Choosing Celebrities To Be Your Instagram Influencer Isn’t always a Good Option: Here’s Why
Celebrity endorsements have always been the go-to option for most brands looking to advertise themselves. With the marketing focus now shifting to social platforms, the same approach has been adopted for Instagram marketing. However, recent years have seen a shift in this scenario. More and more brands are opting for micro-influencers on Instagram rather than celebrity Instagram influencers.
Rise of Micro-influencers
In addition to celebrities, social media has seen a rise of micro-influencers. These people have successfully tapped into the social media channels to build a loyal and solid group of Instagram followers. They have emerged in most of the industries such as makeup and fashion, with a huge number of Instagram likes on their every post and people following their advice closely. They have added another facet to the advertising and marketing world where earlier celebrities were everything. Even celebrities have taken advantage of this trend by focusing on their online persona and Instagram accounts.
Why choose micro-influencers on Instagram
Choosing celebrities to be the brand Instagram influencer is fast becoming obsolete, with micro-influencers gaining more popularity. Let us discuss some reasons that make celebrities not a good option as Instagram influencers.
Celebrities are not considered to be the experts for the products that they promote. Just because they have mass appeal, they may have many fans looking to try anything that they endorse. Micro-influencers, on the other hand, are experts of the brands that they promote. Their endorsements are considered to be relevant and trustworthy because they know what they are talking about.
Celebrity endorsements act like a one-way communication channel. It is similar to a TV advertisement, just to be seen and heard. However, micro-influencers have the power to start a two-way communication channel with their followers. This engagement keeps the audience interested enough to talk about the promoted brand with the influencer in the Instagram comments.
Micro-influencers are great content creators. Celebrity endorsements involve celebrities playing their role in the storyline created by the marketing agency of the brand. However, most of the influencers are complete participators in the content creation process. They have the creative freedom to control the tone and voice of the brand message.
Celebrities impact the purchase decisions of the masses because of their offline followings. However, influencers have a niche following on social media that has been built by them over time. This helps the brands to reach their target customer area rather than just a general customer who may or may not have a need for their product.
There are many celebrities who are paid millions of dollars for endorsing a certain brand. However, not every brand may be capable of doing so. This is where micro-influencers come in. They are flexible in terms of cost and offer a great way to market your product to the target group.
With the above-given reasons, you can now understand why micro Instagram influencers are a much better option than celebrity influencers. Not only do they help in raising awareness about the brand to the target audience, but they also engage in a much better way than celebrity endorsements. However, it does not mean you should just shun the celebrities on Instagram. Depending upon your budget and campaign goals, you can choose a combination of both for your brand. After all, celebrity endorsements do have the benefit of mass appeal. Thus, it is best to take a trustworthy and personalized approach to reach your intended audience.
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