2019 Round Up: Top Influencer News

Amelia Neate
Senior Manager
top influencer news 2019

Well. What a year it has been for the influencer industry! There has been a whole lot of ups, downs, tears, laughter and all of the drama.

Let’s rewind and take it back to the very beginning of 2019 to see exactly what has gone on in the influencer industry.


This year kick started with the Advertising Standards Authority clamping down on the ways in which social media influencers could work with brands.

With many viewers and social media users unsure of what was a ‘hashtag ad’ and what wasn’t, the ASA decided to create a set of guidelines for influencers to follow and abide by. Aiming to help influencers understand and comply with UK consumer protection law, the ASA had been investigating social media endorsements to ensure influencers were being honest with their followers.

Whether social media influencers are being paid to promote an item, have been given a press discount, press pass or even an affiliate link, this must all be disclaimed clearly. Influencers mustn’t give their followers the impression that a social post is authentic when it has in fact been paid for.

We know. It’s a lot to take in. But this is just what the influencer industry needed to keep things running smoothly, ensuring that everybody is on the same page. So, expect to continue seeing a lot more of #ad, #affiliate, #gifted and #presstrip across your social media feeds.



The most liked Instagram post of 2019 was of course, the egg. You know exactly which egg we are talking about. The one that beat Kylie Jenner.

In February, the World Record Egg posted a video of the famous egg starting to crack (get it?) from all of the social media pressure. In a bid to raise awareness for mental health, the video encourages others who are feeling the stress and pressure of social media to talk about it, linking to their website which contains mental health resources, as well as an online chat system for those who are in need of a helping hand.



March saw a fair bit of drama circulating the Internet. A very successful vlogger was involved in a global scandal involving bribing colleges in order to gain admission.

No, this isn’t a scene from Gossip Girl - it really happened!

Find out what brands can learn from the college admission scandal.



This month was pretty exciting for us here at Influencer Matchmaker.

We partnered the wonderful Pete Wicks and James Lock with Hotels.com to create this video showing their support for Tottenham Hotspur F.C.

This led to a lot of exciting opportunities for us! Eek.


May was a busy one for the influencer world.

First, Grumpy Cat died. *sobs*

She rose to fame thanks to her hilarious facial expressions and was mourned by millions around the globe. We’ll miss that grumpy little face.

Beauty guru James Charles made his red carpet debut as he attended his very first Met Gala. Dressed in Alexander Wang with a smoky eye to match, James certainly caused some controversy.

Quite possibly the biggest blogging event in the UK, Blogosphere Magazine, have taken the influencer industry by storm and are absolutely killing it. With two huge events run throughout the year, Blogosphere bring together some of the best influencers in the industry.

The Blogosphere Awards took place in May with Suzie of Hello October taking home the trophy for Influencer of the Year.


The month we all spent six long months waiting for. June saw the return of Love Island and what a series! The entire nation was shipping Tommy and Molly-Mae, and we just couldn’t keep up with the whole Amber, Michael, Joanna saga. What a summer it was - phew!

As one of the most talked about shows online, Love Island was as always, a huge success with a winter series also being announced! Fans across the world rejoiced as they will now receive their beloved Love Island fix twice a year.


Speaking of Love Island, we teamed up the famous Love Doctor, Alex George, with Hotels.com to promote protecting your private parts during the summer months.

Just also saw Instagram users begin to anger as the platform announced it would be trialling hidden likes. With the feature now being rolled out in the UK, what will this mean for the future of influencer marketing?


This may just be the most talked about wedding. Ever.

Beauty, fashion and lifestyle blogging phenomenon, Vic of In The Frow, married her beau in the most lavish French chateau.

The guest list consisted of Internet royalty; Lydia Elise Millen, Jamie Genevieve, Hello October, Lucy and Lydia… the list goes on.

Vic worked with a number of world-famous brands to help pull together a show stopping wedding, including Dior and each guest room was filled with Armani Beauty goodies.

We are still trying to get over it. How beautiful do they both look?


Possibly the glitziest month of all with the return of BBC’s Strictly Come Dancing.

The 2018 and 2019 series of the show has seen social media stars Saffron Barker and Joe Sugg waltz around the famous Strictly ballroom, breaking the mould between traditional media and the digital era.

The month of September saw Millie Bobby Brown launched her much anticipated teen beauty line with Boots.

Love Island runner up Molly-Mae Hague released her very own clothing range with fashion giant Pretty Little Thing.


October was particularly exciting for us as we unveiled our rebrand, with a new name and website!

It was a big month for fashion as the Queen of Instagram, Stacey Solomon, collaborated with high-street retailer Primark.


The month we spend all year waiting for - the return of I’m A Celebrity… Get Me Out Of Here!. This years series certainly didn’t disappoint with Jacqueline Jossa being crowned Queen of the Jungle.

Shane Dawson teamed up with Jeffree Star to launch his first collection of makeup products and we still aren’t over it.

And Kylie Jenner sold a majority share in Kylie Cosmetics. She sold a 51% stake of her beauty empire to global cosmetics giant Coty, who currently own brands including Rimmel and Max Factor.

November also saw Love Island’s Molly-Mae Hague launch her first tanning range; Filter by Molly-Mae.


THE ULTIMATE REAL LIFE FILTER✨ @filterbymollymae Shop my very own Tanning Range NOW....

A post shared by MOLLY-MAE (@mollymaehague) on


Can you believe it is almost Christmas already? What a busy year it has been for influencers, but it isn’t over yet!

Podcasts have certainly taken 2019 by storm and everybody wants a piece of the action. Whether you want to listen to all things comedy, crime, conspiracy theories or even topics surrounding mental health, there is a podcast out there for everyone.

We can’t wait to see what 2020 has in store for the influencer industry and with it estimated to be worth approximately $5-$10 billion by next year, it is showing no signs of slowing down.


For more information on working with social media influencers, please contact our influencer team on 0239 580 427 or email contact@influencermatchmaker.co.uk.