Endorsement effectively leverages the influence and trust an audience has in a public figure when an influencer recommends your product, the brand’s credibility and reach increase instantly through third-party validation.
But are all endorsements the same? How do you choose the right endorser for your business? Find the answers in this article!
What is an Endorsement?
An endorsement is a form of promotion where an individual, typically a public figure, influencer, or expert, publicly supports a product or service. This support can take the form of a positive review, a social media post, a review video, or a testimonial statement.
In general, an endorsement aims to build audience trust through a positive association with a figure they believe in. When someone they admire recommends a brand, the audience’s potential to be interested in or purchase the product increases.
The Purpose and Function of Endorsements in Branding
Endorsements play a vital role in strengthening a branding strategy. Here are some of their main functions:
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- Increase Credibility
Leveraging the influence of public figures (like influencers or experts) as social proof to build brand authority instantly.
- Expand Reach
Gaining direct access to a new, relevant, and already segmented audience through the endorser’s follower base.
- Accelerate Trust
Acting like a large-scale word-of-mouth recommendation, which is more trusted than conventional advertising.
- Improve Brand Recall
Creating a positive association between a beloved figure and your brand, making it more memorable through authentic content.
Jenis-Jenis Endorsement
An endorsement strategy can be executed through several approaches. The right one depends on your goals, budget, and understanding the different types of influencers to find the perfect match for your brand. Here are the main types of endorsements:
1. Paid Endorsement
(Source: https://www.instagram.com/gooddayid/reel/DKtTDTxPSGi/)
This type of endorsement is done on a paid basis. The brand pays the endorser to create content that features or recommends the product. This is the most common form of endorsement and can be customized to fit the brand’s needs.
2. Barter or Free Products
Endorsements can also be done without cash. Instead, the brand provides products or services to the endorser at no cost. This type is often used by small brands or SMEs looking to reach influencers with a limited budget.
3. Organic (Spontaneous from an Influencer)
The endorser mentions or recommends a product without being asked or paid by the brand. This is the most authentic form of endorsement and usually happens due to a positive personal experience with the product.
4. Public Figure Testimonials
A direct statement from a public figure, celebrity, or industry leader can be used as an official endorsement. These testimonials are usually quoted on websites, social media, or other promotional materials.
How Do Brands Determine the Right Endorsement?
Determining the right endorsement strategy cannot be done arbitrarily. Choosing the wrong endorser can lead to an ineffective or even counter-productive campaign.
Why Choosing an Endorser Can’t Be Arbitrary
A few reasons why endorser selection must be done carefully:
- The alignment of values and image between the brand and the endorser is crucial. An unsuitable endorser can damage the public’s perception of your brand.
- The endorser’s audience must be relevant to your product’s target market. The number of followers doesn’t always guarantee results, especially if engagement is low.
- The endorser’s communication style also needs to be considered to ensure the message delivered feels natural and not forced.
Example of Endorsement in a Digital Campaign
(Source: MORTARNYA JAGOAN by Mortar Utama)
A relevant example of endorsement in Indonesia today is the strategic collaboration between the building materials brand Mortar Utama (MU) and the Indonesian national team goalkeeper, Maarten Paes.
- A Clever Marketing Hook
The campaign went viral thanks to the ambiguous narrative “Maarten Paes Gabung MU” (Maarten Paes Joins MU). This tactic intentionally baited the audience into thinking Paes was being transferred to Manchester United (MU), which successfully generated mass interaction.
- The Connected Narrative
After the audience was hooked, Mortar Utama connected the hook to its core narrative: Paes as the “Protector of the Garuda Goal” is now supported by MU as the “Sturdy Protector of Indonesian Buildings.”
- The End Result
The Mortar Utama brand successfully gained widespread attention, connected with a spirit of nationalism, and built a modern and relevant brand image in a competitive market.
Pros and Cons of an Endorsement Strategy
Pros:
- Increases brand visibility in a short time.
- Builds trust within a specific market segment.
- Content feels more natural than conventional ads.
- Well-suited for digital and social media campaigns.
Cons:
- Not all endorsements have a direct impact on sales.
- Risk of dependency on the endorser’s popularity.
- Choosing the wrong endorser can trigger controversy or backlash.
- It can be expensive, especially when engaging major celebrities.
Need Help Determining Your Endorsement Strategy?
Choosing an effective endorsement strategy requires experience, data, and a deep understanding of the target market.
If you find it difficult to determine the correct type of endorsement or want to integrate an endorsement campaign into a broader digital strategy, Dreambox, a digital marketing consultant service, is ready to help you.
Build a More Targeted Endorsement Strategy with Dreambox
Dreambox understand the importance of authentic and impactful communication. Through our branding services, we can help you:
- Develop an endorsement strategy that aligns with your brand’s character.
- Select the right endorser through audience and public image analysis.
- Design effective, creative, and measurable digital campaigns.
Please contact the Dreambox team through our contact page for a consultation, and visit DBX Insight to read other articles about brand strategy, digital campaigns, and the latest marketing trends.
