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 

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Updates to Facebook, Instagram and Snapchat: What Brands Need to Know for Their Celebrity Marketing

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Big changes are taking place across the major social channels as they compete to one up each other and rise above the rest.

Brands and marketers need to stay up to date and adapt their campaigns based on updates. Social and digital trends change quickly. In order to lead the pack and get the most out of a campaign, brands must stay current and be ready for more change.

Social Media has become an integral part of nearly all marketing campaigns.

Here is what the major social channels are doing next, along with some insight on how these features affect influencer and celebrity marketing.

Facebook

Facebook announced that they’ll be releasing an app for influencers to create videos. The feature will operate with Facebook Live and only be accessible to celebrities, journalists and internet influencers, or any other verified accounts.

Brands can integrate themselves with celebrities in an entirely new way through this feature. Current celebrity endorsement avenues include celebrities posting on their Facebook pages or influencers mentioning products or brands in their YouTube videos. The video creation app combines both, creating a new opportunity for brand and celebrity partnerships.

Snapchat

After receiving a lot of criticism from marketers and advertisers who want to use metrics to assess campaigns, Snapchat has tried to match the other social channels in terms of data and analytics. They released the paperclip tool which allows links to be attached to snaps.

This provides brands opportunity to drive more traffic to their websites and measure how much traffic comes from the ads’ placement on Snapchat specifically. When promoting a brand on Snapchat, celebrities can now include a link to whatever the brand chooses right within the snap.

Instagram

In an attempt to help brands follow the endorsement rules put forth by the FTC, Instagram launched a “paid partnerships” feature. It allows celebrities to clearly mark the posts that feature the partnerships they have with brands.

This feature allows brands to be clear and transparent about endorsements. Using this tool on Instagram will keep brands out of conflict with the FTC.

Social Overall

Across all social media platforms, more tools for data and analytics are being developed. Social channels are accommodating brands’ demands for better marketing outlets and striving to provide the best place for ads.

Using these tools as they are released gives brand marketers opportunity to showcase their campaigns and provides helpful insight for planning future campaigns.

Facebook and Twitter are among channels focusing on live streaming events. This trend is another to follow as it develops. With the decline of TV, this is another potential format for celebrity marketing campaigns to flourish.

 
photo credit: Anthony Quintano via Flickr

Matching an Influencer or Celebrity Marketing Campaign with the Right Social Channel

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Campaigns reach maximum effectiveness when placed on the social channel that best fits a brand’s goal.

Brands of all sizes and industries have stepped up their use of influencer marketing because of its ability to reach consumers in a genuine and valuable way. Research done by Linqia.com shows that 86% percent of marketers used the tactic in 2016.

Undoubtedly successful, influencer campaigns placed with the right social channel allow brands to optimize their spend. The decision of which social channel to use depends on the broad goal of the campaign according to the points below.

 Audience

Depending on which consumer the campaign targets, one social channel may be better than another. With the extent social networks are integrating into daily lives, people of a variety of characteristics and lifestyles are active on any given channel. However, some channels are still better than others for reaching a certain demographic. Some channels, like Instagram and Snapchat, are used more heavily among millennials while others, like Facebook, are more frequently used by an older audience.

Stride gum used DJ Khaled to promote their Mad Intense Gum. They had DJ Khaled take over the brand’s Snapchat account for two days as a part of the campaign. By using Snapchat, they were able to reach the audience they intended.

Reach

If the goal is impressions and getting the brand seen by as many people as possible, the campaign is best placed on a channel conducive to that purpose. This will depend on the chosen influencer’s following on each channel. In general, Facebook and Instagram currently allow for the largest reach considering that they have the highest amount of active users.

With 121 million followers, Selena Gomez is one of the most followed accounts on Instagram. The fashion company Coach brought her on as a spokesperson in December 2016. She has posted multiple pictures with their products on her account, allowing Coach to reach millions of consumers.

