Brands using familiar faces to promote their products or services is nothing new. Companies have been relying on this strategy for quite a while, and it looks like celebrity promotions are only getting bigger. Whether it’s medium-sized businesses or global corporations, having somebody instantly recognisable endorse their brand is seen as one of the most effective promotional techniques available. But why are celebrity endorsements so effective, and why are brand creators using them at such a high level? Let’s find out.
Familiar Faces in Regulated Markets
Some industries rely on public trust more heavily than others. Think of sectors like sports betting and finance, where there are strict regulations and some levels of scrutiny. In those conditions, having a familiar face promote a brand helps create a sense of trust and stability. The competition in these industries tends to be quite high, too, and a celebrity presence can easily swing consumers in one way.
Let’s take a closer look at the sports betting scene. The industry is constantly growing, and players looking for sports betting sites not on GamStop have a lot of options in front of them. When an online platform has a former athlete or another celebrity help promote their site, it gives players an extra layer of reassurance before they explore the platform for themselves. Celebrities, in cases like this, play a subtle role, and it’s all about attaching their name to the brand. For instance, Nikola Jokic and Ronaldinho both participated in advertising campaigns promoting different betting brands.
Similar logic applies in finance. When a respected public figure is associated with a financial service, the brand suddenly becomes easier to approach. People are more willing to read, compare, and consider options when the introduction comes from a name they recognise right away.
Alignment Matters More Than Star Power
Celebrity endorsements are effective, but only when a company chooses somebody who fits their brand perfectly. The most successful partnerships of this sort happen when there’s a natural overlap between the celebrity’s public image and the brand.
David Beckham, for example, has built his post-football identity around style. This made him a natural fit for premium fashion companies, grooming brands, and lifestyle partnerships. When he appears in campaigns for tailored clothing or watches, consumers immediately start associating that product with style and elegance. Given how successful campaigns that feature Becham are, he rarely appears in them as a one-off promotion. Instead, they turn into multi-year relationships that allow brands to build familiarity, as well.
This same principle applies to other popular figures, whether they come from the world of sports, fashion, film, or music. Serecena Williams, another former athlete, is often linked with strength and longevity, opening the doors to all kinds of collaborations. George Clooney offers a similar case to Beckham in his partnerships with premium watch and apparel brands, while Ryan Reynolds’s involvement with brands often relies on wit and humour.
The Era of Social Influencers
While celebrity endorsements still hold as much value as before, the ways in which brands partner with other people to promote their products or services have changed quite a lot.
Social media had a huge impact on this, as it allowed users to follow anyone they wanted. Naturally, celebrities became big on social platforms as well, but we also saw a new type of promoter emerge alongside them. Many social influencers built huge audiences by posting consistently, sharing their opinions and relevant information, and connecting with their audiences.
However, there’s one huge difference in how consumers view social influencers. As they follow every minute of their lives, they feel like they know influencers much better than models, musicians, or movie stars. Influencers also have enough context to promote different brands in their content. Think of beauty products mentioned in makeup routines or hydration drinks mentioned in workout clips.
With the role of social influencers growing at a rapid pace, they have become celebrities themselves and now impact purchasing decisions in the same way traditional celebrities do. For example, Chiara Ferragni has gathered over 28 million Instagram followers through fashion blogging and now works with some of the biggest luxury brands out there. Another good example is Kayla Itsines, who has become influential in the fitness world by sharing her workouts and daily routines.
