Posts Taged influencer-marketing

Celebrity Endorsements: The Risk for Brands

celebrity endsorement

Celebrity endorsements have been used by brands since the 1760s, when a savvy pottery and chinaware company used endorsements from royalty to promote their products.  In more recent decades, celebrity endorsement has become a staple for many large brands, like Michael Jordan’s partnership with Nike. As social media has grown into a part of everyday life, the celebrity endorsement has adapted along with the digital world. With this shift has come new ways for brands and the influencers they partner with to connect with their audiences – and new ways for their influencers to crash, burn, and create a crisis.

Social media is all about personal connections, and it allows celebrities a chance to offer a sneak peek into their real life (or at least the sanitized version of their real life). It helps their fans relate to them in ways that regular advertising can’t, and creates a golden opportunity for brands. Brand endorsements, when presented through the lens of a celebrity’s personal, authentic recommendation on their personal social media channels can be a powerful form of marketing. But with this power comes the risk for it to fail on an epic scale when transparency and authenticity aren’t a key focus.

Fyre Festival’s lack of transparency

In April, the “luxurious” Fyre Festival made history – but not for the reasons they’d hoped. The “festival” basically didn’t even exist, and the exceptional music, food, and fun that their celebrity brand influencers promised were nowhere to be found. As the word spread, the organizers weren’t only faced with the obvious issue of not delivering the promised product – all but one of their hired influencers conveniently forgot to mention that their social media posts were sponsored.

While a brand and influencer may worry that tagging their sponsored post as the ad it is could harm the audience’s perception, the opposite is often true. Social media users don’t like to be lied to, and are still receptive to influencer content even when it’s clearly called out. Though the festival organize claim to be trying again next year, the damage caused by the lack of transparency by their influencers is already done – and the pending lawsuits for FTC violations aren’t helping matters.

“Bow Wow’s” lack of authenticity

While rapper Shad Moss (also known as Lil Bow Wow) wasn’t promoting a brand when he posted on Instagram about the flight he was taking to NYC via private jet, brands he’s worked with in the past could be at risk thanks to the reveal that he was lying.

Moss was indeed on a flight to NYC, but it wasn’t via private jet. Unfortunately for him, a fan of his noticed him on the flight, and noticed the post he’d made – and called him out on Snapchat.

The internet soon piled on to make fun of Moss’ photo with the #BowWowChallenge. There might not be a ton of animosity toward the rapper for fudging the truth, but it’s hurt his credibility, and could hurt the brands he partners with in the future.

The solution: micro-influencers

So, how can brands still get the benefit of social media influence, and collapsing on a large scale when their celebrity partner slips up? There’s three keys to consider:

  • Insist on transparency. All sponsored content must be tagged as such, no exceptions.
  • Carefully vet the influencers chosen – does their history match your brand values?
  • Consider micro-influencers instead.

Micro-influencers don’t have the millions of followers that some celebrities do, but this could actually be a plus for brands. They’re able to connect with their fans even more closely, and are likely to hold transparency and authenticity in high regard because of this. Money isn’t the only thing they’re concerned about – they also vet the brands the work with to ensure that the partnership is a match for their image too. And, if they do have an unfortunate flub, it’s probably not going to be on the same scale that an A or B list celebrity would. Brands should consider their influencers close partners, and require that they uphold the brand’s values – and influencers should do the same for the companies they work with.

Influencer Marketing for Small Businesses

influencer marketing

Influencer marketing is a priority for brands in 2017. In 2016, influencers emerged as a powerhouse for brands looking to reach millennials in the personalized, authentic way that they desire. Celebrity endorsements have always been a tool for marketers with the right budget, but influencer marketing takes this concept to the next level. It combines star power with the more casual endorsement you get from word of mouth – social media influencers are typically much more connected to and familiar with their fans than A-list celebrities are. While some social media stars command big pay checks from the huge brands they work with, there are thousands of micro-influencers that are more easily accessible to small businesses with limited budgets.

Influencers with millions of followers aren’t right for every brand. Micro-influencers in specific industries are not only more affordable for smaller businesses, they’re more likely to reach the people who will become actual customers. Micro-influencers are often cheaper for businesses to work with, and may even do partnerships for free products or services. In exchange, they can offer direct, personal connections with consumers businesses may struggle to reach efficiently otherwise. Their reviews of products are much more authentic than major influencers with millions of followers that they definitely can’t connect with individually.

How to Find Micro-Influencers

You can find influencers who would be a great fit for your business in a variety of ways, ranging from free options to purchasing tools built for this purpose.

  • Start with your own followers: Take a look through your own fans on social media. For followers who have a few thousand followers of their own, and are already fans of your business, a partnership with your brand could be a natural choice for them.
  • Connect with local bloggers: Google is your friend here – search for popular local bloggers in your area. If their content is a fit, check out how they prefer to connect.
  • Hashtags: On Instagram and Twitter, browse popular hashtags related to your brand’s products. Chances are, some of the top tweets come from influencers in these topics.
  • Buy a tool to help: Buy a subscription to a service like Klear to get a more in-depth look at who holds influence in your industry.

 

What to Expect

When working with influencers, it’s important to pursue an authentic, mutually beneficial relationship. Treat influencers with respect, and they’ll be more open to working with you. Here’s what to keep in mind:

  • Research how the influencer prefers to be contacted, and respect what types of partnerships they’re willing to do.
  • Do your due diligence and research the influencer’s history and past brand sponsorships. This can help avoid a crisis for your brand later.
  • Plan to build a relationship over time. Influencers may not be open to a partnership right away, even if you’re willing to pay. They need to get to know your business first, and understand if it works with their brand.
  • Make sure all posts from your influencer clearly state their relationship to your brand – transparency pays off with your audience and avoids legal issues.
  • Ideally, plan for a long-term relationship and not a one-off sponsorship.