Celebrity endorsement statistics demonstrate aligning yourself with the right people or person can be an excellent way to improve your chances of standing out online.
For years, companies have used celebrity endorsements as a way to make their companies seem more desirable, trustworthy, or authoritative compared to competing brands.
However, as concepts like micro-influencers and social media innovators have grown increasingly popular, some brands have begun to focus less on conventional celebrities.
Today’s list of celebrity endorsement statistics offers an insight into the changing landscape of endorsement and influence in the marketing and branding landscapes.
Celebrity Endorsement Statistics
Celebrity endorsement is one of the most popular ways to advertise and market your business—but it’s also one of the most expensive. If you’re thinking about using celebrity endorsement in your marketing strategy, we have good news for you! We’ve done the research on this topic so you don’t have to 🙂
We’re inundated by celebrities every day, whether they’re endorsing our favorite products, a guest starring on our favorite shows, or showing up in front of us at the grocery store. They’re literally everywhere! And we’re not complaining—celebs make the world go round.
And did you know that celebrities influence everything from what we buy to the brands we trust to what’s cool?
We did a deep dive into celebrity endorsement statistics to find out how they impact our everyday lives. Check out the stats below to see if any of them surprise you!
1. 59% of Americans say celebrity endorsements influence their behavior
According to a study by Pipslay on the power of celebrities connecting with brands, around 59% of Americans cite celebrity endorsements as an influential factor in their buying behavior. Another 62% of respondents in the study said they equate endorsement from a celebrity with high levels of brand quality and integrity.
The report also revealed that 68% of men are often influenced by celebrity endorsements when making purchases, compared to 37% of women. Additionally, millennials and Gen X are more likely to equate celebrity endorsement to brand quality and integrity (41%), compared to only 18% of Gen Z.
2. Celebrity endorsements tend to be associated with a sales increase of around 4% relative to other companies.
(Harvard Business School)
You know that feeling when you’re scrolling through Instagram and see that your favorite celebrity is using a product you’ve been dying to try, and then the next day you buy it? You’re not alone! Celebrity endorsements aren’t just a fun way to make a marketing campaign more engaging—they actually work!
Elena Elberse and Jeroen Verleun conducted research that showed by using a celebrity to promote their product, companies can expect to see an average of 4% increase in sales compared to the competition—and in addition, they can expect their stock price to rise by 0.25%.
These numbers might not seem like much at first glance, but for large companies—which are more likely to use celebrity endorsements—these changes can add up to billions of dollars. These benefits are substantial enough to justify the incredible costs of these endorsements.
It’s simple: if people see that a celebrity they know and love is using something, they’re more likely to trust that it’s a good product and try it out for themselves.
So you see? Celebrities aren’t just famous people who get paid millions of dollars to press their faces against your product and get it all over the news. They have actual value!
3. Only 13% of Brits say celebrities influence what they buy
A YouGov study conducted in the UK in 2020 revealed fewer consumers are influenced by celebrity endorsements today. Around 13% of Brits in total said celebrity endorsements influence what they buy.
While there was very little difference between genders in the study, the report did find younger people were more likely to buy something recommended by a famous person.
Around 3 in 10 18-34-year-olds (28%) said they have been impacted by celebrity endorsements when planning their purchases, compared to only 13% of people aged over 55.
This research matches other reports in suggesting younger people are more likely to respond to the recommendations of a celebrity as part of an advertising campaign.
4. Celebrity endorsements may only influence 4% of fashion shoppers in 2022
While there are still some opportunities for celebrity endorsements to generate more sales and brand awareness, studies suggest people are becoming less receptive to celebrities as of 2022.
A report conducted by the University of Hull found only 4% of fashion shoppers now choose their style based on influencer or celebrity endorsements. Instead, shopping habits are more likely to be influenced by global issues like sustainability and ethical considerations.
The younger audience in the study was still more likely to be affected by celebrity endorsements. Around 8% of 18-24-year-olds said they were influenced by celebrities, compared to only 1% of people over the age of 55.
5. Customers identify more with influencers than celebrities
(International Journal of Advertising)
A study by Alexander P. Schouten in the International Journal of advertising found companies are increasingly abandoning traditional celebrity endorsements in favor of social media influencers, vloggers, and Instagram experts.
