Commentary

Digital Influencers? Celebrities perhaps need not apply

Celebrities might seem to be obvious choice to be digital media influencers in selling products and services. But in reality it may not be the case.

Speaking at the OMMA Denver event, Scott Linzer, vp of owned media of iCrossing said: “When the data comes in the celebrities do worst for the KPIs than non-celebrities.”

He says it’s important to know who is consuming and who your audience is. “At the end of the day, it’s a wide net that need to be thought out... [Consumers] are learning to say, ‘it’s a celebrity message, why do I care?’”

Linzer says clients may mull the idea of getting a Matthew McConaughey or the Kardashians to be big influencers for their brands. But that is not what many audiences are looking for.

“The medium is changing now that it could be Joe in his garage who is producing content that is worth it, and is having conversations with this audience. That is moving the needle.” In turn, he says, this all means more education for the clients.

Nicki Hayes, vice president of content and performance marketing of Blue Moon Digital, says the data is bearing out these results and that actually so-called “micro-influencers” may work out better -- those who perhaps have smaller reach than celebrities or mainstay influencers.

She says: “It’s about making that content piece authentic and relatable when you are selecting an influencer.”

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