Understanding why social media endorsements have many benefits over traditional advertisements can change your perspective on what techniques to use for your next campaign.
Social media endorsements allow brands to effectively target and reach consumers likely to buy a brand or product. This has allowed social media endorsements to become more efficient at driving sales compared to some traditional advertising outlets. Essentially, social media endorsements are hitting a bulls-eye with consumers.
If we told you there was a product or service which provided you with better or more meaningful results than what is currently available would you be interested?
Of course you would! Social media endorsements are exactly that kind of service. They provide benefits that current or traditional advertising options do not.
Besides being affordable, here are some of the reasons why a social media endorsement may benefit your brand more than a traditional advertisement.
Connect with the “Social Generation”
More than ever, people use Twitter, Facebook and other social media sources in order to socialize, find and share news and information. Social networks have scale built by enormous user bases. In fact, Facebook reports around 1.1 billion current users. Furthermore, Facebook reports 618 million daily active users! Clearly the social media generation has arrived, and they prefer to receive their information via social media outlets.
But WHY do people prefer social media outlets?
First off, social media outlets allow people to interact with a wide range of people they may not normally be able to, such as professional athletes. Additionally, social media outlets enable users to customize their profiles, pages and news-feeds to reflect their tastes and preferences. This permits users to quickly and easily find the news and information which is most relevant to them.
Additionally, social media outlets allow users to easily share information with one another. Sharing is caring and sharing news or referring a product is a simple click away.
Okay, but what does this mean for my brand?
Well, for starters, as more people use social media, traditional advertising outlets have become less relevant, thus, such advertisements fall on deaf ears. In response, brands looking to target and reach today’s tech savvy, modern society should give preference to social media endorsements.
Identify, reach and apply influence to target consumers
Social media endorsements allow brands to effectively target and reach consumers based on the consumers’ tastes and preferences. Often times people like or follow their favorite brands and athletes on social media outlets. When this happens, it bundles together a group of people who share some of the same tastes, interests and preferences. This allows brands to easily identify, target and influence consumers who are likely to buy your brand.
For example, professional basketball star, Kevin Durant, has nearly 5 million Twitter followers with seemingly some interest in basketball. This has given Nike Basketball and Foot Locker the opportunity to endorse their brands via Mr. Durant’s Twitter account in order to target and reach consumers likely to be interested in basketball products.
— Foot Locker EU (@FootLockerEU) August 26, 2013
— Kevin Durant (@KDTrey5) August 14, 2013
Furthermore, according to Catalyst Public Relations, people who follow their favorite athletes on social media are 55 percent more likely to purchase a brand if an athlete mentions it on Facebook or Twitter. That kind of substantial influence from athletes allows brands to achieve an excellent rate of return on their marketing investment dollars!
Essentially, social media endorsements allow brands to reach specific target markets, influence those consumers and ultimately DRIVE SALES!
Measurable and meaningful results
Are you the kind of brand that wants to know exactly how effective your endorsement campaign is among potential consumers? Do you want numbers to justify your endorsement use? By generating and tracking metrics, social media endorsements are able to validate their effectiveness as an advertising platform.
For example, links embedded in an endorsement can be tracked by opendorse in order to determine whether consumers were specifically referred to a brand or product because of a social media endorsement from an athlete.
An action-oriented metric allows brands to measure return on their marketing investments in order to pinpoint and either expand effective endorsements or eliminate ineffective endorsements. What a useful way to actively engage and manage your brand’s marketing strategy!
Is your brand looking to drive engagements? opendorse has compiled historical data to create athlete profiles. These athlete profiles provide brands with an athlete’s endorsement stats such as total impressions, engagement rates and estimated engagements. Furthermore, opendorse’s athlete profiles help your brand understand the value and opportunity of your endorsements before pulling the trigger.
For example, take a look at NFL Pro-Bowler, Roddy White’s, endorsement stats. Your brand can use these stats to calculate Roddy’s estimated value per endorsement.
So, why should your brand choose social media endorsements over traditional advertising?
Relative to traditional ads, social media endorsements:
Allow your brand to connect with the modern, digital, social society
Offer improved audience targeting
Provide meaningful, measurable and action-oriented results
Clearly, compared to traditional advertisements, social media endorsements offer many benefits that allow your brand to effectively pinpoint and reach the target markets most likely to purchase your brand.
Now is the time for your brand to sign-up and start crafting a social media endorsement strategy in order to capitalize on the many advantages social media endorsements have to offer!