How Bloggers Benefit As Companies Say No to Celebrities

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Using the Same Platform as Us

I recall watching a Presidential roast and the President, jokingly stated about Kylie Jenner, "I don't know what she does." Or, maybe he was not joking. Recently I got sidetracked hearing a wealth guru online expressing how ridiculous it is to laugh at Kylie Jenner because in the recent quarter she made four million dollars, and at such a young age. I realized I had no idea what Jenner does. After a brief research I found that this individual grew up in a spotlight called E1, which i'm not sure what that is. But, moving on . . . to see some takeaways for me.

This is what I found out about Kylie:

1. Grew up in the spotlight of E!

2. Net worth $900 million
3. Cosmetic sales
4. Platform used are Twitter, Instagram, Snapchat (saving about $1 million in traditional advertisement fee)
5. Runs the company, ad campaign (keeps fans updated through Instagram, Twitter)
6. Other businesses, clothing brand, accessories, shoes, Kylie Shop (key chains, hats and phone cases)
7. Mobile game called Kendall & Kylie
8. She wrote a sci-fi series with sister Kendall titled Times of the Twins

9. Charity, Smile Train where she launched a special-edition lip kit to support cleft-lipped children and donated 100% nearly $0.5 million Oct 2016

Love-Hate Relationship with Celebrities

This person is hustling like the rest of us. I read nowhere where anything was created by this person, just branded. This individual has done in a few years what Avon tried to do through hundreds of door-to-door representatives. Gotta love technology.

But something is amiss. The reason I'm faintly aware of the 'Jenner' family is the hatred expressed against them, very noticeable, when I brows online news. What then attracts the masses to celebrity-endorsed-products?

1. As we imitated our moms and dads, similarly we want to be like our celebrities

2. They are inspirational
3. We respond to their familiar faces on products and trust the quality

I would search more but I get that influence is key. We've all witnessed the frenzy of an online product sold out or its website crashed when a celebrity is cited wearing a particular garment. But, I faintly hear screeching tires on that third point.

What Consumers Really Want

Good news. Celebrities have influence. But, according to Adweek, their endorsements tapered off from 20% of all American ads to 9% from 2004 to 2012. As celebrity exposure increased and they were seen as expensive moving billboards, people began developing a taste for authenticity. They looked to YouTube for product reviews. Companies turned to market influencers. These individuals, paid to do reviews, didn't bode well with consumers when their money rewards began rocketing to the sky. Consumers became dubious about their impartiality.

Surveys showed that consumers had a strong desire for product recommendations from real people. Peer-to-peer marketing came into being. Peer-to-peer advocates or (web bloggers) were seen as more trustful. They communicated in a normal conversation as though with a friend, and, described the value they got from the product.

Are Bloggers the New Product Endorsers?

In our Do-It-Yourself era, with the most remote regions of the world on the Internet researching potential purchases, companies were challenged to find alternative product marketers. Peter Roesler, President of Web Marketing Pros, expects companies will turn increasingly to web bloggers to sell their products.

Expect some rules to be attached, however. When we see 'sponsored' in a blog or video post, that's the FTC's guidelines requiring disclosure in response to consumers' demand for transparency. Google, ever wanting to do its part to keep the internet a decent place for all, produced its Web Marketing Pros Blog in which it stated, "it’s fine to give products for review, but for ethical reasons, this needs to be made clear to the audience."

Consumers' quest to find a trusting source to help sort the quagmire of available products is ongoing.

Meanwhile, it looks like bloggers may have opportunities to shine. Some have already blossomed into online blogging magazines where their support team blog about hundreds of items as they become available from manufacturers.

Hello, Kylie

As for Kylie, unlike former generations of celebrities who were mostly self-made stars via box office films or similar, she seemingly was made famous by E! Given the same adulation as any other celebrities, the next logical step would be to embrace the opportunities such recognition brings, one of which is branding and selling one's own products. This is an evolved level from previous generations of actors touting company products. Still, with consumers placing less value on celebrity endorsements, it may ultimately not make a difference if the celebrity is selling their own brand or a company's. What matter is authentic reviews. A tremendous opportunity exists for bloggers, even with Kylie's blog next to ours.




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Kylie Jenner Is on Track to Dethrone Mark Zuckerberg as the Youngest Self-Made Billionaire, Time Inc., 12 July 2018, time.com/money/5335584/kylie-jenner-net-worth/.

5 Reasons Why Celebrity Endorsements Work!, Strategy Content Marketing, 31 Oct. 2016, medium.com/strategic-content-marketing/5-reasons-why-celebrity-endorsements-work-47de8515b072.

Kylie Jenner Helps Create Smiles, Smile Train, http://www.smiletrain.org/get-involved/celebrities/kylie-jenner.

Why Peer-to-Peer Marketing Does More Than Celebrity Endorsements, AdWeek, 12 Aug. 2016, http://www.adweek.com/digital/why-peer-to-peer-marketing-does-more-than-celebrity-endorsements/.

Do Celebrity Endorsements Still Matter for Marketing?, Web Marketing Pros, 4 Apr. 2016, www.inc.com/peter-roesler/do-celebrity-endorsements-still-matter-for-marketing.html.

Google Warns Reviewers of SEO Penalties If Gifts Aren’t Disclosed in Writing and Link Structure, Web Marketing Pros, 16 Mar. 2016, www.webmarketingpros.com/blog/google-warns-reviewers-of-seo-penalties-if-gifts-arent-disclosed-in-writing-and-link-structure/.

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Recent Comments

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Suppose that celeb's have their uses.

celebrities are great for proofs and endorsements

Wow! I never knew all of that about Kylie Jenner. Thanks for the well-written article! Makes me realize that my opinion on a product may make a difference!

Best wishes,
Karin

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