Top 5 Influencer Marketing Agencies in the UK [Latest Edition]

Are you looking to leverage influencer marketing in the UK but unsure which agency to choose? In this article, we introduce five recommended agencies. Additionally, we cover key success factors and effective strategies aligned with the latest trends, so you can enhance your marketing efforts in the UK market.

The High Demand for Influencer Marketing in the UK

Interest in influencer marketing is growing rapidly in the UK, and the market size is expected to continue expanding. By 2025, ad spending in the influencer marketing sector is forecasted to reach $1.31 billion, with the market projected to grow at an annual compound growth rate (CAGR) of 7.20% through 2029, reaching $1.73 billion.

One particularly noteworthy statistic is that 78% of UK consumers trust influencer recommendations more than traditional ads. This growing emphasis on “authenticity” means brands need to carefully select influencers who align with their values. Collaborating with micro and nano influencers, who have highly engaged followers, is becoming a popular strategy. These influencers can generate up to 60% higher engagement rates compared to macro influencers. The importance of influencer marketing targeting younger audiences, especially Gen Z (84% of whom follow influencers), will continue to rise.

Influencer Marketing Market Size and the Current Situation in the UK

Influencer marketing has been growing rapidly in recent years. According to Statista, a German company specializing in market and consumer data, the global influencer marketing market has more than doubled since 2019, and it is expected to grow to $22.3 billion (approximately £16.7 billion, with $1 = £0.75) by 2024.

In 2020, when asked about the most successful marketing channels, 3% of industry experts in the UK cited influencer partnerships as the most effective tool. While this percentage may seem small at first glance, it surpasses traditional offline marketing channels such as television.

Moreover, examining influencer marketing spending by industry in the UK, the retail sector saw approximately an 80% increase in its budget. This indicates that companies are positioning influencer marketing as a key strategy and are actively investing in it.

UK consumers are also major users of mobile apps and are well-versed in social media, making influencer marketing an effective tactic in the UK market. From this data, it is clear that influencer marketing is becoming increasingly important globally and in the UK. Companies can leverage this trend by incorporating influencer partnerships into their marketing strategies to enhance brand recognition and drive sales.

Sources:

• Statista – Influencer Advertising Outlook in the UK

• Statista – Influencer Marketing in the UK

Key Points for Successful Influencer Marketing in the UK: Instagram

To succeed in influencer marketing within the UK market, leveraging Instagram is crucial. According to a Statista survey, in 2020, 27% of Generation Z (ages 15-25) in the UK considered Instagram an “indispensable” platform. Additionally, 81% of brands use Instagram for campaigns, positioning it as a primary platform.

Moreover, there is data indicating that for every £1 invested in influencer marketing, brands receive an average return of £6. This shows that with the right strategy, influencer marketing on Instagram offers significant ROI. Instagram users often follow official accounts of their favorite brands and services, making them more receptive to product or service recommendations. This results in a higher likelihood of success for both B2B and B2C campaigns.

Therefore, to achieve success in influencer marketing in the UK, effectively utilizing Instagram is essential.

Forecasting Influencer Marketing Trends in the UK

The influencer marketing landscape in the UK has rapidly evolved in recent years. Particularly, sustainability and social responsibility are becoming increasingly important, with 60% of consumers preferring brands that partner with influencers engaged in ethical practices.

Additionally, the demand for video content is on the rise, with 85% of marketers believing that video will dominate the industry in the coming years. By incorporating these trends, brands can enhance engagement and loyalty with their audience.

Furthermore, advancements in AI technology are streamlining the creative process and performance measurement, offering new ways to maximize the effectiveness of influencer marketing campaigns. These innovations allow for more efficient and impactful campaign execution.

The trend of vertical short-form videos has also led to influencers interacting with their audience through a diverse range of content formats. This provides brands with more opportunities to build connections with consumers through a multifaceted approach.

Considering these trends, the influencer marketing market in the UK is expected to continue evolving. Brands must remain flexible and responsive to these changes to develop effective strategies.

Unique Points for Choosing an Influencer Marketing Agency in the UK Market

To succeed with influencer marketing in the UK, it’s essential to choose an agency that understands the country’s unique culture and regulations. Here are key points to consider when selecting an agency in the UK:

1. Choose an Agency with Regional Expertise

Since culture and consumer preferences vary by region, selecting an agency with strengths in specific areas like London, Manchester, or Birmingham can help create campaigns that resonate better with the target audience.

2. Understands British Humor and Expressions

British consumers appreciate witty humor and sarcasm. It’s crucial to choose an agency that can create culturally appropriate content and ensure that influencer messaging aligns with the UK’s unique tone.

3. Ability to Cater to a Multicultural Society

With its diverse population, the UK market requires inclusive marketing strategies. Ensure the agency can create content that respects and appeals to different ethnic and cultural groups.

