UGC Creators: The Secret to Seeing Your Brand Grow

Here’s the thing, brand marketing isn’t exactly a walk in the park right now.

Algorithms are changing faster than the British weather, attention spans are shorter than a TikTok video, and consumers can spot a generic ad from a mile away.

So, how do you actually connect with your audience? That’s where UGC comes in.

This piece dives into what user-generated content is all about, who’s behind it, and why your brand might just want to get on board.

 

What Is a UGC Creator?

Alright, let’s start with the basics:

UGC stands for User-Generated Content, which, in a brand context, means content that looks and feels like it came from a real customer.

The key difference? UGC creators aren’t necessarily promoting your product on their social profiles. Instead, they’re creating branded content for you to use across your marketing channels.

Think of them as the love child of a talented videographer and a trusted customer.

They produce raw-but-relatable videos, aesthetic product shots, testimonials that don’t sound scripted, and day-in-the-life clips that feel way more “mate recommending something in the group chat” than “corporate campaign.”

 

Wait,  So They’re Not Influencers?

Nope. And that’s what sets them apart.

Influencers are hired to speak to their audience. UGC content creators are hired to create content that you can use to speak to yours.

They don’t rely on follower counts or engagement rates. They rely on storytelling skills, creative chops, and a knack for making things feel natural.

They’re not the stars. Your brand is.

 

Why Should Brands Care About UGC Creators?

You’ve got your internal team, some slick campaigns brewing, and maybe even a few influencer partnerships in the pipeline, so why not throw UGC creators into the mix?
“UGC creators give brands a reusable bank of content for their socials and marketing. They’re easier to brief, since they don’t need to post on their channels,” says Immy Conoley, Senior Customer Success Executive at The Influence Room.

Here’s the scoop:

1. Authenticity Wins (Every. Single. Time.)

The truth is that we all crave authenticity.

Your audience is more likely to trust a relatable person sharing a genuine opinion than a polished ad with fancy lighting and a massive production budget.

UGC creators bring that raw, unfiltered vibe. It feels human. It feels trustworthy. And most importantly, it feels believable.


2. It Performs

This isn’t just a passing trend.

UGC consistently outshines traditional branded content when it comes to engagement, click-through rates, and conversions.

Why? It doesn’t come off as an ad. That scroll-stopping authenticity drives real results. That’s the magic.

As Immy mentioned, “UGC creators that have clear backgrounds, have nailed the product focus with nice lighting, and provide different shots with different angles. Content is more about the product than it is the influencer.”


3. Budget-Friendly, Big Impact

Influencer campaigns and studio shoots can quickly eat up your marketing budget.

But what about UGC creators? They deliver high-impact content at a fraction of the cost. Typically, UGC is associated with micro-influencers.

Many even work on a per-deliverable or package basis, making it easier for brands (especially startups or challengers) to scale without breaking the bank.

 

How Brands Can Leverage UGC Creators

Here’s how brands can make the most of UGC creators. UGC content creators aren’t just for TikTok. They’re a whole goldmine of assets for your entire marketing ecosystem.

Types of Content They Can Create:

Where You Can Use It:


Where to Find UGC Creators (Without Overcomplicating It)

Finding creators doesn’t have to be a grind. Here’s where to look, and how to know who’s worth your time.

  1. Creator Platforms (like The Influence Room)
    Want creators that understand your niche and brand vibe? These platforms are built to connect you with the right fit for any campaign.
  2. Freelancer Marketplaces
    Sites like Fiverr and Upwork are full of UGC creators ready to go. Browse their work, test a few out, and see who clicks.
  3. Creator Communities
    TikTok comments, X threads, and Facebook groups are full of creators showing off their stuff. It’s a great way to spot up-and-comers.
  4. Agencies That Do It All
    If you’d rather hand it over, UGC-focused agencies take care of the whole thing — from finding talent to final edits.
  5. Start Small, Then Scale
    Kick off with a short brief. Give creators room to be creative. If it lands, great — now you know who to invest in.


UGC in Action: Real Brand Wins

Let’s bring it to life with some homegrown heroes who nailed UGC with The Influence Room.

Barry M: Show Us Your Party Look!

