bSTARS and Brands: 7 Reasons to Choose Celebrity Endorsement for Your Brand Right Now
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Today, the main issue of marketers is maintaining the connection between the brand and the users in quarantine. How are brands to stay connected and keep their customers informed. How to identify occasions to attract new brand experiences.
In a world of millions of possibilities, advertising noise is significant and the audience needs help to decide whether they like and trust a brand. At this point, opinion leaders are an important communication tool - the people who share different aspects of their lives, adding value in different ways to their users.
We've made sure to summarize 7 key reasons why collaborating with popular faces from the bSTARS portfolio at this point is more than a good idea.
1. COVID-19 and social networks
Let's take a brief look at some statistics that reflect the situation on social networks since the beginning of the crisis. According to a study conducted by Fohr between 14-24 March among 25,000 users in 30 markets, WhatsApp, Facebook and Instagram consumption grew by over 40% in the 18-34 age group. Facebook, for its part, shares data that the time spent on these platforms by all users is increasing by 70%, and in addition Instagram and Facebook live videos have doubled since the first week of the crisis. According to the study cited above, the average time spent on social networks is about 5 hours and 40 minutes. Another study conducted by the Klear influencer marketing platform for March 7-14 and March 15-21 to analyze consumer attitudes and behaviors finds that users post an average of 6.1 stories on Instagram every day, increasing the number by 15% on a weekly basis. In addition, site impressions are up 21% over that period. All these analyses suggest that in times of isolation, people spend considerable time online and brands need to find the right approach to keep in touch with their users in this environment.
2. Connected to the brand and to each other
About 80% of influencers have seen an increase in audience engagement since the beginning of the crisis. These include bTV Media Group celebrities who enjoy high public confidence and a loyal audience.
At a time when e-commerce is at its peak, there is tremendous potential to build and cultivate brand engagement by delivering value to consumers in communication. By positioning brands through the opinion leaders of the bSTARS portfolio, brands become part of the authentic content in their profiles. As a result, they gain valuable insights into the priorities and needs of consumers in a very accessible way enabling brands not only to retain, but also to strengthen their connection with their audiences.
3. Opinion leaders
bTV's faces are on the screen every day, week and month. The audience wants to learn more about them, their interests, what they do off-the-air, what they are like, and how they cope with the situation. This is the reason for these individuals to grow their audience organically and grow progressively. By positioning a brand that thematically matches the tone of voice and the vision of the social profiles of a popular personality, it fits in naturally and has the power to change consumer attitudes. According to a Target Marketing survey of 2,000 US and UK users in the 16+ group over the last 6 months, participants admit that 34% of their purchases are influenced by influencer content, and in the 16-24 group, the percentage rises to 91%. This clearly shows that opinion leaders have a significant influence on consumer decisions and this tool can be crucial for brands in the context of COVID-19.
About 80% of influencers have seen an increase in audience engagement since the beginning of the crisis. These include bTV Media Group members who enjoy high public confidence and a loyal audience. At a time when e-commerce is at its peak, there is tremendous potential to build and cultivate brand engagement by delivering value to consumers in communication. By positioning brands through the opinion leaders of the bSTARS portfolio, brands become part of the authentic content in their profiles. As a result, they gain valuable insights into the priorities and needs of consumers in a very accessible way enabling brands not only to retain, but also to strengthen their connection with their audiences.
4. In search of quality content
To date, #coronavirus has accumulated over 17.4 million Instagram posts, and a new post is appearing on Twitter every 42 milliseconds. With so much information noise and increasing consumption of digital content, consumer demands are growing. They have channels that they believe they associate with because they are genuine and authentic. As some of our popular faces of bTV spend more time at home, the content they generate shifts its focus - from sharing more backstage shots - to opening the door to their personal world. We see content turning to new formats that showcase new aspects of everyday life in isolation, and this creates a conducive environment for engaging the right partner. Flexibility is also important as creators of content in the bSTARS portfolio are able to implement it with minimal resources, from the comfort of their own home.
5. Escape from reality
Consumers are looking for more information about the environment and at the same time trying to distance themselves from it. Everyone speaks the universal language of memes, all seek prevention tips, but are driven by a desire to escape from reality - each in their own way. The role of opinion leaders is not to neglect the situation and not to encourage panic. There are three main areas that stand out in the context of isolation and are favorable for collaboration with brands: self-improvement (trainings, masterclasses, live videos with guest specialists on various topics, etc.), entertainment (concerts) popular artists such as the stars of Voice of Bulgaria, literary readings, online events, etc.) and inspiration for new creative pursuits at home (rewards challenges, workouts at home, DIY, culinary, etc.).
6. Leave a trace
Companies are restructuring their priorities in search of a way to leave their positive footprint through a variety of initiatives, free services, new applications, etc. According to a Business 2 Community survey, 63% of consumers believe more in influencers than in brands. In this context, brand ambassadors have the power in a natural and unobtrusive way, through their authentic content, to communicate social initiatives and special services to their partners during the period of isolation.
7. Increase your audience, not your budget
According to a study by Tomson Research, influencer marketing generates an average of over 600% ROI. According to the influencer marketing platform Grin, 57% of marketers say that content from opinion leaders performs much better than advertising content on the brand owned social channels and will therefore actively partner with influencers in times of crisis. What's more - the trend is for longer-term campaigns to target insights, the ability to model consumer behavior and, as a result, greater return on investment.
Please find our special foodie proposal in relation of the topic here: https://bravo.btv.bg/web/BMG%20SP%20Proposal%20Foodies%202020%20EN.pdf
Reach out to bTV Media Group’s team in order to help you chose the most appropriate brand ambassador and create authentic content for your target audiences.
Sources:
https://later.com/blog/influencer-marketing-covid-19/ https://techcrunch.com/2020/03/26/report-whatsapp-has-seen-a-40-increase-in-usage-due-to-covid-19-pandemic/
https://www.targetmarketingmag.com/article/influencer-marketing-is-vital-tool-covid-19/
Contacts:
bTV Media Group
Sales department
Sofia 1463
Bulgaria sq. No. 1
National Palace of Culture, 11th floor
Тel. (+359) 2 9176 800
Тel. (+359) 2 9156 564
Fax: (+359) 2 9176 886
e-mail: [email protected]
