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[macieflynn-blog]

Celebrity Endorsements

According to Insider Mag, Selena Gomez reels in $550,000 per Instagram advertisement post. With 122 million followers on the social media platform, her advertisements for brand partners like Coach and Puma are what allowed her the luxury of buying a $2.8 million mansion and a $680,000 Porsche last year. But what’s in it for these brands to have Gomez plastering their names all over her social media? 

Coach has seen tremendous growth since striking the $10M deal with Gomez. According to Billboard, Coach’s instagram account has seen a 50% increase in followers and an 81% increase in average likes per post. Along with social media success, Coach’s stock price increased 2% the day after Gomez’s self-designed “Selena Grace handbag” was put on shelves in September of 2017. 

Personally, Coach has been a brand that I’ve pushed to the side for the past 10 years. I slaved away doing extra chores for my parents as a 6th grader to make enough money to buy a Coach crossbody bag, and wearing it to the middle school dance was probably my biggest accomplishment of the year. But then came along Rebecca Minkoff and Stella Mccartney, higher end brands that made Coach seem tacky. Without realizing, however, I’ve been attracted to Coach’s bags and clothes, and after writing this post, I am sure I can credit that attraction to the fact that Selena Gomez is the one promoting the brand. 

I recently read that there are five reasons that celebrity endorsements work, and I will be exploring them in my next couple posts. 

1. People like to see a familiar face on a product

2. People want to be like celebrities

3. Stars open up a new demographic

4. Celebrities’ association with a product makes it seem high-end

5. People remember the ads better

Until next time! 

-Macie

A post shared by Selena Gomez (@selenagomez) on Jan 2, 2018 at 4:09pm PST