How Social Talent is Taking Adverts Viral: The Power of Casting Influencers
In today’s advertising world, where attention spans are short and competition for eyeballs is fierce, going viral has become the holy grail. And what’s the secret sauce behind a truly viral advert? Casting the right social media talent. Forget the days of relying solely on A-list celebs or traditional actors; brands are now tapping into influencers, TikTok stars, and Instagram personalities to give their campaigns that extra buzz. But why has social talent become so valuable in adverts, and how can casting the right influencers make your next campaign a hit? Let's dive in!
Why Brands are Turning to Social Talent
Social media influencers bring something that conventional actors can’t always deliver: an authentic connection with a pre-existing audience. They’re not just “faces”; they’re trusted voices who have built communities. When a popular influencer endorses a product or features in an advert, it feels personal and genuine to their followers – which is gold for any brand looking to build trust and credibility.
Moreover, influencers are content creation experts. They’re constantly producing engaging, shareable material, so they understand what their audience wants to see and engage with. Casting social talent in an advert isn’t just hiring someone to play a part; it’s about integrating the influencer’s personal brand with the product’s identity, which can make for a far more impactful message.
Recent Campaigns That Nailed It with Social Talent
Let’s look at a few examples where brands have used social media influencers to drive their campaigns viral, creating memorable adverts that not only resonate with the public but also trend across social platforms.
Duolingo’s TikTok Campaigns
The language-learning app Duolingo has become a master of viral content, thanks in large part to their mascot and a smart use of TikTok trends. By collaborating with TikTok creators who understand the humour and nuances of the platform, Duolingo has managed to create content that doesn’t feel like advertising but instead comes across as a native, funny TikTok experience. This approach has not only driven awareness but also boosted app downloads massively.Gymshark’s Partnership with Fitness Influencers
Gymshark has built an empire by tapping into the power of fitness influencers on Instagram and YouTube. By casting influencers as brand ambassadors, Gymshark has turned everyday fitness enthusiasts into advocates who inspire their followers to take action. Their adverts feel like authentic recommendations from friends, creating trust and loyalty towards the brand.Pepsi’s "Better With Pepsi" TikTok Trend
For their “Better With Pepsi” campaign, Pepsi collaborated with popular TikTok creators to start a trend where they tried pairing Pepsi with different foods. This quickly gained traction, with users jumping on board and creating their own content. By leveraging TikTok influencers, Pepsi made a simple ad campaign interactive and viral, generating millions of views and shares across platforms.
How to Choose the Right Social Talent for Your Brand
Casting social talent isn’t as simple as picking the influencer with the most followers. Here’s what MXM Casting recommends when selecting social talent for your campaign:
Audience Alignment – Make sure the influencer’s followers match your target demographic. A beauty influencer with a predominantly Gen Z female audience might not be the best fit for a tech product aimed at middle-aged professionals.
Content Style – Consider how the influencer communicates. Are they known for humour, authenticity, or polished aesthetics? You want someone whose style matches your brand tone. For instance, if you’re a sustainable fashion brand, casting an influencer who’s vocal about environmental issues can add credibility to your campaign.
Engagement Rate over Follower Count – The number of followers matters, but engagement is key. Influencers with a high engagement rate have more active, loyal followers, which often means better reach and impact.
Creativity and Flexibility – An influencer with a knack for storytelling or unique editing skills can bring an extra layer of creativity to your campaign. These creators are often masters at taking a brief and making it their own, ensuring the content feels organic rather than forced.
How MXM Casting Can Help You Go Viral with Social Talent
At MXM Casting, we specialise in connecting brands with the perfect talent for their campaigns. Whether you’re looking for a TikTok creator with a million followers or a micro-influencer with niche appeal, we have a vast network of social talent to choose from. Here’s how we can help:
Talent Sourcing: With years of experience in the industry, MXM Casting can help you identify and connect with the right influencers for your campaign.
Trend Analysis: Our team stays on top of the latest social media trends, ensuring we cast talent that’s relevant and knows what’s working in the online space.
Creative Collaboration: We work closely with both clients and talent to ensure the campaign’s vision aligns with the influencer’s personal brand. This results in a seamless, genuine advert that resonates with audiences.
Ready to Go Viral?
If you’re ready to harness the power of social talent and create a campaign that stands out, MXM Casting is here to help. Let’s work together to cast the right social stars and turn your advertising goals into reality. Don’t just keep up with the trends – set them. Contact us today to start planning your next viral campaign!
