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: www.pexels.com

Celebrity Marketing: How to Successfully Promote Your Brand Using Pinterest

Pinterest

A staggering 87% of people surveyed said Pinterest engagement helped them decide what product to purchase

Pinterest is a fast growing social media site that allows users to create their own virtual “pin boards” on which they can post photos and share with followers and Pinterest users.  Over the past few years, Pinterest has taken off and become one of the most popular social media sites, only behind Facebook, Twitter and LinkedIn.

Here are three ways brands can work with celebrities:

Working with popular celebrities:  Along with posting content on their own pages, brands can enlist the help of celebrities to promote their products.  Ellen DeGeneres is a good example.  With nearly 435,000 followers on Pinterest, her boards get many views, making her a good option to promote products.  One of her boards is “Ellen’s Gift Ideas” where she identifies products that make good gifts.  Each post includes a picture of the product and the brand that sells it; often linking back to the brand’s website.

Linking back to brands:  Diane Keaton’s posts include links back to brand homepages.  While she does not typically promote a brand with her posts, every few images do have a link.  She posts her thoughts on the product showing people who view the board she cares and vouches for it.  Her posts generally receive from 20 to 90 “re-pins” or shares from other users, which further extends the number of views the product and its website receive.

Promoting blogs:  Celebrities do not always promote brands, however, some like Jessica Alba, promote fashion blogs. For example, Style.com or other similar websites do not sell goods but instead make money from page traffic.  These blogs often show off products that are gifted to them by various companies, helping those brands as celebrities re-direct potential customers to various blogs.Pinterest chart

From a marketing standpoint, there is a lot of potential and opportunity for brands to create their own boards and promote their products in a visually appealing manner.  Having a Pinterest page as a brand opens up more ways to market products by being able to organize and display campaign visuals, as a result, drawing more customers to the brand’s main website.

Although Pinterest is fairly young compared to Facebook and Twitter, it has recently taken a big step in becoming one of the more influential social media sites out there today.  Pinterest is already a huge influencer on buying according to a Millward Brown study and a “Buy” button grows its potential.  With this new addition to the site, expect to see more brands utilizing Pinterest to sell their own goods along with celebrities promoting those products.

infographic: https://www.pinterest.com
photo credit: http://marketingland.com