Celebrity Followers Are Valuable Consumers, Survey Says
Whether you roll your eyes at Charlie Sheen’s online antics or are a card-carrying member of the Bieber Nation, there is now evidence to suggest that celebrity fans and followers have value to brands. According to a Nielsen survey, 64% of American adults who follow a celebrity also follow a brand—making a celebrity follower four times more likely to follow a brand than the average online adult.
The report also found celebrity followers are more likely to:
- Provide advice and opinion to other online consumers.
- Make comments on a social network.
- View consumer-generated video.
- Use the web for other consumer activities, such as banking transactions, credit card account management, and purchases of clothing, books, music, and auction items.
If a brand can’t snag a big-name celebrity endorsement, how can it leverage the power of the celebrity fan or follower on social media?