Twitter changes business of celebrity endorsements

NEW YORK

Twitter has reshaped how people shop, vote and start revolutions and now it's changing the business of celebrity endorsements.

Social media marketer Izea says Singer Ray J got about $2,300 to urge his 600,000-plus Twitter followers to see the horror movie "Saw 3D." And reality TV star Khloe Kardashian was paid about $8,000 to tweet about how Old Navy jeans make the Kardashian derriere look "scary good."

Of course, anything on Twitter is short-lived and reaches only a small, self-selecting audience.

Research firm eMarketer estimates that only 11 percent of U.S. adult Internet users are on the micro-blogging site. And even though some celebs have faithful groups of followers, it can be hard to measure whether their tweets get people to spend.

Still, paying a celeb to tweet is much cheaper than a traditional advertising campaign.

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