently a few have made national headline news.

With so many brands becoming hesitant to entrust their image to a potential liability, there is massive opportunity for those who know how to properly position their brand to capitalize. Parts I and II of this post will each highlight two ways marketers can avoid the dangers of influencer marketing.

1. Represent Your Audience

It is simply not enough in the current marketing climate to merely know the audience you are trying to reach with your product. To stay on the cutting edge, marketers must now be able to provide their consumers with the content they desire. This means that your brand message must be excessively tailored to fulfill your established values.

Approach the search for an influencer from the mind of who you are selling to. If you are targeting young professionals, identify the trends in that age group and select influencers who represent those trends.

When searching for an influencer to partner with your brand, seeking relevance should be as important as influence. Rather than chasing the individual that will gain you the most exposure, marketers should turn to those that have engaged followers that will boos the influencer to consumer relationship.

The logic is simple, reaching many small influencers who have a hardcore fan-base can be much more effective than a larger influencer whose fans may not care about endorsed products, which can greatly increase the efficiency of campaigns.

2. Aim for Authenticity and Transparency

Another pitfall of influencer marketing lies in the product’s connection to consumers. Leaving an impression is certainly important, but shock value or even viral status does not last forever.

A lack of connection to a product has been the downfall of many campaigns, leading marketers to favor advocacy over influence. Advocacy differs from influence in that the talent encourages conversation about the product and requires active participation from both marketers and influencers who desire to equally benefit over a longer period of time rather than a simple one-time transaction.

Shallow partnerships have plagued the industry and have left some consumers feeling disillusioned. Marketers can short this by finding influencers that may already use their product or have a glaring need that can be filled, but it is important to keep the relationship two-sided.

Keeping a brand’s message authentic does not necessarily have to be affected by fears of overexposure either. Provided that influencers are clearly passionate about producing content with the product or service and bringing it into their lives or professions, consumers will connect with the brand message and adopt it for themselves.

To ensure that their message remains authentic, marketers should only partner with influencers who are willing to format their content to fit the needs of the brand. Close coordination is essential to tailor the tone properly and safeguard the inevitability of mistakes in a campaign’s execution.

A well-crafted brand identity will come to directly represent the values that their customers hold, which produces brand loyalty and guarantees future sales.

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Esports Fans Crave Celebrity Marketing Through Social Media

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Combining trends of rising social media usage and esports viewership can lead to significant future growth from any brand partnership.

Esports have grown out of its trendy status and are here to stay. What many thought would be a fad has now grown into a worldwide phenomenon and is challenging conventional entertainment giants.

The largest global esports event, The Dota 2 International Championship, was viewed by 40 million people with as many as two million watching at one point. The entire tournament drew 92 million viewers with over 509 million hours of video consumed.

The League of Legends World Championship brought in even larger crowds than Dota’s with a total of almost 58 million viewers, a yearly growth of 34%. The semi-finals drew a total of 80 million unique people watching concurrently. The parent company, Riot Games, boasts that their events feature professionals from 28 different countries, its global audience consuming over 1.2 billion hours of content.

If these events continue to grow at their current rates, it will only be a matter of time before they surpass the Super Bowl, which reaches over 110 million unique viewers.

Similarly, worldwide social media usage has been rising exponentially, with an estimate two-and-a-half billion global users. Users within the 16-34 age demographic spend an average of 3.21% of their day watching social media video like esports. The average age of a US esports viewer lies within the 25-34 age group, making up almost 40% of the total audience. Platforms like Facebook and Twitter have begun their scramble to be included in the esports market.

However, it is important to reach these consumers exclusively on social media. Companies like ESPN and NBC are trying to bring esports to television audiences, but esports ratings clearly point to fans’ desire to keep content in the digital sphere. Brands can capitalize on this by seizing the opportunity to advertise on Facebook, Twitter, and Twitch or even partnering with well-known esports professionals like Lee “Faker” Sang-hyoek, Soren Bjerg, and Yiliang Peng.

Take for example Gillette’s move to announce professional esports gamer xPeke as its Global Brand Ambassador. The Spanish celebrity was featured in first-of-its-kind commercials with esports highlights to promote the partnership and it spread all over YouTube. Gillette also collaborated xPeke with their international superstar partner Neymar Jr. leading to increased exposure for him and esports in general.

Another company, HyperX, decided to endorse a crossover athlete, NBA player Gordon Hayward. This apparel deal showed the early connection between esports and traditional celebrities, with Hayward agreeing to only wear HyperX headsets and appear in campaigns for the brand that is popular with gamers.

Celebrity marketing continues to evolve with the integration of esports into the entertainment sphere. Brands can now reach a sizable market of international consumers through a partnership with talent from prominent esports leagues. Getting in on the action at this point will put brands in a prime position to reap the benefits of larger audiences going forward.

