Are celebrity endorsements good or bad?
Business owners are constantly searching for ways to reach their target audience in a manner that not only engages them but also leaves a lasting impression. One fantastic way of enhancing the credibility of your brand and arousing interest in it is to use celebrity endorsements. When a celebrity endorses a product or service, it acts as social proof, encouraging others to, at the very least, try it out. However, you might be hesitant to invest in securing a celebrity endorsement because of the associated risks.
Despite their high initial cost, celebrity endorsements are usually worthwhile due to the positive return they generate. When someone famous shows support for your business, it automatically generates more trust and credibility for your brand. Moreover, such endorsements also put your offering in front of a wider audience, which can be great for the overall growth of your brand.
While it can be overwhelming to get a celebrity endorsement when you're a small business, there are many incredible opportunities that you can explore.
Pro tip: Some service providers can act as the bridge between the celebrity and your business by getting you a testimonial that you can put to great use. When you choose a something like Niva.io, you can instantly get what you need to push your business to the next level.
What is a celebrity endorsement?
Celebrity endorsement is a type of marketing activity through which a brand can leverage a celebrity's fame to attract new customers and increase brand awareness.
When a celebrity posts a positive review about a product on their social media accounts, appears in an advertisement while advocating for the brand, or provides a testimonial that the brand is free to use in their own marketing materials, they are considered to be an endorser. It is common practice for famous people to promote a product in exchange for monetary compensation.
Examples of successful celebrity endorsements
To help you visualize how celebrity endorsements work, you can have a quick glance over these fantastic examples:
1. Nike x Billie Eilish
Nike recently collaborated with Billie Eilish to leverage her influence over Generation Z, with whom they want to connect. Not only did they introduce a line that was true to her style and aesthetic, but they also took advantage of Billie's love for sneakers, which led to the brand effectively selling out many pieces from the collection.
2. L'Oréal Paris x H.E.R
L'Oréal Paris has always been wise in partnering with celebrities who can help them establish a stronger connection with their audience, and their collaboration with H.E.R. is no exception. Their Dream Lengths Curls range goes along well with the celebrity's luscious curly hair making it another terrific celebrity endorsement.
Benefits of celebrity endorsements
Marketers tend to jump at the opportunity of getting a celebrity endorsement if they can. If you're wondering why that is the case, you should learn about the benefits of celebrity endorsements.
1. Enhances your brand's credibility
Having a well-known person associated with your brand can give it instant credibility.
A celebrity is a well-known figure who has built a name for themselves over the course of their career. Since celebrities are careful about their reputations, they do not endorse products until or unless they are reliable. In some ways, a celebrity's credibility rubs off on the brand, making it easier for the audience to trust the brand.
2. Helps your brand leverage a celebrity’s fame
Having a well-known person advocate for your product is a great way to increase awareness and sales.
Celebrities have personalities and followings that a brand can leverage to reach more people who would be willing to give the brand a try. Therefore, if your brand is given the chance to associate with a famous person in any capacity, you should take it.
3. Exposes your brand to a wider audience
If a famous person promotes your product, their legion of fans may buy into it too.
Using a celebrity who already has a sizable fan base can be a huge boon for brand awareness and sales. After all, when someone like Kim Kardashian tweets about your product, it's going to reach a lot more people than if you paid a nobody to talk about it.
4. Helps your brand stand out amidst competitors
Marketers strive for any advantage they can gain over rivals, and celebrity endorsements are a great way to do that.
Because your competitors are attempting to reach out to potential customers before you, why not simply use the power of celebrity endorsements to do so? After all, a celebrity endorsement is a quick and easy way to capture the attention of potential customers while crushing the competition.
Risks of celebrity endorsements
Like any other marketing decision, there are also some potential downsides to partnering with a celebrity. If you're wary of celebrity endorsements, consider the following risks:
1. The celebrity may overshadow your brand
The possibility that the celebrity inadvertently distracts people away from focusing on your brand is real.
Sometimes brands worry that a famous person will steal the spotlight from their product. Although obtaining a celebrity endorsement may increase reach and engagement, it is uncertain whether it will increase conversion. Whereas you, as a business owner, would probably want more certainty.
2. It may prove to be too costly
Celebrity endorsements are expensive affairs that can be a huge undertaking for new brands.
Celebrity endorsements can be a costly marketing expense, leading you to question whether it is wise to spend so much money on them at all. Whereas you, as a business owner, would probably want more certainty.
The bottom line
While celebrity endorsements are not without risk, they are an excellent way to reach a larger audience. Any brand that wishes to expand must be willing to capitalize on the fame of influencers. After all, when their words are used to promote your business, it serves as strong social proof, convincing more people to try out your products or services.
In the past, getting a celebrity to write you a testimonial or endorse your product was nearly impossible. However, in today's digital age, you can find tools such as Niva.io which can make this process much simpler.
