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Why Do Advertisers Use Celebrities to Endorse Products?

Celebrity advertisements and endorsements have proven repeatedly to drive the sales of many products. In the current times, celebrity advertisement campaigns can be run on multiple social media channels. This provides a direct access to thousands of eyes for a product in addition to the credibility of a celebrity endorsement. Social media is especially effective when one is trying to target the youth.

Since celebrities constantly use Social Media to stay connected with their fans and offer a glimpse into their lives, the effects of a celebrity using a product on social media are multifold. This can bring a brand into the limelight overnight or even create a new trend. That is why so many brands are now switching from conventional methods to promote their products to promotion through celebrity advertisements and endorsements. Since celebrities are familiar faces, people trust them and are likely to follow their recommendation.

Drawbacks of Celebrity Advertising
Sometimes a famous celebrity can overshadow a brand. In case a brand relies too heavily on a celebrity endorsement, sometimes the celebrity can outshine the product or can give a feeling that the endorsement is not genuine.
If consumers feel that celebrities are not sincere about an endorsement, it can create a negative impact on the brand. Celebrities who endorse too many products or associate with surrogate advertising may also lose credibility with the public. This is why is is extremely important to match your product or service with the right celebrity. A celebrity endorsement from a star that is not well matched to the brand will not influence consumers at all. These are all important considerations before seeking a celebrity endorsement. There are times when controversy around a celebrity endorser starts impacting the endorsed product / brand negatively.

What Should You Consider Before Seeking a Celebrity Endorsement?
It can be tempting to rely on celebrity star power, however simply a celebrity endorsement without a robust marketing will not give you the desired results. It is important to give serious consideration before engaging in a celebrity endorsement as it is usually an expensive affair. The primary questions to answer before deciding on celebrity endorsement include:

Is associating with a leading celebrity the easiest way to build a brand?
Does the chosen Celebrity matches with the brand?
What are the advantages and disadvantages of celebrity endorsements?
Is celebrity endorsement always going to be beneficial to the brand?
How can a celebrity enhance your brand's image?
What are some of the drawbacks of celebrity endorsement?


Always remember to chose Celebrities that have a positive reputation before they endorse a brand. A celebrity with a negative reputation can harm a brand. The selected celebrity should also match the brand well. They should be considered attractive / inspiring by general audience – whether that is physical, intellectual, lifestyle or competence.