INFLUENCER MARKETING WILL REPLACE OR WILL NOT REPLACE CELEBRITY ENDORSEMENT

INFLUENCER MARKETING WILL REPLACE CELEBRITY ENDORSEMENT

BY LAASYA RAYAPROLU DOMS NALSAR IPM 1ST YEAR

During the past two years, along with Covid19, the world also observed the massive spread of the influencer flu. What is an 'influencer', and how does one become it? As social media continues to establish its cultural dominance, there are creators across the globe who work towards building a following through the niche they specialize in. These creators find ways to capitalize on their expertise in a specific domain while engaging a loyal fanbase with the help of the internet. Whether it is Youtube, Instagram or Tiktok, people connect to content that these social media influencers put into the world for entertainment As businesses are always looking for the next best idea, brands have started recognizing these internet leaders’ sheer clout and how they can utilize this for marketing and expanding their growth. They identified that the influencers' ability to stay relevant and attract attention to their work in creative methods needed capitalization Thus was born; influencer marketing, the biggest sensation of the digital world

For example, TikTok sensation Charli D'Amelio with over 100 million followers, struck a deal with the 1950s brand 'Dunkin Donuts.' Through this collaboration of her unique videos with the familiar brand, she was able to bring in an untapped audience to the brand and garner more exposure Brands have realized that consumers want to avoid seeing direct advertising anymore.

Celebrity endorsements prove to be a oneway communication as it does not start a conversation with the consumers. For example, let us take the case of a makeup product being advertised by an A-list celebrity on television You would see them in their peak beauty, and they would market it with utmost conviction, but the actual reality lies in the fact that many of them are just being fed lines by the company with little knowledge about the line of products. Loyal fans of the actress may be sold immediately but converting everyday consumers would be difficult as they might need help finding a relatability quotient with the brand By combining the authentic and engaging styles of influencer marketing with the recognition and exposure that a celebrity brings, brands can build a trusting relationship with their audience. The influencer marketing industry is not here to budge.

INFLUENCER MARKETING WILL NOT REPLACE CELEBRITY ENDORSEMENT

BY VASUNDHARA DEOGAWANKA IIM SHILLONG MBA 1ST YEAR

Influencer marketing which became a buzzword in recent years has already reached its peak.. The term “influencer” is used loosely and mixed up with celebrities and content creators with a large fan following. Influencers have usually wielded power over their followers and have a specific demographic attached to them On the other hand, celebrities have already made their mark on the world and do not have to rely on frequent posts to influence their audience.

When we look at Instagram, the top positions are held by celebrities, who often use their sway over followers to endorse or launch their own brands and influence purchase decisions. Meanwhile, influencers rely on creating an aura of authenticity to retain their followers. These followers are usually very fickle-minded and aware of the marketing strategies. Celebrities, however, have a cult-like following that is generally stabler

Celebrity endorsements are a marketing investment that is perpetual in nature. Brands have shown a tangible increase in sales when their brand ambassador has appeared at events, signed deals, or featured on media. Endorsements by celebrity couples are a recent trend, driving up engagement more than two-fold An example is the oralcare brand Toothsi endorsed by Virat Kohli and Anushka Sharma in 2022.

Examining global consumer marketing by celebrities, there is also an example of SKIMS, a loungewear and shapewear brand. The brand is by Kim Kardashian, both a star and influencer, due to her popularity in a reality show. In 2022, the brand ran a campaign with multiple celebrity models, including Becky G, Indya Moore and others This example demonstrates that celebrity endorsements are required even by stars with significant fan followings.

The rapid downfall of influencers and their unreliability is bringing back the tried and tested marketing style of brand ambassadors and celebrity endorsements The recent discovery and removal of online bots that drastically reduced the follower count of influencers, has also brought influencer reach under a cloud of suspicion.

Brands are already relying more on celebrity endorsements than social media influencers for their long-term visual impact of ad recall over sponsored posts

As brands keep fine-tuning their marketing campaigns, celebrity endorsements are becoming the go-to marketing and advertising tool for outreach, brand marketing and influencing customer choice, all at the same time.