_caitlingibbons_ ugc creator
Barry M turned up the volume on their seasonal glam with a UGC campaign that practically screamed sparkle.

Teaming up with just eleven UGC creators, they invited people to show off their boldest party looks using Barry M products.

Glitter, gloss, and glam galore.

The result? 74,000 impressions, 65,000 reach, and a wave of vibrant content that felt fun, authentic, and shareable. When your community is buzzing, your brand truly shines.


Holland & Barrett: A Cosy Autumn Night In

wrytmieslow__ ugc creato

Holland & Barrett Went Full Cosy for Autumn.

Instead of pushing products, they teamed up with UGC creators to capture that warm, wind-down feeling — think herbal teas, candles, and all things self-care.

The content beautifully captured those snug moments we all long for. The results were impressive: 1.7 million impressions, 895,000 views, and a reach of 1.4 million.

This demonstrates that authentic, lifestyle-driven content resonates much more than a polished product shot ever could.

 

La Redoute: Valentine’s Day Ready

our_journey_at_81_ ugc creator

Let’s dive into what La Redoute has to say about Valentine’s Day. Instead of the usual staged bouquets and tired clichés, they’ve opted for a refreshingly authentic approach that really stands out.

By teaming up with UGC content creators, they provided outfit inspiration, dreamy home decor ideas, and relaxed gift suggestions.

The campaign was effortlessly chic and relatable. The results? 1.1 million impressions, 928,000 reach, and 684,000 views.

It seems audiences are drawn to content that feels both aspirational and attainable.

The UGC market is constantly evolving, with the roles of its creators expanding. Immy noted:

“In my current experience, brands are becoming less focused on reach and more focused on user-generated assets, as they come at a much lower cost than hiring a photographer.

There’s a growing need for brands to secure rights across content posted with campaigns, as they want to reuse everything as much as possible.”


Getting Started With UGC Creators

Ready to start working with UGC Creators? Here are the steps to get started:

Step 1: Set Goals

Decide if you are looking for engagement in a community, conversions, or increasing brand awareness. Have an idea of what success looks like through the eyes of your brand and what you want to achieve.

Step 2: Write a Comprehensive Brief

It is important to keep things simple but be specific enough. Include a clear tone of voice to communicate how the brand talks, their key message, and what to or not to include, as well as usage rights.

Step 3: Get the Usage Rights

Make sure you talk to the UGC creator about where their content is being used and how you intend to use it.

Step 4: Get a Roster of Creators

If the UGC creators delivered content you liked, keep them in rotation. Creating a long-term bond will help create content that is much more aligned to your brands and their goals.

Step 5: Measure Performance

Stop guessing!! Test, track the ad metrics, and your engagement data. And then see if those are working and producing the best results.

 

FAQs

What does the UGC stand for?
UGC stands for user-generated content. This is any kind of content - like text, images, videos, or reviews - that’s created and shared by regular users, not the brand itself.

What is a UGC creator?
A UGC creator is someone who makes content like videos, pictures, or social posts that look and feel like real, everyday content. It’s made to feel authentic and relatable, and brands usually use it in their own marketing.

What is an example of UGC content?
User-generated content can take many forms, including:

These types of content are created by real users and help build trust and authenticity for brands.

How do I get UGC content?
To get UGC, you can:

Just make it easy and fun for people to share their own content about your brand!

What is UGC for TikTok?
On TikTok, UGC (user-generated content) is content like videos, pics, reviews, or testimonials made by everyday people, not brands, sharing their real experiences with a product or brand.


Final Thoughts

User-generated content creators aren’t just a flickering trend; they represent the future of authentic, engaging brand storytelling.

They enable your brand to stand out amidst the chaos, forge genuine connections with audiences, and appear in feeds in a way that doesn’t come off as just another advertisement. And in today’s content-heavy world, that’s priceless.

So, if you’re ready to create content that people actually want to watch, it might just be time to give UGC creators a seat at the table.

Ready to tap into UGC?

Elevate your brand and book a demo with The Influence Room today and discover how real creators can transform your content strategy.

