Cameo as a Fan Engagement Platform

Over the past eighteen months, I’ve been conducting a bit of an experiment using the celebrity video messaging platform Cameo. My PhD thesis explores fan-celebrity interactions, so I thought it would be fun to collect motivational messages each month from celebrities I’m fans of on the site. So far, I’ve collected seventeen (well, sixteen, and one message from someone who does video messages through a separate channel). (and no, please don’t ask me to add up how much I’ve spent).

I’ve previously shared a number of critiques about the Cameo platform and the priority they give to the celebrity experience rather than that of the fan. Fans are spending hundreds (and hundreds!) of dollars on shout-outs that are often short, off message, poorly filmed, and just generally disappointing because there’s no form of quality control. I once received a video that was such terrible quality I complained and got a full refund (something they usually don’t do, so you know it was bad!).

However, there is a lot of potential for celebrity video messages as a form of accessible fan engagement. Many celebrities don’t offer opportunities for in-person meet-and-greets, and those that do are limited by location and specific time periods (and the fact we remain in a pandemic!). Video messages collapse time and geographical limitations and provide access to fans around the world (as long as they have the often-significant amounts of money…a topic for another day!).

Below are four fan engagement tips for celebrity video messages that are also applicable to fan engagement and customer loyalty more broadly (brands can learn a lot from fandom, after all!):

1. Personalised doesn’t mean a name before a generic message. Some celebrities go out of their way to provide a video that covers every detail of a request. Others think saying a name is enough. It’s not hard to see which one would be more appreciated by the fan, thus increasing sentiment and loyalty. Which brings us to the next point…
2. Make the fan feel special. My favourite videos have included personal asides, references to wanting to say hi in person, and just generally kind remarks. And they stand out! Fans are paying for attention, and even if it is an asynchronous format, it’s still possible to deliver a message that not only feels like a real conversation but that also implies the fan is more than just a fan: they’re someone important.
3. You’re being paid for a service: deliver it. Unlike traditional fan-celebrity interaction which is often unsolicited, Cameo (and platforms like it) are providing a specific service. The fan is not imposing on your time, and videos should reflect that. I’ve seen videos filmed in purpose-built areas, and I’ve seen videos filmed while the celebrity is busy doing something else and seems not to care. Why should a fan leave a good review, recommend you to others, or repeat a purchase if your output doesn’t match your advertised offering?
4. Follow up. While there is an in-platform review system, many fans also share their videos and reactions on social media (myself included). I’ve had a number of celebrities like and reply to my messages which elevates the encounter to another level by moving the interaction to another platform and implying you’re remembered. It’s all about attention!

Fan-celebrity interaction is often seen as a privilege, where fans should be happy with whatever crumbs they are given. But it shouldn’t be this way. Fans are ultimately customers and effort needs to be made to maintain their loyalty through positive engagement experiences. Video messaging offers so much potential, but it only works if celebrities are willing to understand fan perspectives.

Want to know more about fandom and fan engagement?

My PhD research explores celebrity fandom communities from a fan-centric perspective, looking at fan motivations for engaging in these spaces and how they negotiate the fine line between feeling connected and feeling exploited. I’m always down to discuss fandom and fan engagement, and am also available for consultation, guest talks, and offers for dream jobs 😉