Thought leadership article by Holly Eddleston, Head of Influencer Marketing at BIG little LDN.

In the ever-evolving world of social media and digital marketing, influencers have become a formidable force, shaping consumer behaviour and trends. We have seen the emergence of a new breed of influencers who are not just in it for the fame and fortune. These purpose-driven digital influencers are making their mark by advocating for causes, values, and beliefs they deeply care about, and they are gaining a loyal following in the process.

Gone are the days when influencers could amass followers and endorsement deals solely based on their looks, style, or charismatic personalities. Today's savvy digital consumers are looking for authenticity and a connection that goes beyond surface-level content. Purpose-driven influencers stand out by aligning themselves with meaningful causes, making a positive impact, and resonating with an audience that shares their values.

The era of influencers who are solely motivated by a desire for quick wealth and fame is gradually coming to an end. These influencers, often characterised by their shallow content and relentless pursuit of sponsorships, are finding it increasingly difficult to maintain relevance in an ever-evolving digital landscape.

Here's why:

Authenticity Trumps Superficiality

• 60% of consumers are more likely to trust an influencer who speaks honestly about their beliefs and values. (GRIN)
• 83% of consumers say that authenticity is the most important quality for an influencer to have. (Social Media Today)
  

The Power of Engaged Audiences

• Purpose-driven influencers have an average engagement rate of 7.2% (based on in house stats from previous campaigns), significantly higher than the 1% average engagement rate for quick-buck influencers.
• 83% of followers of purpose-driven influencers actively participate in discussions and support their chosen causes. (Influencer Marketing Hub)
  

Longevity and Resilience

• Consumers are more likely to follow an influencer who consistently supports a cause or charity over time.
• Purpose-driven influencers have an average career span of 5-10 years, while quick-buck influencers often experience a decline in relevance within just a few years.
  

Case Studies of Purpose-Driven Influencers in the UK‍

Zoe Sugg (Zoella): Zoe Sugg is a well-known British beauty and lifestyle influencer who has used her platform to advocate for mental health awareness. Her videos discussing mental health have garnered over 40 million views.‍

Jack Harries: Jack Harries is an environmental activist and filmmaker. He co-founded the organisation "Jack'sGap," which boasts a dedicated following of over 1.5 million subscribers on YouTube.

Jay Shetty: Originally from the UK, Jay Shetty has built a massive following by sharing inspirational and motivational content. His podcast, "On Purpose," has been downloaded over 40 million times, and his YouTube channel has over 6 million subscribers.

The rise of purpose-driven digital influencers in the UK is not just a trend; it's a data-backed revolution that reflects changing consumer preferences and values. As audiences seek genuine connections and content that aligns with their beliefs, influencers who are in it solely for profit are finding themselves increasingly irrelevant. The future of influencer marketing belongs to those who use their platforms to make a positive impact, drive change, and authentically connect with their followers. Purpose-driven influencers are not just shaping trends; they are shaping a better, more socially conscious world, one post at a time.