The fading impact of Celebrities on Branding

For many years, the traditional concept of marketers has always believed that celebrity endorsements are a good thing. From broadcast stars to modern Internet celebrities, companies have always been willing to pay a lot of money for the famous “fans” of their products to say a few good things. But is it worth it? Recent research shows that some consumers, especially millennials, have become more cautious about endorsements of some celebrities.

One of the many reasons Internet celebrities are setting a precedent over traditional celebrities is because people know that most celebrities do not handle their own social media account. They usually create teams of advertisers, managers, or agencies to manage on their behalf, which robs them of the credibility of the celebrities they talk to. As a result, celebrity sites often have one-way conversations. This is the complete opposite of what brands want. Internet celebrities know that by constantly interacting with their fans, they not only gain the trust of their fans but also create a community with which to interact.

Celebrities “love them and stay online.” That is, they start a conversation with a tweet and then return to their lives. Internet celebrities don’t just start conversations, they support their followers and interact with them. Many of the conversations on famous sites are also reactions from fans expressing their love and interest for a particular celebrity and completely ignoring the post itself.

Obviously, traditional celebrities don’t have the same weight as online, but that doesn’t mean they should be abandoned altogether. By joining the efforts of traditional celebrities and internet stars, two positives can be combined to create consistent online chat rooms. Millennial entrepreneurs should consider finding popular bloggers to evaluate and support their products. It’s much cheaper than celebrity ads and means more to your target audience. However, this increased support from non-celebrities calls for more transparency. For blogs, podcasts, etc. content creators need to tell viewers if the content is sponsored. As a result, the word “sponsored” appears somewhere in the title of the sponsored product video and the title of the blog post. Today, consumers expect genuine brand relationships and are starting to see through financial deals with celebrities. In contrast, influencer marketing is based on the trust and respect that consumers build with influencers. Influencers also share information about their personal lives and interact with their followers. When replying to messages, product comments and availability differ from a known product. These actions build relationships and trust between consumers and influencers.

Data shows 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement, 33% said influencers are trusted sources when making shopping decisions, while only 17% trusted friends and family for shopping recommendations.

In many cases, the endorsement of a very popular celebrity may be counterproductive because other brands may hire that celebrity, causing a lot of media confusion. This may result in a low brand recall rate. The relevance of celebrities and brands is much more important than simply choosing the most popular celebrities. In many cases, the endorsement of a very popular celebrity may be counterproductive because other brands may hire that celebrity, causing a lot of media confusion. This may result in a low brand recall rate. The relevance of celebrities and brands is much more important than simply choosing the most popular celebrities.

In many cases, the endorsement of a very popular celebrity may be counterproductive because other brands may hire that celebrity, causing a lot of media confusion. This may result in a low brand recall rate. The relevance of celebrities and brands is much more important than simply choosing the most popular celebrities. Consumers can focus on celebrities, not products. This is especially dangerous when celebrities endorse multiple products at the same time. The decline in the impact of celebrities on branding can be assigned to multiple causes. At the end of the day, millennials have started to understand that a brand must let consumers know why to buy their products, not the celebrity. They are the ones that need to advise, convince and help shoppers decide, not the celebrity.

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