Life Style

In the United Kingdom, this country where everyone (or almost everyone) wants to be an influencer



“Hello everyone, and welcome to my channel! Today I am running a promotion paid by Harumika, a set of fashion kits. So stay tuned to find out how to make your own models! “ In one month, the video of 9-year-old Patience was viewed more than 40,000 times on her YouTube channel, managed by her mother. A start that she considers slow, since some others have been viewed by several hundred thousand people.

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Exaggerated facial expressions, smile from ear to ear… With her 19,500 subscribers on Instagram, the little girl does not shine naturally but has nevertheless become a link between brands and families. Some, like the brand of dolls DesignaFriend, whose official YouTube channel has half as many subscribers as that of Patience, have therefore designated her “ambassador”. And it works: sales are best when the doll outfits are commented on by the girl and come to life in her hands. Patience has thus become a prominent influencer.

Agents for influencers

Eleanor Allingham is an employee of the London agency Clementine Communications. She is a pioneer in the sector and now occupies the much envied position of influencer agent. However, until a few years ago, this sector said nothing to anyone, she says. Graduated in marketing in 2017 from the University of Newcastle, she wrote a dissertation in general skepticism on a subject that was not very promising at the time: “The effect of influencers on different generations of consumers”. “Back then, people didn’t really understand what I was talking about. I was asked if they were bloggers ”, she smiles.

Today everything has changed and the sector has exploded. So many marketing schools offer influencer courses. Students jostle at the gate, dreaming of learning to pull the strings to become, one day, a web star.

For example, the International Institute for Entrepreneurial and Personal Development, based in Manchester, prides itself on involving in front of its students “International influencers and cutting-edge marketing experts (who) share their advice that you won’t find anywhere else ”. Most of the learning focuses on Instagram, the main framework for the action of these influencers.

From “influencer” to “ambassador”

But in this world, everything goes very fast. And the word “influencer” may well soon be relegated to oblivion. “They now want to be called ‘ambassadors’, since they want to create a special relationship with a particular brand and represent it in the long term”, says Clémence de Crécy, director of Clementine Communications.

This does not prevent Patience from making photos and videos for many brands while remaining a key figure in the British children’s games market.

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