“BeReal’s emergence onto the social media scene and the incorporation of BeReal-esque features into major platforms, should push creators and influencers to create more content focused on authenticity and spontaneity.” - Rebecca McGrath, Associate Director for Media and Technology Key issues covered in this Report Use of social media platforms trended over time and who people follow on each platform.
Stay ahead of the curve and future-proof your business with Mintel’s UK Social Media: Influencers Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest social media marketing research, trends and consumer behaviours affecting your business.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
The cost of living crisis presents a challenging environment for influencers as brands reduce ad spend and people become more cautious about spending. However, people will also be seeking more information and validation before buying something, boosting the importance of trusted influencers in the purchasing journey.
Authenticity
Brands and influencers must battle scepticism about the believability of recommendations. New retail platforms that aim to better match brands with appropriate influencers could help persuade consumers that a social media personality genuinely believes in the product they are promoting.
Dawn of the metaverse
The metaverse presents exciting opportunities for the future of influencers as people spend more of their time in virtual social and retail spaces. Mintel’s research shows that many are intrigued and will be receptive to such developments in influencer marketing.
Purchase our UK Social Media: Influencers Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our UK Social Media: Engaging with Brands Market Report 2023.
TikTok, Instagram, BeReal, Facebook, Twitter, YouTube, Snapchat, Pinterest, Twitch.
This report, written by Rebeccaa McGrath, a leading research analyst, delivers in-depth commentary and analysis to highlight trends and add expert context to the numbers.
BeReal’s emergence onto the social media scene and the incorporation of BeReal-esque features into major platforms, should push creators and influencers to create more content focused on authenticity and spontaneity.”
Rebecca McGrath
Associate Director for Media and Technology
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
