It’s no secret that social media and PR has become inundated with influencer marketing. With YouTubers and bloggers making more money than most upcoming musicians, artists and actors, this is a sector not to be ignored. In a recent study Influencer Marketing Hub found that the market size of ‘influencer marketing’ in 2018 was said to be worth $4.6 billion and set to rise to $6.5 billion in 2019. Figures more than doubled from 2017, suggesting that this market is likely to keep growing and growing.
In a world full of “famous” people who were made rich through selling charcoal teeth whitening strips or selling their soul on Love Island it’s hard to tell who’s actually genuine and worthy of that follow. Believe me, I watch Love Island as much as the next person but do I think they are the most authentic salespeople? No, probably not. Maybe we should look at some of those influential content creators who’ve spent years of their life building their brand on YouTube, blogging or creating products and deserve a little bit more of our respect?
Influencer Insights 2017-19 Studies
While it’s very easy to critique these so-called ‘influencers’, they are beginning to have a direct impact on our lives and if you work in this industry you’re more than likely going to be dealing with them at some point in your career. In 2017, Influencer Insights conducted a survey that found 47% of people turned to social media to research a brand. This is a huge element to consider when deciding what influencers to work with.
In Influencer Insights’ first study in 2017 they likened influencer marketing to word-of-mouth marketing with an updated twist. This is a very interesting outlook which forces us to ask if the novelty of influencers is their ability to relate to their consumer? And will we see this change as the years go on and honest opinions perhaps become less authentic? Only time will tell.Influencer Insights
So, we should follow those people who drive important conversations, influencers and brands that are transparent with their sponsorships, people who create original content and ultimately those who are morally ethical with their posts (maybe not those promoting detox ‘skinny teas’). As when an influencer aligns their marketing methods with their own key values the brands they’re working with are introduced to a huge, yet targeted, segment of the market. Not only should we, as PR practitioners, choose carefully the people we work with, those people should too choose their brands appropriately and selectively.
Below is a list I’ve compiled of people that have stood out in a saturated but ever-growing industry, as well as their current Insta stats;
@Uhnonee- 131K followers
Oenone is a British personal trainer, influencer, activist, podcaster and blogger. With ‘The Tiny Tank’ as her original Insta handle, she is a ‘tiny’ girl with lots to say. She openly admits being brainwashed by social media in her earlier days and continuously calls out myths being marketed online. Upon listening to her podcast ‘Adulting’ I have learned so much about feminism, socialism and it’s really opened my eyes to the privileges I have in society. Oenone is unique, well-spoken and comes across really genuine, making her channels a must-listen. Glancing quickly at her Instagram page you would think she’s just a normal fitness influencer but if you click onto the posts and read the captions she actually juxtaposes standard bikini posts with lengthy, motivational and often significant captions. She opens conversations and initiates discussions, something hugely important in today’s society.
@SammiMaria- 571K followers
Sustainable fashion is a huge, important topic at the moment and many influencers are starting to raise awareness where they can. Check out Sammi’s video explaining how she is trying to cut down her fashion footprint and also naming brands that do their best to reduce their environmental impact.
I started following Sammi (formerly ‘The Beauty Crush’) about 7 years ago now. Influencers weren’t a ‘thing’ when I first started watching YouTube and from following Sammi’s channel alone I have seen just how much this market has grown. Unlike Tanya Burr, Zoella and Fleur deForce I never really grew out of Sammi’s content. She has been transitional over the years and despite her own worries of not being ‘up-to-date’ with the algorithms, I really think she has done well. Speaking out about her own battles with anxiety, domestic abuse and bulimia she has shared a lot with her millions of followers. Her energy is radiating, she seems truly authentic and her child Indie is one of the cutest on YouTube (If you needed any more reasons to follow!)
@HealthyLittleLifter- 71K followers
For the fitness fanatics out there Aisling is a must-follow.
