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Influencer Marketing vs. Celebrity Endorsements: Which Is Right For Your Brand?
Brands are always looking for ways to situate themselves at the forefront of consumers’ minds. In all of the forms of advertising aimed at this end, one of the most coveted is the celebrity endorsement. Often constructed as a personal testimonial, celebrity endorsements are when an actor, musician, athlete or other pop culture figure promotes a business's products, services, or brand.
Late last decade, a new kind of testimonial began to emerge across a variety of social spaces. Known as influencer marketing, the advertising model takes a page out of the celebrity endorsement playbook, using popular online and social media personalities to promote commodities and messages for businesses. However, instead of “household names,” influencer marketing leverages the power and reach of online stars (“YouTubers,” “Instagrammers,” bloggers, etc.). More generally referred to as social media influencers, these personalities are often followed for their prowess and expertise in specific categories.
As consumers continue to spend more time on social media, considering whether a brand can best reach its audience through traditional celebrity endorsements or social influencers becomes a worthwhile exercise. Below, we’ll look at some of the advantages and disadvantages of influencer marketing vs. celebrity endorsements to help determine appropriate use cases.
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