Nielsen: Celebrity Fans Wield Star Power in Social Media
In social networking, fans of celebrities and fans of brands go hand in hand, according to new research by The Nielsen Co.
The research showed 64 percent of adults Internet users in the United States who follow a celebrity on Facebook or Twitter also follow a brand via social networking. Nielsen said that means a celebrity follower is four times more likely to follow a brand than the average American adult who’s online.
Furthermore, Nielsen found that the celebrity fans also were more inclined to offer advice and opinions to fellow online consumers. That’s particularly true regarding music, movies and TV shows. For instance, celebrity followers were 56 percent more likely that the typical adult online to share their thoughts about music.
“Celebrities can be valuable to advertisers, but so too can the people who follow them on social media websites,” Nielsen said.
Fans of celebrities also are valuable consumers in other online segments, the Nielsen research showed. These fans were more apt to conduct personal banking and manage their credit card accounts on the web than the average adult online. Top online purchases among these fans included clothing, shoes and accessories (18 percent), music (14 percent) and books (14 percent).
As for other Internet activities, celebrity followers leaned more heavily toward posting on social networking sites (86 percent more likely) than the typical adult online, viewing consumer-generated videos (83 percent), visiting social networking sites (67 percent) and playing online games (45 percent).
The findings were based on a Nielsen survey of about 36,000 Internet users age 18 and above and on a Nielsen review of Internet use.
A new study by Brand Affinity Technologies Inc., which helps advertisers select celebrity endorsers, also proves the power of fame in the social media arena.
The Brand Affinity Technologies study compared more than 200 Facebook and Twitter endorsements featuring celebrities with similar Facebook ad campaigns that lacked stars. The study found that for the same amount of money, endorsed messages delivered 50 percent greater performance (based on the click-per-action model for online advertising) than the non-endorsed ads did.
“If regular Facebook ads were the automobiles along an interstate highway, celebrity-endorsed social media would be like throwing Formula One cars into the mix,” said Ryan Steelberg, CEO of Brand Affinity Technologies.
The Irvine, Calif.-based company analyzed the performance of national campaigns for advertisers in the auto, entertainment, tech and retail sectors. Celebrities endorsers included in the study were Drew Brees, Snoop Dogg, Khloe Kardashian and Enrique Iglesias.