Influencers and celebrities: what do they bring to your brand?
Being talked about by someone people listen to can change how your brand is seen. Here we explain what creators and celebrities bring, how to choose them and how they also help you get found on Google and in AI.
Why they work
We trust what someone we follow tells us more than what an ad says. When a credible person talks about a brand, they lend it part of that trust.
That is why content creators and celebrities can bring your brand three things that are hard to get any other way:
- Trust. Their audience already listens to them. If they recommend you, you start with an advantage.
- Reach. You reach people who did not know you yet.
- Prestige. Being associated with someone admired lifts the image of your brand.
Creators, influencers and celebrities are not the same
- Content creators and influencers. People who publish regularly about a topic (fashion, food, travel, health) and have built a community that trusts their judgement. They are usually very good at explaining and showing a product.
- Celebrities. People known for their work in another field: actors, athletes, singers. They mainly bring fame and prestige, and are common at launches, events and image campaigns.
A creator with a small but very loyal community can be more useful to your brand than a very famous face your customers do not identify with.
How they help you get found
The effect does not stop at a post that lasts a day. Every collaboration leaves a trail online: a video, an interview, a review, an article that mentions it.
Google takes that trail into account, and AI assistants like ChatGPT or Gemini also rely on what third parties say when deciding who to recommend. If credible people and media talk about your brand consistently, AI has more reasons to include you in its answers.
That is why a collaboration should not stay only on social media: a good interview, a media appearance or content that can be found later multiplies its value.
How to choose well
- They should fit your brand. Their values and style need to be close to yours. Otherwise it shows.
- Their audience should be your customer. Who they reach matters more than how many.
- They should be credible. Look at whether their community really comments and asks questions, not just at follower numbers.
- They should not recommend everything. Someone promoting twenty brands a month loses strength with each one.
- There should be a story. The best collaborations have something to tell: a launch, an experience, a real reason to talk about you.
Common mistakes
- Choosing only by follower count.
- Giving such a rigid script that the message no longer sounds like that person.
- Doing a single post and expecting results. Trust is built with consistency.
- Not measuring what happens next: searches for your brand, visits, enquiries or mentions.
A question of transparency
In Spain, advertising done with influencers must be clearly identified as such, and there are specific rules governing these collaborations. Before starting, make sure every post complies with them.
Frequently asked questions
Is a big influencer better than a small one?
It depends on what you are after. A big one brings reach and fame; a small, specialised one usually has a more loyal community closer to your customer. What matters is that their audience fits your brand.
Are celebrities only for big brands?
Not necessarily. An appearance at an event or a well-chosen one-off collaboration can give a mid-sized brand a lot of prestige, especially in sectors like fashion, beauty or luxury.
Does working with influencers help you show up in AI?
It can. AI relies on what third parties say, and a collaboration that leaves a trail in media, interviews or findable content adds to that picture. A single social media post, on its own, carries little weight.
How do I know if it worked?
Look at what happens next: whether searches for your brand, visits to your website, enquiries or mentions elsewhere go up.