Part II: 6 Digital Celebrities That Can Boost Your Brand Quickly Via Celebrity Marketing

When determining effective talent for a brand campaign, it’s crucial to review their overall relevance and likability.

As mentioned in Part I, as the industry continuously leans towards a niche approach, it’s important to realize that digital talent engages younger audiences in a way that lets a brand resonate in a uniquely relatable way.

Arguably the truest way a brand can resonate with an audience is through their funny bone.

While traditional ad campaigns thrive off planned ‘tongue-in-cheek’ and slapstick humor, digital celebrities produce impromptu comedy that is immediate and personal.

Here are the final three influencers from the 2016 Variety Magazine study that particularly use comedy to enhance their YouTube clout:

  • PewDiePie: Since August of 2013, Felix Kjellberg (PewDiePie), has been the most followed YouTube account, only being surpassed once by YouTube’s Spotlight channel. The Swedish video game vlogger begins his videos with a high pitch, goofy voice making it seem as if every viewer is a close friend. His praise comes from the fact that he is genuine and unfiltered, which also drives controversy to his brand. While he may not always say the “right thing”, this vlogger speaks his mind on such an immensely influential platform, making him stand out as a truly new form of an artist.
  • Grace Helbig: This YouTuber has been an influential content creator since 2007 when she began YouTubing with her college roommate. Since then, Helbig has expanded her brand to podcasts, film, books, and television, where she created and starred in her own E! Network talk show. Marriott booked Helbig for a 2015 digital campaign for the brand’s direct booking service, calling for brand followers to “be more direct”. Helbig’s zany comedy chops offer an approach to viral storytelling that has an immediate appeal to young women.
  • King Bach : Andrew B. Bachelor, better known for his web alias King Bach, is most popular for his comedic Vine channel. Since the app’s downfall, Bach has transitioned from the 6-second platform to the big screen, stretching his 15.7 million fan base to multiple platforms. Bach uses parody to his advantage, having played Big Sean, Tupac Shakur, and Pharrell Williams in his short spoofs. Using these well known pop culture icons has allowed Bach to leverage his brand to unforeseeable levels. Bach has been used for several social media brand plugs, providing companies eyeballs that are increasingly difficult to reach via traditional means.

Comedy may not always be the answer for certain brands, but when trying to be direct with a young audience, it certainly presents itself as a viable option.

An authentic message is key, especially for Gen Z brand skeptics. Luckily for brands in the digital landscape, these six individuals are speaking their language.

photo credit: www.homeminterssante.com.br

Part I: 6 Digital Celebrities That Can Boost Your Brand Quickly Via Celebrity Marketing

With the niche approach that digital influencers bring to their global platform, it is clear that the definition of “mainstream celebrity” has changed.

Especially for millennials and Gen Zers.

Variety Magazine conducted a side by side study that compared the positive Q-scores of top traditional and digital stars, a score that utilizes celebrity familiarity to further show respondent’s “favorite personalities”. Unfortunately, among all respondents, digital influencers still continue to be no match in the awareness category to upper echelon Hollywood starlets.

For digital influencers, overall awareness does not have to be an immediate goal. What matters most is the segment that they resonate with the most: age groups 6-12, 9-14, and 13-24 year olds. The non-traditional content that digital influencers produce attracts these young media message skeptics, plain and simple.

This group had an appeal to their youngest viewers that their overall Q-score doesn’t exactly reflect. What is clear by the Q-scores, is that those that are familiar with these digital influencers also consider them to be their favorite personalities and for many of these top influencers, they are equal to some well-known traditional celebrities. There are several digital celebrities that are finally reaching the same positive feedback as critically acclaimed actors such as Brie Larson and Jeremy Renner.

Unfortunately, a truly precise way to measure the effectiveness of digital influencer brand interaction is still in its infancy. As the industry climate shifted away from a traditional approach, we took a deeper look at the influencers that paved the way as a new breed of celebrity.

Based on the Variety Magazine study, here is a current list of 2016’s top six digital influencers who continue to use YouTube to leverage their brand image across multiple channels:

  • Pentatonix: This five-member a cappella got their break on NBC’s The Sing-Off, which awarded them a recording deal with Sony Music. The group has amassed 12.8 million YouTube subscribers by covering iconic songs and adding their own unique flare that appeals to a younger audience. Riding off their victory at this year’s Grammys, Pentatonix is one of the most desired influencer groups for brands that want to portray youth and vibrance.
  • Ryan Higa: This 26 year old comedian began his career as lip-synching YouTuber in high school. After experiencing difficulty with copyright issues, Higa has been able to transform his brand, owning an impressive 19 million YouTube subscribers. Now Higa spends most of his time in the parody K-pop band Boys Generally Asian, a group headlined by YouTube’s five most influential Asian YouTubers. 
  • Bethany Mota: This lifestyle vlogger loves to show off her fashion purchases and has been doing so via YouTube since she was just 19. Since then, Mota has started her own perfume and clothing line at Aeropostale, essentially saving the brand from extinction. Recently Mota broke the coveted 10 million subscriber threshold, unconventionally positioning her as a dominant force in the fashion market.