The Important Social Media Metrics You Need to Track in 2025

Why Social Media Metrics Are Your Best Friend in 2025

Social media metrics have come a long way. As we step into 2025, tracking the right data is no longer just a good idea – it’s essential for any influencer looking to grow, connect, and thrive in the ever-evolving digital space. Let’s dive into why these metrics matter more than ever and how you can use them to stay ahead of the game with The Influence Room.

 

Why Metrics Matter Now More Than Ever

In 2025, social media has become a data-driven powerhouse. Algorithms now govern what content gets seen, and they prioritise posts based on engagement and relevance. If you want to stay visible, understanding your audience and what resonates with them is critical. Knowing your numbers isn’t just about vanity metrics; it’s about making smarter decisions to create content that truly connects.

Moreover, audiences today expect tailored experiences. They crave authenticity and content that feels personal. Metrics provide the insights you need to deliver on those expectations and maintain a loyal following. In short, understanding your metrics is like having a GPS for navigating the unpredictable world of social media.

 

The Key Metrics You Need to Track

Not all metrics are created equal, and in 2025, some stand out as essential for influencers. Here are the most important ones to keep an eye on:

Sentiment Analysis and Brand Mentions: Social listening tools give you a sense of how your audience feels about your brand. Positive sentiment fosters trust, while negative feedback offers opportunities for growth and improvement.

 

What’s New in 2025? Emerging Metrics to Watch

As social media continues to evolve, so do the metrics that matter. Here are some emerging metrics to pay attention to:

  1. Video Completion Rates: As platforms prioritise video content, completion rates have become a crucial indicator of whether your audience finds your content engaging enough to watch until the end.
  2. AI-Generated Insights: Advanced analytics tools now analyse user intent and predict trends, giving you a crystal ball for planning your content strategy. These insights can help you stay ahead of the curve and deliver what your audience wants before they even know they want it.
  3. Community Engagement Metrics: These go beyond likes and shares to measure how active and loyal your community really is. A vibrant, engaged audience doesn’t just boost your visibility; it solidifies your influence for the long haul.

 

Tools and Best Practices for Tracking Metrics

To stay on top of your metrics game, you need the right tools and habits. Platforms like Google Analytics, Sprout Social, and Hootsuite are indispensable for tracking and analysing data. But tools alone aren’t enough. Here are some best practices to keep in mind:

Consistency Is Key: Regularly reporting and analysing your data allows you to spot trends, adapt to changes, and refine your strategy over time. Remember, the digital landscape is always shifting, so staying proactive is essential.


Wrapping It Up

In 2025, focusing on meaningful metrics is the secret sauce for success. By tracking the right numbers, you’ll not only grow your influence but also build deeper, more lasting connections with your audience and look into how to grow your personal brand through collaboration.

Now it’s your turn! What’s your go-to tool or strategy for tracking metrics? Share your insights with the community. Let’s keep levelling up together!

 

The Top 10 Social Media Trends that Shaped 2024

In the ever-evolving world of social media, 2024 was a year that pushed creativity, authenticity, and connection to new heights. Instagram and TikTok once again dominated the digital landscape, setting the pace for trends and innovations that kept creators and brands on their toes. As we look back on the highlights of 2024, let’s also cast an eye toward 2025, where fresh opportunities await with us at The Influence Room.


Content Trends That Shaped 2024

  1. Short-Form Video Reigned Supreme
    TikTok continued to lead the pack, with Instagram Reels hot on its heels. From viral dance trends to quick-witted skits and educational snippets, short-form video cemented its place as the go-to format for engagement and shareability. For brands and creators, mastering this format was essential to staying relevant.
  2. AI-Generated Content Took Center Stage
    AI tools became the creative co-pilots for influencers and brands, enabling faster content creation with features like automated captions, intelligent filters, and even AI-generated scripts. However, the rise of AI sparked debates about authenticity versus efficiency, forcing creators to find the sweet spot between innovation and maintaining a human touch.
  3. Niche and Micro-Communities Rose in Influence
    Gone are the days of chasing mass appeal. In 2024, the spotlight shifted to smaller, interest-driven communities. Whether it was a book club niche or a foodie micro-community, these tight-knit groups offered higher engagement and a more personal connection between creators and their audiences.

