Twitter Changes Business of Celebrity Endorsements

Written by Jan Corpus. Posted in New Media, Social Media

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Published on July 27, 2014 with No Comments

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Twitter, in its five-year existence has reshaped how people shop, vote and start revolutions, is now changing the business of celebrity endorsements. Just as and eHarmony pair up singles for dates, a growing number of startup firms are hooking up companies with stars who get paid to praise products to their thousands — sometimes millions — of Twitter followers.

Celeb tweets can be a way to grab a captive audience at a time when many people are skipping TV commercials with their digital video recorders. The companies say they use many metrics to gauge the effectiveness of a paid tweet, such as the number of times it gets reposted by others. Companies like Izea, and twtMob usually pair products with celebs through a combination of software algorithms and Hollywood instinct.


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And paying a celeb to tweet is much cheaper than a traditional advertising campaign. Want a tweet from Khloe Kardashian? That will cost about $8,000, according to prices listed by social media marketer Izea. Looking for a cheaper option? Ray J is about $2,300. Singer Ray J urged his 600,000-plus Twitter followers to see the horror movie “Saw 3D.” Football star Terrell Owens gave a shout-out in front of his more than 1 million followers to a hotel chain giving away sports tickets: “Comfort Inn is hooking up 3 days of it!” Lamar Odom, L.A. Lakers forward, tweeted to his nearly 2 million followers about hip-hop artist and entrepreneur Jay-Z’s book “Decoded”: “My man Jay-Z … only rapper to rewrite history without a pen.”

Check out the Full Story at Christina Rexrode via Associated Press


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