We have all seen and read ads in which a celebrity endorses a product. Almost without exception, the celebrity as paid to do that endorsement.

That makes the endorsement suspect. It could easily be considered that the endorser had no real interest in the product, had no real experience using the product, and had no reason to endorse it other than the payment received.

Why should people trust what the celebrity ways? He or she is not an expert; maybe, not even a user of the product. (Sometimes the celebrity does use the product [think Marie Osmond and Johnny Bench], and when that is true the celebrity brings a little more believability than an average member of the public making the same endorsement.)

All of these suspicions about celebrity endorsers and spokespeople seem reasonable, but companies hire celebrity spokespersons anyway. Apparently, it’s working; the public gives the product some extra credence because they like the celebrity. It’s based on emotions toward the celebrity, not on a logical analysis.

This week, Time Inc. announced that it will begin an extensive use of celebrity influencers to help them market their products. But, it’s interesting that the influencers they plan to hire go far beyond the typical star athlete or movie star. They are including bloggers among their celebrities.

Well-known food bloggers can promote food-related publications. Sports bloggers can promote sports publications. The opportunities for bloggers in many niches can be exciting.

Time is making a big decision based on their belief that celebrity bloggers can improve their marketing.

Smaller companies can’t compete with Time in hiring famous bloggers, but there may be some lesser-known blorregs who would be willing to work with you. Think about the possibilities.

Read more about Time’s decision in an article from TechCrunch here:
Time Inc. is launching its own influencer marketing network with help from Speakr

TechCrunch.com

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