Endorsement is a Collaborative Promotion through Social Media, Know Its Advantages and Disadvantages

Kapanlagi.com - The rapid development of social media has had an impact on various aspects of life. For some people, social media is also utilized as a source of income. For example, by individuals who are often referred to as celebgrams or influencers. They often receive endorsements through their social media. In general, endorsements are collaborations in the form of promotions.

Endorsements have become a familiar term among social media users. This promotional collaboration is often carried out by celebgrams, influencers, or public figures in general. Endorsements are a way for producers or brand companies to attract consumers through partnerships with individuals who have a large following and influence on social media.

Interested in learning about endorsements? Check out the following summary of endorsements as a promotional collaboration compiled from various sources.

1. Definition of Endorsement

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As mentioned earlier, endorsement is a promotional activity for a product carried out on social media. Endorsement is done by collaborating with public figures, influencers, celebrities, or other public figures. This promotion is believed to be more effective because they have many followers on social media platforms.

Currently, endorsement is one of the common marketing methods used in this digital era. Through their respective social media platforms, public figures usually provide reviews and recommendations regarding the endorsed product. Thus, indirectly, the producer and its product will gain recognition, trust, respect, or high awareness among social media users.

2. Public Figures Who Receive Endorsements

Endorsement is a promotional activity in the form of a collaboration agreement between a producer or distributor and a public figure. However, in reality, producers or distributors cannot choose public figures to endorse their products arbitrarily. There are several criteria that a public figure must meet to receive an endorsement. The criteria are as follows.

1. It is advisable to choose a public figure who can connect with and reach the appropriate audience for the product.

2. Ensure that the public figure has an image that matches the brand of the product. Avoid selecting public figures with a negative image, as it can affect the brand image.

3. Make sure the chosen public figure has a character that aligns with the brand's characteristics, making it easier to represent the values of the brand.

4. The public figure should have a positive and attractive attitude. The more attractive a public figure is, the more effective their endorsement will be.

5. The public figure must also have credibility or a good reputation. This credibility will be transferred to the brand, so it must be ensured that they have a credible reputation.

6. The cost of endorsing a public figure can be high, depending on their popularity. Consider the amount of cost for endorsing a product as a consideration of whether they are worth choosing or not.

3. Types of Endorsements

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In practice, endorsements can be divided into two types. These two types of endorsements are as follows.

1. Paid Endorsements
Paid endorsements are the most commonly used type of endorsement in the world of marketing. As the name suggests, this endorsement will make a public figure receive a certain payment according to the agreement. In this case, the payment can be in the form of money, goods or free services, or a combination of both. Often, paid endorsement agreements are manifested in the form of a signed contract.

2. Unpaid Endorsements
Unpaid endorsements or covert endorsements occur when a public figure. This means that the public figure actually uses or uses, and recommends a certain brand product because they genuinely like it. In this endorsement, brands usually can send free samples to celebrities to try their products to be reviewed by the public figure.

4. Advantages of Endorsement

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As one of the current marketing methods, endorsement offers many advantages. The advantages of endorsement are as follows.

1. Building Trust or Credibility
In general, public figures are individuals who are respected and trusted by the public. Therefore, by promoting products through them, the brand indirectly gains similar trust.

2. Making the Brand More Well-known
In addition, public figures are well-known individuals who generally have many fans. Promoting products through them will make a brand more widely known by the public.

3. Opening up a Broader Market
The consequence of a brand becoming more well-known is an expanding market share. Especially in today's era, social media has become a virtual space that seems limitless. This means that promotions carried out by a public figure can reach a very wide audience.

5. Endorsement Shortcomings

On the other hand, as a marketing method, endorsement also has several shortcomings. The shortcomings of endorsement are as follows.

1. Expensive Rates
It is a well-known secret that endorsing a brand product requires a significant cost. Especially if the public figure to be endorsed has high popularity.

2. Public Figure's Image Can Change Anytime
The image or reputation of a celebrity that can change at any time can also have a negative impact on the brand. This can also affect the public's trust in the product.

3. Public Figure Can Overshadow the Product
If a public figure is too prominent, their popularity may overshadow the endorsed product. Unbeknownst, this can eliminate the brand of the product itself. This becomes even more problematic if the public figure promotes multiple products at once.

Those are some of the reviews regarding endorsement as a collaboration for promotion through social media. Hopefully, it is useful and can increase knowledge.

(kpl/psp)