Please stay tuned for influencers 4-6, as these three have a knack for comedy that allows users to feel heightened connection to the content they create.

photo credit: www.marketingland.com

5 Ways Brands Can Use Immersive Celebrity Marketing via Periscope

Live video social media outlets have great potential for celebrity marketing.

Periscope is a social media app owned by Twitter that allows users to both share and stream live videos. Not only does it air 360 degree videos in real-time, it also lets viewers send messages during the live video that appear on the screen for the host and other viewers to see. Periscope has gained plenty of buzz, and will only continue to in 2017. In one month, Periscope had about 397,000 mentions on Twitter and who is primarily using the app to share videos? Celebrities.

Louis Vuitton capitalized on Periscope 360 at Paris Fashion Week when showing off their men’s fall line, having A-list celebrities such as Kate Moss, Usher, and David Beckham in the front row. Through the help of Periscope 360, Louis Vuitton was able to get 160,000 eyes on their show in the first hour alone.

With celebrities being hot to use the app, there is great opportunity for brands to team with celebrities.

Here are five ways celebrities can use Periscope live videos to help companies promote their brands:

The use of vloggers: Right now, YouTube is the main outlet for vloggers to share their expertise. Periscope Live could become a successful way for this new-wave of celebrities to be seen. Viewers can ask questions and pose their responses in real-time and the vlogger can answer live on camera. If a brand has a deal with a vlogger where they feature or review products, these social media platforms become another window for promotion.

Behind the scene at live events: Behind the scene footage of celebrities during big programs such as the Oscars or Grammys is a popular tactic on TV. However, celebrities are not likely to go in to much more detail about their beauty or fashion choices other than “I’m wearing Calvin Klein”. By using celebrity accounts on Periscope, brands can gift celebrities products to use in a “how I got my look” video featuring the brand’s goods.

Press conferences: When a campaign begins, it is common to hold a press conference. If the campaign involves a celebrity, having them appear at the press conference to speak and live stream on their Periscope account will bring more traffic to the event and cause more buzz about the brand and product.

Contests and special offers: Just like for any social media platform, user engagement is critical for effectiveness. Creating live contests or offers exclusive to viewers is a great option when using Periscope. Celebrities can either host the video or be involved with the prizes and offers.

Celebrity takeovers of brand accounts: If a company is interested in building more awareness of their brand they may want to look in to a celebrity hosting one of their videos. Promoting how fans can see their favorite star by watching the company’s channel is likely to draw in more viewers. Imagine a big name celebrity like Ed Sheeran taking over the BMW account to host a driving jam session. The number of viewers would be immense.

photo credit: https://c1.staticflickr.com

YouTube Stars Changing the Faces of Celebrity Marketing

youtube

Five tips to consider before signing a vlogger.

YouTube and video bloggers, or “vloggers,” have become increasingly popular over the last few years. In fact, according to a recent survey by Variety magazine, YouTube stars are more popular among U.S. teens than mainstream celebrities.

Many brands have taken notice to this trend, and have started recruiting these stars to help promote products through their channels. For example, using a beauty vlogger to endorse a cosmetic product can result in a great deal of recognition for a brand.

Similar to big name celebrities, there are various things to consider before hiring a social media star to endorse your brand or product. Keep this advice in mind when considering work with a YouTube star:

  1. It is difficult to get vloggers to post endorsement videos to their own channels vs. the brand’s channel. YouTube celebrities have frequently stated that their fans don’t like to see videos focused on a specific product. Often times, dedicated videos look too similar to advertisements which can result in negative feedback for vloggers and in-turn, the brand.
  1. The bigger names in the industry are incredibly competitive and want to continue being at the top of their game. The vlogger may want approval over everyone and everything that is put in the video, as well as editorial freedom to discuss other brands regardless of paid partnerships. Therefore, it may be beneficial to hire a few smaller name vloggers who are more flexible, than one big name.
  1. In categories such as beauty, it is not likely for a brand to get exclusivity. Vloggers make up to five figures per video, so depending on the category, for them to strictly represent one brand will likely be cost prohibitive. At the same time, many of these star’s popularity stems from their personal creativity and freedom of speech, so they aren’t looking to be under continual contracts.
  1. YouTube celebrities can be very particular about keeping branded content consistent with the other content posted to their channel. For example, if vloggers do not usually post animated content/graphics in their videos, they may be less inclined to participate in the proposed campaign.
  1. Often in high demand, YouTube celebrities and their content calendars book up months in advance. The sooner you are able to carve out a desired shoot, schedule, and launch date, the better chance you have of recruiting them.

photo credit: http://photopin.com