 

Engagement Trends That Stole the Spotlight

  1. Interactive Storytelling Took Over
    Polls, Q&A stickers, and even choose-your-own-adventure-style posts made audiences active participants in the storytelling process. On TikTok, live-streamed collaborations opened doors to real-time audience interaction, creating memorable and engaging experiences. 
  2. Raw and Unfiltered Content
    The “de-influencing” movement gained traction as creators leaned into authenticity. Instagram’s “Candid Stories” encouraged spur-of-the-moment posts that rivaled the polished, curated feeds of the past. This shift toward raw content resonated deeply, proving that audiences crave realness over perfection. 
  3. Cause-Driven Content
    2024 saw social responsibility go mainstream. Influencers and brands embraced campaigns around sustainability, mental health, and inclusivity, showing that content with purpose could drive both engagement and meaningful change.

Tech and Features That Defined 2024

  1. AR Filters Enhanced Immersive Experiences
    Augmented Reality (AR) saw a surge in popularity, with Instagram and TikTok rolling out innovative filters that blended creativity with immersion. Brands launched standout campaigns using AR to create memorable experiences, giving audiences something to talk about—and share.
  2.  Shopping Features Became Seamless
    The rise of TikTok Shop and Instagram Marketplace made social platforms a one-stop shop for consumers. Live shopping events, in particular, provided an interactive way to engage audiences while driving sales. Creators who embraced these tools found themselves at the forefront of social commerce.

Monetisation and Business Trends: The New Frontier

  1. The Creator Economy Expanded
    Subscription-based content on Instagram and monetised trends on TikTok opened up fresh revenue streams for creators. Meanwhile, collaborations between brands and micro-influencers boomed, proving that even smaller creators could have a significant impact.

  2. Transparency in Algorithms Built Trust
    In 2024, platforms began peeling back the curtain on their algorithms, empowering creators with a better understanding of how to optimize their content. This transparency fostered trust and helped influencers and brands alike refine their strategies.


Looking Ahead: Trends to Watch in 2025

As we head into 2025, expect AI tools to become even smarter, VR and AR experiences to deepen, and personalisation to reach new levels. The overarching themes of creativity, authenticity, and community will continue to guide the social media landscape, offering endless opportunities for those ready to adapt, and what better place to be than The Influence Room.

What trends from 2024 stood out to you the most? And what are your predictions for 2025?

 

 

Mastering Social SEO: The Key to Amplifying Your Influence on Social Media

With more people increasingly turning to alternative platforms to find information, it’s no surprise that TikTok has emerged as one of the go-to platforms for finding specific and authentic recommendations over traditional Google Search. In fact, around 31% of consumers are now using social media to find answers to their questions. Whether it's to discover the best restaurants, seek out date night outfit inspiration, or gather holiday destination tips, platforms like Instagram and TikTok have become the new go-to search spots for people seeking instant, visually engaging, and personalised recommendations.

As this shift in consumer behaviour continues to reshape the way information is sought and consumed, the significance of social SEO cannot be overstated. In this blog, we’ll delve into the world of social SEO, exploring what it is, why’s crucial, and most importantly, providing actionable tips to help you leverage its power effectively. Let’s dive in!

What is social SEO?

Social SEO, or social search engine optimisation, refers to the practice of optimising your social media content to improve its visibility and ranking. Just like traditional SEO focuses on optimising content for search engines like Google, social SEO focuses on optimising content for platforms like Instagram, TikTok, Facebook and X. 

Consumers, particularly Gen Z,  are less reliant on singular or traditional search engines for knowledge. With the ability to see the reactions of content creators in real time, TikTok is a great way to find credible and reliable recommendations. Searching on TikTok is quick and easy; a search using one keyword like ‘Happy Hour’ yields a plethora of results, making it an invaluable resource. 

Why is Social SEO important?

Social SEO is the bloodline of social media, facilitating the visibility of millions of brands and bolstering credibility. 

Increases engagement

Optimising your social media content will increase the amount of time your audience spends on your page. Creating content that aligns with your niche and incorporates trending topics works to maintain the interests of your audience. 

Helps to grow following

Social SEO allows you to improve the visibility of your posts which can attract more followers to your social media profiles. .  Making your posts more discoverable to users who are actively searching for content related to their interests works to increase your follower base.

