With Jurassic World rampaging through the box office, Chris Pratt who less than two years ago was known as a goofy sidekick, is now Hollywood’s most bankable movie stars. While his acting skills is one reason for his success (and he is a good actor), Chris Pratt’s success comes from crafting a strong brand narrative to cultivate organic growth of fans.
Strong Understanding of Social Media
Crafting a personal narrative is always a delicate act on social media where reputations have been made and lost with a single tweet. There are lists of companies that suffered for messing up social media. This is more true for celebrities whose careers are often dependent on public sentiment than organizations (everyone hates Walmart but it’s image is not what we buy) where saying the wrong thing can destroy one’s career. Chris Pratt’s social media portray him as a goofy and loving family man with his hot wife, cultivating his image of a fun-loving kind of guy, that endears himself to moviegoers.
This also extends to knowing what others will share of you on Social Media. While Marvel Universe co-stars Chris Evans and Jeremy Renner took flak for calling the Black Widow a slut, Chris Pratt preemptively apologized for anything foolish he might say during the promotion of Jurassic World. While thankfully he didn’t embarrass himself, it sticks to his personal narrative of the actor who knows what his fans want from celebrities.
Engaging with Customers
Traditionally all celebrities had to do to engage with fans would be to sign some autographs, smile every time they saw a camera flash, and try not to say something dumb in talks shows. Likewise traditional marketing was an outbound affair such as TV ads to blast out to a general audience. With the rise of inbound marketing, companies now have to directly engage with fans However similarly with the rise of inbound marketing, many celebrities have new opportunities to engage with their fans. One way has been to cosplay amongst fans and even as themselves. It’s intermingling with fans, that has also been used effectively such as how Arnold Schwarzenegger walked around LA as the Terminator to promote the newest Terminator film. Often this would be posted on their social media accounts.
Ed Sheeran is known to spontaneously crash into peoples live in the most adorable ways. Such as crashing a wedding of his fans, or turning a high school music show into a duet. Even if such incidents were never posted online, he would still be building engaging with his brand, a couple fans at a time.
It takes time
In SEO, results cannot be bought. Buying links, followers or consumers is practically useless (and will get you blacklisted by search engines). There’s no magic that will create instant results, because SEO is about developing a brand organically for high-quality customers.
Macklemore and Lewis, do not have superior musical talent above many other aspiring rappers however what they do have is a deep understanding of how to build a loyal audience. Macklemore took his musical career to mainstream popularity by taking his time, building audience by producing content for them through his music videos on YouTube, and using grassroots marketing while keeping under the radar until he could achieve success.
It would seem like Chris Pratt just exploded into the scene with the Lego Movie and Guardians of the Galaxy being his lucky breaks as it were. However he wouldn’t have gotten those roles, without being smart. He built his brand slowly cultivating his persona as a likable actor people would love to see on the big screen, through his comedic roles as well as showing his diversity by taking bit roles in dramatic movies, showing a actor that had potential for bigger things.
Just as fans need to build up their fans slowly to gain a strong following and bankability, companies can no longer buy popularity or hope that the quality or price of their products/features will carry the day. Building an audience requires continuous engagement with customers by always deliver or over-delivering what they want to see from your narrative and what you can offer them.