With the explosion in influencer marketing over the past few years, it is no surprise to see companies increasingly throwing money at celebrities and massive Instagram or YouTube stars. However, there has now been a shift in consumer trust, away from those with huge followers and towards micro-influencers.
48% of consumers in the UK say they would actively avoid clicking an affiliate link to prevent an influencer from making a commission, and 21% believe there is a lack of ‘honesty’ between influencers and their followers.
Meanwhile, 63% of UK Gen Zedders agree they want to see real people representing brands and not just celebrities, and 58% of young people won’t try a new brand unless it’s recommended by someone they know. This is reflected in the success of our numerous Student Brand Ambassadors in our student marketing campaigns, who are authentic, relatable and in many cases well-known ‘Big Name On Campus’ students, who drive brand consideration amongst their peers.