Where will the next change come from?
TARYN HAMILTON, CONSUMER GENERAL MANAGER OF M2 GROUP
One of the more interesting trends of late is the amount of paid endorser marketing on social. The days of big brand businesses relying on selling their wares through big budget charming brand advertising continues to dwindle. Probably because consumers are becoming more sophisticated, harder to reach and cynical. No longer are we so easily wowed with Hollywood-esque TVC production values that attempt to sell us a product – regardless of its quality or utility. Increasingly, it’s celebs pushing product via Facebook, Twitter and Instagram, and Youtubers being paid to promote.
Traditional big production and media budgets can still move product, but reaching people via paid social seems the latest hot-ticket. As marketers, we know household names like Dan Carter and Chelsea Winter are increasingly being used to sell stuff. But it’s not much of a punt to bet that most people would be surprised to hear how prevalent it is.
It’s easy for a consumer to understand old-school advertising and even advertorial, but the sometimes far subtler paid-for advertising through mentions and hat-tips on celebrity social channels can be harder to spot.
At what point do consumers identify that their day-to-day social engagement with their fave celeb may not be such a candid bird’s eye view into the life of their favourite muso or comedian, but is actually a carefully manicured social presence that is financed with increasingly significant advertising dollars?
Does Dai Henwood just really dig his new Barkers suit that much (no offense, bro)? Will there be a consumer backlash when people twig? Maybe punters don’t care either way. Time will tell.
Obviously these personal brands need to be careful about the brands they associate with, and be aware that ultimately their fans may not like it. I can’t imagine Mike Hosking risking tweeting about donating to Greenpeace. Or even donating to Greenpeace. Or the Greens. But, whatever. Hey, Richie, keen for some free broadband?