British brands wishing to work with a local influencer agency have a range of possible options. There are a surprisingly large number of influencer agencies in the UK.
Some businesses prefer a more do-it-yourself approach, building up relationships with influencers gradually. Yet this can be a hit or miss scenario. If you try and find influencers yourself, there is no guarantee that the influencers you woo will have any interest in working with you. When you work with an influencer agency you know that your efforts will not be wasted.
There is another advantage for British firms working with locally-based influencer agencies in the UK. They know that these influencers will understand the market. They talk in pounds and pence and remember to put the “u” in colour. If you work with an international agency there is always the risk that their influencers aren’t influential in your target UK market.
Here are eight influencer agencies in the UK who could create the perfect influencer marketing campaign for your brand.
6Degrees: Influencer Marketing Agency based in Copenhagen
6 Degrees is a leading Scandinavian Influencer Marketing Agency based in Copenhagen and responsible for creating ROI focused campaigns for brands of all sizes.
Leading Influencer Marketing Agencies in the UK
PMYB aims to target and find the most suitable influencer to spread your brand’s message. They collaborate with 9,500 global influencers to help deliver an uplift in sales for their clients.
PMYB considers its key point of difference to be the Chromo-Influencers they work with. They believe these to be the top 3% of influencers who achieve four times greater sales than the remaining 97% of influencers. PMYB have developed what they call Chromo-Factors. These are 46 key points by which PMYB rates influencers. They believe that the best and most effective influencers are those who receive high Chromo-Factor scores.
PMYB splits its services into three categories:
- Setting up campaigns that utilise the services of the Chromo-Influencers
- Social Amplification
- Influencer / Celeb Services
Although PMYB is very much a UK influencer marketing agency, they are happy to work with clients worldwide. They include heavyweights such as Apple and KFC amongst their clients.
They include a case study on their website describing a campaign they created for Nottingham-based DRÂRE Clothing. This involved working with six London-based Chromo-Influencers. The aim was to raise the overall DRÂRE Clothing brand awareness among young people aged 16-25 in London. The Chromo-Influencers delivered DRÂRE a return of investment of 920%.
While PMYB’s “secret ingredient” is the success of their Chromo-Influencers, they do work with a wider network. This ensures that they can meet the needs of every potential client, no matter their budget, location or niche. They have a network of 9,500 influencers in 46 countries across more than thirty industries. They split their entire influencer network into:
- Professional influencers
- PMYB Chromo-Influencers
- Micro Influencers
- Digital Bloggers
- Social Media Content Creators
This means that they can help their clients in many ways. They could create a tightly-focused Chromo-Influencer campaign. They could instead offer social amplification through targeted social media accounts. For example, they could amplify using a Twitter account like @ThatsSarcasm.
2. Social Wage
Social Wage is a UK influencer agency that works with social influencers to provide them with promotional tasks for brands.
The company grew out of co-founder, Chris Wilson’s, work with football influencers on his football-related Twitter accounts. He discovered his accounts could benefit if he purchased sponsored posts from other football social media influencers with strong followings. Because of the success of Chris’s own football tweets, other social media accounts, in turn, purchased posts from him.
Chris realised that there was real potential for influencers to be rewarded for their work – not just in football, but in all niches. As a result, Chris developed Social Work with Rohan Midha, as a way to match genuine influencers up with brands looking for influencer promotion.
Social Wage provides promotional tasks from brands personalised for each social media influencer.
There is a three-step process for influencers working on behalf of Social Wage's clients:
- Agree to a price with a brand to make a promotional post
- Accept a post that both the influencer and the brand are happy with
- Make the post to the influencer’s followers, sit back, and receive payment
Social Wage works with a wide range of brands, stretching across many industries. Obviously, they try to match brands with influencers in the same niche.
According to Social Wage’s terms, people wishing to apply to be part of their influencer roster need to meet the following criteria:
- Have over 3,000 followers
- Use no inappropriate or illegal content
- Considered to have mostly legitimate followers
- Write in a language required by Social Wage’s clients
- Contain regular posts and engagement
- Provides original content
Social Wage works with influencers across Instagram, Facebook, Twitter, Snapchat, Blogs, Vine, YouTube, Pinterest, Tumblr, Vine, and Google +.
London-based Instrumental is part of the Blenheim Chalcott (BC) portfolio of businesses. They find talent that drives sales. They use their tech to save brands and marketers time and money in influencer marketing.
It grew out of a desire to find the next big music act. Many artists now post demos online rather than going to a record label. Instrumental was looking for some way of finding promising demos on social media before they simply sunk from view.
Instrumental built social API tracking capabilities, talent filters and machine learning to identify growth potential. This was the world's first tech-driven A&R tool. Today, it is used by Warner Music to scout talent.
In 2016, Instrumental widened the capabilities of its digital scouting platform, to find non-musical talent online. It now uses it to identify emerging influencers in virtually every imaginable field.
The technology finds high potential artists and influencers across the key video platforms - YouTube, Facebook, Instagram and Twitter. It then tracks these influencers and evaluates there influence on a daily basis.
Having determined the people they consider most influential, Instrumental works with clients to build relevant campaigns. Their services include talent liaison, fee negotiations and content tracking.
They work with social talent, artists, labels and brands to maximise their social media presence. They create strategies across YouTube, Facebook, Instagram, Twitter, Musical.ly and Snapchat.
The main types of brands that Instrumental work with are:
- Consumer brands
- Digital and communications agencies
- Game and app publishers
- Music labels, promoters, and publishers
- Book publishers
- YouTube networks
4. Socially Powerful
Socially Powerful works to connect brands with leading social influencers in a range of verticals. These include sports, lifestyle, gaming, entertainment, fashion, beauty, food and tech.
