The UK Social Media Influencers report identifies consumer attitudes towards the state of the social media influencer market, influencer content, and purchasing behaviour in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the UK Influencers market.
The pandemic has provided a boost to influencer content, with the amount of time people have been spending online leading them to seek out more content from social media creators. It also saw the acceleration of ecommerce trends, increasing the potential impact of influencer content on retail behaviour.
Discussion of the metaverse is dominating the media landscape and the concept raises questions about the potential future role of virtual influencers. If existing in some form of the metaverse does become a regular part of people’s lives it clearly would have implications for the future role on influencers and in particular provides significant opportunities for the use of virtual influencers.
The primary threat to influencer marketing is common negative perceptions of influencers and increasing scepticism about the authenticity of promotions, with consumers having grown more savvy about influencer tactics. Brands can navigate this issue by being more selective about partnerships, prioritising believability and quality over reach, as well as forming closer collaborations with chosen influencers when creating new product lines and collections.
The world of social media is continuously evolving, such as the greater importance of short-form video following the rapid rise of TikTok and the increased popularity of livestreaming. This means influencers and brands have to be very responsive to new trends and features to take advantage of potential opportunities. The incorporation of subscription options into more social media platforms is set to provide influencers with an important alternative source of income to advertising.
Read on to discover more details or take a look at all of our UK Technology market research.
Brands: TikTok, Twitter, Patreon, OnlyFans, Facebook (Meta, Instagram), YouTube, LinkedIn, Pinterest, Twitch.
This report, written by Rebecca McGrath, a leading analyst in the Media and Technology sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
This is an exciting time for social media influencers. As competition in the market continues to ramp up, social media platforms are investing heavily in creator content. This includes introducing new ecommerce features, such as shoppable live video, that will further increase the value of influencer partnerships to brands. New subscription features are also providing influencers with another monetisation option, enabling them to capitalise on their most ardent followers.
Rebecca McGrath
Associate Director for Media and Technology
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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