Influencer Marketing in the UK - An In-depth Guide
It is no longer possible for any brand to ignore influencer marketing in the United Kingdom. With almost 78% of its population spending nearly two hours a day on social media, brands see it as an opportunity to reach out to their target audience.
Reason being: The Bazaarvoice annual Shopper Experience 2021 shows that at least 31% of shoppers have reduced their trips to brick and mortar stores, and about 18% visit shops to purchase essentials.
Adapting to this tectonic shift in consumer buying behaviour, various digital and digital media agencies have already incorporated influencer marketing into their existing wide range of services.
Let us walk you through why influencer marketing in the UK has gained popularity.
Why are UK brands going for influencer marketing?
Brands in the UK leverage influencer marketing as studies show that almost 23% of British shoppers use social media to discover and buy products. The demographic data shows millennials, and Gen Z actively uses social media for purchasing a product.
Experts in consumer behaviour opine that it is an opportunity for brands to optimise user-generated content as to what customers share about their brand on various social media channels.
Influencers or social media talents create content that can resonate with their followers easily. It can increase awareness about a product or service. Notably, it takes at least 6 to 8 impressions before a customer decides to buy a product. The audience engagement with influencers' content increases the overall reach and likelihood of better sales.
Since the UK influencer marketing sector has already expanded, the UK's advertising regulator, the Advertising Standard's Authority, and the Competition and Markets Authority regulate the space by monitoring the kind of content posted online. In 2021 and 2022, some brands and influencers failed to disclose their advertising content adequately.