Large companies have spent decades honing techniques to promote their products on television and in print media. However, when it comes to social media, they often fill the Facebook, Twitter and other networks with boring content that can make people avoid the brand.
Fortunately, a group has mastered the art of self-promotion online and can guide businesses. Celebrities and their strategies in social networks provide valuable tips on how to build – and maintain – an online brand.
To be cool on social networks can give impetus to the career of a star, and many celebrities openly admit that significantly benefited with platforms like Instagram, Twitter and Snapchat.
The celebrities influencers know what message to use in each platform and consider them different. The brands, many times use the same messages for all social networks – the message that works on Instagram, normally do not fit on Twitter or Snapchat, for example. The influencers have an uninterrupted communication with the audience – posting more than 3 times per day. Finally, they construct a narrative – they tell histories, use the social platforms to answer some media news and many times, they deny some news that is not true.
Thinking about that, the brands are associating their names to some celebrities or paying them to do some post in social networks mentioning the benefits of the products, how they use it in their activities or recommending something to the audience. This kind of publicity has been even more popular nowadays that a lot of the influencers on the internet aren’t exactly the famous people on TV or big artists. They are bloggers and popular people that gain space on the networks to share some lifestyle or tips for exercises, TV series, fashion and etc.
We have many examples in the country today. One of the largest followed profiles on Brazilian Instagram, for example, is a woman that shares her healthy lifestyle and incentives to do exercises, eat healthily and feel good with you own body – Gabriela Pugliesi has 1.6 million followers on Instagram and her Snapchat profile is in the top 10 in Brazil. With that, health brands tried to associate with her by paying for a post and asking her to comment about the products. According to her, she always tries them and if she really likes it and thinks it is a healthy and good product she posts positive comments about it.
Another famous blogger and influencer in Brazil nowadays is Hugo Gloss. He comments about the “pop world” and according to his followers, he informs about new songs and gossips even before the news websites. His profile is in the top 10 on Twitter, Instagram and Snapchat in Brazil and because of that, brands are looking for an opportunity to advertise with him. One example is that the biggest broadcast company in the country – Globo – contracted him to comment about the programs. The last novel that passed in the late evening in the broadcast, for example, had the biggest appeal on social networks and internet in general that they ever had. This blogger was one of the responsible for this – he gave an “overview” on Snapchat every day simultaneously with the TV and had a big response from the audience – they start to call the characters with the nickname that the blogger used to call them.
Regarding to costs, it depends of how many followers each blogger has and what type of advertising they have to do – just one post, or mention showing the product, or one post per week etc. According to one of the biggest fashion bloggers in Brazil, F Hits the costs are based in this planning below:
ZIGT Media Agency