One of the top trending topics on Twitter today is JUSTIN HITS 14 MILLION FOLLOWERS. With 14M followers on Twitter, and 37M “Likes” on Facebook, Bieber has been dubbed one of the most influential celebrities in the social media sphere.
To provide perspective, we compared Bieber’s following with several of the top Facebook brands that L2 follows. Victoria’s Secret has 15.6M fans, Burberry is over 9M at this point, and BMW has 6.7M fans. None of them even come close to half of Bieber’s Facebook following.
This phenomenon of the Biebers, Gagas (45M), and Ushers (24.8M) of the world capturing massive fan bases has caused many brands to re-evaluate their traditional approaches to celebrity endorsements. Brands now need to think about how their celebrity contract negotiations in a new light. The brands that Justin Bieber is promoting such as Proactiv and OPI, gain a lot more awareness and engagement by leveraging Bieber’s social media assets than by only broadcasting about his support through their own platforms.
For instance, when @justinbieber recently tweeted about a Proactiv photo shoot, his message reached nearly 14M followers, and he got 100+ retweets. When @Proactiv wrote a message about the same photo shoot two days later, they only reached around 29k followers, and it was re-tweeted 14 times. Bieber’s amplifying capability is monumental, and smart brands are taking advantage of these mega-social celebrities.
Higher amplification and engagement from celebrity posts extends to Facebook. A good example took place when Lancôme introduced its new ambassadress, Emma Watson, to around 300k follower. That post garnered a 0.15% interaction rate (the percent of the community liking or commenting on the post). When Emma made the same announcement on her Facebook page, her post had the potential to reach over 2M fans, and it got a 0.29% interaction rate, nearly double the engagement that the Lancôme post received.
The key takeaway of “the new celebrity” phenomenon is that brands need to redefine their criteria when choosing celebrity endorsers for the digital arena. Where they used to choose faces that “fit” their brand image, they now need to start considering how much reach and influence celebrities have, and whether they will be able to engage their audience around the products they are promoting.