Social media has evolved to become one of the important tools and channels of marketing especially with the revolution of the Internet space of the 21st century. The commonly used social media platforms include Facebook, Twitter, YouTube, and Instagram, which offer a convenient avenue for celebrities to connect with their fans.
Social media platforms allow companies, through celebrity endorsements, to reach out to customers wherever they are without limitations associated with time and space. Even before celebrities sign endorsement deals, they already have a huge online flowing from ardent fans. Therefore, by the time a company is coming on board to sign endorsements, the celebrity in question has a ready market for the brand in question.
This aspect means that companies could realize drastic changes in turnover after signing celebrities as brand ambassadors. As such, it suffices to conclude that social media plays an important role in the celebrity endorsement space. Additionally, social media has revolutionized the landscape of celebrity endorsement. For instance, some celebrities are famous within specific communities with a huge following of local fans over social media platforms. Conventionally, such celebrities could not land major deals with companies.
However, given the competitive nature of the business environment due to globalization and technological revolution, companies are looking to enter into markets that were hitherto neglected. As such, the quickest, easiest, and affordable way of creating a market presence in those communities is through using the relevant celebrities to endorse the brands in question.
Therefore, social media has changed the landscape of celebrity endorsement by widening the market for many individuals to take part in this income-generating arrangement with corporates. Without social media, the celebrity endorsement landscape would be stuck in the past where celebrities needed agents to secure deals with corporates.