According to the business journal from the Wharton School at UPenn, “people are more likely to choose products that are endorsed by a celebrity rather than a non-celebrity, and they make that choice faster.”  

Celebrities promoting brands is nothing new. Widely recognized as the first celebrity endorsement, English actress and socialite, Lillie Langtry, lent her likeness to Pears Soap in 1882 (fun fact: now a Unilever brand) and since then, a steady tick in endorsements can be seen in culture, specifically rising during the “Golden Age of Hollywood” starting in the 1920s.

How celebrities are looking to align with brands, products and the message behind an endorsement however, is evolving. While the traditional pay-for-play with a celebrity, athlete or a creator will certainly continue to have a positive impact on awareness and business results (if done right), in today’s landscape, many celebrities are looking to level up.

Perhaps this is because celebrities now have their audiences at their own fingertips (literally) with social media vs. a traditional press tour of the past when promoting a project. Or perhaps it’s because consumers are poking holes in how big brands (and the celebs that endorse them) show up in the world with values and purpose vs. just on aisle 11 at your local department or grocery store.  

No matter how you dice it what is clear is this: celebrities are looking for connection. Connection to their audiences and a connection to the ethos behind what and how they choose to endorse a brand or product. This is now seen in how many celebrities are choosing to partner: with authenticity.

If a celebrity partner is an organic fan or user of a specific brand or in a specific category, this is going to come through to their audiences, and the celebrity will be more inclined to partner in a bigger and more vested way. This can be done through traditional equity, sales incentives, royalty percentages, etc.

Net/net, when talent is engaged financially, they will have a stronger interest in overall success. For example, Camila Cabello with Olipop, Shaq with Ring cameras, or Ryan Reynolds with Mint Mobile. All of these companies existed and were operating well before talent had a vested interest. However, through their vested interests for the success of the brand, the brands were also able to leverage star talent to raise awareness in commercial advertising, and in the case of Ring and Mint Mobile, be acquired in the billions.

While pay-for-play endorsements will continue to dominate our feeds, talent looking to partner in a more significant capacity and leading with authenticity is here to stay.