[Tribune] #INSTAFAME: Young people trust influencers more than celebrities – Influence Strategy > Influences

The proliferation of social networks has transformed consumers into active participants and content creators who post, share, like and comment online. More and more users are becoming influencers, and some of them have gained huge audience on social media platforms without any institutional mediation. In line with the effect of the loudspeaker, the iinfluencers They usually serve a well-defined niche market on their social media channels (eg Fashion, Fitness, Beauty, Lifestyle and Games). Subscribers can easily get acquainted with the content of the channel from social networks Thus they are more interested and receptive to the products and brands that serve this place.

Big Influencers and Celebrities: What’s the Difference?

According to the 2020 Market Report, 80% of surveyed companies (4000 ad agencies and brands) intend to invest in Influencer Marketing In the future, 91% of respondents believe that influencer marketing is an effective form of advertising (Influencer Marketing Hub 2020).

The strong and intimate bond between influencers and them social communication It makes them attractive advertising channels for brands. The difference between influencers and celebrities is that the former can reach a variety of followers from a few thousand (for micro influencers) to several million (for macro influencers). These numbers are comparable to the masses of “normal” celebrities. In fact, some influencers have become almost indistinguishable from “ordinary” celebrities. For example, influencers like James Charles or Nash Greer have attracted 26 and 11 million subscribers respectively Instagram. Many celebrities, such as Chef Jamie Oliver (8 million followers on Instagram), singer Hilary Duff (15 million followers on Instagram) or actress Blake Lively (˜28 million followers on Instagram) have a similar reach on social media. Celebrities also interact with their followers and they can be a similar targeted communication channel for subscribers. Advertisers.

The main factor that differentiates between influencers and celebrities is their career path. Influencers are often digital natives, people who have grown up in a digital environment where immersion in digital activities is part of their daily lives. They generally became popular without any form of institutional support early in their career. They do not use professional agents, managers, publicists or photographers to create their public image when they begin their influencer activity. Having social media presence and engagement with their growing follower base has shaped their image with them. This makes them, in the eyes of consumers, available sources of impartial personal opinions and ideas.

In contrast, ordinary celebrities, who have gained their popularity through some form of institutional support, often represent ambitious personalities for their fans. Their success as actors, singers, models or descendants of other famous people gives them a glamorous lifestyle that is different from the lives of ordinary people and the professions that often come with social status and prestige. Both aspects are desirable but often unattainable life goals for most ordinary consumers. These differences in celebrity and lifestyle make celebrities content to endorse and these same differences make them less likable for consumer Average. In marketing, celebrity endorsements are a well-established practice with a strong and enduring relevance. For example, a large proportion of advertisements attract celebrities, with estimates of close to 20% in the US, 17% in the UK, and over 48% in Japan. Celebrity endorsement is an effective tool for increasing attitudes towards Advertising, Brand memory, brand image and purchase intent. Various studies have shown that a supporter’s attractiveness depends on his knowledge, likeability, and likeness, while his credibility stems from his experience, reliability, and physical attractiveness. The more relevant the perceptions of celebrity personality traits, the more effective they are. As celebrities are different from influencers, they are also “native” to different advertising channels (online and offline).

What are the differences in perceived effectiveness between the posts of influencers and celebrities who promote brands on social media?

We conducted a study with 1,300 young consumers to discover, first, whether they made a difference between major influencers and celebrities and then finding out their perception of the level of brand penetration in advertising. influencers and determine their effectiveness. By brand intrusion in publications, we mean, for example, the size of brand logos and the number of merchandise location which they use, the type and duration of mention of the tag during posting, etc.

The results of the study show that the perceptions of celebrities and influencers differ from each other and occupy different positions in the minds of consumers, but it also appears that influencers are more effective in promoting brands in the social media environment. In the case of influencers, consumers made fewer conclusions about the manipulative intent of a brand’s social media message.

Based on these results, we can make the following recommendations:

It is important for advertisers to keep in mind that influencers and celebrities, despite similar levels of popularity, occupy different places in consumers’ minds. It is recommended that advertisers choose their pros carefully based on a personality that can match the social media personality of the brand.

– Les influenceurs peuvent être plus abordables pour les jeunes marques qui cherchent à cibler des groupes de consommateurs spécifiques, tandis que les célébrités sont type coûteuses, mais offrent des possibilités de termintive de large au plus from the brand.

The presence of influencers as opposed to celebrities raises less doubt about the inferential intent of the advertisement. Consumers seem to have developed an expectation that with the growing popularity of social media and public awareness of the potential benefits of social media endorsements, celebrities who engage in sponsored ads on social media are only motivated by financial gain. So its content is viewed with more suspicion than that of influencers, who are more suited to the social media context.

– The Sponsored Posts Social media influencers are more effective than celebrities, but only if the advertising is subtle and natural. So brands must adapt their communication approaches to nurture influencers in order to stay true to themselves and their image.

– In the case of advertising on social media, as with campaigns in regular forms of advertising where the advertising is overt and somewhat intrusive, celebrity endorsement tends to be more favourable, as the effectiveness of the advertising is reduced. Consumers are accustomed to celebrities supporting products and services in all of their public appearances, not only through traditional advertising, but also through the placement of products and brand logos on sports equipment. Therefore, brand intrusion is seen in these cases with less disapproval from influencers.

Finally, while macro influencers have become an integral part of marketing throughout the Internet A promising alternative to the often more expensive celebrity testimonials, this study highlights how brands can effectively leverage influencer testimonials. In fact, the results show that despite similar levels of popularity, influencers and celebrities are still viewed differently from one another. Influencers are seen as less manipulative and more honest than celebrities. they Social media referrals So it has to be accurate to be more effective than that of the stars. Thus, brands promoting their products on social media can maximize the effectiveness of their campaigns by utilizing easily accessible macro influencers and developing subtle and synergistic ads with the chosen macro influencer. Together, these campaigns reduce consumers’ feeling of being ‘manipulated’.

This article was written by Dr. Jacqueline Boiscel, Professor at Montpellier Business School, Dr. Fabian Bartsch, Professor at Montpellier Business School, and Dr. Jean-Friedrich Gref, Professor at the University of Hamburg

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