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Influencer marketing in the UK - statistics & facts

With 3.6 billion people around the world already connected via social networking, the social media market is booming. Longstanding platforms such as Facebook, YouTube and WhatsApp have become indispensable, while newer apps seek to penetrate the market year after year. This has not gone unnoticed on the marketing front, as more and more brands jump on the social network bandwagon in an attempt to boost advertising - resulting in today’s influencer marketing trend. This has been observed globally, with the market value of influencer platforms (services that connect brands with content creators) having increased year on year since 2017. By 2027, this is expected to nearly triple. In fact, ‘YouTuber’ and ‘influencer’ already featured among the top 5 job aspirations of teenagers in the UK according to a 2019 survey. As of the moment however, millennials still make up the market’s largest audience.

Facebook, YouTube and Instagram

When it comes to reach, no other social media platform tops Facebook or YouTube. Both apps have held dominance in the UK since 2014, claiming an audience size far beyond that of any other social network. On Android alone, over three million users log into Facebook daily. While Facebook’s strength lies in its breadth of reach, Instagram, despite not being used as widely, allows for a higher audience engagement through a more personalized format. In fact, follower numbers were no indication of user engagement rate on the platform. Here, the highest engagement levels were reported by influencers with a smaller subscriber-count of 10 to 50 thousand.

Attitudes towards influencer marketing

Many still view influencer marketing sceptically, with nearly half of all respondents surveyed in 2018 claiming they would actively avoid clicking on an affiliate link altogether. Not only that, 29 percent felt that influencers made too much money, while a further 21 percent expressed a perceived a lack of transparency between influencers and their followers. Millennials, however, displayed a more relaxed attitude, with the large majority claiming they just wanted to be informed whenever influencer marketing was being employed. Despite influencer advertising being regulated by controlling bodies such as the Advertising Standards Authority (ASA) and the Competition And Markets Authority (CMA) in the UK, most social media users were not aware of this. Interestingly, 61 percent also felt there was no explicit need for influencers to disclose the fact that affiliate marketing was being used.


Interesting statistics

In the following 6 chapters, you will quickly find the 37 most important statistics relating to "Influencer marketing in the UK".

Influencers in the United Kingdom (UK)

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Important key figures

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Instagram influencers

Attitudes and behavior

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