January 4th, 2023, Clifton Mark
Influencer marketing is big business. According to an international survey by YouGov, consumers all over the world take heed of influencer endorsements in their purchases of everything from clothing to healthcare products. For marketers looking to use influencers in their campaigns, it’s worth knowing who the most famous and popular among them are, as well as the niches that they’re best fit to promote.
Fitness influencer Joe Wicks AKA The Body Coach is the most famous influencer in Great Britain, and it’s not even close with 81% of Britons saying they’ve heard of him. He began posting recipes and fitness videos on social media in 2014 and is now the presenter of his own show on Channel 4 called The Body Coach. He’s followed by actor and model Cara Delevingne whom 63% of Britons have heard of and cleaning guru, Mrs. Hinch, at 53%. Unlike the other two, Hinch has not crossed over into traditional media. Her Instagram account, created in 2018, featuring tips for home cleaning has 4.6m followers.
While the most famous influencers are also often the most well-liked, this isn’t always true. For example, influencer brothers Jake and Logan Paul are among the more well-known but neither make the ten most liked. On the other hand, KSI and MrBeast are among the most liked but do not feature among our list of the ten most famous. Joe Wicks, however, also tops the positivity ranking – and by some distance.
YouGov Profiles can also provide insights into the audiences for various influencers. For example, influencers such as KSI and Zoe Sugg tend to be more popular with younger audiences. Joe Wicks, on the other hand, is more liked by older consumers. YouGov data can also suggest what kind of products an influencer’s audience might be interested in. Profiles data shows that consumers who feel positively about Wicks are much more likely to have a positive attitude toward subscription boxes. Nearly a third of them (30%) believe that subscription boxes are the future of shopping compared to a national average of 17%. They are also more likely to say that subscription boxes are convenient and save time (39% v. 24%) and that this method of shopping encourages them to try new brands and products (39% v. 26%).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Photo by Apostolos Vamvouras on Unsplash