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.

photo credit: nullienphotography via flickr.com

 

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.

photo credit: Raphael Silva via Pixabay.com

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.

photo credit: Adam Bowle via Flickr.com

Celebrity Marketing at Sporting Events

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When it comes to sporting events, celebrities and social media are the major players driving social engagement before, during, and after the game.

The impact of celebrities on audience engagement at sporting events is real. The impact of social media on audience engagement is just as real. Combined, these two influential forces and sporting events become one dynamite hotspot for brands to connect with fans.

Linking popular marketing campaigns to high-profile sporting events is not a new idea. However, the rise of social media adds a valuable, new element to the marketing mix. When social platforms work hand-in-hand with celebrity marketing campaigns featured at major sporting events, audience engagement will increase.

Brands that are able to generate creative and compelling videos can drive social engagement surrounding sporting events. Using the power of social media, these videos may become viral and generate buzz around the event. Similarly, brands featuring celebrities within their marketing campaigns at sporting events can achieve higher levels of engagement.

Beyond simply creating buzz, well-known sports teams and their social channels have found a way to engage with sports fans during the actual event.

A few professional sports teams have figured out how to draw attention away from personal phone screens and attract fans to the only screen that matters, the jumbotron. The Philadelphia Eagles, Seattle Sounders and San Francisco Giants use technology powered by Tagboard that shows their Instagram stories on massive displays inside the stadium. These teams have found the way to grow their social media followings and also keep the focus on the field.

Combining celebrity title with social media, these sports teams engage fans, while still promoting their brand. As teams recognize this potential for branding, they discover ways to monetize content.

In addition, these massive displays take fan engagement another step further by featuring user-generated content. This keeps fans involved in the action on the field, while simultaneously becoming the focus of the screen. Furthermore, Tagboard created a tool that makes it easier to search content across keyboards, phrases, accounts and hashtags.

Tagboard has put a new spin on advertising during sporting events. Brands that want to get a leg up and connect with sports fans must recognize the influence of celebrity marketing and in turn, create captivating video content for social media platforms that will get fans involved.

photo credit: Pexels via Pixabay.com

The Attraction of Celebrity Marketing in Social Media and Video Advertising

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Video advertisements are the hottest trend in grabbing consumers’ attention.

Celebrity marketing is powerful. Social media is powerful, and the newest power tool in the mix is video content. Video content is viewed on more devices and in more places than ever before. When these three platforms are combined, the possibilities and opportunities are endless.

Several social media channels, such as Facebook, Reddit, Snapchat and Twitter, are eager to increase usage and snatch a larger portion of digital video ad revenues. To achieve greater audience attention, social platforms are diving deep into the digital video advertising sphere. These platforms are adapting to the popularity growth spurt of video and repositioning themselves to better attract consumers.

More specifically, videos of celebrity endorsements can bring big revenue to those video advertisements and the social platforms that host them.

For example, Facebook has not always been thought of as the go-to place to watch a show. But, with the ever-changing times, Facebook is changing their tune by offering programming and a new video platform, Watch. Arranged by what Facebook users’ friends and communities are watching, the Watch platform allows video creators to release their episodes in an organized fashion while also engaging viewers in conversation.

Along with the Watch platform, Facebook is diving further into the digital sphere with its attempt at earning digital video advertising revenue. To do so, Facebook is selling in-stream-only video advertisements. These advertisements will appear only in videos that people watch on its network or across its ad network of third-party sites and apps.

Similarly, Reddit is paying more attention to the power of video on its platform. Making video an essential component, Reddit launched its first household video experience. Users will no longer be redirected to YouTube to share videos. Rather, users will be able to upload videos directly to the Reddit website. Without skipping a beat, Reddit now exposes users to auto-play video advertisements.

Meanwhile, Snapchat’s entire foundation features creative and short video content, which instantly grabs the attention of younger consumers. Although it is a unique format, its network provides marketers with immense potential for video ad revenue.

Twitter is another social channel trying to make video a core part of its platform, incorporating live and event-driven video content on its feed. In addition, Twitter delivers advertisements throughout these showings, targeting their audience in an engaged setting and opening the door for more video ad revenue.

These social media avenues offer vast opportunities for video advertising. Consumers drawn to celebrity marketing will drive increased video consumption, resulting in corresponding increases in revenue.

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