Influencer Marketing UK Statistics

Influencer Marketing

In recent years, influencer marketing has become an increasingly popular way for brands to connect with their target audience. With the rise of social media, influencers have gained large followings, making them powerful tools for companies to reach potential customers. In the UK, influencer marketing has seen significant growth, with brands and businesses recognizing the benefits of working with these content creators. In this article, we will explore the latest influencer marketing UK statistics and trends.

1. Influencer marketing spending in the UK

According to a report by Business Insider Intelligence, the UK is the largest influencer marketing market in Europe. The report predicts that UK influencer marketing spending will reach 1.6 billion by 2024. In 2019, UK brands spent an estimated 350 million on influencer marketing campaigns, a 7% increase from the previous year.

2. Instagram remains the most popular platform for influencer marketing

Instagram is the most popular platform for influencer marketing, with 89% of UK marketers using the platform for their campaigns. Facebook and YouTube are also popular choices, with 70% and 66% of UK marketers using these platforms respectively. TikTok is an emerging platform for influencer marketing, with 17% of UK marketers using the platform in their campaigns.

3. The importance of micro-influencers

Micro-influencers, influencers with smaller followings (usually between 1,000 and 100,000 followers), are becoming increasingly popular in the UK. According to a survey by Rakuten Marketing, 71% of UK marketers said they would be increasing their use of micro-influencers in 2021. This is due to their higher engagement rates and lower costs compared to macro-influencers (influencers with larger followings).

4. Influencer marketing in specific industries

Certain industries have seen a higher use of influencer marketing in the UK. The beauty and fashion industries have been at the forefront of influencer marketing, with 88% and 81% of UK marketers respectively using influencers in their campaigns. Other industries that have seen significant use of influencer marketing in the UK include food and drink, travel, and technology.

5. The impact of COVID-19 on influencer marketing

The COVID-19 pandemic has affected influencer marketing in the UK, with many campaigns being cancelled or postponed. However, the pandemic has also led to new opportunities for influencer marketing. With more people spending time online, influencers have been able to connect with their followers in new and creative ways. In addition, brands have been able to pivot their campaigns to focus on at-home activities, such as cooking and fitness.

6. The importance of authenticity

Authenticity is key in influencer marketing, with consumers wanting to see genuine recommendations from their favorite influencers. According to a survey by Influencer Intelligence, 75% of UK consumers said they would not trust an influencer if they thought they were being paid to promote a product. This has led to more transparency in influencer marketing, with influencers being required to disclose when they are being paid for their content.

In conclusion, influencer marketing is a growing industry in the UK, with brands recognizing the importance of working with content creators to connect with their target audience. As the industry continues to evolve, it is important for brands to stay up-to-date with the latest trends and statistics to ensure they are making the most of their influencer marketing campaigns.