Increases visibility of your posts 

Effective social SEO techniques can help your posts stand out in crowded social media feeds. Leveraging apt keywords and hashtags will organically increase the ranking of your content, making it more likely that users will click through to your content.

Tips for maximising social SEO

Eager to boost the visibility of your social media posts? Here are some top-tier strategies to ensure your content stays on top of your audience’s feed!

Be strategic about the placement of your keywords 

Identify keywords aligned with trending topics within your niche. Incorporate these into your posts, bios, and descriptions to improve searchability. For example, in the beauty community, hashtags such as  #glasskin and #skincare unveil insights into Korean skincare regimes which have propelled the clean girl aesthetic. 

Optimise your profile 

Your social media profile acts as your digital pitch; it’s the first way to leave a lasting impression on your audience. Ensure your profile is fully optimised with relevant keywords, a clear profile picture, and a compelling bio that accurately represents your brand or persona. This helps search algorithms understand what your profile is about and improves its chances of appearing in relevant search results. 

Use alt-text to increase visibility

Alt-text is a written copy that allows you to describe images for visually impaired audiences. Using information-rich text allows users, as well as search algorithms, to understand the image context and relevance.

Invest in a good hashtag strategy 

Adding hashtags that are relevant to your niche can help get your content in front of new audiences who may not follow you. Combining a mix of trending and niche hashtags to ‘tag’ your content will help boost your content's discoverability. 

Create engaging captions

Compelling captions can capture attention and encourage them to engage with your posts. Use captions that spark curiosity, ask questions, or encourage users to take action, such as liking, commenting, or sharing your content. 

Post at the right time 

Timing is crucial when it comes to social media posting. Experiment with different posting times to determine when your audience is most active and engaged. By posting at the right times, you can maximise the visibility and reach of your content. 

Summary 

Social SEO holds value for both influencers and brands seeking to organically amplify their reach and impact. Integrating SEO techniques into your content strategy can significantly improve the visibility, engagement, and growth of your social media presence. By optimising your content for search and following these tips, you can increase the discoverability of your posts, attract more followers, and build a stronger online presence as an influencer or brand.

How to Use Content Pillars to Shape Your Personal Brand as an Influencer

In the vast world of social media where every click, scroll and share is a chance to make a lasting impression, how do you leave an indelible mark on your audience? The answer lies in being strategic: using content pillars to carve out a fresh perspective to help you stand out amongst your competition. If you want to know more, join us as we dive into the transformative nature of content pillars and explore how you can use them to connect with your audience. 

What are content pillars?

Content pillars are a core set of topics and themes that form the foundation of your social media strategy. The framework helps determine and transform your digital presence into a coherent story that has the power to continually captivate your audience. 

Why are content pillars important?

Content pillars are the foundation of your content strategy and the guideposts for your content production. They help you focus your content on what matters most to your audience and what aligns with your goals. 

With social media platforms categorising content to help consumers discover content more easily, creating pillars that align with the categories associated with your niche will lead to a higher search ranking on social media search engines.  

Provides a framework for your content calendar

Content pillars help develop and organise your social media content. It is important to aim for 3-5 main pillars to prioritise the production of content that holds value and truly resonates with your audience. 

Create more relevant content 

Establishing topics of interest will provide a clear direction and focus on creating content that best aligns with your personal brand. For example, if you’re a fashion-focused influencer, your content pillars could be maximalist style, attending fashion shows and styling tips. 

Rather than scrambling for content or experiencing a creative block, content pillars can help you map out your content calendar for months on end.

Saves you time 

Content pillars help you streamline the creative process of making content. Instead of brainstorming new topics each week, you can refer to your pillars and the overarching themes which heavily reduces the decision time of content ideation. 

How do you create content pillars?

To set you up for social media success, we’ve compiled a list of our top tips for creating effective content pillars! 

Identify your target audience

Start by defining your niche to narrow down your content focus. From there, create a detailed audience profile that outlines the needs, wants, interests and behaviours of your intended audience. It also helps to engage with consumers of your niche via the comment section, discussion forums, and even DMs to further understand the type of content they prefer to engage with.

