By Hannah Jones, Account Manager
Why the government has turned to UK social media influencers to help push its latest campaign
The UK Government is the latest to join the endless list of brands and businesses looking to partner with social media influencers.
With news outlets reporting that the government’s comms team paid a handful of Love Island stars to promote the NHS Track and Trace scheme, the decision definitely received a mixed bag of reactions from the public.
Since Love Island launched in 2015, the rise of the ready-made influencer has continued to force its way onto our TV and mobile screens over the last five years (our wonderful Account Executive, Helens explains more on that here). And with the influencer marketing trend showing no sign of halting, was this a smart tactic from the government to engage and inform more younger people in the scheme, or did they simply jump on the influencer bandwagon half-heartedly at the expense of the UK taxpayer?
Love Island stars Shaughna Phillips, Chris Hughes and Josh Denzel were amongst the group of social media stars that were paid by the Cabinet Office to share sponsored ads with their millions of followers using the hashtags #gettested and #letsgetback.
View this post on Instagram
A throwback to what I love most! Nights out and good friends! Although this may feel like a distant memory to us all, we can all do our part to make sure we can get back to better times, as safely as possible. Guys I want to remind you about the importance of Coronavirus testing and that its totally free, quick and is vital to stop the spread of coronavirus. Getting tested for coronavirus is the best way for us all to get back to doing the things we love and I love nothing more than spending time with my friends. Yesterday I visited my nearest drive though testing centre, which is literally 2 minutes from my house! I was able to book a test online, and have it carried out all under 1 hour, it was so convenient! When I woke up this morning I had already received my results by text and email! I’ve also checked the Royal Mail website to see where my nearest priority postbox is, as well as the stickers I need to look out for on the postbox itself. This will help me in the future if I need to carry out a home test kit. Everyone with symptoms, no matter how mild, can get a free test by calling 119 or visiting NHS.uk. #letsgetback #gettested #ad
And while some still argue that influencer marketing shouldn’t be taken seriously as a marketing tool, there’s definitely a reason why so many brands are spending large chunks of their marketing budgets on just that.
A recent survey by Media Kix found that 89% of marketeers say that ROI from influencer marketing is comparable – if not better – than other marketing channels, with 69% planning to spend the most money on Instagram for influencer marketing.
And, according to Influencer Marketing Hub, for every £1 that brands spend on influencers, they get an ROI of £5.78.
Here at No Brainer, we’ve worked with brands on influencer marketing partnerships ourselves that have driven a host of positive results from in-store footfall uplift to increased web traffic, so there are definitely some strong numbers to prove how effective and impactful a well-considered influencer strategy can be.
Tracking and Tracing the results
As a general rule of thumb for paid partnerships, influencers can typically charge between 1-10% of their social media following, depending on the scale of their following. Someone like Shaughna Phillips, with over one million followers, can snap up between £10-£20,000 per post, however the amount paid by the government has not yet been disclosed.
Now, we all know that the most important aspect of any campaign is evaluation. What did it achieve? What were some of the key stats? What can we do better next time? So, has the government got some bang for its buck?