Although they are London based, Socially Powerful is happy to take clients worldwide. They work with more than 5,000 global and influencers across a wide range of social media platforms - YouTube, Facebook, Instagram, Snapchat, Vine and Twitter.
They believe in telling brand stories through influencer marketing. They provide a single access point for brands to communicate with influencers who can spread brand messages.
Socially Powerful makes recommendations to brands about who they believe will be the most suitable influencers for a particular campaign. They target these to particular campaign objectives.
Of course, they are far more than just a platform where businesses can find influencers. They are also a creative agency and provide credible, engaging, original content tailor-made for influencers to use with their audiences.
Socially Powerful provides a full array of analytics to help businesses gauge the success of their influencer campaigns.
Of course, they also work with influencers to help them grow their profile. They provide talent management and even provide workshops for influencers so they can learn from the masters.
Staffordshire-based Tamba calls itself an all-in-one web design, influencer marketing and social media agency.
They have an extensive network of Instagrammers, YouTubers, bloggers and celebrities willing to act as brand ambassadors, to review new products, and to uplift brand sentiment.
Tamba lists its influencer marketing services as:
- Influencer marketing campaign strategy
- Proposition creation and media pack development
- Celebrity endorsements
- Blogger outreach
- Talent management
- Contract negotiations
- Competitions and prize fulfilment
- Creation of apps and engagement campaigns
- Utilising niche channels such as Periscope, Snapchat, Vine, and Blippar
- Media planning and buying
Although Tamba is British based it operates an international influencer network, and are happy to run campaigns across the globe.
They are even prepared to go offline in some of their promotions and list flash mobs among their experiential/viral services. They also offer more traditional services such as event management and promotions.
6. Urban Nerds Collective
Urban Nerds Collective has a somewhat unusual background for an influencer marketing agency. It grew out of London’s Urban Nerds crew who promoted quality underground parties. They were a team of youth promoting youth activities.
In 2013 this expanded into youth marketing. This gave them the opportunity to further find youth stars and promote their cultural influence.
They provide a range of services including:
- Insight led strategy
- Influencer engagement
- Content creation
- Social amplification
- Brand experience
In keeping with their origins, Urban Nerds Collective has a firm focus on promoting talented youth and amplifying youth culture. They navigate the full spectrum of cultural influence; working where trends are created and culture truly shaped.
They can claim to have collaborated with a wide range of brands including G-Shock, Heineken, BBC, Converse, Puma, Red Bull, Dr Martens and Lynx.
One of their campaigns involved the global launch of #DMsLITE, a Dr Martens product innovation. Urban Nerds devised and delivered the influencer engagement and content marketing strategy for the UK. They worked with influencers in a campaign that included product seeding, user-generated content, branded content and live music activations. The campaign resulted in a reach of 7 million and 200,000 views.
7. Goat Agency
London-based Goat Agency is happy to provide campaigns worldwide. They currently operate campaigns covering, North and South America, Australia, Southern Asia, North Africa, various European countries, as well as their UK home base. Their clients include well-known brands such as Malibu, Formula E, KFC, British Airways, Asics and Adidas. They are a young team, whose founders are still aged only 30, 28 and 22.
They consider themselves a completely neutral influencer agency. They base their selections of influencers for client campaigns on data gathered from their CRM system. To date, they have worked on over 1,200 campaigns and used 30,000 influencers. They do not represent any influencers directly, therefore they select influencers for each campaign based on the brands needs and campaign goals rather than obligation to channels.
Goat emphasises the importance of the data they collect. They tell you for each potential influencer:
- their followers
- average views
- engagement rates
- the number of clicks
- conversion rate
- the average value of sales made as a result of their posts.
When a brand asks Goat to set up an influencer campaign for them, Goat begins by pinpointing the client's online community. They then use unique data to analyse the best performing influencers in that community, most likely to hit the client’s KPIs.
Using key data they narrow down potential influencers to the most relevant. These will have the best experience of meeting client needs. They then rank these influencers and speak with each one in order of preference.
When an influencer agrees to take part, Goat sets up the campaign. Goat manages the entire influencer marketing process for the campaign.
Disrupt describes themselves as an agile youth marketing agency in London who reaches over 100 million millennials each month. They combine content creation, influencer marketing and media planning.
Their influencer marketing work includes finding influencers, talent alignment, media partnerships and licensing. They also put a large emphasis on creating social content – production, short-form, long-form, GIFs, and graphics.
The agency’s founders, Matt Thorne and Phil Kemish, met while working on GRM Daily – the UK's largest urban entertainment platform. They both had a passion for youth culture. The team has had a key role in pioneering early branded content for the UK urban scene.
They call their young talent their Disruptors – a team of content creators, bloggers, artists and social influencers.
One of their recent campaigns was for Alize. They built up a #AlizeArmy influencer network of more than 100 artists, creatives, influencers and publishers. They initiated 15 event partnerships which drove brand awareness, aligning the brand with other culturally relevant brands. They also arranged product placement in music videos. These featured artists like Big Narstie, Angel, Skepta and Cadet.
There are many talented influencer agencies in the UK. Perhaps in keeping with the young nature of the industry, quite a few of the agencies stress their youth. Indeed, several of them refer to themselves as youth marketing agencies.
There are many influential Brits operating blogs, vlogs, and high-powered social media accounts across the full spectrum of social media channels. It should be no surprise that influencer agencies have sprung up to help these people earn extra income and find products that their target audiences will love.
Brands operating in the UK have no shortage of choice when it comes to finding an influencer agency to meet their needs, make the process of working with influencers easy and make a perfect match for the brands and their clientele.