Are Influencers and Comedians as Brand Ambassadors Making Waves In The Digital Age?
In contrast to typical celebrity endorsements, influencers, and comedians are considered normal and average people, which fosters trust and relatability among their audiences
In today's marketing landscape, brands are constantly searching for innovative ways to interact with their target audience and stand out in the cluttered digital market. With the growth of social media and the introduction of influencer marketing have resulted in a dramatic shift in brand promotion. Brands have discovered a way to contact their target demographic more successfully by leveraging their credibility and relatability to capture audiences and increase brand visibility.
However, some brands have gone beyond the standard influencer arena and engaged comedians as brand ambassadors in a bold and unconventional move. Comedians are recognised for their ability to entertain and emotionally connect with their audiences, and this skill has captured the interest of creative marketers.
Nitin Jagad, Branding and External Communication Expert & Sr. Director at Adfactors PR stated, “With time, we have seen a remarkable change in the world of marketing, from sports personalities and film personalities to influencers and comedians as brand ambassadors. This change is a testament to the evolution of marketing strategies. Interestingly, B2B brands have recognised the power of comedians like Rajpal Yadav in promoting products like PVC pipes and water tanks. They have realised the value of incorporating humour and engaging content, paving the way for a new wave of marketing campaigns. This fresh approach goes beyond just being trendy; it marks a profound shift that prioritizes genuine engagement and customer-centric values.”
On the transformation towards influencers and comedians as brand ambassadors, Divanshi Gupta, Director, The Marcom Avenue said, "Influencer and comedian marketing has evidently transformed the industry. Nowadays, consumers crave authentic connections and relatable content. Thus, partnering with influential personalities can help brands engage audiences more personally and entertainingly. However, brands must align with ambassadors who share similar values. The key is establishing genuine partnerships beyond simple endorsements, fostering organic conversations, and building long-lasting brand affinity in the digital age."
Moreover, the authentic nature of influencer and comedian collaborations with brands is fundamental. In contrast to typical celebrity endorsements, influencers, and comedians are considered average people, which fosters trust and relatability among their audiences.
Devarshi Shah, Senior Vice President of OML Entertainment expressed his views commenting, “Content creators/influencers have transformed the marketing landscape by providing authentic and relatable content that deeply resonates with their audiences. They are now perceived as highly trustworthy and reliable, surpassing the influence of traditional celebrities. This authenticity creates trust among their followers, making their brand endorsements more genuine and effective. Influencers collaborate with brands aligned with their values and interests. Not only that their expertise allows them to provide valuable insights and recommendations, making their endorsements within their niche more credible and trustworthy.” He further added, “Another aspect is the cost-effectiveness compared to traditional celebrities, influencers offer more cost-effective partnerships. They work on various budgets, from micro-influencers with smaller followings to macro-influencers with a larger reach. This flexibility enables brands to collaborate with influencers who align with their target audience, regardless of their marketing budget. In conclusion, content creators have proven to be more effective brand ambassadors than traditional celebrities due to their authenticity, niche expertise, engaged audiences, storytelling abilities, and cost-effectiveness. They establish genuine connections with their followers, driving meaningful results for brands.”
The ability to use the power of storytelling, relatability, and credibility to promote brand loyalty and engagement is at the heart of the strategy of onboarding influencers and comedians as brand ambassadors.
Addressing the challenges, Paras Kakkad, Business Head - Influencer & Celebrity Management, Excellent Publicity said, “I think it's quite clever considering the popularity influencers and comedians have already built over the years. Influencers are known to impart verified information to their audience in order to keep their content authentic, and comedians like Kapil Sharma have helped people smile wider, resulting in a great sense of positive influence on his audience, which leads people to trust him more. Both of these factors contribute largely to keeping the audience captivated. However, some brands fall behind in selecting the right person to promote their brands. They overlook the fact that it's more important for the influencer’s audience to connect with their audience than just reading out a script in a video. “
Brands must remain flexible and adaptable in response to changing consumer behaviour and trends. The rise of influencers and comedians as brand ambassadors has seen a remarkable change in the marketing strategy but the incorporation of artificial intelligence and data analytics will also play a significant role in refining and enhancing influencer and comedian initiatives in order to produce even more effective results in the coming times.