Influencer Marketing Trends and Strategies in the United Kingdom (UK) 2023 | by LeaLi | Jun, 2023

In the United Kingdom (UK), consumers are highly active on mobile apps and social media platforms, making influencer marketing a powerful tool for businesses. As the popularity of social media continues to soar, individuals in the UK are turning to celebrities and influencers for guidance in their purchasing decisions. To stay competitive, it’s crucial for businesses to understand the effectiveness of influencer marketing, allocate the right budget, track metrics, and measure ROI. In this article, we’ll explore the social media and influencer marketing landscape in the UK and provide valuable insights for crafting successful influencer campaigns.

Trend #1: Emphasis on Quality Content Marketing:

In 2017, brands witnessed both the positive and negative impacts of influencer marketing. One key mistake to avoid is posting irrelevant content that fails to resonate with the audience. This year, the focus will shift towards creating high-quality, engaging, and shareable content that aligns with both the influencer’s style and the brand’s values. By investing in top-notch content, brands can differentiate themselves and gain a competitive edge in the influencer marketing landscape.

Trend #2: People-Centric Influencer Marketing:

Many brands and marketers have jumped on the influencer marketing bandwagon without considering the needs and preferences of their target audience. In 2023, it’s essential for brands to adopt a people-centric approach and prioritize delivering value to their audience. Influencer marketing campaigns should not only showcase the benefits of the products or services but also resonate with the desires and aspirations of consumers. By understanding and connecting with the audience, brands can establish stronger relationships and drive positive results.

Trend #3: Leveraging Influencers for Reassurance:

UK consumers tend to be risk-averse and heavily rely on influencers and word-of-mouth recommendations before making purchasing decisions. This presents an excellent opportunity for brands to leverage influencer marketing to provide reassurance and build trust among consumers. By collaborating with influencers who have a loyal following, brands can tap into their credibility and influence to drive sales and enhance their ROI.

When it comes to engaging Instagram influencers in the UK for influencer marketing, there are two primary approaches: reaching out to influencers personally or partnering with an influencer marketing agency. While personal outreach may seem cost-effective, it can be challenging to navigate the vast influencer landscape and find the right influencers for your campaign. Alternatively, collaborating with an influencer marketing agency like leali.io can provide valuable assistance in identifying suitable influencers, negotiating prices, and tracking campaign performance.

Choosing Influencer Marketing Goals and KPIs:

When planning influencer marketing campaigns, it’s essential to define clear goals and key performance indicators (KPIs) to measure success. Some common influencer marketing campaign goals include product launches, brand awareness, content generation, and community building. Correspondingly, KPIs can be measured based on reach (number of followers), clicks, engagement (likes, comments, shares), and conversions (installs, sign-ups, purchases). By setting specific goals and tracking relevant KPIs, brands can evaluate the effectiveness of their influencer campaigns and make data-driven decisions.

The Pyramid of Influence:

The Pyramid of Influence provides a framework for understanding different types of influencers and their relationships. At the top of the pyramid are high-reach influencers with lower relevance, such as celebrities and thought leaders. At the bottom are influencers with lower reach but higher relevance, such as advocates and current customers. In recent years, there has been a shift in focus from high-end influencers to micro-influencers, who have both reach and high relevance within their niche.

Spectrum of Influencers:

The term “influencer” used to refer mainly to celebrities and social media elites. However, with the rise of social media, influencers now include bloggers, Instagrammers, YouTubers, and even everyday consumers. To establish a common language when discussing influencers, the industry has identified three main types:

Mega-influencers: These include actors, artists, athletes, and social media stars with over 500,000 followers. They have the highest reach on the influencer spectrum but tend to have lower overall resonance in driving actions on behalf of a brand.

Macro-influencers: This group consists of professional bloggers and YouTubers who have a large base of 50,000 to 500,000 followers. They have high topical relevance and influence within specific categories like lifestyle, fashion, or business.

Micro-influencers: Everyday consumers with 1,000 to 100,000 followers fall into this category. They have the highest brand relevance and resonance among influencers. Their influence is driven by their personal experiences with a brand and the strength of their relationships with their networks.

Social Media Influencer Landscape in the United Kingdom (UK):

In the UK, the influencer landscape is diverse, encompassing mega-influencers, macro-influencers, micro-influencers, and brand advocates.

Mega-influencers: These individuals, such as athletes, actors, artists, top models, and celebrities, earn their living primarily through their main profession but also monetize their influence as a secondary source of income. Examples include Gareth Bale, Wayne Rooney, and Richard Branson.

Macro-influencers: This group consists of influencers who earn their living primarily through their influencer status. They may be professional bloggers, creators, or journalists. Examples include PixiWoo, Zoella, Lisa Eldridge, and Essie Button.

Micro-influencers: These are everyday consumers who have relevant influence, often without realizing it. They may also aspire to become macro-influencers. Examples include Gallucks (Joel), Liolaliola, Niicolecorrales, Jannelford, and Magspangeni.

Brand Advocates: These consumers are passionate about a brand and willing to share their experiences, but they have limited influence compared to other types of influencers.

Understanding the different types of influencers can help brands choose the right influencers for their campaigns based on reach, relevance, resonance, and brand alignment. By selecting influencers that align with their goals and target audience, brands can maximize the impact of their influencer marketing strategies.

Influencer marketing has become a powerful strategy for brands to connect with their target audience in the United Kingdom (UK). With the rise of social media and the influence of celebrities and high-profile individuals, consumers in the UK are increasingly relying on influencers to make their purchase decisions. As the popularity of social media continues to grow, businesses need to understand the effectiveness of influencer marketing, allocate the right budget, track metrics, and measure ROI.

The UK has a significant population of active social media users, with platforms like Facebook and Instagram being widely used. Social media penetration is high, and the active mobile social media user base is substantial. Brands in the UK are investing billions in social media advertising, recognizing its impact on consumer behaviour.

Key Influencer Marketing Statistics:

• Teenage YouTube subscribers trust influencer opinions over traditional celebrities.
• Women turn to social networks before making a purchase.
• Influencers primarily work with brands on Facebook and Instagram.
• Consumers are more likely to make a purchase based on social media references.
• Influencers dominate beauty video content on YouTube.
• Beauty and fashion companies incorporate influencers into their marketing strategies.
• On average, businesses generate a high return on investment (ROI) for every dollar spent on influencer marketing.

Resource : https://www.statista.com/outlook/amo/advertising/influencer-advertising/united-kingdom