For some people following tons of fitness influencers may not be beneficial to their mental health, and we should be wary of that. But for people who are looking for that motivation to improve their diet and adopt a healthier lifestyle- follow Dr Aisling Gough. She’s from Belfast and is also a registered doctor with a wide range of knowledge to support her ideas, so I think we can trust her opinion. She posts infograms with truly useful tips, shows you how you can track a Boojum on a ‘diet’ and continuously links new medical studies to better inform her audience. Despite competing in WBFF she hasn’t let this alter her food mentality. This is certainly refreshing and Aisling is a great role model for people who have an interest in health and fitness.
@NellyLondon- 46K followers
Nelly is by no means a ‘larger model’ but she has curves and comes across more ‘real’ than many people on Insta. She was part of Missguided’s #MakeYourMark campaign and regularly speaks out about body confidence, her struggles with eating disorders and her radiating confidence is motivational.
@DrJoshuaWolrich- 137K followers
Joshua recently changed his Insta handle from @Unfattening to his real name. Contrary to the ‘Unfattening’ brand he actually posted nothing about weight loss. He used this trap to get people to his page, conversely trying to encourage an anti-weight loss mindset and bettering people’s attitudes towards foods.
Already a registered NHS doctor and a following that’s growing massively, Joshua is one to watch out for. After being introduced to him on Oenone’s podcast I started following and found his content really refreshing. I’ve already learned so much from his posts and he makes you think about why you call certain foods ‘bad’ or ‘good’. Not only does he correct popular misbeliefs, he also makes you aware of the fake news that circulates the internet in terms of fat loss. In terms of health these myths can be extremely detrimental to young people’s mental health and sometimes even dangerous. This is why accounts like Joshua’s are so important in 2019.
@JBone89- 141K followers
Jordan (or Jordan’s Beautiful Life for blog followers) is a blogger, YouTuber and author who suffered a car accident in 2005, leaving her paralysed from the waist down. She writes about the usual beauty, lifestyle and fashion topics while proving that influencers don’t always have to fit a certain mould. She’s inspiring to read and follow, check out Jordan’s Instagram page here.
@JameelaJamil- 1M followers
I’m sure you’ve already seen the radio presenter and actress’ #IWeigh campaign which already has over 342,000 followers on Instagram in itself. The campaign aims to encourage people to not base their self-worth on the number on a scale, instead weighing up other attributes of your life. Jameela is using her celebrity status coupled with her own overcoming of an eating disorder to call out celebrities and brands which aren’t doing enough. She’s even recently started a change.org campaign to ban celebrities promoting detox teas which you can view here. Definitely worthy of a follow.
@GraceFitUK- 1M followers
If you haven’t heard of Grace you must have been hiding under a rock for the past year as her brand has completely blown up with an Instagram that has just crept over 1 million followers. She’s a seemingly ‘normal’ girl from London who goes to university at Oxford, maintains friendships and has created a hugely successful but also sustainable fitness brand. At only 21 Grace really is one to watch.
From a career perspective Grace produces some really informative content. In a recent YouTube video talking about the ‘influencer’ job role I learned so much information about the career and how brands can work with these people. Not only did she speak about her own methods of gaining sponsorships and commission, she also videoed an hour-long discussion with other female fitness and beauty influencers speaking openly about how much they get paid, how brands can reach out to them and interesting secrets about the industry. From both a consumer and marketing perspective I found these videos really informative, open, honest and definitely worthy of a watch.
So, to conclude, as the number of influencers out there continues to rise make sure that if anyone you follow on Instagram is making you feel a certain way about yourself, is producing incorrect information or even making you feel like you need to buy something… delete them. It’s not worth it. There is a world of content out there on the internet and we should be using this upsurge in social media use to our advantage- challenging our minds, speaking out about things that need to be spoken about and ensuring we lead a path for generations below us. In an industry overcome with successful females we should be supporting those influencers who are making a difference instead of criticising the career as a whole. We can use this career shift to our advantage. As marketers, advertisers and PR professionals we are in charge of who our brands work with so let’s make sure each influencer we work with is a truly worthy role model.
Source: Influencer Marketing Hub, influencermarketinghub.com
Lauren Wilson is a third-year BSc in Communication, Advertising & Marketing student at Ulster University, currently undertaking a year’s placement at Belfast City Council. She can be found at: LinkedIn – https://www.linkedin.com/in/laurennxwilsonn/