If you’re launching a new line of products, endorsements might be on your radar. Paid and unpaid endorsements give your brand a considerable boost, as they rely on trustworthy people or publications to sing your praises to the public. This official backing can convince a lot of people to buy your products, provided you choose the right kind of endorsement for your brand, products, and objectives.
Check out this list to find out the top three different kinds of endorsement deals in marketing.
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1. Influencer
Influencer marketing campaigns are one of the fastest-growing endorsement techniques in the marketing world and for good reason. As social media takes up more of the world’s attention, people are spending more time scrolling through pictures and watching videos posted by their favorite influencers.
Influencer marketing comes in many different shapes and sizes. While some companies choose to partner with influencers who boast huge follower counts, others seek out smaller accounts for niche endorsements.
An influencer marketing company such as Peersway works with nano influencers, those with fewer than 10,000 followers. This number is the sweet spot for engagement, according to Peersway.
Nano influencer marketing agencies have found these smaller content creators produce more relatable content than accounts with bigger numbers. As a result, you can generally expect a higher ROI when their followers engage with their endorsements.
2. Celebrity
Perhaps the most well-known endorsement is the one made by celebrities, musicians, and athletes. There’s no doubt you have already seen an ad or commercial featuring a famous person before; they’re everywhere — from billboards lining the highway to online ads, printed magazine ads, and TV commercials.
The Super Bowl alone boasts a long list of celebrities, including Serena Williams, Scarlett Johansson, Ryan Reynolds, Arnold Schwarzenegger, Zendaya, David Bautista, and Eugene Levy.
Celebrity endorsements are a popular option for large-scale marketing campaigns because they’re easily recognized by a broad audience. While an influencer marketing campaign works best with a niche product or audience, celebrity endorsements work well for global ad campaigns.
3. Media Outlets
Getting your products or services endorsed by the media is another big bump for your campaign. Media endorsements are unlike celebrity and influencer marketing strategies. In many cases, the editor of a newspaper, magazine, or online publication chooses to review or write about your product.
Popular beauty magazines may review your anti-aging serum and rate it higher than your competitors. Likewise, a food publication may suggest your appliance as the next must-have for kitchens.
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Other popular examples include the New York Times Best Seller List, Rotten Tomatoes, and Oprah’s Favorite Things list. Getting on these lists relies on a lot of factors, including your product’s intrinsic value, behind-the-scenes deals, and trends, not to mention luck.
You can also partner with the media through affiliated marketing if they advertise your products online. During affiliated marketing, the publisher earns a commission for every person who clicks on the affiliated link.
Some affiliated marketing occurs through apps or extensions like Rakuten and Honey. However, other popular examples include companies and bloggers publishing lists of recommended products, like Buzzfeed, CNET, and The Spruce.
Which One Will You Choose?
Not every endorsement deal is always appropriate for your brand or product. But now that you know more about your options, you can pick the one that suits your marketing objectives best.