Consider your business goals 

Clarify your mission and the impact you wish to make on social media. Doing this will help you clearly outline your content strategy to help you achieve your goals. 

Determining clear KPIs such as engagement rate, brand awareness and conversion rates will hold you accountable as you can regularly track these to measure your progress.

Keyword research/brainstorm topics 

Keywords can help in the formation of your content pillars. Knowing popular keywords can help you identify core themes and trending topics of your chosen niche, which in turn can expand your content topic ideation.  

Competitor analysis 

Scoping the competition can help you discover the gaps and pain points of your audience. Identifying areas where you can offer unique perspectives or value propositions will set you apart from other influencers involved in the same niche as you.

Types of content pillars  

Content pillars generally fall into the following categories: 

Entertainment content 

Content that aims to capture attention and increase engagement. Examples include Day in the Life (DITL) and bite-sized reels. 

Educational content

Content that positions you as an expert and allows you to build trust with your audience. Examples include tutorials and Q&As.

Inspiring content 

Content that serves to build an emotional connection with your audience. Examples include sharing the behind-the-scenes of your life. 

Promotional content 

Content that markets the brands you love. This can include testimonials and collaborations. 

Summary

Content Pillars are a strategic way to map out your content and ensure that you never run dry of ideas. Creating content that aligns with your niche and the interests of your audience helps foster trust and ensures that your audience remains engaged in your personal brand.

Life in front of the camera: social media and mental health

In the vast realms of Instagram, TikTok, and other social media platforms, influencers face an ever-mounting pressure to embody an unattainable standard of perfection. Every flaw, every imperfection is magnified under the microscope gaze of social media. The consequence of falling short of this ideal can be profound, leading to anxiety, depression, and other mental health struggles.  

There’s no denying that social media can have an immense impact on everyone’s mental health, both for those looking through the lens of the camera at influencers, and the ones behind it. 

In the eyes of your audience, the assumption often prevails that influencers lead flawless lives, effortlessly gliding through a world of filtered beauty and effortless success. Yet, it is crucial to remember that behind the meticulously curated posts and captivating content, influencers are imperfectly human, grappling with their own mental health battles.

Mental health awareness week 2023

Mental Health Awareness Week (15-21st May) provides a timely opportunity to break the stigma surrounding mental health and initiate open conversations. This year, the Mental Health Foundation has chosen ‘anxiety’ as the theme, inviting us to delve into the dangers of this pervasive mental disorder when left unchecked. 

Anxiety, with its suffocating grip and constant worry, has become a relentless thief of joy for many young adults and adolescents, particularly when scrolling through social media. The immense burden of portraying a picture when scrolling through social media. The immense burden of portraying a picture-perfect existence online can result in isolation from their audience. The fear of criticism, the pressure to create content that satisfies the ever-changing algorithms, and the relentless pursuit of engagement all contribute to the erosion of an influencer’s authentic self-expression and creativity. 

Ironically, the very essence that propelled influencers to social media stardom - being themselves- often becomes a casualty of the overwhelming question: “What’s next?”. This relentless quest for the next big thing makes it difficult for influencers to cultivate genuine, organic content and stay true to their authentic selves. 

How does social media affect mental health?

The constant exposure to carefully curated and idealised versions of others' lives can lead to some really negative feelings when using social media channels. For example, you might experience feelings of inadequacy, envy, and low self-esteem. The relentless pursuit of validation through likes, comments, and followers can also foster a sense of worthlessness and anxiety - whether you’re an influencer or just a standard user. 

With others' achievements and experiences continually on display on our phones, we can sometimes feel a fear of missing out (FOMO) which can amplify feelings of loneliness and isolation. Additionally, cyberbullying, online harassment, and the spread of harmful content can further deteriorate mental health. It is crucial to recognise the impact of social media and take steps to establish a healthy relationship with these platforms.

Is social media bad for mental health?

There’s no denying that heavy usage of social channels can have a negative impact on a person’s mental health. However,  it’s important to remember that it can have a positive impact too - and social media has also raised awareness of mental health and self-care practices.

