It’s easy to see why the methods “celebrity endorsement” and “influence marketing” appear to be similar on the surface.
A celebrity’s renown is linked to a brand or product through celebrity endorsement. With this method, you may encourage celebrities to link themselves with your product, causing people to want to buy it.
Influence marketing generates word-of-mouth advertising by enlisting the help of people who are well-liked in specific areas.
Influential people use this method to build your image in the minds of their followers.
Both tactics rely on well-known individuals to sway your target market. However, the manner in which they are carried out and the manner in which they influence their target market are vastly different.
Influencers are experts in their fields
Michael Jordan doesn’t have to be a fashion expert to promote Hanes, and Oprah doesn’t have to be a computer specialist to recommend Windows’ Surface.
It doesn’t matter that the product is completely outside of their competitors because they are so well-known. They are faces that customers will remember and associate with a company’s brand.
Influencers are experts in their field. In a very niche space, they’ve created communities around themselves.
When a company sends a new breast pump to a mother blogger to review as part of an influencer campaign, the goal isn’t to gain popularity, but to generate genuine recommendations within the targeted group.
Influencers Participate in a Group
Celebrity endorsements should be seen and heard but not interacted with. Communication with the celebrity is one-way and takes the shape of a single message aired on a platform, such as television, in order to reach as many people as possible. Reach is crucial once again.
The influencer, on the other hand, maintains regular interaction with their audience.
They’re addressing questions and delving deeper into topics of interest with members of the community.
Long before the brand appears, this group is poised to receive communications from the influencer. When an influencer creates sponsored content, it’s part of a larger conversation in which the community is invested.
Influencers inhabit a big range of roles
The celebrity is the face of a brand message in a celebrity endorsement. The material is scripted, produced, and distributed by the brand, with the celebrity assisting in its delivery.
From the target market’s perspective, it’s a message from the brand to them, delivered through the celebrity.
The influencer is seen as the creator of the overall message in influencer marketing.
They are the ones who write the post if they are a blogger, and they are the ones who script and edit the video if they are YouTubers. From beginning to end, the message is theirs, giving it a level of trust and sincerity that celebrity endorsement rarely achieves.
While these two techniques are mutually exclusive, the astute marketer must be able to distinguish between influence marketing and celebrity endorsement, or whether they wish to blur the lines and incorporate elements from both.
Using a wrench to hammer a nail or a hammer to unscrew a bolt is like seeing influencer marketing like a small-scale celebrity endorsement, or expecting a celebrity’s endorsement to have the same impact as an influencer’s.