Providing the most comprehensive and up-to-date information and analysis of the UK Influencer market including the behaviours, preferences and habits of the consumer.
With lockdowns causing people to spend more time online, 54% of influencer followers reported that they looked at more influencer content than before the COVID-19 pandemic (66% of them being 16 – 34 year olds). However, decreased spending from brands and travel restrictions caused a drop in both sponsorship income and in diversity of content. Over half of followers reported to having unfollowed at least one personality, with the most common reason being repetitive content.
With platforms cracking down more on misinformation and right-wing propaganda, there is now more scrutiny towards influencers themselves. Many have received criticism for breaking lockdown rules, as well as spreading misinformation (both about the pandemic and wider political issues).
To prevent losing followers, brands and influencers will have to take into account personal accountability, as well as a focus on the quality of content over quantity.
Ecommerce features, such as Facebook’s ‘Shop’ feature and TikTok’s ‘Shop Now’ button, caused a 77% rise in 16 – 24 year olds buying products promoted by influencers. However, thanks to stronger regulations on disclosing ads, many consumers are now becoming more likely to ignore sponsored posts. More creativity may be needed to hold attention, as well as a more genuine endorsement of products.
Platforms: Facebook, YouTube, Instagram, Twitter, Snapchat, Pinterest, TikTok, Twitch, OnlyFans.
Products: Clothing and accessories, food and drink, makeup, skin care, games, technology, cleaning products, fitness equipment, household items (furniture), supplements.
Written by Rebecca McGrath, a leading analyst in the Media sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
People have little patience for influencer shenanigans when it comes to covid-19, with the majority thinking influencers should be banned for spreading covid-19 misinformation. However, many people have spent more time viewing influencer content since the start of the pandemic and some influencers have been important for spreading crucial information, particularly those from medical professions. The positive image these influencers will have generated should make them particularly valuable to brands.
Rebecca McGrath
Senior Media Analyst
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