Never Try to “Force” a Celebrity Into Your Video

If you want to boost the sales and name recognition of your business, an online video is the way to go—but, despite the many examples you see on TV and YouTube, hiring a celebrity endorser isn't necessarily a one-way ticket to success. In order for a celebrity appearance to get any traction, there has to be a natural synergy between that person and the product or service you're selling. Otherwise, you wind up with a video that will baffle viewers more than it entices them.

The exception to this rule is if the celebrity endorser actually uses your product or service. In this case, the mismatch between celebrity and product can be easily glossed over, provided your spokesperson explains up front why he or she is appearing in your video: “I used product X 20 years ago, before I became famous, and I continue to use it today.” (In case you were wondering, ethical and even some legal guidelines prohibit celebrities from claiming to use products that they've never actually seen before, though this rule is often observed in the breach.)

If there is a natural “fit” between your celebrity and your product, it will be immediately apparent to the viewer of your YouTube video or TV commercial, who will respond positively to this synergy. Do you want to know how best to leverage the power of celebrity in your promotional video? Contact the video production experts at Gearshift (703-962-1270) to find out what we can do for you!

Jim Folliard
Founder, Director, Cinematographer, Photographer & Editor
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