How much would your business pay for a celebrity tweet?
(At the time, we for some reason thought Kimâ€™s going rate was $7K per tweet)
This FluffyLinks tweet was just a bit of fun, (for what itâ€™s worth, the tweet did get featured onÂ USA Today), but it did get us thinking.
Twitter, has already transformed how people communicate and it’s no surprise then that those greedy celebs want in on the action.Â What would your business pay for aÂ celebrityÂ tweet?
Websites such as Ad.lyÂ and TwtmobÂ that marry brands to influential Twitters are springing up all over the place.Â Ad.ly, is a website which helps brands connect with consumers via the most influential people on Twitter. Toyota, Best Buy, Microsoft, American Airlines, NBC and Sony are some of the brands who have already used the service.
Yet, celebrity endorsements tread a fine line when it comes to authenticity and transparency.
Stars getting paid big bucksÂ to tweet is nothing new, the real question is if it’s worth the investment?
$10k for a Kim KardashianÂ tweet might seem like an obsceneÂ amount of money. However, from an advertising perspective weÂ believeÂ it’s actually pretty good value as it’s cheaper than a traditional advertising campaign.
Kim KardashianÂ has overÂ 11 million followersÂ and aÂ Klout score of 93. Regardless of what you think of Klout score and provided, the people whoÂ followÂ Kim are in your target market, I can assure you that spending $10k on a Kim KardashianÂ tweet will get your product or brand more exposure than a similar $10k investment on a broadsheet press advert or $50k TV spot.
Granted Kim Kardashian has a faithful group of followers, it’s still difficult but not impossible to measure whether paid tweets lead people to spend.
While researching this post I came across this case studyÂ on how Khloe Kardashian used Twitter to promote Jordan Corey’s newest single “Lady” to a large female audience between 18 aand 25. I also discoveredÂ CampusLIVE paid Lindsay Lohan about $3,500 for one tweet which resulted inÂ 4,500 clicks to their website. This equates to $o.77 cent a click and at this price point celebrity tweeting competes with Google Adwords and Facebook advertising.
This two minute clip by comedian Conan O’Brien (@ConanOBrien) sums up what is happening in traditional media andÂ the panic going through TV and newspaper boardrooms around the world.
Celeb tweets might be the marketing stunt you need to grab an audience at a time when many people skip TV commercials and newspaper sales are declining.
In the greater scheme of things a $500 retweet byÂ Jason AlexanderÂ might not beÂ such a crazy ideaÂ after all.