The research reveals influencers are often more effective than celebrity endorsements in the current marketplace because consumers identify more with influencers and feel similar to the people they see online.
Today’s consumers find it difficult to imagine themselves in the same situations and environments as celebrity endorsers.
According to a report by GWI, the number of celebrities and influencers alike being paid to promote and endorse products on social media is growing. The report states more than half of all internet users currently follow some kind of celebrity account on social media.
Younger customers appear to be more likely to follow celebrities than their counterparts, with 69% of 16-24-year-olds’ saying they follow a celebrity. This age group is also three times more likely than other age groups to say suggestions from influencers and celebrities are how they find new products.
7. Consumers are more likely to remember products endorsed by celebrities
(Dr Hsinkuang Chi et al.)
Exploring the impact of celebrity endorsement, a Taiwanese study found consumers are more likely to remember products that have received a promotion from a celebrity. Notably, the customer was more likely to remember a product endorsed by a celebrity, even if they didn’t identify as a fan of the celebrity in question.
According to the study, the human brain sees celebrities in a similar way to how we view people we know. This means we’re more likely to “recognize” a celebrity and trust them as we would a friend or a companion.
8. Younger consumers respond better to celebrity endorsement
(University of Arkansas)
Age may have an impact on how effective celebrity endorsement can be. According to the University of Arkansas, individuals between the ages of 18 and 24 are more likely to positively respond to an endorsement by a celebrity influencer.
The researchers believe younger people are more likely to use their relationships and connections with celebrities to define their own identities.
This research builds on further studies conducted by Nielson in 2015, which looked at the trust in various ad formats shown by different age groups. The study found celebrity endorsements resonate most with millennials and Gen Z.
9. 54% of Americans Bought a BTS or Travis Scott Meal from McDonalds
Celebrity endorsement has been a trend in fast-food companies in recent years. One study into celebrity branding and how it influences behavior in America learned about 54% of Americans had purchased a meal endorsed by Travis Scott or BTS.
Of the people who hadn’t purchased one of these meals, 25% said they were planning on doing so. According to the report, 48% of the people who bought the “celebrity” meals did so because they wanted to support an artist they were a fan of.
10. Consumers who respond to celebrity endorsements spend more on clothes
A study into the purchasing habits of UK citizens and how they’re influenced by celebrity endorsements found people who are influenced by such recommendations are more likely to spend a lot on clothes. 46% of people influenced by endorsements said they spent a lot on clothes.
The report also found consumers were more likely to be influenced by brands willing to get involved in social issues. The majority of the people influenced by celebrity endorsements also said they enjoy watching ads with their favorite celebrities.
11. 70% of teenage YouTube subscribers relate better to creators than traditional celebs
(Think With Google)
A study commissioned by Think with Google and YouTube found about 70% of teenagers subscribing to content on YouTube said they relate to those content creators more than traditional celebrities.
When compared to the videos produced by mainstream celebrities, the videos created by the top 25 YouTube stars of the day had 3 times as many views.
In the report, 4 in 10 millennial subscribers on YouTube also said they believe their favorite content creator understands them better than their friends.
12. 49% of consumers rely on influencers for product recommendations
(Annalect and Twitter)
While traditional celebrities may not have the same impact today as they once did, studies by Annalect and Twitter found consumers still rely on “digital celebrities” to help them with their purchasing decisions. Almost half of the respondents in the study (49%) said they rely on influencers to guide them to new products.
Another 40% of the people in the survey said they had purchased something online after seeing it endorsed by an influencer celebrity on channels like Instagram, Twitter, and YouTube.
13. 4 in 10 Snapchat users discover brands via celebrity endorsements
According to a report from the Global Web Index, around 40% of Snapchat users say they discover new brands through celebrity endorsements, as well as online posts from expert bloggers, and vlogs.
Though this report didn’t identify what the respondents should classify as a “celebrity” for the purpose of the question, it reveals interesting insights into the importance of influence on social media for converting customers.
According to the report, Snapchat users are also some of the most receptive individuals when it comes to influencer marketing. 39% of Snapchat users said they discover brands through celebrities, compared to only 30% of Facebook users, and 36% of Instagram users.
