Sitemap

Maja Stojanović, Executive Director, Olaf & McAteer

Celebrities Or Influencers – That Is The Question

Ever since the internet entered our business, especially when it shifted from our desktops to our pockets, it became an omnipresent factor that has since shaped our thoughts, needs and activities day by day. We’re all aware of it, but brands got it first. (We’ll talk showbiz, sports and politics next time).

Brands have been using celebrities to boost their image and increase sales for many decades, but with the development of new devices and platforms, a brand-new consumer profile emerged: the empowered, self-centred individual that forms opinions and decisions based on what they see and hear from relatable sources, be they friends on social media or some blogger on a certain topic whose stories they follow, enjoy and value.

For the first time (as measured by the trusted Edelman Trust Barometer in 2017), “a person like yourself” is as a credible source of information about a company as a technical or academic expert (all three at 60%).

The keyword here is relatable – if your objective is simply to gain exposure or create a positive brand image, a compatible celebrity will do; but if you want your audience to actually buy your products, the key question your campaign should answer is “what’s in it for the customer?”

This is where the influencers step in. They spark conversations about the topics, create the buzz and instigate action among their followers. They are also much more open than the celebrities, so people relate and identify with them on a deeper level, meaning they generate a higher level of trust towards them.

Do’s and Don’ts of Influencer Marketing

1. Do not select influencers based solely on their number of followers.
Customers make their decision based on information from relatable sources. This means you ought to choose an influencer whose content, audience and personal values fit your brand.

Targeting the big-name social celebrity is nice, but there’s a good chance you can acquire higher ROI by carefully picking one or more micro-influencers relevant to your target group.

2. Do not limit your influencers’ creativity.
Bear in mind that influencers gained popularity and trust because they create useful content – not ads. All too often, marketers try to slip their own ideas into content created by influencers, thus risking the destruction of authenticity and diminishing of trust.

Instead of giving them a script to follow, give applicable guidelines – and your trust. After all, who knows the audience better than the person who has built it up?

3. Do not strive for quick campaigns and short-term collaborations.
More and more brands are beginning to recognise the potential of influencer marketing, but many seem to fail as soon as they set up the strategy.

Influencer campaigns often come down to simply picking one or several influencers and running a challenge or giveaway, followed by instant growth in likes, followers, website visits or purchases; however, as soon as the campaign is over, so are its results. Instead, do it the smart way.

Hire five, ten or even twenty influencers relevant to your niche(s), who will spread the word about your brand gradually, in order to create the buzz – so that your target audience feels as if “everybody is talking about it”.

In addition to that, define a set of KPIs and measure the ROI both in the short- and the long-term, and use the data for future campaigns.

Mercedes-Benz

Speed, Power and Luxury

Even with increased ground clearance, Mercedes-Benz vehicles from the AMG line never compromise on their sporting pedigree. Exceptional design, unique performance, comfort and unquestionable...

Bonnie Norman and Rob Russo, E3 International

Sustainable Energy for a Resilient World

We deliver sustainable energy strategies and solutions that benefit enterprise bottom lines, increase energy security, enhance electricity grid stability, support local and national government...

Vladan Krsman, Chief Technology Officer - Digital Grid, Schneider Electric Serbia

The Future of Power – Smart Grids Matter Today

Vladan Krsman from Schneider Electric Serbia, in his authored piece for CorD, discusses the development of One Digital Grid Platform — an innovative software...

Lidl Srbija KD

Food For a Better Tomorrow: Lidl’s Strategic Commitment

Awareness that our dietary choices are becoming a key factor in safeguarding human health and protecting the planet for a shared “better tomorrow” is...

Marko Čadež Elected to WCF General Council

Marko Čadež, president of the Chamber of Commerce and Industry of Serbia, has been elected to the General Council...

Regional Summit in Bečići Highlights the Importance of Financial Cooperation

The XII Regional Summit of Governors, Ministers of Finance, and Directors of Tax Administrations was ceremoniously opened in Bečići,...

EBRD Backs Serbia’s Clean Air Agenda

In a move poised to reshape Serbia’s environmental trajectory, the European Bank for Reconstruction and Development has granted a...

Ecuador and Brazil Seal 2026 World Cup Berths as Qualification Race Heats Up

With just under two years to go until the expanded 2026 World Cup kicks off across North America, thirteen...

Eurospin Enters Serbia

The Italian discount retail chain Eurospin, through its company Eurospin EKO, is officially entering the Serbian market. According to the...