What is the difference between selecting a celebrity endorser in 2014 vs 2020?

The two major differences are who we consider to be a celebrity, and what online space is best to take advantage of their popularity. Online influencer marketing has been around since the creation of blogs in the early 2000’s. With this influx of personal reviews, online critics were born. The platform they use is constantly changing; take a look at Lab42’s most recent social media study to gain insight into current and future trends.

The process outlined by Lab42 in 2014 remains the same – listen to your consumer, do not sway from the brand’s identity and conduct brand equity research before, during and after the campaign. This is done in order to properly identify the impact that celebrity is having on your business. 

Traditional celebrities (actors, musicians, athletes etc.) may still be the most common route to take depending on your brand image. However, these are not the only celebrities out there today. Being “social media famous” is just as valuable, or maybe even more valuable to brands looking for endorsement.

The best current example is Charli D’Amelio or “the reigning queen of TikTok” as described by the New York Times. As a 15-year-old from Connecticut, it is safe to say that her professional/educational experience up to this point has been high school. Although her 51.5 million followers on TikTok might say otherwise. Recently, P&G chose her as the lead star in their latest social distancing campaign – confirming that even the most established brands are looking for endorsement from social media celebs.