The Majority of Consumers Don’t Buy Celebrity Hype
From as long as I can remember watching TV, brands have looked to hook your attention and spark your interest in their products via the cosign of high-profile personalities and main stream celebrities. The celebrity endorsement is a class marketing method that essentially tries to tell you that if it’s good enough for this person then you should want it too and for years this has worked. Apparently, the present age of social media, viral stars and more direct customer engagement is rendering this approach to business a little obsolete with the millennials. Check out the info below via Collective Bias detailing some recent market data.
Collective Bias, a leader in shopper-focused influencer marketing, published results of a large-scale national survey investigating how U.S. consumers’ online behaviors impact in-store purchase decisions. The survey, fielded to nearly 14,000 adults in early March, found that 30 percent of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity. Of that number, 70 percent of 18 to 34 year-olds had the highest preference for “peer” endorsement.
Only three percent of consumers would consider buying a product in-store if it was endorsed by a celebrity, but celebrity testimonials were just one of the traditional advertising vehicles to rank low among respondents. Those surveyed cited TV (7.4 percent), print (4.7 percent) and digital (4.5 percent) advertisements as the least influential forms of communication when shopping for products in-store. The results point to a growing ineffectiveness of traditional advertising and the need for brands to embrace alternative forms of marketing to drive sales.
Society has a growing number of media options that enable them to avoid ads all together and even if they do watch them, their influence comes more from whats trending and buzz worthy online vs the new commercial drops on TV. It should be a lesson learned that at least with the young adults of the world you need connection on a relateable level over star power to seal the deal.