Young Olympians Can Teach Celebrity Marketers About Generation Z

Elena Vasileva (flickr)Now that the Olympic stars of the future have arrived, how can they improve marketers’ understanding of the next generation?

The Olympic Games are a unique event in human history, for they bring the world together through the pursuit of excellence and celebration of the human spirit.

These athletes have unprecedented reach and been used for decades in marketing campaigns to represent brands.

However, the Winter Games have been taken over by a new wave of young superstars like Chloe Kim, Red Gerard, Maame Biney, Vincent Zhou, and Nathan Chen. Not surprisingly, the successes of these athletes have almost been overshadowed by their personalities.

Here are two major lessons that these new Olympians can teach celebrity marketers.

The Myth of “Digital Obsession”

We have all heard the critics of Millennials and Gen Z lamenting that the social fabric is being ruined by rampant use of technology. These cliches have become rather toxic.

If there is anything that these athletes are proving, it is that this myth needs to die quickly. Celebrity marketers must meet Gen Z on their level, creating experiences and content that appeal to them.

Chloe Kim dominated the half pipe on her way to a near perfect score, gold medal, and national headlines. But many outlets reported instead that the tweeted her cravings while waiting for her next run.

That is unheard of in Olympic sport. Instead of folding under pressure, she tweeted and showed her composure, then went out and became the youngest gold medal winner in the history of the event.

It would be naive to suggest there was no danger associated with rampant obsession with technology, but celebrity marketers who understand that technology usage by younger generations is not to be feared will be in position to reap the rewards as it becomes embraced as the new normal.

Influencer Personality Doesn’t Have an Age Requirement

A common perception held by some marketing professionals is partnerships with younger influencers are much more volatile and not worth the risk. Young Olympians have already begun to buck this trend.

Simply by qualifying, athletes like Red Gerard, Maame Biney, and Chloe Kim were approached by top brands for sponsorship opportunities and they have been rewarded by their successes.

Generation Z should not be defined by traditional standards of maturity and the need to reach a certain threshold to be an effective influencer. These athletes are still teenagers by any measure.

However, it reinforces the emerging doctrine that influencers should be recruited for the experience they give consumers rather than relying on old endorsement standards.

A 17-year-old who wins a gold medal in a sport they live for, who willing tweets they are hungry for ice cream or chips to calm nerves can be just as impactful with consumers as a more expensive A-lister with less connection to the product.

Partnering with an Olympic athlete can be tricky since they aren’t in the public eye for long periods of time, but young athletes like those mentioned above are the future. Smart marketers and brand agents recognize, even if you do not partner directly with them, that the way these stars interact with the market should be adopted to succeed.

photo credit: Elena Vasileva via (flickr)

 

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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

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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

Selling Authenticity with Celebrity Marketing

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Brands prove successful when trustworthy celebrities endorse their products.

Brands work tirelessly to create strong emotional and truthful connections with their audience. Because consumers connect well with celebrities on an emotional level, brands should select celebrities who carry a recognizable, authentic and credible demeanor.

As social media continues to become a window into the lives of celebrities, brands must work diligently to ensure that their celebrity partner promotes the same authenticity as the brand. Consumers frequently hold the expectation that brands will do more than simply sell a product, but rather work hard to create a trusting atmosphere.

To establish that trusting atmosphere, brands should partner with the right celebrities who can help promote products in the most natural and truthful way.

For instance, blatant and obvious brand advertisements posted on celebrities’ social media accounts do not create strong emotional ties. Consumers see right through these branded endorsements and keep scrolling. However, celebrity postings that integrate a brand’s product organically and convincingly will catch consumers’ attention.

For example, professional basketball player, Kevin Durant, built his relationship with Sparkling Ice on authenticity. Durant, a real life consumer of the zero-calorie carbonated water, was interested in a partnership with the company. As soon as Sparkling Ice caught wind of the Durant’s inquiry, they knew their sponsorship relationship would be a success because their bond was built on genuine, demonstrated interest.

Celebrity and influencer marketing has been rated as the fastest-growing way to grab online customers. Despite this success, marketers need to continually ask questions as the consumer landscape evolves.

What does our consumer base care about? How should we align the brand with those causes? What channels will have the strongest influence?

Although the answers to these three questions are not the same, all three answers address the same topic of authenticity. As brands have the opportunity to connect with consumers, they need to invest in the celebrity who best matches their beliefs as well as their audience.

In adopting the use of celebrity marketing, authenticity and transparency are critical. As information is more readily available in today’s social media landscape, consumers are not afraid to look beneath the surface and confirm that brands are using celebrities with credibility.

photo credit: geralt via Pixabay.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.

photo credit: StockSnap via Pixabay.com

Tailoring Celebrity Marketing to Individual Social Platforms

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Social media is not one-size-fits all.

Joining the social media bandwagon just for a presence on social media does not work. A casual Facebook page or basic ad on Instagram is not enough. Each social platform has its own nuances that distinguish one channel from another.

Granted, any company wanting to spread its message to as wide as an audience as possible should be on multiple social platforms. However, it is important to recognize each social channel’s unique audience. From there, brands must creatively reach users by differentiating between these platforms and determining which and what type of celebrity influence is going to be most successful.

Brands need to determine content that will perform best on each platform factoring in the celebrity that will best enhance the campaign.

For instance, what does well on Instagram may not do well on Snapchat, and what works for Facebook may not work for Twitter. Each social media platform has its own tone and language. For example, Twitter’s 140-character limit, encourages users to keep their messages concise. In contrast, Instagram emphasizes the power of pictures to express its social content. Whenever creating social content, it is always important to remember that it should match the platform’s community and norms.

Likewise, individual social media platforms take on different roles. Whereas Snapchat is well-suited for raising brand awareness among millennials and Generation Z, Twitter frequently responds to customer complaints.

In addition, brands should think about the length of its content. Although Snapchat is no longer limited to 10 second videos, millennials respond best to ads that are short. So, when thinking about what advertising content to post next, keep in mind that the shorter the ad the better.

Moreover, visual style of brand content varies per platform. Content on Snapchat and Instagram are encouraged to be vertical, restricting the way brands create advertisements.

Tailoring content and identifying the right celebrity fit for each social media platform demonstrates that a company understands social media and has a solid strategy in place.

Ultimately, brands must learn the tricks of the trade if they are going to effectively advertise and market. Celebrity marketing is an excellent way of engaging users on social media, but if done incorrectly, brands will pay the price.

photo credit: TeroVesalainen via Pixabay.com