India 2015: OUR INSIGHTS | CELEBRITIES
Social media transparency alters impact of celebrities
Account Planning Manager J. Walter Thompsom
In the social media age, when every day a different elebrity is the focus of a million Twitter jokes, or gets “roasted” on stage by unknown comedians, it is clear that the way we look at celebrities has changed. We look at them as human beings who are as imperfect as we are, and this is what makes us increasingly intolerant of crafted images that make celebrities seem perfect.
While celebrity managers ensure that their clients maintain an active social media presence to cultivate the correct image, they increasingly have little control over what information about their clients finds its way online and becomes viral.
When celebrities behave poorly in private but attempt to seem perfect in public the charade doesn’t impress well informed consumers. Similarly, an endorsement for fairness cream by a celebrity with naturally fair complexion will not be credible.
Endorsement is no longer about merely displaying a celebrity next to a product on screen. It’s about a much deeper connection. While brands need to be very careful not to make the wrong associations, there’s also much to gain if they get it right.