One in five influencers in the UK consider brand collaboration as their primary source of income

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2020, 3:49 PM UTC

Vuelio along with Canterbury Christ Church University surveyed UK influencers to understand their views about the commercialisation of their work.

The survey revealed that one in five influencers said brand collaborations are their main source of income. The percentage of full-time influencers has more than doubled in the last four years. 68% of influencers also agreed or strongly agreed that they should be compensated for coverage.

Influencers also mentioned that their audiences’ affinity towards a brand was the main reason for them to accept sponsorships. 54% of Influencers said the interest of the followers in the brand was the main factor behind the collaboration.

25% of the influencers responded they spend between 5-10 hours in a week on their social media channels. The article states that influencers first create a blog and then disseminate that content across various social platforms.

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