Marketers to Target Online Celebrity Fans/​Followers

Marketers have used celebrity endorsement for years in traditional TV, radio and print ads. Whether they’re selling new cars or life insurance, marketers believe that celebrities can influence the purchasing practices of some consumers. Now that so many consumers are spending time online and often following celebrities on Twitter or Facebook, it’s worth wondering how much marketers can count on celebrities to influence purchases. Nielsen recently published its findings on this topic.

Nielsen research reveals that celebrity fans can be valuable to marketers in multiple ways. First, consumers who follow celebrities are often the same people who maintain active connections with other consumers. They “offer advice and opinions.”  These consumers are particularly active in sharing information on entertainment topics like movies. And, this consumer group is also far more likely than average to follow a brand. Here are the topics on which  fans/​followers generally provide advice to other online consumers:

  • Movies: 31.7%
  • Music: 28.1%
  • TV programs: 27.6%
  • Websites/​content and services: 24.3%

Marketers seeking to reach these  influencers should know that these consumers spend a lot of time on the following kinds of websites as they go through their day:

  • Conduct home banking transactions: 25.4%
  • Manage credit card accounts: 25.2%
  • Purchase clothes/​shoes/​accessories: 18.2%

Marketers who promote to these consumers, especially on social networks or consumer-​generated video sites, are likely to capture the attention of the target audience and enjoy a ripple effect as these fans/​followers spread the news about brands and products they love.

[Source: Online Celebrity Fans More Likely to Follow Brands. Blog. Nielsen​.com. 14 Mar. 2011. Web. 11 Apr. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.