Using celebrities to reach a Tween audience can be an effective means of communication. However, Tweens will not blindly follow anyone and can be sceptical over the choices made by brands in this area. Tweens have no issue with celebrities endorsing brands per se, or in them doing so via social media; but it takes a lot – more than many might expect of such a young audience – to get Tweens to commit to a celebrity.
It is often said that Tweens are very fickle, but their fickle nature is closely linked to their relative lack of confidence. Tweens are at a difficult point in life where they are trying to negotiate the rules of what’s cool and what’s not.
Teenage celebrities represent a period of life that the Tweens will soon be entering. Their forthcoming late teenage years, while exciting, can also be quite frightening. Celebrities such as Justin Bieber, Miley Cyrus and the Jonas Brothers show the happier, positive side of being a teenager, and this often inspires Tweens – more so females than males.
Despite the recent boom in teenage celebrities and the reasons outlined for their success, brands don’t (and shouldn’t) have to rely solely on the teenage angle. Overall, Tweens are looking for direction and inspiration. This means that sports personalities, musicians and anyone with a success story that Tweens can relate to still have a part to play. For brands using celebrities, it is about creating a narrative that young people can identify with, and placing the celebrity as the fulcrum of this identifiable story.
• Don’t expect them to follow any old ‘celebrity’. Pick someone who inspires them, and ensure there’s a good fit between your brand, your intended audience and the celebrity you work with
• Pay attention to the narrative. Ensure there’s an entertaining dynamic at play in terms of how you work with your celebrity. Make sure that a story unfolds