In the U.K., Influencer Marketing is the New Go-To

In the UK, social media influencers hold more sway over consumers than brands, journalists, politicians, or religious leaders.

An independent study by affiliate network Affilinet put internet bloggers in the top three trusted sources of information, preceded only by friends and family. A key factor in this phenomenon is exposure; Affilinet’s study found that 63% of UK’s 18-35 demographic watch or read influencer content at least once a week. Those surveyed were found to subscribe to an average of 18 influencer platforms each.

That being said, it’s no wonder half of young adults in the UK chose to purchase a product or experience recommended by an influencer on social media. Richard Greenwell, head of affiliate development at Affilinet, offered some insight into why bloggers are more trusted than any more well-established figure. A lot of it comes down to relatability.

“Not only are many YouTubers and bloggers relatable in the sense many of them still live relatively ‘normal’ and down-to-earth lives,” explained Greenwell, “there is also the notion in many consumers’ minds that they can much more easily attain the lifestyles of some of the more well-known and successful influencers if they set up their own blog, YouTube channel or Instagram page.” The desire to recreate and channel an influencer’s style is undeniable.


Of the 51% of UK young adults who made purchases based off influencer discussion, 44% had purchased promoted clothing; 36% had purchased promoted makeup; 28% had purchased household or decorative items; and 21%, video games. The average amount spent on recommended objects was £285.

“It seems that influencers are the new A-listers when it comes to inspiration for how we dress, look, decorate, cook and live our lives,”

concluded Greenwell.

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TrendsGregor Cooney