The Marketing Impact of Celebrities vs Online influencers: Which is best for your brand?

Do influencers really need to have celebrity status nowadays? Does your brand need Dwayne “The Rock” Johnson or Kylie Jenner? Or could the inspiring Demi Bagby or the award- winning gluten-free blogger Laura Strange be just as useful to you and bring even better results to the table?

Influencer marketing has been the buzzword for a while now and using celebrities and athletes to promote your brand is not a new thing. However, the power balance has shifted and these A-Listers are now side by side with popular social media users and bloggers – many of whom would never consider themselves famous in an offline setting.

One-in-four consumers are now more likely to source news updates and opinions from influencers than from journalists and established news outlets however, the biggest mistake that the traditional media makes is a failure to see the difference between celebrities and online influencers.

Sometimes (however not always!) influencer marketing can be misperceived as finding someone with a large audience and offering them money or product so they can say good things about your brand. This may be the case with some of the viral celebrities but influencer marketing is more sophisticated than this. Here’s why:

  1. Influencers are people who have spent time building their own brand and shaping their audience. They will therefore naturally be protective of their reputation and the people who trust them.
  2. They are people who have the time, patience and focus to succeed in a social media landscape.
  3. They have built their keen and enthusiastic audience from nothing. It is not accidental that these people follow this influencer, they care about the influencer’s opinion. Their followers are organic.
  4. Some may not have millions of followers, but they will have high engagement rates, their followers will share and tag their content. Their followers are loyal.
  5. They will have developed a reputation for being experts in their field.

Above are just five things to consider when looking at using influencer marketing as part of your overall communications plan and why is it is worth the effort to invest time into research.  You CAN reach consumers who may potentially want to buy your products in a cost-effective way if you partner with the right person.

Volpa can help you understand the benefit of using influencers as part of your marketing mix, give us a call on 01738 658187 or email