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November 03, 2011

Twitter Advertisers Turning To Celebrity Endorsements

By Oliver VanDervoort, Contributing Writer

It seems like ever since there has been an advertising industry, that industry has relied heavily on the “celebrity endorsement.” While the world has changed, the celebrity endorsement has stayed largely the same. Now it appears that Twitter (News - Alert) is finding a way to keep the old reliable while giving it a new twist. Twitter has played a part in changing the way social networking is used by plenty of companies already but the celebrity endorsement just might be changed the most.

In the NFL, the New York Giants used Twitter to better reach out to their fanbase. Audi has used Twitter to both reach out to their customer base and give a little back in the form of allowing them to drive a new car for a day. Now it appears that quite a few different retailers are going to be using Twitter to get celebrity endorsers to push their products.

Already, there are quite a few celebrities who are voicing their support for various products. Snoop Dogg recently tweeted his support for an ad for the Toyota Sienna. Tori Spelling tweeted her support for one of the top rental car companies in the country. Khloe Kardashian asked whether her followers wanted to see what Old Navy could do for them, saying “Want to know how Old Navy makes your butt look scary good? Ask a Kardashian.” 

As usual, the celebrities might actually be fans of the products they are tweeting about, but there is also big money to be made. In some cases these celebs are making as much as $10,000 per tweet. That is an awful lot of money for very little work. Of course, the celebrities can look to get more money with the more followers they've managed to build up.

Of course, advertisers are taking a calculated risk by using celebs on Twitter. Recent studies show that just 11 percent of American adults use Twitter. Of that small selection, the user must be following a specific celebrity in order to see their messages. They must of course, also care what Terrell Owens has to say about Comfort Inn. That means that Twitter might never be the first choice for advertisers but it will play a part with those that are trying to think outside the box.

Edited by Jennifer Russell
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