After graduating from Nottingham Trent University, I thought it would be important to gain some work experience in a field of interest. So, before starting my Master’s degree in PR, I turned to Digital Next. As Digital Next are recognised as a Top 100 Fastest Growing Technology Company, I thought this would be a great place to start. Social media and content creating has always been one of my main interests.

– Ella Worthington BA (Hons)


After focusing my dissertation around the impact that Instagram can have on an individual, the role of social media influencers never fails to amaze me.

More than ever, social media influencers are a crucial component to influencer marketing as there are currently 2.6 billion active social media users. They aim to shape audience attitudes through a range of platforms such as blogs, YouTube and Instagram.


Social media influencers are everyday people like you and me, they just post about their passions for the world to read. As a consequence of this, influencers gain vast internet popularity. For example Zoella, a YouTube sensation, has over 12 million YouTube subscribers. It’s not surprising that they are considered the perfect marketing tool.

zoella social media influencer

Incase you missed just how popular social media influencers have become, a recent study found that the term ‘influencer marketing’ increased by 325% in Google searches over 2017. This is likely to continue as two-thirds of marketing departments are aiming to increase their influencer marketing budget.

This allows for social media influencers to help drive engagement, as well as gaining influence and followers to a brand or organisation.


Still not convinced? Well, a recent survey found that 72% of respondents have made a fashion, style or beauty purchase after seeing something on Instagram. An article in Forbes also stated MuseFind found that 92% of consumers trust an influencer more than a traditional celebrity endorsement.

Not only this, but in 2017 sponsored Instagram posts generated 1 billion likes. This just goes to show that they must be doing something right.

inthefrow feel unique partnership

As a result of all this, if you find the right influencer for your brand, they will drive more traffic to your site which will lead to more engagement and a better SEO ranking in the long run.


There are only a few thing to consider before reaching out to a potential social media influencer:

  • Find an influencer that is sharing content and has an audience that is similar to your brand or organisation.
  • Check whether their profile is engaging enough. Have a look at their followers and comments, however, it is quality over quantity.
  • Build a relationship with the influencer and work together. Give instructions but also leave room for creativity.


It is clear to see that social media influencers play a huge role in influencer marketing today. There is no better time to find out whether this is what your brand or organisation needs in order to reach its next steps. If you think this might be helpful for your brand or organisation, why not get in touch.