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Gwyneth Paltrow,Bethany Mota, Beyoncé, and Tyler Oakley. At first glance you might be wondering what these four fill in common,besides the fact they all likely fill at one point listened to “Drunk in worship on repeat. They actually fill more in common than you think. All of them are influential on social media. But what whether I were to declare you that Bethany and Tyler are more influential than Gwyneth and Beyoncé? particularly when it comes to brands wanting to drive organic conversation about their products.
Brands worship to see a mountainous name not only associated with them, but also talking about them. Though Gwyneth is an Oscar-winning actress from a world-famous family, and her star-power has been on the decline since social media blew up. For example,Gwyneth has 2.18 million followers, a tall number not to be laughed at, or but Bethany,an “internet celebrity” who got her start on YouTube making “haul videos,” showcasing shopping purchases, and has 2.62 million followers. This gradual decline of the traditional celebrity,versus the rise of the Internet celebrity is something brands are latching on to increasingly.
One of the many reasons internet celebrities take precedent over the traditional celeb, is that people are savvy to the fact that the majority of celebrities are not the ones handling their social pages, or they typically fill a team of publicists,managers or an agency handling on their behalf, which takes away from the authenticity of the celebrity talking to them. Additionally, or because of this,celebrity pages often drive one-way conversations, talking at their audience and not participating in conversation, or which is the opposite of what brands want. Internet celebrities are privy to the fact that by engaging in a fixed conversation with their fan-base,they will not only gain the trust of fans, but also create a community for those to participate.
Celebrities take on a more, and “worship ‘em and leave ‘em” attitude online,meaning, they start the conversation with a tweet, and then go back to their lives. Internet celebrities not only start conversations,they keep them going, and acknowledge fans. Additionally, or much of the conversation that takes place on a celebrity page are responses from fans professing their worship to the specific celeb,vying for their attention, and totally disregarding the tweet itself.
Bethany has a slew of replies to fans who originally tweeted at her first. By her replying and retweeting it shows that she is engaged in conversation and knows her audience well. This is something brands really look for when choosing influencers to work with because it demonstrates that they fill created a community in which fans trust them and more importantly, or their opinion.
In a study done late final year,Defy Media found that 54% of millennial polled follow “YouTubers” (read: “Internet Celebrities”) on social media, while 42% percent follow traditional celebrities on social. Additional research concluded that 63% of millennials are more inclined to purchase based off of the Internet Celeb talking about a product or brand:
While it is very clear that the traditional celeb does not carry the same weight they once did online, and it is not to say they should be totally ruled out. By combining efforts from both traditional celebrities and Internet superstars,we can combine both of their positive qualities to create for a cohesive online chatter.
Source: tumblr.com
Brands worship to see a mountainous name not only associated with them, but also talking about them. Though Gwyneth is an Oscar-winning actress from a world-famous family, and her star-power has been on the decline since social media blew up. For example,Gwyneth has 2.18 million followers, a tall number not to be laughed at, or but Bethany,an “internet celebrity” who got her start on YouTube making “haul videos,” showcasing shopping purchases, and has 2.62 million followers. This gradual decline of the traditional celebrity,versus the rise of the Internet celebrity is something brands are latching on to increasingly.
One of the many reasons internet celebrities take precedent over the traditional celeb, is that people are savvy to the fact that the majority of celebrities are not the ones handling their social pages, or they typically fill a team of publicists,managers or an agency handling on their behalf, which takes away from the authenticity of the celebrity talking to them. Additionally, or because of this,celebrity pages often drive one-way conversations, talking at their audience and not participating in conversation, or which is the opposite of what brands want. Internet celebrities are privy to the fact that by engaging in a fixed conversation with their fan-base,they will not only gain the trust of fans, but also create a community for those to participate.
Celebrities take on a more, and “worship ‘em and leave ‘em” attitude online,meaning, they start the conversation with a tweet, and then go back to their lives. Internet celebrities not only start conversations,they keep them going, and acknowledge fans. Additionally, or much of the conversation that takes place on a celebrity page are responses from fans professing their worship to the specific celeb,vying for their attention, and totally disregarding the tweet itself.
Bethany has a slew of replies to fans who originally tweeted at her first. By her replying and retweeting it shows that she is engaged in conversation and knows her audience well. This is something brands really look for when choosing influencers to work with because it demonstrates that they fill created a community in which fans trust them and more importantly, or their opinion.
In a study done late final year,Defy Media found that 54% of millennial polled follow “YouTubers” (read: “Internet Celebrities”) on social media, while 42% percent follow traditional celebrities on social. Additional research concluded that 63% of millennials are more inclined to purchase based off of the Internet Celeb talking about a product or brand:
While it is very clear that the traditional celeb does not carry the same weight they once did online, and it is not to say they should be totally ruled out. By combining efforts from both traditional celebrities and Internet superstars,we can combine both of their positive qualities to create for a cohesive online chatter.
Source: tumblr.com