Article

Brad Chuck
Brad Chuck 7 July 2016

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.

ronaldo-(1).jpg

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. 

Ravi Bansal
Ravi Bansal

@ravi_bansal5

Ravi Bansal
Ravi Bansal

Good info. I always wonder, does influencer marketing helps in selling any kind of product/services?

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Promote Your Blog On These 30 Places

Promote Your Blog On These 30 Places

Social Media channels are one of the best ways to promote your blog content, but you shouldn’t stop there. Besides Social Media, there are more available places on the web which can be a great marketing tool for your blog promotion. I’m bringing you 30 proven places where you can promote your blog content and get great results.

Aleksej Durdevic
Aleksej Durdevic 7 December 2016
Read more
Top 10 Digital Branding & Marketing Trends for 2017

Top 10 Digital Branding & Marketing Trends for 2017

It’s time to re-evaluate and rebalance the digital approach for your company. Here are the Top Digital Branding & Marketing Trends for 2017 to watch for. The probing minds at the Borenstein Group, a Top Washington DC Digital Marketing and Branding Agency, have done the homework for you. Use it or lose it.

Gal Borenstein
Gal Borenstein 7 December 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
What Mobile App Design Looks like in 2017

What Mobile App Design Looks like in 2017

They say ‘move with the time or the time will leave you behind’. Being a startup it is important for you that you understand the trends, and amalgamate them in your business in order to attain the targets.

Nasrullah Patel
Nasrullah Patel 6 December 2016
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more