This past week, Justin Bieber released his new album, “Purpose” and recently broke the streaming record on Spotify. Before he released his single, “What Do You Mean” though, he enlisted over 30 celebrities to countdown to the song’s release date. With names like Ryan Seacrest, Alec Baldwin, Britney Spears, and Ellen DeGeneres on his side, he reached millions spanning both his network and the network of all the celebrities who vouched for him.
What did Bieber do then to deserve all this attention?
He made things personal.
Each of the celebrities he reached out to are influencers in his market and, by getting each of them to endorse him he not only reached millions of viewers, but he managed to engage with them as well. Even if a viewer was not the biggest fan of Bieber, there was a strong chance that a celebrity that viewer might liked endorsed him. These endorsements then both created awareness about the song, but also drove interest because if an influencer endorsed it, then viewers most likely would to follow suit.
Thus, in regards to e-marketing, this strategy emphasizes the importance of the influencers within a community. If you have an influencer endorsing your product, there is a strong chance his or her followers are watching or listening. In addition, not only do these types of post build awareness, but a positive review can create buzz and ultimately drive sales.
