Influencer Marketing in the UK: Trends and Best Practices.



Influencer marketing has become a go-to practice in recent years, with more brands realising the impact that influencers have on their target audience.

Influencer marketing can help brands reach customers at every stage of the decision-making process, from initial awareness to purchase. But as the social media landscape is constantly evolving, it’s important to keep up with the latest trends.

Read on to discover five influencer marketing trends and more best practices your small business can utilise to stay ahead of the curve.

What is influencer marketing?

Influencer marketing is a form of digital marketing strategy where brands use influential content creators to promote their products or services. The strategy can be deployed in various ways, from sponsored Instagram posts to YouTube video product reviews, or even collaborations and product partnerships.

Influencer marketing is particularly effective due to the level of trust influencers have established with their followers. Followers often see them as ‘experts’ within the field, so when they recommend a product or service to their audience, they’re more likely to consider purchasing.

Influencers are commonly categorised into four different tiers based on their social media follower count:

Influencer marketing statistics in the UK.

Free templates you can use for influencer marketing.

Influencer marketing is already popular, and it’s only going to get bigger. The industry is constantly evolving, with new social media platforms and new types of content emerging, offering brands even more ways to engage with customers.

Whether you operate a small B2C business or work within the marketing industry, it’s important to keep on top of the latest influencer marketing trends so you can continue to expand your audience and generate new leads.

Here are 5 influencer marketing trends to watch out for:

1. TikTok for Gen Z and Millennials.

TikTok is one of the most popular platforms for influencer marketing at the moment. This is mainly down to the app’s emphasis on authentic and creative content, which differs from other platforms.

The unique algorithm of the platform matches content to users based on relevancy rather than follower count. Meaning even the lesser-known influencers and social media personalities can quickly gain visibility. So, you might want to look at the nano and micro-level influencers that could work with your small business.

The app also has a large presence of Gen Z and millennial users, so knowing how to utilise the channel properly can be a great way to reach this target audience.

2. Specialist influencers for reaching a niche audience.

Niche influencer marketing focuses on collaborating with social media personalities who have a dedicated following within a specialised field.

This method can be particularly effective for small businesses, as it can help you reach an engaged audience who are already likely to be interested in your product or service. Utilising micro influencers in a specific niche also tends to be more cost-effective than celebrity promotions.

3. Shopping while you scroll.

Platforms such as TikTok and Instagram are creating a shift in the way we shop thanks to social commerce. Users can now see items of clothing their favourite influencers are wearing on their feed and buy them instantly, all without leaving the app.

TikTok shop also features an engaging ‘Live Shopping’ experience which enables influencers to interact with their audience in real time, answering questions relating to the products or services they are promoting. This could be a useful avenue for small retail brands, looking to diversify their shopping channels.

4. Long-term influencer collaborations.

Many brands are now starting to favour long-term collaborations with the same influencer, rather than various partnerships with different ones.

This can help make the collaboration appear more genuine, and less like random or promotional advertising. Partnering with an influencer over an extended period, means they’ll also share more content with their audience overtime, which can lead to repeat exposure.

If you’re considering a long-term influencer collaboration, a content scheduler may come in handy. A content scheduler can help you plan, create and schedule influencer-related content across your chosen platforms with ease.

5. The rise of AI in influencer marketing.

AI or Artificial Intelligence is increasingly playing a role in influencer marketing. For example, Upfluence - the first ever influencer marketing platform powered by ChatGPT - is designed to give brands a competitive edge in the industry.

There has also been a rise in virtual reality influencers, brought to life through AI and 3D modelling. Many big brands are already collaborating with virtual influencers, and it’s anticipated that more are likely to follow, which could change the future of influencer marketing.

Editable influencer marketing examples from Adobe Express.

Influencer marketing best practice: tips to keep in mind.

Before you get started with your next influencer marketing campaign, it can be a good idea to revisit the basics. Here are a few best practice tips to bear in mind when working with influencers:

There are also various rules and guidance you may need to pay attention to, depending on the circumstances. In particular, it’s worth familiarising yourself with:

Ready to start your influencer marketing journey? Build powerful and engaging content for your influencer campaigns with Adobe Express today.

Useful things to know.

Does influencer marketing work in the UK?

Yes, influencer marketing works in the UK. In fact, in 2022, approximately a quarter of UK-based customers said social media influencers had fully or slightly influenced their buying decisions. Gen Z were the most susceptible to social media influencers, followed closely by millennials.

What do influencers charge per post in the UK?

Influencer marketing rates can vary depending on several factors, such as audience size, engagement levels and more. This means there is no one-size-fits-all cost. That said, micro influencers typically charge between £350 to £1,000 per post, while mega influencers can charge upwards of £12,000 per post.

How many followers do you need to be an influencer in the UK?

Anything from 1,000 to 10,000 followers can be considered a nano influencer in the UK. Nano influencers aren’t celebrities, they are usually just ordinary people. However, their smaller following can make it easier to establish meaningful relationships and engagement with their audience.