The benefits of a celebrity shout out: what I learned from the Kardashians
After a Kardashian knock-off to spruik your wares? Is Scott Disick your demo? He will copy and paste your characters and blast them out to his 6.8 million followers on twitter for a cool $7500. Got a niche that requires George Lopez’s comedic talents? His 3 million verified users will set you back 10k. Thanks to twitters removal of fake followers, Lisa Rinna now has a verified bunch of die-hard Melrose Place hangers-on in the 775k range (she lost a million or so), and with it her verified paid per tweet now diminished, she commands only $400 per shout out to her tribe. A total bargain if your business can utilise her followers.
In my last article on how to effectively influence your nice market online, I mentioned the benefits of using an influencer to reach your audience. Using an influencer can be a quick fix for instant hits or a long term plan for ongoing traction. Here is what I learned from the Kardashians on how to maximise the use of an influencer, “a celebrity shout”.
Create a cluster
A great lesson from the Armenian Sisters: networking between sites and socials creates a cluster. You’re up against a mathematical equation when you post anything online. Organic movement is dependent on interactions, and we are lucky on Facebook to get 1% traction from our followers when we publish free without a boost or ad - and if that small percentage doesn’t interact from the start, the post is dead. It’s when the family all started liking, sharing and commenting on each other’s posts, sharing with their audiences, they extended their reach without spending a dime. And you can do just the same! (only at a smaller scale to start with, maybe)
Evolve with your followers
One of the Kardashian sisters is currently the highest paid celeb and locks in almost 700k per tweet, and she will be knocked off the top spot sometime in in the next few years as one of her younger sisters starts commanding a million dollars per shout-out. That’s if their niche survives. It still is one of the better examples of near perfect niche marketing, as cringe-worthy as they are. They show us we need to continuously evolve with our followers and generate new ones to stay relevant. Create a niche that stands alone – and you become the influencer.
What if you don’t have a big family, how do you adopt a few new siblings to get your latest post to as many feeds as possible?
If you’re a baker, try and team up with a cafe or a tweeting top chef. Dentists have a chat with your GP and cross-promote. Locale and vicinity partnerships, if neighbours share a connection – utilise and share your socials, swap an Instagram pic for a tweet.
Not all businesses are our competitors - Source likeminded businesses and services to share your products, stories and philosophies and build your reach across your social networks and websites in different ways.
Sam Bloch
A media inhaling tech junkie with an entrepreneurial past in retail, food operations, contract catering and event management, Sam now manages client’s relationships and creates digital content at Sierra Marketing.
