Why Influence Marketing Is No Longer in the Hands of Celebrity Endorsements
Celebrities endorsing products and services that have no realistic connection and losing out to social media stars - Influencer Marketing in here to stay
Portugal, with Cristiano Ronaldo in particular, have just broken the hearts of the Welsh faithful with a 2-0 win in the semi final of the European Championships. The win, according to KFC, was down to fried chicken.
That is if you believe the endorsement advertising that ran adjacent in the lead up to the match. Cristiano eats a bucket of fried chicken as part of his fitness routine?
Can you blame Cristiano though - Earning close to £30million a year in sponsorship and endorsement contacts, who is he to turn down such lucrative fortunes? But what is the real impact and how much are consumers being swayed by these types of celebrity backed brand campaigns?
In truth, that impact is dwindling. Reports have shown that less and less of the general public are going to be swayed by unrealistic celebrity ties to products and services that simply don't match up. As much as celebrity culture is still adored and obsessed with, trying to believe you favourite film star drives a brand of car suited to the working class has become one step too far.
Influencer marketing is perhaps the most important tool readily available for marketing professionals to embrace. Endorsements, recommendations and referrals are all essential in terms of getting users to understand, respect and want to use your product via trusted sources.
Why would you trust a celebrity to promote your product when a high level influencer will do an even better job? Imagine, someone who actively uses or works in your industry who can tell their large followers what a fabulous service you offer?
Social media has a lot to answer for - Vlogging on YouTube has created millionaires out of students with good hair - but a student who has millions of followers who relate to what she is saying and doing. It seems simple, and yes, thanks to new guidelines it certainly is. You just need to pick the right icon for your brand.
Fear not though, Cristiano's contact with KFC ends this year - he will have to live on the $14million pay packet from Nike amongst others instead.