How Brands Use Influencers & Celebrity Marketing to Appeal to Gen Z

The right celebrity will forever remain an authority figure for a brand’s audience.

When the lifestyle of a celebrity ties in well with a brand, it is very simple for the average consumer to trust a brand and its message delivered by a celebrity.

Brands have been able to thrive off of millennial engagement via traditional celebrity endorsement, whether that is with a sports icon or Hollywood starlet. However, as millennials age, the focus shifts to what appeals to Generation Z: those born between 1996 and 2010.

The current 2 billion that make up Gen Z (27% of the world’s population) are the first to grow up with the internet at their fingertips. These are the individuals that trust the everyday person on social media, rather than the apparent celebrity appearance.

With an average attention span of 8 seconds, Gen Z craves transparency and instant connection to a brand. That is a large reason why Snapchat and Instagram have their highest usage from that age category.

Here are three simple influencer marketing tips to help brands thrive:

  1. Use short video clips

With Snapchat and the recent roll out of Instagram Live, it is simple for an influencer to send out a brief message to their following on a very personal level. With a brief, yet impactful influencer video, your brand can tap into an audience that will respond and trust your message.

Social media influencer Logan Paul has provided brands such as Doritos, Dunkin Donuts, Nike, and Verizon all immense success due to short video blasts. His message is concise, exciting, and immediately grabs the audience’s attention without having to stop for brand recognition. Brand recognition becomes instantaneous, because the videos are lively and provide a direct viewer appeal.

Visual content will always remain more appealing than simple text, especially with Gen Z.

  1. Ensure your brands message aligns with influencer personality

Unlike any other portion of social media users, Gen Z has an innate desire for a personalized experience with a brand. That is why the influencer market is so vast. Young people can immediately associate an influencer with an experience they have had or desire to accomplish.

Therefore, your brand’s message must directly align with the influencer chosen. The influencer doesn’t have to be colossal to have peak brand appeal. Micro-influencers, or those who have a niche in the influencer market, will play an integral role for developing brands in 2017.

These individuals are cheap, can instill immediate trust with Gen Z, and can successfully reinforce the niche appeal of certain brands. When a micro-influencer’s niche can match that of a brand, success is imminent.

  1. Store creative trust in the influencer

An influencer is an influencer for a reason. They either have an interesting quirk, style, or persona that appeals to a massive social audience. Brands will have to relinquish a lot of creative control and allow the influencer to take over.

It may be daunting for creatives to accept, but it’s a reality of influencer marketing. After all, it is the creativity of the influencer that granted their widespread appeal and the brand’s interest in the first place.

The more a brand trusts its influencer, the more the consumer will trust the given brand.

photo credit:


How to Hire A Celebrity to Market Your Brand

celebrity marketing

Martha Stewart and the cupcake bloggers

The type of celebrity and the stage of their career can greatly reduce your cost.

Brands don’t have to spend seven figures to successfully use a celebrity.

Informed marketers with limited budgets can afford to hire up and coming or even a well-established celebrity who is eager to work.

Building brand awareness, volume and increased sales can be accomplished with non-traditional celebrities.

Here are four different types of celebrities which cost much less than superstars but still have a big impact:

1. Experts 

Your brand could possibly utilize a home expert if they are a good fit for your target demographic. There are many different types of experts in this category such as moms, designers, party planners, do-it-yourselfers or cooks.

Rachael Ray was an expert chef before her career success and fame gave her celebrity star status.

Fees for a top-level expert can vary from $100,000 to $150,000* per day where as a mid-level or lower level expert would range from $5,000-$40,000* per day.

2. Reality Stars

Shows like The Apprentice and Celebrity Apprentice created product endorsers from contestants and show hosts such as Bill Rancic and Ivanka Trump.

Fees are similar to the ‘experts’ where there is a sizable cost savings using a reality star celebrity that is in the mid-level to lower-level range.

3. Bloggers 

Social media created a cottage industry of bloggers who influence consumers and add to their following representing brands.

Fees for a sponsored post vary widely from $2,000-40,000.

For a blogger to endorse your brand, fees would be in a similar range as an expert or reality star celebrity.

4. Deceased Celebs 

A deceased celebrity is often overlooked. One of the upsides is no risk of tarnishing a brand by bad behavior in the future.

Fees typically range from $50,000 – $500,000* and vary by the estate’s view of fair market value. You can find great value in this category.

*Fee ranges vary. Exact services, number of days, brand exclusivity, along with supply and demand determine the ultimate fee.

Hiring a celebrity at a certain point in their career is another way to reduce costs further.

1. Up and coming celebrities

An example is hiring either Super Bowl quarterback a year before they play in the big game. It’s not unusual for an endorsement fee to triple once they’ve been crowned a champion.

Hire the celebrity when they first become hot, not when they’ve peaked.

2. Below fair market value celebrity 

Celebrities who want or need to work, set fees lower than fair market value.

Most actors and athletes are not guaranteed the next payday and feel pressure for regular income.

Knowing how long it’s been since their last big paycheck will help estimate fees.

3. High name recognition celebrities 

Celebrities are usually more willing to negotiate later in their career. A large number of celebrities fall into this category and they can be a great way to hire a trusted, recognizable face at an affordable price.

photo credit: Rachel from Cupcakes Take the Cake via photopin cc