In the Google-driven world of today, consumers seek
- Instant knowledge
- Hands-on production/ brands/ service expertise
- Real-time expertise
- Identifiable opinion leader
- Empowering engagement
New Business Model
Digital content is powerful and drives the New business model of the digital age.
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Celebrities vs influencers/ bloggers/ vloggers
- People prefer individual one to one engagement over distant celebrities
- Social media drives personalized appeal of brand mentions and brand placements by influencers/ bloggers are opposed to endorsements by celebrities whom the consumers know are paid to do that.
- Social media can also be a platform for a negativity celebrity endorsement.
(eg: backlash against a well know Sri Lankan cricketer for promoting a cross-section brand he Is not an expert of.)
- Influencers and bloggers are everyday people the consumers
can identify with. *
*Academics B. Rajeshkanna & Dr.M.Inbalakshmi Lecturer, Dindigul Co-op Institute of
Management, Dindigul M.Com., M.B.A., PGDCA., M.Phil., Ph.D., Associate Professor, G.T.N.Arts
College Dindigul – Paper titled Celebrity Endorsements and Endorsements in the age of Social
Media – November 2016
Is influencer marketing better than celebrity endorsements?
1 Level of product/brand/service specific expertise –
Celebrities are known at a macro level – they are not experts in the products/brand/service they are promoting. Reality-driven world of today seeks actual experts who have tasted/experienced what is being promoted.
2 Consistent Engagement –
A celebrity is a one-way communication – consumers want a two-way engagement. They can engage with an influencer or a blogger on social media and enhance their experience of using the product or service being promoted
3 Personalized content creation –
Consumers want content that is personal, a direct result of an individual’s usage/experience of what is being promoted. With a celebrity, the content is created by his or her agents and may not relate well to consumers in a personal fashion.
4 Reach –
Social media platforms have put every influencer/blogger/vlogger within the reach of the average consumer. Eg: anyone can respond to anyone else’s Twitter handle.
Less cost per engagement –
It costs less to engage with influencers and bloggers and create digital content than pay celebrities for endorsements.
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Measurable Results –
Influencer/blogger engagement can actually be mapped and measured as opposed to celebrity endorsements.
In conclusion, as discussed by Academics B. Rajeshkanna & Dr.M. Inbalakshmi in their research paper titled Celebrity Endorsements and Endorsements in the age of Social Media – November 2016, they conclude that the age of celebrity endorsement is over – and has been replaced by influencer and blogger sponsorships.