How do I choose the right celebrity for social media endorsements?

There are a few standard criteria you can use to narrow down your search for the perfect social media endorser for your brand. First, you definitely want to find someone who already posts regularly on the platform you plan to use. This makes the endorsements look more like a natural part of the celebrity’s posts. If the celeb rarely posts anything and suddenly start sending lots of messages about your product, the audience will feel like it’s forced and won’t be interested. Also, celebs who post often have more practice and will be savvier at composing an influential message.

The biggest mistake to avoid is assuming that the celeb with the largest number of followers is your best choice. Instead, look specifically for celebrities with some connection to your industry or audience niche. Then, choose to contact those with the most influence—that means they get the most interaction from their posts in the form of comments or sharing. Influence wins out over reach because you will get better conversions from 5,000 interested and active followers than from 1 million followers who never respond to the endorser’s posts.