For my Writing Interactive Media class, I have taken on the task of writing a piece on the psychology on why celebrities have so much influence on the public when it comes to their endorsements. That being said, I created teaser campaigns on several different social media platforms to support my upcoming Medium article, When Fame Sells: How Celebrity Endorsements Shape Consumer Buying Behavior. The goal was to create unique messages, visuals, and tones on each social media platform that fit the platform’s environment in order to be able to produce maximum engagement and clicks to my Medium article.

To achieve this goal, I made sure the voice, structure, and emphasis of each teaser fit based on the different cultures of LinkedIn, Instagram, and X/Twitter. Doing so is intended to reflect how digital marketers balance consistency in messaging against flexibility in execution. The campaign is a result of many strategic decisions regarding the creation of short-form content.

*Disclaimer: None of these posts are real, they are just meant to resemble real social media posts.

Post One: LinkedIn

For my LinkedIn post, I have made my writing style to be more for an educational or analytical audience (students, professors, and professionals in the academic and marketing industries) rather than writing as fan of pop culture. I created a caption with some of the primary marketing concepts such as consumer behavior, brand recall, and influencer marketing to show my abilities as a strategist. I used an image I created that is sleek and polished so that it reflects how professional LinkedIn is as a platform. Overall, my intention was to create an environment where readers who are looking for strategies and evidence-based research that can assist them in their careers will view this article as an educational analysis of the industry rather than an informal view of the industry.

Post Two: Instagram

For my Instagram post, I used curiosity and emotion to connect with a visual audience. Since Instagram is all about attraction and grabbing people’s attention with visuals, I used short lines and posed an intriguing statement at the start of my captions as this is the way to say things in order to capture the whole person’s attention right away. The image I created was created to be bold, bright and also to align with the tone of the caption. Also, I wanted to support the article themes associated with fame and influence. This approach is aimed at pulling in the people like professionals and pop culture people who may be drawn in for the psychological purpose, and then will want to click over and read the entire article on Medium.

Post Three: Twitter/X

For Twitter/X, I tried my best to incorporate a super short format, with impactful words to draw attention because Twitter typically thrives off of news. My strategy was to make the first line to be the biggest and will make people stop scrolling through their fast-paced feed. The other text is to show key psychological effects celebrities have on consumers quickly, and allowing one to read at a glance. The minimal image was designed by me to be to have a strong message based on Twitter’s focus on concise messaging, while not a lot of heavy visuals. This was done in order to capture digital media thinkers and marketers, who like insightful observations and are therefore more likely to click through if that post sparks their intellectual curiosity.

I can’t wait to share my final article with you all once it’s complete!