Leveraging influencers such as bloggers and YouTube stars to boost brand awareness and engagement has become the norm for many companies. What’s not to like? Research by McKinsey shows that word of mouth generates twice as many sales as paid advertising. Recruiting a blogger or influencer with a large social following to help promote your brand through word of mouth (and a pretty Instagram picture) can lead to more sales and higher conversions.
Generally, the term influencer describes someone who creates content for their own web sites and/or social channels. But celebrities are on a whole other level, and they may be hired to endorse a product or brand simply because of their large fan base. But what about the celebrities that go beyond the usual endorsements?