The advent of social media paved the way for greater and more personal connections between fans and celebrities. Instead of simply watching their films, listening to their music or enjoying their art, people can directly follow celebrities or gain insight into their day-to-day lives.
It’s carefully cultivated in most cases, but still much more intimate than anything that’s come before. Some massive superstars have taken full advantage of this medium to cement or grow their fame, and some personalities and influencers owe their clout to these digital connection tools.
This article will explore some of the biggest and best influencers out there, taking a look at how they do it, as well as why they’re successful, specifically through their presence on a single, massively-connective social platform: Instagram.
The international soccer star needs no first name to be instantly identified by his nearly 200 million followers and legions of fans. The secret to Ronaldo’s success isn’t limited to his feats on the pitch, however. While he certainly gives his many fans a lot of engaging soccer content, a great deal of his interaction on Instagram includes taking advantage of his other assets, including a keen sense of style and model level looks. The secret in this sauce, though, is in understanding the right mix of topics, content and media.
“The Rock” has been a master personal promoter since his days in the WWE, banking on his huge personality, chiseled physique and captivating presence. So, it’s no surprise he’s done well with Instagram. Johnson gives his 169 million fans an eclectic mix of training montages, inspiring quotes, diet tips and classic Rock-style silliness. This authentic connection endears The Rock to his fans.
The recording superstar might’ve taken some lumps on other social platforms, but on Instagram, she’s an unassailable superstar. Grande gives her 172 million followers both insight into her “mad world” life as an international music sensation, as well as a peak into the artsy aspect of her personality and slice of life doggie pics. Who doesn’t love those?
The country-turned-pop performer has built herself into a massive cross-industry brand by leveraging her connection with her fan base, keeping them connected, engaged and fully committed to being ambassadors for all things Taylor Swift. The 125 million fans that follow her on Instagram are treated to a mashup of music promotions, glamour, sexy shots, goofy pics and running commentary that capture every mood of the woman whose songs they know by heart with suitably self-effacing humor.
So, stepping back and looking at these examples of massive social media digital marketing success, what are the common threads for these influencers? Authentic connection. Variety. Consistent engagement. Giving people what they want. Mix these ingredients together in the right quantities, and you’ve got a proven recipe for success in influencer marketing.
Ronn Torossian is CEO of 5WPR.