4. Compliance with ASA (Advertising Standards Authority) Guidelines

The UK has strict regulations for influencer marketing, requiring clear disclosure of advertising content. Verify that the agency follows ASA guidelines and ensures influencers adhere to these rules.

5. Strong Connections with Local Media and Trend Awareness

Choosing an agency familiar with the UK’s media landscape and social media trends allows for more impactful campaigns. Prioritize agencies experienced with popular platforms like Instagram, TikTok, and YouTube.

Top 5 Recommended Influencer Marketing Agencies in the UK

The influencer marketing industry in the UK is a crucial market for businesses seeking strong partners to support their brand growth. Particularly with the evolution of social media platforms like TikTok and Instagram, collaborations with influential influencers have gained significant attention. In this article, we present the top 5 influencer marketing agencies based in the UK that are known for their data-driven campaigns and deep understanding of target audiences, delivering effective promotions.

The Social Shepherd

The Social Shepherd is an award-winning agency that provides data and insight-driven strategies in the fields of social media, influencers, paid media, and creative. They offer a variety of services, including social community growth for brands, performance-based paid media, social-first creative production, and influencer campaign management. Their approach includes selecting influencers who align with each brand’s tone of voice (TOV) and goals, creating diverse content, and tracking both online and offline effects to maximize ROI. Trusted by brands like UNIQLO, Easyjet Holidays, and Premier Inn, The Social Shepherd was recognized as “Best Large Social Agency” in 2023 and 2024.

Buttermilk

Buttermilk, based in London with offices in Miami and Dubai, is an influencer marketing agency that collaborates with global brands such as Dior, Boots, and Deliveroo, focusing heavily on Instagram while also expanding to other platforms. Recently, they won the “Best Multi-Channel Campaign” at the Influencer Marketing Awards. Known as a community-driven creator agency, Buttermilk leverages modern culture and creator communities to support brand strengthening and business growth. They work with brands like Primark, Mugler, Prada Beauty, Estée Lauder, and Marc Jacobs, and their strategies have proven successful in building strong brand-consumer relationships.

NewGen (formerly Kairos Media)

NewGen, a leading influencer and creative agency based in London, Manchester, and New York, was established in 2015 and is renowned for its high-impact campaigns targeting Gen Z and video game audiences. After receiving a multi-million-pound investment from BGF in 2024, NewGen rebranded from Kairos Group to NewGen. Through strategic acquisitions, NewGen continues to bridge the gap between brands and creators with a focus on social-first campaigns. They have worked with major clients like PepsiCo, Porsche, and Samsung, leveraging their network of over 50,000 creators to drive engagement, growth, and value through creative solutions.

Purple Goat

Purple Goat is a unique influencer marketing agency based in London, focusing on the disability community. They collaborate with global brands like Virgin Media, Tesco, and Meta to create inclusive and innovative marketing campaigns that not only achieve strong business outcomes but also promote diversity and inclusion. Purple Goat received widespread recognition, winning “Diversity and Inclusion Company of the Year” at The Drum Awards 2022 and “Best Boutique Influencer Marketing Agency” at the 2023 Global Influencer Marketing Awards. Their influencer campaigns, such as the one with Currys, also won “Best Social Influencer Campaign” at the UK Social Media Awards. The agency is passionate about harnessing the power of the disability community and breaking down misconceptions about disability.

House of Marketer

Founded in 2020 by a former TikTok employee, House of Marketer is an influencer marketing agency based in London that specializes in TikTok marketing. They excel in data-driven, high-impact campaigns targeting Gen Z and Millennials. The agency has worked with famous brands like KFC, Hilton, and Groupon, boasting a network of over 250,000 influencers. House of Marketer’s strength lies in their deep understanding of TikTok’s algorithm and cultural nuances, which allows them to deliver content that resonates with audiences and achieves viral success. For instance, their campaign for Rimmel London’s “Thrill Seeker Mascara” resulted in a 300% sales increase, generating over 18 million impressions and redefining the brand’s appeal to Gen Z.

Conclusion

The influencer marketing landscape in the UK is seeing rapid growth in 2024. Sustainability and social responsibility are becoming increasingly important, with 60% of consumers preferring brands that work with influencers who engage in ethical activities. Additionally, video content is in high demand, and 85% of marketers believe video will dominate the industry in the coming years. By embracing these trends, brands can enhance engagement and loyalty with their audience, making influencer marketing a key strategy for success. Moreover, advancements in AI technology are streamlining creative production and effectiveness measurement, making influencer marketing strategies more diverse and effective than ever. In light of these trends, revising your 2024 influencer marketing strategy to focus on sustainability, video content, and AI is crucial for driving brand success.Be sure to refer to the agencies introduced in this article to maximize the effectiveness of influencer marketing.