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Celebrity Marketing in Six-Seconds

Six-Second Post

When looking to strike a chord with millennials and Generation Z, six-second advertisements lead the way.

A new form of video storytelling has hit the market. With lower attention spans and increased usage of mobile devices across multiple generations, six-seconds advertisements are the solution.

As brands and agencies prepare for this new era, these six-second video advertisements convey simple messages making immediate connections with viewers. There is a niche gap in the market for six-second media engagements and brands have begun to fill that void.

Although these advertisements were first introduced by YouTube as, “bumper ads,” several corporations have joined the movement utilizing the format. Fox began pushing out six-second advertisements during live sporting events, announcing that they will air nine of these short spots during its Thanksgiving Day NFL game. Prior to this announcement, Fox had been running six-second commercials in NFL games and the World Series. Similarly, AMC has decided to run six-second commercials during this season of the series, The Walking Dead. Facebook has also followed suit, announcing intentions to revamp six-second advertisements on its platform.

Even Twitter wants to join the six-second ad craze. In an effort to produce these short spots, they created, #Fuel. This new service is designed to help advertisers create content specifically for the platform as well as edit videos to conform to the six-second trend.

While six-second advertisements are a fairly new format, they have certainly left an impression already. According to a Google-led study, nine out of 10 six-second advertisements drove recall and 61 percent increased brand awareness.

Viewers want entertainment, innovation and disruption, and six-second spots seamlessly fit the mold. While advertisers continuously look to improve the viewing experience, adding celebrity features as another layer to the mix could be just what they need.

While six-second spots are defining digital presence, celebrities and influencers have already marked their territory in the digital sphere. Because celebrity marketing dominates digital, this “snackable content” elicits a new opportunity for brands to enhance this innovative format. Shorter advertisements certainly engage viewers, but celebrities have the potential to make these spots unforgettable. The combination of powerful celebrity marketing and the allure of six-second advertisements can lead to competitive advantages.

Getting right to the point, six-second advertisements keep viewers tuned in, especially millennials and Generation Z consumers with shorter attention spans. These short spots have the potential to command the digital sphere and further evolve with the inclusion of celebrities and influencers.

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Enhancing Voice Experiences with Celebrity Marketing

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Using voice technology, brands distinguish themselves amongst competition and develop strong customer relationships.

Artificial intelligence are two words that have become common place in this newfound digital world. It is a form of reasoning and problem solving that allows computers and machines to function and guide intelligently. As artificial intelligence continues to evolve, voice-based devices have erupted onto the scene, leaving a lasting impact on the advertising industry.

With the introduction of voice search, consumers are more likely to speak into voice-based devices than enter a typed request. According to MarketingProfs, approximately 55 percent of teenagers and 41 percent of adults use voice search at least once a day.

In one year alone, sales of voice-based devices have quadrupled, from just 6.5 million devices sold in 2016 to more than 24.5 million in 2017. As consumers become more comfortable with voice-assistant technology, brands are forced to adapt to an environment of minimal control.

Brands must convey their messages in an almost subliminal manner accounting for consumers’ time, location and circumstance while retaining the value of the message. Keyword search is changing too, and as a result, SEO needs to take a more conversational approach, forcing brands to create new, engaging content to reach their audiences.

While creating new content in an ever-changing digital world may seem intimidating, there are several opportunities for advertisers with voice-based devices, including partnering with a celebrity.

Voice-assistant technology exposes a new form of “always-on” interaction between consumers and brands. It forms an instant, open dialogue, creating a conversational user experience.

Although there are a few voice assistants that dominate the market, like Amazon’s Alexa and Google’s Assistant, the barriers to entry are low, allowing brands both large and small to enter the voice technology space.

As voice technology grows globally, brands have the opportunity to monetize their audiences through “voice-native” ad experiences.

Importantly, millennials are driving the market for voice-based assistants. With millennials at the helm of voice technology, brands are able to target this large group of consumers by utilizing artificial intelligence marketing.

Voice technology can also be heightened by the power of celebrity. By partnering with a celebrity while also using voice-based devices, brands attract more consumers and develop a stronger relationship with their audience.

For example, Oprah became the first celebrity voice featured on Amazon’s Alexa, promoting the Favorite Things storefront on Amazon. While her voice is not a permanent feature, her audible presence helps draw attention to voice-based devices and the potential the technology holds for brands. The familiarity of a celebrity voice like Oprah is comforting and encouraging.

Screen browsing could soon become a thing of the past. Voice technology is game-changing technology with the potential to flip the digital world upside down. Brands who learn to adapt beyond the screen and into a world of voice-dominated advertising will settle market share and competitive advantage.

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