For most of us, there was a time when our mothers used to put us to sleep but now that duty is performed by our respective mobile phones. Surfing the internet, checking out people’s SnapChat stories (getting jealous in the process!) and then their perfect Instagram stories is something which has become a tradition before going to sleep. One day when I was performing this tradition, I realized a common trend -I was following celebrities from varied fields in all social media platforms. Whether it was Facebook, Twitter or Instagram, I was not only following but commenting and sharing the content which these celebrities were posting from time to time. Then it suddenly struck me that how digital marketing had become a huge part of celebrities attempt to brand themselves and establish connect with their audiences. This art of branding oneself successfully using digital marketing greatly interested me and I took upon the task to explore this further. In this process of exploration, I learnt various crucial lessons which any brand can use for a successful social media campaign. Let me list down these lessons with examples of celebrities who have used new set of tools to engage and participate with their audience.

Engage early on with your target audience

So all of us share a Love Hate relationship with Justin Bieber but we cannot deny the fact that he was a teen sensation and has given us songs which are hard to ignore. But do you know how he launched himself? As a teenager, he uploaded videos of himself singing covers on YouTube with the help of his mother and was soon spotted by a music director. Currently, he has the most viewed YouTube video in history. This has been possible only because of his presence on almost all social media platforms from the very beginning which made people feel more connected to him.

Lesson 1.1: If you are a new brand in the market, it is essential for you to start building connect with your target audience from the very beginning in order to make them a part of your journey & get their support

Interact continuously with existing customer base-Invest time online!

Lady Gaga is said to have dominated the social media place with over 30 million fans on Facebook and over 10 million followers on Twitter. So how did she manage to surpass President Barack Obama in terms of social media popularity? Well, the answer lies in her continuous engagement with her fans through exciting content and giving them an insight into her personal life. One such example is how she releases her new songs on her Facebook page where she holds contests and gives away prizes. This has made her Facebook page one of the most popular ones.

Lesson 1.2: If your customers get an insight about the inside happenings of your company through regular engagements such as online competitions, they are more likely to hit the LIKE button on your page.

Keep revising your online strategy by listening to your customers

I feel quite lucky to say this that I have a celebrity friend (classmate from college: D) who graciously accepted to provide me few insights into how she manages her fan base online. Her name is Aditi Arya and she is Femina Miss India World 2015. She shot to fame in a matter of one year and thus everything was quite overwhelming for her. On asking her about how she utilizes the digital media platforms, she mentioned that ‘social media branding is a huge part of a celebrity’s total brand equity‘. Additionally, she mentioned that it is actually a full time job which requires frequently interacting and listening to your fan base.

Lesson 1.3: Companies need to understand the importance of taking feedback from their existing customers and incorporate it in the content which they share in future.

Be original-Provide Quality Content to Users

Actor-Comedian Vir Das has recently become the first Indian to get his own Netflix Original comedy special. His show will be completely Indian which makes it authentic and interesting for the Indian audience. This points out to how celebrities are increasingly utilising online video streaming channels such as Netflix to share quality content with their viewers and thus, improve their audience engagement. This can also be seen with many TV starts coming up with exclusive web series with new ideas and unique implementations.

Lesson 1.4: For any brand to establish a unique position in the customer’s mind it has to be original. Originality comes from providing content which the consumer wants to consume that is something which they really need or want to learn about.

Overall the lessons that I have cited are not something which we do not know about but the larger point is that how these lessons have been successfully employed by some common people to become world famous. If simple acts of generating remarkable content, continuously engaging with the audience and incorporating feedback into the overall decision making process can completely turn around the destiny of an individual then they can surely help a company to successfully launch and sustain its brand.

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