If you've spent any time on social media lately, you've probably noticed that influencer marketing isn't quite what it used to be. We're moving away from those big-budget celebrity endorsements and super-slick content that once dominated our feeds. For most brands, that glossy, untouchable look is out.
Instead, there's a definite shift happening. It's a move away from the highly polished celebrity world and towards something that feels a lot more genuine. Consumers are really looking for authenticity these days. They want to connect with and trust the real people talking about a product, and that's properly shaking up how brands approach their partnerships with influencers.
You're seeing more and more user-generated content (UGC) and what we're calling "low-fi creator" videos, and there's a good reason why: they work. It's not despite their rough edges, but because of them. Here in the UK, brands are certainly taking notice. They're starting to put their budgets into more peer-style content and teaming up with micro-influencers who have really engaged, loyal followings, rather than throwing big money at one-off celeb deals.
Think about your own experience, as consumers, we're shrewder than ever before. We've seen all the tricks in the book and can spot a forced, scripted brand moment a mile away. What really grabs our attention now is when someone shows how a product genuinely fits into their everyday life.
The research backs this up: people overwhelmingly trust content from their peers over traditional branded ads. According to Stackla, user-generated content is seen as almost ten times (9.8 times, to be exact) more authentic than influencer-created content when people are deciding what to buy.
Plus, "The State of User Generated Content" by MASV found that a huge 81% of consumers trust user-generated video more than professionally made brand content or influencer marketing, and 85% actually rely on UGC video before making a purchase. That's a significant vote of confidence!
So, what's really driving this trend towards more authentic content? A few key things come to mind:
Tired of Perfection - Consumers are getting a bit fed up with overly produced, flawless influencer content that doesn't feel real.
Algorithm Love - Social media algorithms are increasingly favouring content that gets comments and saves over just likes, and real, engaging content tends to do just that.
Popular Formats - The popularity of video styles like "Get Ready With Me" (GRWMs), "de-influencing" (where creators talk about products they don't recommend), and genuine, real-time reviews are all playing a part.
Generational Values - Younger generations, especially Gen Z, really value transparency and honesty.
Even retail giants like Unilever are taking this movement seriously. Their new strategy involves putting a massive 50% of their ad budget into social media and partnering with twenty times more influencers. As part of this bold move, they've specifically highlighted the need to appear "more trustworthy to consumers" by using social-first, influencer-driven messages.
This really reflects a broader trend we're seeing. UK brands spent around £930 million on influencer marketing in 2024 and are actually increasing that investment, particularly when it comes to micro-influencers.
To really hit the mark in this new era of "influencer marketing," it's all about authenticity and building a strong community. UK consumers expect influencers (and the brands they work with) to be open and honest about what they're promoting.
Mixing It Up with UGC: Encourage your customers to share their own posts about your products (with things like photo contests, review videos, or hashtag campaigns) and then get smart about repurposing that great content.
Partnering with Niche Creators: Look beyond just the big celebrities. Tailor your campaigns around micro-influencers or industry "taste-makers" whose values genuinely line up with your brand.
Leaning into Video and Live Content: Make the most of short-form video (like TikTok and Reels) and live stream formats, as these are where users are really engaging the most.
Tracking Real Results: Focus on measuring actual conversions and engagement, not just those "vanity likes." As influencer marketing matures, UK brands are increasingly demanding data-driven return on investment.
Looking ahead, influencer marketing isn't going anywhere, it's just going to look different going forward. The focus is definitely shifting towards relatable voices, content driven by real communities, and outcomes that you can truly measure.
For UK e-commerce brands, this means putting more investment into authentic user content and teaming up with micro-creators on social channels, and less into those one-off celebrity deals. The brands that truly thrive will be the ones that really listen to their audience's demand for trust and adjust their campaigns accordingly.