Online Audacities
Online brand endorsements are looking at possible high risk of losing celebrities. Signs are really worrying as some sections of people are resorting to online abuse, bullying, racially provocative slurs, and many more activities in the same line.
Like a coin, everything has two sides so is social media and it boils down to the users which side he or she will take. Since the invention and expansion of social media people around the world are finding it easy to connect and state their opinions. In doing so, some of them are crossing the lines of decency and posting, tweeting, reacting in the worst manner.
Celebrity & Social Media:
Celebrities these days are way more interactive than older days. Social media platforms are the easiest ways to keep in touch with the fanbases to remain in the limelight as well as relevant. This surely brings in good news for marketers and brands around the world. It is always easy to address or promote a specific brand through a celebrity or influencer who maintains a million followers on different social media platforms. This means, marketers & brands have a specific set of customers who have some common interests. Customers' behaviors are also visible so are their intentions. One of the easiest ways to woo those followers is by offering celebrities a huge brand endorsement contract.
Celebrities too are easy targets:
Before social media, there were paparazzi, page three (3)of daily newspapers, gossip magazines, talk shows, or fan club programs that had access to celebrities. Most of the activities are still exist. But, interacting directly with them was never possible. Now, celebrities are more open to sharing their daily lives with their fans on different social media platforms and continuously posting their daily activities through Facebook, Instagram, Pinterest, TikTok, Youtube, etc. All these platforms, in general, allow people to comment, retweet, re-share celebrity posts. On the flip side, people can also state their dislikes, rejection directly through these social media platforms. If the opinions of any celebrity don’t fall in the same line with the fans or some sections of the fans have different opinions then there is a possibility of negative comments which leads to abuse. This is where things turn ugly.
There are celebrities who rarely care what is being discussed on social media platforms as according to them it will add to their publicity. On the other hand, some celebrities prefer peace of mind.
Effects on brand endorsement
Endorsement through celebrity is a common way to reach out to target customers and this method is preferred by marketers over the years. Celebrity endorsement creates one kind of brand loyalty which holds immense importance. Moreover, social media platforms are getting highlighted and attract more users if celebrities are using those platforms.
Let’s take a look at some of the celebrities who quit social media platforms
Keira Knightley never used her Twitter account as she revealed Twitter totally "creeped" her out.
Justin Bieber once stopped using Instagram and
left the platform because some fans were using abusive language about his
then-partner. But he is active in social media like Facebook
Lizzo announced she'd be leaving Twitter because
there are too many trolls on Twitter.
More and more celebrities from different domains are thinking about quitting
social media platforms which is again a worrying factor for brands.
Unless we act sober, have the patience to listen to others, not showing arrogance or
irritation on others’ lives social media platforms will soon face traffic
crunch and brand will surely lose their share of profits.
Conclusion: Trolling, foul language, disrespecting other’s opinions are bad signs for society as well as for
the business. Together we will surely overcome this. If you want to know how
your brand can get better mileage without having a celebrity endorse your
company then let me know.
Please leave your comment, or email to know more about branding, social media
marketing, digital marketing, SEO, content, etc.
Comments