The rise of social media influencers in the UK

From Love Island stars to the Kardashians, our social media feeds are awash with #ad and #spon. This is no surprise when you consider that digital celebrities like Zoella can make up to £12,000 per social media post

A new age of digital marketing 

Influencers, and even micro-influencers, have engaged audiences who trust them and who seek their opinion on all things beauty and fashion. They have flipped the lid on one-sided advertising and interact directly with consumers. And their influence is growing, with Western Europe seeing a 17% year-on-year increase in people claiming to look to social media for personal care recommendations.

Surprisingly, men are almost just as likely as females to be looking online for personal care advice.  However, while men want guidance on what shaving and oral care to use, women are more concerned with hair and make-up endorsements.

Brazilians are particularly invested, with 72% saying they take to social media for personal care recommendations, while Brits are bottom of the list with only 25% seeking advice. Brits are also the most sceptical about product claims, and this may translate to their trust in what influencers tell them about products. 

Highly-engaged audiences

Those who look to social media for personal care recommendations are more engaged than average consumers across all categories:

So it would seem that not only do these influencers have access to large numbers of people, but they have access to the right type of people – the super-involved! These “super-involved” consumers who consult their favourite vlogger or Instagram star for recommendations are typically younger. They are more likely to buy in to the wider category, for example, German women who get make-up recommendations are 10% more likely to be using make up brushes as well.  They are more engaged in their product use and claim to be looking for quality, natural ingredients, specific features, and fragrance benefits.  But, despite their high demands from their products, price and promotions are still a key driver for them.

The millennial audience
 
In the wider market context of millennials simplifying their routines, the social media influence seems to have piqued their interest and be the route to an engaged market of super-users.  What else is key to this group? How can you maximise targeting and drive their weekly use of personal care?