Influencers going big time
Netflix just sent a big cultural signal out to marketers everywhere; celebrities aren’t the only influencers you should be paying attention to on social media.
The streaming TV company just signed Vine star Cameron Dallas to a deal for his own reality TV series. This comes on the heels of the announcement of “Haters Back Off,” a scripted series telling the story of a YouTube star.
Who is Cameron Dallas?
Dallas, 21, built up a large social media following posting funny videos on Vine. This attention built on itself, and he has currently amassed 35 million followers across five social media platforms.
Using this audience as leverage, Dallas now works on gigs across the globe for fashion, acting and other high profile jobs.
The show will be a reflection of his continued journey and give viewers a deeper look into his personal life.
Why an influencer?
Regardless of your stance on reality TV or its subjects, you can’t deny their influence over the actions of their followers. One need only look at the Kardashians; when these ladies say jump, millions of people simply reply “how high?” Kylie Jenner sold out a personal makeup line in 8 minutes. A social media endorsement from Kim Kardashian costs well over $1 million dollars.
Stars get fans to take action; what brand wouldn’t want that?
However, this isn’t just another celebrity on Twitter. Rather than leaching off the fame of the family, Cameron Dallas just focused on making people laugh, with his family and friends as the targets of the punchline. He cultivated and earned an authentic persona, one built on real entertainment. Furthermore, as an (now above) average Joe, his audience can better relate to his journey.
Have you found your influencers?
As you navigate the path of influencer marketing for your brand, think of ways to integrate your brand’s message into the entertainment provided by these digital celebrities.
While you’re at it, pay attention to how successful this show ends up being; a good run will make endorsements from these online superstars all the more valuable.
One final note: up until this point, Netflix hasn’t grabbed hold of reality TV (The Chelsea Does miniseries might be the closest they’ve come so far). Success in this category will further cement their dominance of original programming. Those in the media business would also be wise to follow this experiment.