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Brand Endorsements & Social Media Strategies for Marketers

  • Writer: Seun Imohi
    Seun Imohi
  • May 7
  • 3 min read

Updated: 2 days ago



Introduction

Advertising and promotion have evolved significantly, becoming more innovative and versatile than ever. Today’s businesses have a broader spectrum of mediums to communicate with their target audience—far beyond the traditional options of the past. The creative medium a company chooses is largely dependent on its audience, as each medium presents its own advantages and disadvantages that must be weighed during the planning process.

Among the various approaches available, businesses often utilize tools such as social media, brand endorsements, sponsorships, email marketing, television and radio ads, video content, and websites. Two powerful methods worth deeper analysis are brand endorsement and social media marketing.


What Are Brand Endorsements?

Brand endorsement in marketing is a highly effective modern communication strategy that capitalizes on the influence of public figures with large followings. When a brand identifies its target audience, it partners with a celebrity or influencer whose followers align with that audience. A strong example is the collaboration between Drake and Sprite (Concepcion, 2010). With Drake’s celebrity influence, Sprite was able to penetrate his fanbase with key brand messages, yielding impressive campaign results.

PlayStation’s 42.5M followers on X (formerly Twitter) is a testament to its masterful use of brand endorsements, consistent content, and strong audience connection—showcasing the power of digital engagement when aligned with strategic influence.
PlayStation’s 42.5M followers on X (formerly Twitter) is a testament to its masterful use of brand endorsements, consistent content, and strong audience connection—showcasing the power of digital engagement when aligned with strategic influence.

Similarly, social media has emerged as a vital channel for customer connection. It offers rich consumer insights, elevates brand visibility, and allows for real-time interaction. PlayStation, for instance, has maintained its status as one of Twitter’s most-followed brands, with nearly 42 million followers (Ramakrishnan, 2019). By engaging with its primary audience—young adults between 16 and 44—PlayStation sustains conversations and addresses brand concerns quickly, using social media as both a promotional and customer service tool.


Risks of Brand Endorsement

Celebrity endorsements can elevate or damage a brand—Sprite’s success with Drake and Samsung’s setback with LeBron James show the power and peril of influencer marketing.
Celebrity endorsements can elevate or damage a brand—Sprite’s success with Drake and Samsung’s setback with LeBron James show the power and peril of influencer marketing.

The downside of brand endorsements is that brands are vulnerable to the actions and reputation of the celebrity. One misstep can damage brand image. A notable example is LeBron James and Samsung (Jurberg, 2020). In 2014, LeBron tweeted about his Samsung phone crashing. This public complaint led to significant backlash and market share loss at a time when Samsung and Apple were locked in fierce competition.

As for social media, its strength lies in its immediacy—but that’s also its burden. Maintaining consistent engagement requires skilled personnel and constant attention. Customers now expect swift responses, and failure to meet this expectation can turn public sentiment against a brand. Mishandled interactions or delayed responses can harm a brand more than help it, especially if the platform is not managed with care and strategy.

Celebrity endorsements can skyrocket brand visibility, trust, and appeal—but they also carry risks. This visual highlights the key pros and cons marketers must weigh when deciding to link their brand identity to a public figure.
Celebrity endorsements can skyrocket brand visibility, trust, and appeal—but they also carry risks. This visual highlights the key pros and cons marketers must weigh when deciding to link their brand identity to a public figure.

Takeaway

While creative methods like brand endorsements and social media campaigns offer powerful ways to connect with audiences, they must be managed strategically. Brands should always weigh the benefits of visibility against the risks of volatility. The key lies in alignment—between the brand’s identity, its medium of communication, and the team executing the message. When executed thoughtfully, these creative tools can drive not just awareness, but lasting brand loyalty.


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