 Engagement

Engagement is a more powerful and intimate tool that focuses on getting consumers to take action. While reach can mean that they just saw an ad, engagement means they acknowledged it and interacted with it; usually by liking or commenting. When matching an influencer campaign with a social channel, choose the social channel where the influencer has the most dedicated and captivated following. Overall, Facebook and Instagram are good for engagement. Snapchat isn’t the best since the content isn’t likable or shareable.

Clinique for Men was able to generate a large level of engagement by partnering with influencers on Instagram. By using ten influencers across different demographics, the brand was able to achieve 3.8 times higher engagement than on their own account. Their products showed up on accounts including professional surfer and photographer Mikey DeTemple’s with 26,600 followers. A bigger influencer they partnered with was the lifestyle blogger and traveler Justin Livingston, with 246,000 followers.

photo credit: stux via Pixabay

 

Celebrity Facebook Pages Outperform Brand Pages for Celebrity Marketing

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Celebrity Facebook pages are better than brand pages for breaking through the clutter and meeting objectives. Here’s how:

While other mediums of social media have their own advantages for celebrity marketing, such as Snapchat “stories” short, fun clips and YouTube’s creation of celebrity Vloggers, Facebook is still a successful platform to promote brands and products. Within Facebook, there are multiple options that allow companies to show up on consumers’ walls. These include purchased advertisements that are placed on users’ sidebars, company “pages” that users follow and other user accounts that post content that talks about or links back to brands.

Between these choices, celebrities who promote brands on their personal accounts are proven to have the most success for celebrity marketing on Facebook. Celebrity Facebook pages are some of the highest “liked” pages and profiles on the website. Some of the most liked celebrities on Facebook include soccer player Cristiano Ronaldo with 121,931,444  likes, Shakira with 104,611,827  likes, Vin Diesel with 101,661,004 likes and Eminem with 90,459,2999 likes. All of these celebrities have more likes on their accounts than some of the top liked brand pages which include McDonald’s with 71,983,368 and Red Bull with 47,928,344.

Beyond the act of users liking the brand or celebrity page, user involvement is also a critical aspect to consider. Only 1% of an average firm’s Facebook followers show any engagement with the brand’s page through liking, commenting or sharing their messages, according to a research paper posted by the Social Science Research Network. By comparing likes on celebrity posts versus posts on brand pages, it is clear that more user involvement occurs on celebrity accounts. The research paper’s co-authors; Dokyun Lee, Kartik Hosanagar and Harikesh S. Nair, found that photos posted by pages categorized as “celebrity” had an average of over 500 likes per photo, whereas likes on photos posted on “consumer product” pages averaged about 45.

More specifically, this advantage can be seen while comparing celebrity marketing posts on the two different types of pages. Actor Neil Patrick Harris partnered with Coca-Cola and (RED), an organization with a mission to create an AIDS free world. The campaign revolved around raising money through donations. All donors had a chance to win the experience of going to dinner and a Broadway show with Neil Patrick Harris. Both he and Coca-Cola posted the exact same video, which talked about what was being done for the cause in Africa and Neil Patrick Harris’ part in the campaign. On his page, the video got 48K views, 836 reactions and 82 shares. Coca-Cola’s post of the same video received only 30K views, 359 reactions and 62 shares.

It is not only beneficial to use celebrity social media accounts in general, but when sheerly looking at size, it is more effective to specifically use Facebook celebrity pages.

This is because the top Facebook pages and profiles tend to have a significantly larger number of followers than competing social media platforms such as Google+ and Twitter. Cristiano Ronaldo, as mentioned above, has over 121 million followers on Facebook, but only a fraction of that amount on his other channels, with about 53 million on Twitter and 6 million on Google Plus. A former report by BI Intelligence shows the same tend.

all Facebook page statistics gathered on June 30, 2017

chart courtesy: http://www.ssrn.com

photo credit: http://photopin.com