Social media impacts us on a daily basis in ways we probably haven’t even realised yet, and in ways we have already, which is how endorsement companies are cashing in on the mass buying mentality that’s so prevalent right now. Back in the day, after Tom Cruise wore a pair of Ray Bans in Ricky Business, their sales reportedly sky rocketed from 18 000 units a year to 260 000. Take that same effect and add the staggering reach of social media, and you’ve got a product launching pad that’s equivalent to a rocket launcher on steroids.
Paris Hilton has almost two million followers on Twitter – if she Tweets about a particular shoe she likes, the sales are almost guaranteed to spike. Many shelters have had Chihuahua influxes over the years because so many people went out and bought the mini critters in the wake of her proclamation of love for them, then got rid of them when the novelty wore off. The fact is, celebrities are signing up with endorsement companies and raking in bundles of cash just for typing a sentence about a shoe, or a salad from a restaurant…and we’re buying into the idea perfectly.
Anyone can follow Snooki as she rants about her drunken mates in the Jersey Shore house but between that, you may find her talking about flash drives that contain adult content – an endorsement deal she’s currently involved in – which means sales are set to soar. And she’s not the only one – Lindsay Lohan, Snoop Dog, Charlie Sheen, Mariah Carey and more are all on the social media endorsement bandwagon.
Studies have shown that various social media platforms are rapidly becoming the first place shoppers go when they want advice on a brand, often trusting the first impression they get on Facebook or Twitter over anything else. It’s been said that 40 percent of consumers won’t even make a purchase until they’ve looked at an online review first, proving more and more how the internet is shaping the way we shop. The value of a social media endorsement has become the new way to create brand loyalty and most shoppers include social media at some point during their shopping process – which means it’s now one of the most vital tools a brand can consider when planning a campaign.
Gone are the days when you’d go and buy a dress and have to wait to show your friends to get an opinion – your trusted friends, celebrities and icons are simply a click away. This means you can access their recommendations and opinions any time of the day or night – and never have to shop alone again.