Young people trust influencers more than celebrities

Spread social networks Turn consumers into active participants and content creators who post, share, like and comment online. More and more users are becoming influencersSome have gained a large number of followers on social media platforms without any institutional mediation. In keeping with the megaphone effect, opinion leaders typically serve a well-defined niche market on their social media channels (for example, fashion, fitness, beauty, lifestyle and gaming). Their followers can easily relate to the content of the social media channel, thus they are more interested and receptive to the products and brands that serve this niche.

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 theat91% of respondents believe that influencer marketing is active form Advertising (Influencer Marketing Hub 2020).

The strong and intimate bond between influencers and their community makes them Attractive advertising channels for brands. the difference between influencers and the Famous People The former can reach a diverse range of followers from a few thousand (micro influencers) to several million (for macro influencers). These numbers are comparable to celebrity fans “Normal”. Some influencers have actually become indistinguishable from celebrities “Normal”. For example, influencers like James Charles or Nash Grier have attracted 26 and 11 million followers respectively on 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 Similar rubbish on social networks. Celebrities also interact with their followers and they can be a similar targeted channel of communication for advertisers.

The main difference between influencers and celebrities is professional career. 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 became in general plural without any form of institutional support at the beginning of their career. They do not use professional agents, managers, publicists or photographers to create their public image when starting their influencer activity. Attendance and commitment On social networks with a growing subscriber base, she forged their image with the latter. This makes them, in the eyes of consumers, accessible resources Neutral personal opinions and thoughts.

In contrast, ordinary celebrities, who gained their popularity through some form of institutional supportoften represented Suction numbers 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 fame and life way It makes celebrities vulnerable to endorsement, and these same differences make them less endearing to the average consumer. 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. The Care By Celebrities is an effective tool to increase attitudes towards advertising, brand recall, brand image and purchase intent. Various studies have shown that the attractiveness of a supporter depends on his knowledge, likeability and similarity, 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. Since celebrities are different from influencers, so are they “Aborigines” Various 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 performed Survey of 1,300 young consumers To find out, first, whether they made a difference between big influencers and celebrities, then to find out Knowledge Of these consumers at the levelBreaking into brands in ads Celebrities or macro influencers and determine their effectiveness. By brand intrusion we mean in posts, for example, size of brand logos, number of product placements they use, type and duration of brand mention 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 having similar levels of popularity, occupy different places in the world. Consumer mind. It is recommended that advertisers choose their pros carefully based on a personality that can match the social media personality of the brand.
  • Influencers can be More affordable For young brands looking to target specific groups of consumers, while celebrities are expensive but offer broader advertising opportunities in terms of type of communication channel and level of brand intrusion.
Image credit: Pexels / Andrea Piacquadio
  • The presence of influencers as opposed to celebrities raises less suspicion of deceptive advertising intent. 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. they Contents It is therefore viewed with more skepticism compared to influencers, who are more suited to the social media context.
  • Sponsored posts from social media influencers are more effective than those from 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 ad formats where advertising is more or less explicit intrusiveCelebrity endorsements tend to be more supportive, as advertising effectiveness decreases. 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.

Ultimately, as macro influencers have become an integral part of online marketing activities and promising alternative To the often more expensive celebrity testimonials, this study highlights how brands can leverage them effectively Influencers’ 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. So their social media endorsements need to be hidden in order to be more effective than celebrity endorsements. 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’ sense of presence ‘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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