Posted | August 13th, 2018

Is celebrity influencer marketing dead?

Is celebrity influencer marketing dead?

Despite concerns over lack of transparency and fake followers, major brands are planning to increase spending on influencer marketing over the next 12 months.

We are almost twice as likely to consider a product recommended by a friend rather than an influencer or celebrity. In fact, 61% of consumers said they would be more likely to research a product or service recommended by a friend on social media, compared to the 36% of consumers who would research a product recommended by celebrities.

People rarely consume celebrity influencer content across platforms – only 1 – 11% according to a report from Sprout Social. They tend to use social channels to learn about the brand and get inspired, not necessarily to purchase. This proves that the best influencers are those who are perceived as ‘regular, everyday people’ with relatable experiences and opinions.

Hooray for micro-influencers! Their smaller followings are valuable, and their engagement is key for brands who wish to boost their products or services through a collaboration. At Kairos Media, we always investigate influencer analytics, prior to confirming collaborations, to ensure that the reach and engagement are genuine. We also ensure the value for money is obtained.

Saying that, we know that celebrities are paid highly (from $700,000) for their content and of course are valuable for some brands. On the other hand, the general public is quick to make a judgement of any brand collaboration with celebrities and this can be very damaging for the industry. Kim Kardashian was recently targeted with negativity after she posted to her 100+ million followers on Instagram, her collaboration with flat tummy co, on their weight loss lollipop products. Since then, she has removed her paid partnership post and remains safe with brand collaborations such as Olay.

Kim Kardashian Paid Partnership with Olay

Apart from influencer marketing, research shows that employee advocacy is on the rise in 2018, in fact, 71 per cent of social marketers use employees as influencers or advocates today or want to in the future. Marketers are seeing the value of employee advocacy as a cost-effective and a scalable alternative to influencer marketing methods. An example of this came from US Retail giant, Macy’s, who have recruited employees as brand ambassadors on their next big marketing campaign – Macy’s Style Crew.

Macy's Style Crew

After an initial test-driving, the company have opened the influencer programme for all employees across the States. Cassandra Jones, svp of fashion and digital strategy for Macy’s has stated that “a hefty social following isn’t a prerequisite for admission to the Style Crew. In fact, it’s intended to help members build their voice.” With full training and tips provided by the brand, employees are encouraged to build their social media audience and give their followers a behind-the-scenes look at Macy’s latest product offering. Each member of the Style Crew will be financially rewarded if their content converts into sales for the brand.

If your brand is looking to launch an influencer marketing campaign, through either the use of social influencers, get in touch with Kairos Media today!

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