At the heart of the marketing actions that are common to any digital campaign, Inbound Marketing is distinguished by the emphasis placed on content. These are the backbone of all forms of communication …
It is in this context that brands began to write stories, and sometimes their stories. These with the concept of “Storytelling” are original and on the model of TV series, addictive, in order to retain their readership and ensure on their site a constant flow of visitors, potential buyers of the brand’s products.
But growing your own media is not enough. And to address an ever wider audience, but also in a time of attention that remains natural and “native” in the marketing sense, advertisers are increasingly interested in recruiting bloggers, YouTubers and other legitimate ambassadors capable of relay branded content to their own audience: Native Celebrity Marketing is born!
Native Marketing: what is it?
Native Marketing, like Native Advertising and Native Publishing, groups together all the actions which consist in disseminating messages, the content and form of which resembles a post posted by an average user of social networks. The same goes for a commercial report not mentioned as advertising. The most telling example is that of women’s magazines that publish the brands’ collection models as captioned images. Here on the web, no banners, and we try to make sure that the message gets the same way as advice given to the ear by his best friend.
Native Marketing is advertising what organic products are to industrial products. We are clearly leaving the world of TV advertising to keep the codes of blogging or YouTube video for example. The new brand ambassadors are no longer George Clooney or Julia Roberts, but rather niche bloggers listened to and renowned in their area of expertise, in product tests, etc.
Thus, it is estimated that the native market would be in the order of at least 40% of the total social media market estimated at $ 10 billion in 2017. This is enough to turn the imagination of marketers at full speed.
In addition, native marketing is much better on the small screen of mobiles. And that’s exactly what brands who already spent nearly $ 9 billion last year on mobile advertising want.
The basis of Celebrity Native: Social Native and social advertising
Native social media advertising involves using social media like Facebook, Twitter or LinkedIn to communicate smartly to a target that is particularly difficult to reach and mobilize. These new digital opportunities materialize in all forms as long as the content is not associated with advertising and it is integrated into everyone’s news feed.
Images, videos and texts go hand in hand and roll out the red carpet for the advertiser, provided he lives up to his ambitions.
Influencers, to the Rescue of Advertising Limits for All Niche Products
If you do not mass market or fail to target your audience with precision, the Native has its own limits, a relatively high cost, because we are targeting a target who is not looking for your product or service, and the need to have content to successfully attract attention. The conversion is therefore relatively more complicated. In addition, audience tanks are difficult to target, and when they aren’t, it’s the volume side that hurts. The strong competition is a game-changer and placements are much rarer than on the giant billboards of the mainstream media that we know. In short, the classic native is nice, but only as a secondary lever!
As for Celebrity Native, the situation has changed: we are no longer targeting targets, but audiences, cultures and interests in agreement with the media (blogger, YouTuber, or Instagramer). You will understand, if you want to address a niche, a business expertise or a very specific audience, first look for an influencer right on target. The many bloggers, candidates for a niche reputation and able to relay the right message for a fee, will be your allies.
It was in this environment that Celebrity Marketing was born some time ago, the concept of which is based on the use of an individual’s image to convey the desired message. None of them will have recognized the adaptation to social networks of the practices used for a long time by cinema screenwriters and editors of reality TV shows, and even football clubs: notoriety is enough to sell … sometimes!
Celebrity Native Marketing in 5 Tips!
It is enough to mix social networks with celebrities or influencers to give birth to a new concept that is called “Celebrity Native Marketing” to put it simply.
But who are these “celebrities” that we are told a whole story about? Artists, stars, comedians, politicians, fashionistas, experts in their field, bloggers, you … me? Everyone at different levels can claim it. Only the real notion of notoriety and its level of ability to influence will make the difference between a product presented by Hapsatou Sy on his blog and the same product recommended by the caretaker of my building on his blog.
1. A legitimate celebrity and a source of proposals to make your brand just as much
Between the new blogger, the well-known blogger who is the laughingstock of the web and the star blogger, the influence will not be the same and the cost of sponsorship either. The first advice is not to aim for a big fish in a small pond and to advance in the form of a test with a first agreement negotiated in general at a discount on the commitment of a larger volume. In short, you can commit to a dozen content with a discount of circumstance and request an option on a first content or sharing to judge the spinoffs.
And it is precisely on the side of the fallout analysis that you must set your expectations in the first place. Agencies exist to recommend stars and put them in contact with the advertiser. Finding the right blogger, credible and influential in a particular sector, is another matter.
This is where Big Data can come in and help identify the person who will be in affinity with the Brand, capable of recommending their product, because they have a sufficient level of credibility. He must also demonstrate notoriety allowing him to display a large volume of followers and readers.
2. A well defined and maintained Timing to publish
Just as an email campaign follows certain precise distribution rules, a blog post must be published according to a calendar based on the latest statistics on consultations and transformations. It is generally advisable to publish just before rush hours, those times of the day when potential readers are most available in transport or on break. Depending on the business, the 8h-9h, 12h-14h slice and after 18h are ideal times to go back to the top of RSS, Feedly feeds and among the most recent emails to consult.
Again, A / B testing, but also monitoring of the audience on your site, will help you detect the best ranges for your content on social networks, blog, mailing, etc. Note that on this subject, timetables vary enormously from one network to another. As proof, this infographic gives the perfect example between Twitter, Facebook and LinkedIn: behaviors and trends are all different.
3. Establish and cultivate an effective storytelling updated regularly
Text content, complete with illustrations and possibly a video, should tell a story that will appeal to blogger readers and fans. The choice of story is vital, because on it depends the possible virality of the process and its sharing between members of the network.
Well written and illustrated, the story will be able to become recurrent and retain a readership to make them adhere to the concept of the Brand and its product.
4. Practice the laissez-faire policy with your blogger
The blogger must have his style, an editorial tone that appeals to his audience and contributes to his success. In this particular case, it is advisable to let it go and to write as it sees fit. He is master at home and trying to impose a style on him would be counterproductive.
On the other hand, there are certain language codes which are specific to the Brand and which the blogger must imperatively consider and respect. On this point, a meeting and a direct exchange are the most useful, on the other hand you are advised not to ask for a re-reading or correction of all or part of the content.
5. A rewarding communication
By complying with these few rules, a Celebrity Native Marketing campaign can only be rewarding for all parties:
- The blogger, because he participates in the development of a prestigious Brand, is valued by his audience;
- The Brand manages to transmit a message to an audience, sometimes new, which precisely corresponds to its target;
- The marketing agency that plays the role of conductor for such an operation finds its account by demonstrating to both parties its know-how.
One thing is certain, it is that the cocktail social networks + blogger + brand offers very strong prospects in terms of communication for much more rewarding results than other conventional actions in marketing.
If you would like to know more and find out how the marketing directors of major brands are implementing Celebrity Native strategies, I invite you to discover our guide and the feedback on campaigns carried out, as well as their results in figures.
Photo credit : flickr