What makes celebrities, VIPs and stars special in influencer marketing?

Celebrity influencers are often well-known personalities from sports, music, film, or television, who typically have over a million followers. However, there are exceptions, such as reality stars, who impress with a highly engaged community despite having fewer followers. Their recommendations can strongly influence purchasing behavior and significantly increase your brand awareness. Examples include contestants on "Germany's Next Top Model," who achieve high levels of engagement during and after the season; participants on shows like "Love Island," "The Bachelor," or "Temptation Island," who build loyal fan bases; and stars on "I'm a Celebrity - Get Me Out of Here!", who generate temporary hype with high interaction through media attention.

What challenges do celebrity influencers face?

It's important to note that well-known people from TV or sports don't necessarily have a good real reach. Often, their followers follow them once but only consume their content to a limited extent. To ensure they're a good fit for your campaign, be sure to analyze their target audience, check their engagement rate, and—if they pass the test—have them show the real reach of their Instagram Stories, as IROIN® can only display publicly visible metrics. Celebrity influencers often have a short half-life: While they are particularly relevant during and shortly after their TV appearance, their popularity can quickly fade. You need to involve them early to make the most of their reach and community activity before the hype dies down. Moreover, their prices quickly rise, as management argue that they bring branding as well as reach.

How do you use celebrity influencers for your campaign?

Celebrity influencers, whether they have millions of followers or a smaller, more active community, represent a strategic opportunity for your brand. Timing is crucial to capitalize on their reach and influence. With the IROIN® Influencer Marketing Suite, you can specifically find and analyze celebrity influencers to effectively build your social media campaigns and sustainably strengthen your brand presence.