"Celebrity endorsements of products and services are certainly effective and will likely continue to be, but consider two things: First, there are more ordinary people in the world than famous people. Second, as we're increasingly bombarded with advertising, people want to buy from brands that reflect who they are. Furthermore, 86% of Americans say transparency from businesses is more critical than ever before."
"Good marketers understand that creating a thriving brand community depends on their ability to speak to their target audience directly, engage them, offer a solution to their problem, and create a long-term relationship based on trust. When platforms like Facebook and Instagram were at their peak, there was a genuine drive to get people to like, follow and comment on brands' social media content to build that sense of community."
Celebrity and influencer endorsements remain effective but face limits because ordinary people outnumber famous people and consumers increasingly seek brands that reflect their identity. High demand for transparency—86% of Americans prioritize it—drives brands to foreground authenticity and real customer stories in advertising. Successful brand building focuses on speaking directly to target audiences, engaging them, solving their problems, and cultivating long-term trust. Social platforms once prioritized likes, follows, and comments to create community, and businesses often used behind-the-scenes people or celebrities as ambassadors. Consumers are shifting away from aspirational celebrity messaging toward brands that show people like themselves.
Read at Forbes
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