Celebrity endorsement through social media is now the most common form of celebrity engagement with brands.
According to the Future of Celebrity Marketing report from Celebrity Intelligence, 79% of companies and 75% of agencies say they are currently working with celebrities through social media promotion.
The social media format has also led to some companies (22%) and agencies (40%) choosing to use campaign-specific endorsements over long-term celebrity campaigns.
The report suggests while film actors are the most desirable celebrity endorsement, 43% of companies and 46% of agencies believe social media talent will be the most relevant talent for future campaigns.
The report shows that 70% of companies manage their relationships with celebrities in-house, with 66% of these companies suggesting that this is a challenging, time consuming task.
The findings of the report were taken from a survey of 355 in-house brand managers, agencies, consultants and media owners.