Selling Authenticity with Celebrity Marketing

Authenticity Post

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

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Celebrity Marketing at Sporting Events

Sporting Events Post

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

Video Advertising Post

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, 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

Celebrity Marketing: Social Media Stars from the Webby Awards 2017

The Webby Awards annually celebrates the best the internet has to offer, spanning hundreds of categories in six unique fields – Websites, Social, Film & Video, Mobile Sites & Apps, Podcasts & Digital Audio, and Advertising, Media, & PR.

Each category has two winners – one chosen by a body of industry experts and technology innovators, and the other by the voting public. These winners represent some of the best creators on the Internet today. The Webby Award stars are a great pool of talent to find premier social media influencers for a celebrity marketing campaign.

The social influencer landscape changes daily, which is why we’ve updated our 2016 list.

Here are some of the Webby stars you need to know in 2017:

  • Brooklyn and Bailey McKnight, identical twin fashion vloggers, won the People’s Voice for Best Celebrity/Fan for their YouTube channel BrooklynAndBailey, which owns over 3.8 million subscribers. A high percentage of their YouTube comments gush over their eyes and mascara, pushing the 16-year-old girls to possibly partner with a makeup brand or begin their own makeup line.
  • Claudia Oshry is the envy of anyone who does anything – literally. Oshry is a 2017 Webby nominee for the social media category “Weird” for her wildly popular Instagram handle @girlwithnojob. Oshry, who is unemployed, takes to her Instagram to post what she calls “relatable humor”, posting pop culture memes to engage her 2.6 million following. Captain Morgan has already taken a liking to Oshry’s high engagement, and was able to draw 4,000 people to a Las Vegas event simply because Oshry was their host.
  • Hank Green took home the honors of People’s Voice Science & Education (Channels and Networks) winner thanks to his daily YouTube series SciShow. The show’s mission is to make science applicable and interesting. The channel nearly has 4.2 million subscribers and is largely due to the fact that SciShow listens to its following. The videos posted on Tuesdays and Saturdays directly answer fan questions, giving avid viewers a reason to residually visit the channel.
  • Corinne Leigh, an eccentric YouTuber, is best known for her lifestyle DIY channel ThreadBanger. Corrine, alongside her husband Rob, are winners of the People’s Voice Film & Video Best Web Personality. Corinne and Rob are constantly posting content revolving around baking and science. Recently, the duo posted a video that revived the short lived Starbucks Unicorn Frappuccino, gaining 1.6 million views in under four days.
  • Heben Nigatu and Tracy Clayton are the winners of the Interview/Talk Show (Podcasts & Digital Audio) Webby for their booze infused podcast, Another Round. This Buzzfeed couple covers everything from race, gender and pop culture to squirrels, mangoes, and bad jokes. Nigatu and Clayton have the knack to get their guests to open up about hot button topics and then end their talks by getting their guests a round of drinks.

This year’s Webby bunch is a great place to find top tier creators and YouTube channels that are transforming the traditional celebrity endorsement landscape.

photo credit: www.vimeo.com