2020 Round Up: Top Influencer Marketing News
What a year it’s been, hey?
And just like that, 2020 is almost over and I think we can speak on behalf of everybody when we say, ‘bring on 2021!’.
Although a difficult year for many, 2020 has given many of us the opportunity to spend more time at home with our families and also made us all appreciate the little things in life. Something I’m sure we will all carry into the New Year.
Throughout the entirety of the year, the influencer marketing industry has been able to carry on – but not without some bumps in the road, though.
Influencers have spent much of the year working hard to adapt their content and to understand the changing needs of their audience. And this hasn’t gone unnoticed.
Whilst most of us could only spend our time at home throughout the main course of this year thanks to both lockdowns, we relied on influencers and online content creators to keep us entertained, and they did exactly that.
And while many industries have unfortunately found themselves in hard times, the influencer marketing industry has become even more prominent. That isn’t to say it’s not different, because it most definitely is, but the industry has continued to prove its worth and has shown just how impactful it really is.
So, shall we take a look back on the last 12 months?
Ah, when the world was somewhat normal! Who remembers that?
Back in January, we were all sat ready and waiting for the first winter series of Love Island.
With a new host, a new villa and a brand-new set of islanders looking for love, it was the perfect way to beat the January blues. And whilst we were unable to get our summer fix from the famous villa, the islanders are continuing to keep us entertained via social media. Is anybody else still obsessed with Paige Turley and Finley Tapp?
And of course, January saw Nikkie Tutorials break the Internet when she came out to the world as transgender. Such an inspiration and what a Queen!
February was a tough month for everybody. After hearing such tragic news about Caroline Flack, the entire industry came together and created a Be Kind movement in her honour. Influencers were donating their profits from collaborations to the mental health charity, Mind, and online retailers created Be Kind t-shirts, also donating the profits to incredible charities.
It was wonderful to see everybody come together and do some fantastic work for truly important charities and causes.
The month that changed the entire year! March saw us go on a national lockdown due to the Coronavirus pandemic, and we were all instructed to stay at home.
With many of us finding ourselves bored and with not much to do, we all jumped on the TikTok bandwagon. The app provided its users with weeks and months of entertainment. From viral dance trends, comedy skits and the ability to duet with others, TikTok had its biggest month in March with 115 million global downloads. Pretty impressive, right?
UK installations of the app surged by 34% during the first week of the UK lockdown, and even now, users are still obsessing over the app and it is continuing to entertain the nation.
March was also a busy month for us here at Influencer Matchmaker. We partnered the fabulous Caitlyn Jenner with PrettyLittleThing for their very first PLT Awards.
Due to COVID restrictions, people were unable to attend the event, however PrettyLittleThing took the event online and it was a huge success, with Caitlyn taking home the award for LGBTQ+ Supporter of the Year.
In April, we were still in lockdown and we saw a rise in the number of influencers taking to Instagram to get their followers moving. Providing us all with motivation and inspiration, Instagram was filled with live real-time workouts and IGTV’s for us all to follow along to.
Of course, Joe Wicks led the way with ‘PE with Joe’. Zero Gravity Pilates also teamed up with a bunch of influencers and celebs for daily live workouts, including Rochelle Humes, Kimberley Walsh and Lisa Snowdon. Other influencers used this time to focus on their passion for health and fitness and were able to pursue this further into their careers.
April also saw us work with Vodafone to celebrate the launch of 5G throughout the UK. We paired them up with five high-profile influencers to create a virtual game with thousands of tech prizes up for grabs. The campaign reached over 3.2 million people!
May is usually the month of the Blogosphere Awards, however this was postponed. But we can’t wait for the awards to take place and see who will be crowned Influencer of the Year!
June was a pivotal month for many reasons this year. It saw the first lockdown lift, allowing people to head back to work and see others safely outdoors.
Also in June, Instagram feeds were filled with black squares on what was called Blackout Tuesday. Social media users across the world took to the platform to educate themselves and others on the Black Lives Matter movement.
Blackout Tuesday restored the BLM movement, putting it at the forefront of everybody’s minds and pushing for change.
This was an exciting month for us here at Influencer Matchmaker as we worked with a variety of parenting influencers to celebrate the launch of Frozen 2 on Disney+ in the UK. Jacqueline Jossa, Ferne McCann, Samantha Faiers and Binky Felstead all took to Instagram and got their children involved with the exciting campaign.
The campaign reached over eight million people! Yay!
August was an incredible month for the influencer marketing industry, with Gymshark becoming a £1billion+ company.
Having utilised influencer marketing as their main means of advertising, social media and online content creators have allowed the brand to expand their reach and grow the business.
The success of Gymshark proves the power that social media has and more importantly, the power and impact of influencer marketing.
The rise of Gymshark is just one of many success stories that have emerged because of influencer marketing. More brands than ever before are realising the potential of working with top influencers and consequently, are reaping the enormous benefits.
Another monumental moment for the influencer marketing industry – Sir David Attenborough joined Instagram! Yes, you read that right. The legend that is David Attenborough has not only joined Instagram, but also broke a world record by doing so!
In less than 24 hours of sharing his very first post, Sir David had already amassed 2.6 million followers. He beat Jennifer Aniston to become the fastest Instagram user to reach one million followers, which he achieved in just over four hours. This has now been beaten by Harry Potter’s Rupert Grint.
September was also a big month for social media, as many of us took part in Digital Detox Day. The campaign was a collaboration between LUSH, Zoe Sugg and mental health organisation #IAMWHOLE. The global campaign asked people to step away from their phones and encouraged them to join the conversation about mental health. Alongside this, Zoe Sugg and Jordan Stephens created a LUSH bath bomb to raise funds for grassroots Mental Health charities.
We all know the importance of disclosing ads and paid partnerships on social media, but now, Instagram have agreed to make several changes to help and encourage influencers of all sizes to clearly label a paid-for collaboration.
As part of the upcoming changes, Instagram have rolled out their ‘paid partnership’ tool to all users around the world. Great news!
After reaching its peak in March, TikTok is still very much a big part of our social media infused lives. And with that being said, one of the biggest TikTok stars has reached a huge milestone – Charli D’Amelio has become the first user of the app to hit 100 million followers.
Prior to this, Charli also became the first person to hit 50 million followers back in April.
Also a super busy month for us, we worked on a number of very exciting campaigns throughout November. Launching their range of smart home products, we teamed up Hey! with several high-profile influencers including Samantha Faiers, Ollie Ollerton and What Gear. And reaching over 3.4 million people, the campaign was a huge success.
December saw the end of everybody’s favourite show, I’m A Celebrity... Get Me Out of Here! It was the show we all needed to see us through Lockdown 2.0 and whilst Giovanna Fletcher was crowned Queen of the Castle, Jordan North came out on top in our social media rankings.
We also teamed up with a number of exciting brands and created some great campaigns! You’ll have to read our newsletter to find out more about that...
This year has been an interesting one to say the least, however we can’t wait to see what 2021 has in store for us here at Influencer Matchmaker.
And if you want to kickstart the new year with some incredible collaborations, then get in touch and our team of experts will work their matchmaking magic!