Up until now, we’ve described endorsers as influencers or celebrities interchangeably. But there is in fact a difference between celebrities, influencers, and word of mouth referrals.
With celebrity endorsements, you attach the fame of a celebrity to a brand or product.
In this category lies famous actors, sport stars, and influential figures of any type. They don’t necessarily need to be world famous. Maybe your celebrity is a huge star in your niche, but outside your niche they are virtually unknown.
Celebrities are merely the messengers and face for a brand. They don’t take an active part in creation part of the process.
Their ads are meant to be seen and heard, but not interacted with. The celebrity stays on their pedestal, thank you very much.
The biggest difference between celebrities and influencers are their campaigns. Celebrities act more as a face to the brand. Influencers are deeply involved in their community and content creation.
Influencers, in contrast to celebrities, are specialists. They focus on one specific niche and build a community related to that unique field. For example, there are mommy bloggers, video game streamers, youtube makeup artists… you probably know more than a few.
When you partner with an influencer, they are head creator of content creation, how the message is relayed, and usually given a lot of flexibility when adding their creative spin. With influencer marketing, the influencer is perceived as the sole creator of the entire message. This lends an influencer’s word a level of authenticity and credibility.
There is a constant and ongoing dialogue between the influencer and their community. When an influencer posts sponsored content, that recommendation naturally meshes with the community’s ongoing dialogue.
Word of Mouth Endorsement
Word of Mouth endorsements come from everyday people using the internet. Think of word of mouth referrals as micro-influencers. Micro-influencers have an even smaller audience than Influencers. But smaller does not mean lesser. Everyone today can be a micro-influencer online just by virtue of sharing their opinions on social media.
Credibility Of An Endorser
Despite their differences, the most effective endorsers display the qualities of expertise, trustworthiness, and attractiveness.
1. Expertise. Do you want recommendations for motor oil from Martha Stewart? The most successful endorsements pair the endorser with their expertise.
2. Trustworthiness. Endorsers with a checkered past or unsavory reputations are not the best spokespersons. Try to stick with someone who has a positive, public reputation.
3. Attractiveness. Not just physical attractiveness (of course, that never hurts), this extends to respect for their achievements and character.