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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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

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

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

Celebrity Marketing and Esports Join Forces

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To promote brands and foster strong relationships with millennials, esports is the go-to industry to reach millennials.

To keep brands relevant in an age of overstimulated millennials glued to their screens, think gaming. While marketers use celebrities and digital influencers to reach consumers, they have overlooked one very important group of influencers: gamers.

The breakout industry, esports, has accumulated a large following thanks to these gamers. In fact, it was reported that gamers are the most followed influencers on YouTube, where three of the top five YouTubers are gamers.

With such a strong following, brands should utilize the reach of these gaming influencers as a way to attract more millennials.

Although esports originated in social media, it has pushed past its initial YouTube platform and jumped into major venues like Madison Square Garden and Key Arena, drawing in thousands of viewers and attendees.

As the gaming industry continues to grow in popularity, brands need to recognize the endless opportunities of partnering with gamers.

In pursuit of this fast-rising sport, a few brands have caught on to the gaming phenomenon.

For example, Snickers used the esports social platform creatively to reach their audience. Snickers partnered with three gamers with large social followings to transform its “You’re Not You When You’re Hungry” campaign into a live broadcast prank. Gamers began to play horribly because they were hungry, and the hungrier they became, the worse they played. It was not until they ate a Snickers bar that each gamer reverted back to their legendary gaming selves. The prank proved noteworthy as viewers went crazy with live-commenting throughout the prank.

Similarly, Coke was able to tap into the trend and feed fan excitement. Coke encouraged fans to get involved by handing out “cheer boards” for fans to write on during the gaming event. And if fans could not make the big event, Coke had a solution: host viewing parties. For instance, Coke created a nationwide viewing party of the League of Legends World Championship at L.A.’s Staples Center to over 200 movie screens across the United States.

Because esports is a developing platform, marketers must step outside their comfort zone. Risks are necessary, so take that risk by tapping into the powers of gaming influencers. In turn, brands will find success in reaching the much desired millennial consumer.

photo credit: Tobechi Ugwumba via Flickr

Who Wins for Brands – Digital Influencers or Traditional Celebrity Marketing?

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Four ways how digital influencers compete with traditional celebrities’ reach in marketing campaigns.

Influencer marketing works and brands are on board. With the increased presence of digital influencers, the role of traditional celebrities as a marketing tool is put into question. As consumers look for the latest trends and products, more companies are recognizing a shift in these consumer behaviors. As a result, brands are turning to digital influencers as the face of their campaigns.

Previously, traditional celebrities were able to influence purchasing decisions based in large part on their name recognition. However, the digital influencers’ increased social media traffic has granted them a larger piece of the marketing pie.

Over the past decade, social media channels and platforms, such as YouTube and Instagram, have accumulated large user bases. With this immense growth, brands are looking at digital influencers and social media stars as a valuable form of social engagement for online advertising campaigns.

The popularity of digital influencers has changed the definition of “celebrity,” forcing brands to rethink their traditional approach to working with celebrities. Listed below are four key insights as to why brands may prefer working with digital influencers.

1. Social Media Presence

Digital influencers have a strong following on social media. While traditional celebrities also have billions of followers across various social media channels, they don’t present the same authenticity as digital influencers. Digital influencers are seen as “regular people,” potentially with a greater online reach than idolized celebrities.  Because of this authenticity and accessibility on social media, digital influencers have a greater appeal to today’s audiences.

2. Price Point

Most often, celebrity endorsements are more expensive than partnerships with digital influencers. Extensive experience and previous track record add to the cost of using traditional celebrities.

3. More Tailored Audience

Followers of digital influencers pay close attention. They are a self-selected, very specific audience seeking advice and inspiration. By choosing specific digital influencers, brands narrow their audience.

4. Credible Third Party Endorsement

Whereas celebrities can provide exposure for a product, digital influencers can provide a certain level of understanding and connection to that product. A Twitter study found that social media users trust influencers nearly as much as they trust their friends. With that level of trust, a brand can benefit from the unique perspective influencers have on a campaign.

photo credit: Blogtrepreneur via Flickr

 

Celebrity, Influencer Marketing and Shoppable Ads a Powerful Combination for Increasing Ecommerce

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Brands with a bottom line goal of converting social media users into customers, shoppable ads with influencers and celebrities are a great option.

Combining the effectiveness of celebrity marketing with the quick and easy conversion allowed by shoppable ads creates a dynamic marketing opportunity for brands.

By reducing the amount of steps consumers need to take to buy a product featured in a post with their favorite celebrity or influencer, brands are seeing increased sales and using the tactic more frequently.

Shoppable influencer ads are not only leading to higher conversion rates, they are also giving brand marketers a clearer way to measure return on investment (ROI). They can determine what ads are performing the best and how well they are performing.

Links on social posts across the major platforms enable tracking sales from social media efforts. Purchases made can be traced back to the source to determine how many sales can be attributed to the ad.

Here are a few brands leading the way in shoppable influencer ads:

The clothing brand Loft partnered with actress Busy Philipps to produce a shoppable video ad campaign on Instagram. The campaign included a series of longer videos cut down into several clips and posted on the brand’s account.

Using the Like2Buy platform, consumers were able to view the ad and then use the link to visit the brand’s ecommerce site and see the items Busy had picked as her favorites.

Celebrity and Influencer ads on Snapchat are being revived since the platform recently debuted the ability for brands to link right to their websites.

Teva Women’s Health partnered with actress Sophia Bush to work on a campaign generating awareness about alternative birth control options. The #NoHormonesPLZ campaign included a ten second Snapchat video ad with Sophia instructing viewers to swipe up to learn more.

Users were able to go to the website for the campaign and sign up to enter the sweepstakes right through Snapchat.

The organization was able to get more entries by making the link closer to consumers and requiring less action to participate.

MikMak is a company that creates, measures and distributes shoppable ads on behalf of brands. Through their attach feature, brands are able to attach links to their ecommerce sites within their Snapchat ads or Instagram Stories.

Several brands began testing out the beta version of the service in spring 2017. GoPro, Birchbox and Dr. Brandt skincare are among those who have encountered success with the feature.

Birchbox created a series of shoppable video ads for their Mother’s Day campaign. Dr. Brandt Skincare saw a huge ROI, with a 500 percent increase in sales from Instagram for facemasks over a span of 10 days.

Seeing as all of these brands have used influencer marketing in the past, it will be important to keep an eye out for how they capitalize on the early adoption of tools like these to combine celebrity marketing with shoppable ads.

photo credit: Justyre / 27 images via Pixabay