By Jolynn Allinger
Trust is an important word in the field of public relations. To connect and build strong relationships with one’s clients, there must be a level of trust between the two parties. For example, let’s say you are a teenage girl looking to buy a new lipstick. On a television commercial you see Kylie Jenner promoting her new line of Kylie Cosmetics. Later that day, you see a TikTok of a girl promoting the same lip product, but this time, it does not apply as smoothly as it did in the commercial you watched earlier. Do you trust the application from the television screen, or do you trust the person applying it in their own home recording with an iPhone?
TikTok, a social media app targeted to Generation Z, introduced TikTok for Business in 2020 to allow companies to use TikTok for promotion. Organizations were then able to start collaborating with influencers on TikTok who obtained a large following. Collaborations are extremely helpful to organizations because one influencer can connect an organization to a plethora of individuals within a target audience.
Celebrity endorsements are another popular way for organizations to promote their products through one individual. Similar to a TikTok Influencer, celebrities usually have a following that consists of people within a certain demographic. However, unlike Influencers, celebrities gain their following through existing fame and can be seen/watched by a larger overall audience.
With that being said, who do you trust more? Let’s take a look at a couple examples.
Alix Earle the Influencer
In 2020, Alix Earle’s TikTok career took off after she posted a video of her and her friends getting dressed in trash bags for an event at the University of Miami. Earle continued to stay relevant by posting “get ready with me” videos, which resulted in gaining a large following among Millennials and Generation Z.
Along with a large number of followers, Earle’s exposure online has connected her to brands like Benefit at Ulta, which carry a similar target audience and a mission statement of inclusive fashion and beauty. Earle collaborated with Benefit to reward customers who spend over $60 with a free makeup bag and a set of hair clips.
When scrolling through Earle’s account, it is noticeable that she has used and loved Benefit products since 2022, long before Benefit reached out for a partnership. In an interview, Earle states that she tries out each product for a few months before she promotes it to her followers to ensure she genuinely likes it.
While there is no direct source online stating how much this collaboration made, Earle makes roughly $40,000-$70,000 per post, depending on the partnership. Benefit, on the other hand, was able to sell out all of the Alix Earle bags and clips and gain large amounts of word-of-mouth public relations through other influencers and users who reviewed the products on their personal accounts, making Benefit products go viral.
With that being said, not all influencers are like Earle. It is important to research an influencer before deciding to trust them because not all influencers are as real as they appear.
Michael Cera the Celebrity
Michael Cera is a Canadian actor who gained fame from his role on the show Arrested Development. In 2024, he partnered with Cerave, a line of skin care products, to launch a humorous Super Bowl commercial.
“Michael CeraVe” I CeraVe Super Bowl (Long Form)
As the partnership was announced during a Super Bowl commercial, it reached an audience of approximately 123.7 million viewers and cost roughly $7 million to produce. According to Search data, Cerave saw a 960% boost in search during the Super Bowl, and Michael Cera saw a lift of 4660%.
As the collaboration between Cera and Cerave was successful, Cera benefited more than the company he was promoting. However, in an interview, Cera admitted that he is fond of the brand. He stated, “I think it’s a fine product, but that’s as far as it goes, as far as I’m willing to say.”
What is the Difference?
While Cera is a well-known celebrity, his fans do not get to see his morning routine on a daily basis, as opposed to Earle, who shows us her morning routine of using Benefit products every day. This fact alone can make Cera’s credibility in using Cerave products questionable.
It is also important to do research when getting information online to determine whether the content is true or false. When an individual works with and represents a brand, it is crucial that the audience believes the endorsement, which is why trust is so important.
A quote from The Social Media Hat states, “When we receive information from someone we know and trust, it activates the reward centers in our brain, which release dopamine and other feel-good neurotransmitters. This makes us more likely to remember and act on the information we receive.”
As a public relations specialist, it is vital to maintain a good relationship between a company and its public. Choosing a spokesperson for a campaign or a collaboration is an important decision. The person must represent one’s brand well and be trustworthy. Need help finding an influencer for your brand? Martin Hall Agency can help.
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