Paying a celebrity to do a tweet or a blog post for you is weak marketing. At best, you get a tiny endorsement. But everyone knows that:
- You paid for it
- The celeb doesn’t really use your product
- Your customer assumes you and the celeb are working together to deceive them by pretending endorsements are real — eroding trust in your brand.
This is what a real celebrity endorsement looks like. Daniel Tosh likes Kiehl’s so much that he spent $600 on the stuff and posted a 7-minute video about it. (NSFW)
Lesson: Focus on cultivating true fans who love your stuff (even celebs), instead of paying people to pretend to love it.