Marketing in the era of self-made celebrity fragmentation
In the digital age, achieving superstardom in both the film industry and advertising has become a daunting challenge due to the proliferation of content and recommendation algorithms. Financial Times journalist Elaine Moore contends that this atomization of fame makes it difficult for modern-day celebrities to attract massive crowds like their predecessors.
Take, for instance, young stars such as Zendaya and Paul Mescal. Despite having considerable fame, their individual appeal doesn't seem as omnipresent as screen icons of yesteryears. Even internet sensation Mr. Beast, with his massive YouTube following, can blithely walk past an average 45-year-old without being recognized.
Rather than attributing this lack of recognition to a deficit in talent or charm, Moore positions the abundance of content and recommendation algorithms as the primary culprit. With a multitude of choices at their fingertips and suggestions tailored to their existing preferences, people are beholden to these algorithms, restricting the reach of emerging stars.
Once upon a time, long-term contracts and carefully planned multi-movie deals would propel actors to stardom. However, the film industry has since abandoned such practices, and contemporary actors are left to navigate an increasingly fragmented landscape. According to Moore, this isolation makes it challenging for filmmakers to cultivate cross-generational audiences necessary for mega-fame.
Meanwhile, in the advertising world, the strategy has shifted towards micro-activations and partnerships, rather than relying on a handful of eye-catching commercials. Tom Roach, Jellyfish's VP of brand strategy, is urging the industry to embrace this change, acknowledging the need for brands to engage more with their audience through numerous smaller campaigns instead of relying on a few large-scale efforts.
Data from econometrics agency Magic Numbers suggests that this new approach is paying off. Synergies between media channels used to account for around 20% of a campaign's effectiveness, but now they contribute closer to 40%. The future of advertising, argues Dr. Grace Kite, founder of Magic Numbers, will involve executing "lots of littles" to connect effectively with consumers in the digital age.
The complexity and precision required for such a strategy have led to the incorporation of AI and technology to plan and execute these "lots of littles" media strategies. However, brands must also cater to the whims of the algorithms to ensure their ads are seen and engaged with by their target audience.
In her interview with GQ, George Clooney pointed out that today's young actors have it better, despite studios no longer grooming them for stardom through multi-picture deals. The glut of content available now provides more opportunities for up-and-coming actors. Dr. Kite echoes Clooney's sentiments, emphasizing the importance of adapting to the current landscape and embracing its opportunities rather than mourning the loss of the old.
- In the advertising world, the shift towards micro-activations and partnerships, facilitated by technology, aims to engage audiences more effectively by executing "lots of littles" media strategies.
- Despite the lack of conventional long-term contracts, the digital age offers more opportunities for up-and-coming actors due to the abundance of content, as George Clooney and Dr. Grace Kite contend.
- Financial Times journalist Elaine Moore argues that the proliferation of content and recommendation algorithms in both the film industry and advertising has fragmented fame, making it difficult for modern-day celebrities to attract massive crowds like their predecessors and for filmmakers to cultivate cross-generational audiences necessary for mega-fame.
