Celebrity Influence On What We Purchase

By: Elise Stefankiewicz

Popular faces can convert into excellent salespeople. The personalities we see on the internet stick in our minds. The best way for brands to develop an association in the brain of its consumers is through those who have a high follower count. Celebrities are one of the best ways to promote companies, since we see them in commercials when we turn on the TV. We all know about Micheal Jordan’s partner with Nike or Kendall Jenner’s partnership with Pepsi. Celebrity endorsement is a modern routine. Celebrities have tremendous influence on our world, especially what the money we have is spent on. 

Youtube culture has created a new name for someone who has a lot of followers but is not considered a celebrity. We call those people “influencers” who get paid to promote certain brands to their followers. These brands can be big or small but either way it sparks the consumer interest by association. If the person you follow uses a certain face wash, you are more prone to buy that face wash when at the store. Youtube brand deals are partnerships between creators and brands. A YouTuber will mention the sponsored brand in their video and include background knowledge on it, then show how much they enjoy it.

By promoting the brand, sales will significantly increase. Today we view YouTubers or celebrities as role models and what they have, we want. I often find myself buying things because someone that I follow has it. I’m sure we can all relate to that statement whether it is a phone case, piece of clothing, or a water bottle. The things that are being promoted to us often find their way into our cart. We may not always realize this but it is reality. 

We live in a world of advertisement. A good advertisement strategy happens to involve celebrities promoting products or brands. In our society, those who lay under our “following” button influence what we purchase. It is a reality that we may not even realize. The impact influencer marketing has on consumers is pretty simple: we are influenced to buy and we buy. This way of advertising has changed marketing ways forever.