Do Celebrity Endorsements Still Matter for Marketing?

May 6, 2016

Colleen Vaughan

Share on LinkedInTweet about this on TwitterShare on FacebookPin on PinterestShare on Google+Email this to someonePrint this page

For decades, celebrity endorsements have been a go-to marketing tactic for any brand wanting to wield “star power” to gain exposure for their brand. As an article on Inc.com by Peter Roesler puts it, “celebrity endorsements remain valuable in many situations; it’s why celebrities still get millions to wear certain clothes or to put logos on their uniforms.”

However, our new survey, as cited in the article, has proven that to many consumers, non-celebrity endorsements carry more weight than that of celebrities. The survey of 14,000 U.S. consumers found that 30 percent of shoppers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity. The effectiveness increases even more for Millennials.

Peter Roesler explained some of the reasons Millennials’ acceptance of celeb endorsements may be waning:

  • Brands like Samsung have a history of paying celebrities to endorse their products, but said celebrities use competitor products like iPhones in real life
  • People are turning to the internet for research needs when shopping
  • 60 percent of our survey respondents reported having taken a blog review or social media post viewed on a smartphone or tablet into consideration while shopping in-store

People are looking to bloggers over celebrities more and more. As Roesler says in his article, “As the data from Collective Bias suggests, business owners who are targeting Millennials should consider finding popular bloggers to review and endorse their products. It’s far less costly than getting a celebrity endorsement, and it will mean more to the target audience.”

Now, that is an endorsement we can believe.

Share on LinkedInTweet about this on TwitterShare on FacebookPin on PinterestShare on Google+Email this to someonePrint this page