14. Celebrities feature in around 16% of ads worldwide
Globally, celebrities feature in around 16% of advertisements, indicating the demand for such endorsements isn’t as significant as it once was. According to one study by Kantar, the success of a celebrity endorsement depends heavily on a number of factors, such as relevancy.
If the celebrity seems like a good fit for the brand, it’s more likely to influence sales. Kantar also found celebrities were more likely to feature in ads around certain parts of the world, like Asia. 55% of ads in Japan featured celebrities, compared to 10% in Europe.
15. 30% of consumers are more likely to purchase a product endorsed by a non-celebrity blogger
Non-celebrity influencers are becoming increasingly valuable for marketing and branding campaigns. A study by Collective Bias found around 30% of today’s customers will be more likely to purchase a product when it’s recommended by a non-celebrity influencer.
Millennials in this study were most likely to respond to “peer” reviews. Additionally, the report indicates that some consumers may find traditional celebrity endorsements less authentic today, with only around 3% of people saying they’d buy a product endorsed by a celebrity.
The reporters also indicated a general fatigue toward celebrities could be partially to blame.
16. The value of influencer marketing platforms will reach $24.1 billion by 2025
(Markets and Markets)
As the most exciting new variation of celebrity endorsement for a lot of companies, influencer marketing is growing at a rapid pace. Influencers can include everything from celebrities well-known throughout multiple channels, like Kim Kardashians, to everyday people with a strong social following.
According to Markets and Markets, the global influencer marketing platform size is expected to grow to a value of around $24.1 billion by 2025, representing a compound annual growth rate of 32% during the forecast period.
17. Influencers were more helpful than brands during the pandemic
Celebrity influencers and marketing influencers on social media could have a bigger impact than brand spokespeople during times of disaster.
According to a Matter Communications study, consumers spent more time engaging with influencers and celebrities on social media platforms during the pandemic’s social distancing restrictions.
The report found only 19% of consumers found influencer content to be unhelpful, and more than three-quarters of respondents trusted the guidance they received from social media.
18. 80% of marketers find influencer marketing and celebrity influencers effective
A study by MediaKix into marketing attitudes towards influencer marketing and the use of various kinds of celebrity and non-celebrity influencers found that 80% of marketers find this kind of promotion effective.
What’s more, the report also found that 89% of marketers consider influencer ROI to be just as good or better than other marketing channels.
The report further revealed that 71% of marketers rate the quality of consumers and the traffic they get from celebrity and influencer marketing campaigns to be better than other marketing sources.
19. Rising celebrity influencer costs are a major challenge for brands
A report from Mediakix into the impact of influencer marketing, including the use of celebrity influencers in advertising campaigns, found that rising influencer costs are a major concern for a majority of brands.
38% cited rising costs as one of their primary marketing challenges. Other challenges included spotting fake followers and inauthentic engagement.
In recent years, various influencers who also classify as standard celebrities have increased their prices drastically to over $1 million per sponsored post.
This is one of the reasons why many companies have begun to shift towards using more micro-influencers or social media celebrities without a presence outside of the digital world.
So there you have it: 19 celebrity endorsement statistics to help you light a fire under your brand.
And now that we’ve looked at all of them (and hopefully learned some things in the process), it’s time to wrap things up.
But before we do, let’s check out our key takeaways from this article:
- Celebrity endorsements can be a great way to get your product out there. Just make sure to do your research and find an influencer that aligns with your brand.
- You don’t have to go with the biggest celebrity you can find in order to see results from your partnership. In fact, smaller influencers are growing in popularity, and can even be more effective for certain brands or products than bigger stars.
- There are plenty of ways you can use celebrities to promote your products—from commercials to social media posts and beyond! You can choose whichever method works best for you and what you’re selling.
- The best way to get results from celebrity endorsements is by finding celebrities who share your values and beliefs, as well as those who are genuinely interested in the products they promote on your company’s behalf.
If you’re still reading, congrats on making it to the end—this was a long one. We hope this helped you get a better idea of what to expect if you decide to pursue celebrity endorsement for your own brand.
As we’ve seen, the potential rewards can be huge if the right celebrity is chosen and the right agreement is made. However, there are plenty of risks involved in celebrity endorsement as well—so proceed with caution!
If you have any thoughts on what we’ve covered here today or want to share your experiences with celebrity endorsements, let us know!