Social media platforms, nowadays, are not just used solely to communicate nor are they merely for hobbies. These online platforms are now used as profitable marketing tools. For instance, a Youtuber with over 100,000 subscribers and more than two videos uploaded per day can earn as much as P100,000 per month. A celebrity’s social media account’s number of followers, may it be on Twitter, Facebook, or Instagram, is now part of the criteria when choosing brand ambassadors.
Kapamilya actress-host Anne Curtis has one million followers on Twitter. The “Teen King” Daniel Padilla, on the other hand, became a big deal after starring in the series “Princess and I.” His Twitter followers increased in number and have made him a consistent trending topic in 2012. Now, he has 6.5 million followers on the social site.
Daniel’s celebrity friend, the “Unkabogable” host Vice Ganda, has a colossal 9.87 million followers. Kapuso superstar Marian Rivera only set up her Facebook account in 2013, and in just a short amount of time, it has already amassed over 18 million followers to date.
Team Kramer — consisting of Doug Kramer, his wife Cheska, and their adorable children Kendra, Scarlett, and Gavin — have over 8.6 million followers on Facebook. At first, they didn’t think it was that important when advertisers asked if they had a social media account. Add their 159,987 subscribers on Youtube and it’s safe to say they are raking in the big bucks.
“AlDub”— the loveteam consisting of Alden Richards and Maine Mendoza a.k.a. “Yaya Dub” — was the number one trend on Twitter back in 2015 and was arguably the loveteam to beat for that year.
Philippine Entertainment Portal (PEP) interviewed three individuals with firsthand knowledge about the inner-workings of social media earnings — a talent manager, one from public relations professional, and an advertiser. All three requested to maintain their anonymity.
One of the three said, “Mas konti ang followers mo, mas maliit ang value.” Meaning, nowadays, a celeb’s value isn’t merely calculated through TV and box-office ratings and commercial endorsements. Today, it is determined by the star’s constant interaction with the millions of people online, who are constantly liking, sharing, commenting, and reposting/retweeting that celebrity’s posts.
Virality also plays a critical role in this matter. A viral post or video can produce an instant phenomenon. Fandoms have never been as massive as this before and the fans themselves have become talent managers in a way as they ensure that their favorite celebs continue to trend online.
Additionally, with the advent of social media, public scrutiny has never been more intense. It’s a good thing that many celebrities keep their cool when it comes to their online critics. Taking it from young actress Andrea Brillantes, “Mapag-iiwanan ka po, e. Kaya kahit na may mga online bashers na sobra talaga, kailangan cool ka lang.”
The digital marketing executive then revealed that the price range of fees that are paid to celebrities who use social media depends on the numbers of followers they have. She said:
“For Twitter accounts with 100,000 to 500,000 followers, it’s PHP 25,000 to PHP 50,000 per tweet. For Facebook pages with 500,000 to one million followers (minimum), it’s PHP 30,000 to PHP 50,000 per post. But, of course, it would also depend on whether they are prime stars or not. The manager has a say, too.”
“Teen Queen” Kathryn Bernardo, for instance, who’s also a celebrity client of the advertising executive, has 1.2 million followers on Facebook and 5.7 million followers on Instagram. Since the manager also has a say in the matter, they did not agree with PHP 50,000 per post.
According to the public relations executive, the minimum fee equates to “one hundred thousand pesos, excluding the glam team.” She added, “She can’t be photographed beside the brand.” On the other hand, some celebrities manage their own social media pages and are willing to work out ex-deals (exchange deals) typically consisting of free products or services or gift certificates worth at least PHP 10,000.
However, the PR executive added:
“They take pics with no hashtag. They do Instagram stories, which get deleted after a few hours. Or they post one photo and follow it with a lot of photos not related to the event. Para malunod. Hindi gaanong makita. Some celebrities ask their fans to push.”
When It comes to digital branding, the marketing executive said that the fee was “PHP 80,000 to PHP 500,000 depending on the scope, duration, and nature of promotions.” He added that this is the reason why many famous personalities can’t leave social media even if they wanted to. He said:
“That’s why they couldn’t just leave social media even if there are a lot of bashers. I mean, if you can earn PHP50,000 for a post, then you can choose not to look at the comments.”
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