Marketing through celebrities .. and
the little effect
· A recent study by eMarketer says that
84% of marketing companies plan to advertise through celebrities in the social
networking world, another study that the income of Instagram celebrities alone
could exceed $ 570 million in 2017, a huge growth in marketing investment through
celebrities channels of Communication in the world in general and in Saudi
Arabia in particular ..
· Marketing through celebrities is not
coincidental, it did not start with the growth of communication sites, but it
started from the beginning of marketing and advertising, previously the focus
was on the stars of cinema, athletes and artists, turning this thing into what
we see Now after the growth of websites and exposure of the world to each
other, This exposure and the desire for fame pushed a lot to lead the scene, in
any way, even if it waived some of the values in order to obtain a small Piece
of this money flowing by marketing companies
·
This great growth has drawn a great
mix between the idea of marketing through celebrity and marketing through
influencers, a big difference between the two in social custom and logic or
even in marketing and business. Usually the influencer is a person who is
specialized in a specific subject that may not have a very large audience ..
But he is influential in certain subjects may be starting from the world of
social networks and is mostly .. Focus on certain topics .. Travel, technology,
economy or other .. Collect An audience interested in these topics and creating
credibility in these subjects has become a highly influential. Unlike a
celebrity who focuses on appearing without focusing on a specific theme, a
large number of followers on different platforms have been referred to
different interests and may not be close, mostly from traditional media
platforms or using traditional media platforms to promote this fame.
·
This confusion has led to the
distortion of the digital advertising market in the world and here more
specifically, brands that use celebrities to believe that these are important
and may not get what you want results and the exact opposite, millions acted
without setting real standards for Measuring return on investment or cost of
impressions or interaction, as is known through advertising any technical
platform such as Google, Facebook or Twitter .. What we call the pricing
criteria (CPC, CPE, CPM .. etc), all led the specialists And researchers to
find what is appropriate to adjust it, Such as companies such as Klout, Kred,
or a number of companies in the world have launched platforms for Ben High
quality marketing campaigns through influencers such as tapinfluence platform,
indahash platform, trackr platform, Etc. With an explanation of the expected
results and price transparency, these platforms may not work in our local
market which is based on more relationships, especially in marketing through
celebrities, despite all the attempts to organize it but I think the journey is
long ...
·
This confusion also led a group of
companies to study these campaigns and found that the most successful campaigns
are not celebrity-based campaigns but influencers, especially
micro-influencers. In an article published by Adweek, that some of the
campaigns that were published by young influencers, with only 30,000 followers,
achieved more than six times the results of celebrity campaigns. According to
other studies, they found that the small effect, which has followers up to 10
thousand follower may have a reaction rate of 4% compared to 1.7% of the
influential account holders with more than 100 thousand followers
·
The idea of Micro-Influencers is to
search for a specific group of specific topics that have credibility with its
audience of not more than 100 thousand and build a relationship with them in
order to publish or promote the brand content related to the subjects in Which
these influencers speak. Without affecting the credibility of the parties ...
as some technology companies do by targeting and building long relationships
with some technical and professional influences to talk about, this type of
marketing may not suit all sectors and brands, but its impact is wider and
credibility Is higher than marketing Random across celebrities
source Aginces