We’re all under the influence these days – even Granny Ina, and that’s without a drop of Christmas sherry.
We mean digital influence, of course: the marketing tool that’s taking the world by storm. Whether it’s rushing to buy Kim Kardashian’s new perfume or following a food blogger’s suggestion for somewhere to eat battered haggis in Glasgow’s West End, influencer marketing is touching all our lives.
When people want someone they trust to recommend products and services, marketing professionals tap into the power of writers and vloggers to spread the word.
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It’s happening on a national level – Scotland has a growing army of ‘influencers’ promoting style, beauty and food – but globally it’s a massive industry.
Here are just some of the most well-known vying for your attention.
Here are just some of the most well-known vying for your attention.
PewDiePie
Swedish comedian, vlogger and gamer PewDiePie, aka Felix Kjellberg, is the most followed YouTuber of all time with a subscriber fan base of 60 million. He teamed up with the makers of a horror film set in the French catacombs under Paris, creating a series of videos in which he undertook a series of challenges. Not only did he get millions to watch, the videos acted as a trailer for the film.
KSI
Gamer, rapper and YouTuber Olajide ‘JJ’ Olatunji boasts 19.4 million subscribers, probably many more since he fought US rival Logan Paul in a boxing ring in Manchester earlier this year.
Want to make your name as a PR pro? Slug it out with JJ.
Zoella
Even if you’ve never seen her videos, chances are you’ve spotted her books or merchandise on the high street. Since Zoe Sugg started posting videos in YouTube in 2007, the fashion and beauty blogger has attracted millions of followers across several platforms.
Joe Sugg
If the name is familiar, that’s because Joe is the younger brother of Zoe. Strictly Come Dancing fans will also know him as part of the 2018 line-up, partnering with Dianne Buswell. His YouTube channel ThatcherJoe features challenges, pranks and impressions.
Cara Delevingne
The English model and actress with very distinctive eyebrows chronicles her style to millions of followers. After she attended the recent royal wedding of Princess Eugenie and Jack Brooksbank wearing top hat and tails, high street fashion stores will be desperately hustling out something similar.
Jamie Genevieve
Closer to home we have Jamie Genevieve, the Glasgow beauty guru who’s become one of Scotland’s biggest social media stars – with a million Instagram followers and 42 million views on YouTube. Her profile is going to get even bigger when she stars in the BBC’s new digital channel for Scotland in Meet Jamie Genevieve.
Fancy using your own digital influence? See the latest Marketing & PR vacancies on s1jobs.