For long, have always thought about the influence that celebrity endorsements in adverts has on me ( the end consumer ) and to be honest have not really bought anything because a celebrity endorsed it. Have always opted in for something or a product only in any of these situations:
- When a close person recommends it.
- I like and need the features of the product.
- Have been able to “borrow” it and have a feel of it.
I would love to admit that although I find most of the ads “interesting and funny” for example the Samsung Ad featuring Lil Wayne where he pours champagne on his Samsung S7 to show it is water resistant. ( haven’t seen the ad? Please watch below. *You are welcome* )
Have always thought of it as the “brands” making the “celebrities” more rich and popular and not like the celebrity making the brands increase sales and stuff. I get it, have got a cold heart and am hard to please but I have a strong feeling that the same applies to a large number of consumers out there.
I did some reading before writing this post and I saw that majority of the articles said that for a celebrity endorsed advert to really convert, it has to be a good match between the celebrity and the product i.e Celebrity X’s personality and lifestyle should complement Product Y. True but…
The modern day consumers are far different from the ones years ago that would jump to use a product because a celebrity endorses it. They are now more learned and inquisitive than ever before, although still a “cry-baby” – they are hard to impress and do not want products pushed at them even from a celebrity. I think brands are beginning to know this hence the types of ads that we see recently are mostly geared towards making the ads go viral, funny ads and not to “selly selly” ads ( I don’t know if selly selly is a word but in my Hustle dictionary, it means not trying too hard to sell 🙂 ). I believe that brands always forget that just because an ad is incredibly popular, funny and/or viral doesn’t mean that it’s going to be effective with customers.
I want to also believe that the shift or like I called it in the tittle “The Death Of Celebrity Endorsement” came as a result of the introduction of social media. Today’s consumer is now more informed, time-compressed, and difficult to impress, and they are only influenced by ads that are relevant and provide information and are more likely to be influenced by someone in their social network than a weak celebrity connection. This new customer behavior has brought about a new “style” of marketing called “Influencer Marketing“, where businesses and brands make use of people that have a large following [or influence] on social media to spread the word about their new product or service, I believe this is a winner because for a very long time people have always been more likely to buy or try something through word of mouth from someone they trust, feel is human [not like celebs are not human…but am sure you get the gist] and someone in their social circle. The good news is that – it is affordable for small business owners and startups and it is likely to have a higher ROI [Return On Investment]
So this brings me to the below questions:
Is celebrity endorsed adverts dead?
Do You buy a product after seeing an ad?
Do you remember the product or you remember the celebrity?
I would love your take on this piece. Comment On!!! Cheers.