For example, now more than ever, platform users across the world now have more access to information about mental health conditions such as depression and anxiety - and it’s easier to connect with other people online who are experiencing similar symptoms too, promoting communities of people experiencing poor mental health.

Managing mental health online

Managing mental health issues caused by social media pressures can be challenging, but with the right strategies, it is possible to navigate this digital landscape while prioritising your well-being. Here are some tips to help you manage and cope with mental health issues related to social media pressures: 

1. Recognise your triggers

Pay attention to the specific aspects of your social media that trigger negative emotions or impact your mental health. It could be comparing yourself to others, receiving negative comments, or feeling overwhelmed by the constant need to validation. Identifying these triggers is the first step in managing them effectively.

2. Set boundaries

Establish clear boundaries with social media. Determine how much time you’re comfortable spending on these platforms and stick to it. 

Consider designating specific periods of the day for social media use and avoid mindless scrolling. Setting boundaries can help create a healthier relationship with social media and reduce its negative impact on your mental health. 

3. Curate your feed

Take control of your social media experience by curating your feed to include accounts that inspire, uplift, and provide meaningful content. Unfollow or mute accounts that might trigger negative emotions. Surrounding yourself with positive and supportive content can significantly improve your mental well-being

4. Seek support offline

Cultivate meaningful relationships and connections offline. Engage in activities that bring you joy, spend time with loved ones, and participate in hobbies that nourish your well-being. Building a strong support system outside of social media can provide a sense of grounding and perspective. 

5. Take regular detoxes

Schedule regular breaks from social media to recharge and reconnect with yourself. Consider taking time off or dedicated periods of the day to disconnect completely. Use this period to engage in activities that promote mindfulness, self-care and relaxation. Why not listen to a podcast that helps promote positive well-being such as The Anxiety Podcast, Meditation Minis and The Hilarious World of Depression. 

6. Practise mindfulness and self-reflection

Incorporate mindfulness techniques into your daily routine to develop awareness and manage stress related to social media. Engage in activities such as meditation, deep breathing exercises, or journaling to help calm your mind and gain perspective. Self-reflection can also help you identify your values, strengths, and goals, reducing the impact of external validation on your well-being. If you need some guidance, Headspace offers various digital resources and services to help individuals improve their mental well-being and dev

7. Seek professional help if needed

If the pressures of social media are significantly impacting your mental well-being, it's important to consider seeking support from a mental health professional.  Helplines such as Samaritans or BetterHelp can provide guidance, tools, and strategies tailored to help you navigate and manage the challenges effectively. 

Mental health awareness campaigns to note

‘Dramatic Transformation ‘ by ASICS 

For last year’s World Mental Health Awareness Day, Asics paired up with mental health charity Mind to highlight the profound impact of exercise on one’s mental health. Social media is full of misleading images of people who have ‘transformed their’ bodies and Asics found that (73%) of Brits believe that this obsession with the perfect body damages our mental health. 

Their research found that a staggering 80% of individuals feel demotivated by the portrayal of transformative exercise images, and nearly half (48%) experience body insecurity when exposed to "before-and-after" photos. To help promote the transformative power of exercise on the mind, prominent figures such as Love Island alumnus and A&E doctor Dr Alex George, creator and influencer Jada Sezer, and Strictly Come Dancing judge Motsi Mabuse feature prominently in the campaign. Asics worked with these influencers to help challenge people’s perceptions of dramatic exercise transformations and encourage exercise for mental health benefits, not purely the aesthetic.

‘Brace Together’ by Maybelline New York 

The renowned make-up brand, Maybelline New York, recognised the challenges faced by their target audience, ages between 14-24, and identified mental health as a key struggle for this demographic. In an effort to address these struggles, the brand launched an empowering initiative known as the “Brave Together” campaign.

The primary objective of the “Brave Together” campaign is to eliminate the stigma surrounding mental health and provide essential support for individuals dealing with anxiety and depression. Maybelline has developed a comprehensive, long-term program that offers one on one assistance and equips individuals with a toolkit to navigate their challenges effectively. 

In the effort to spread awareness of mental health amongst Gen Z, Maybelline enlisted the support of Storm Reid, an influential Gen Z actress known for her open discussions on mental health.   Storm advocates for and strives to create social change through her various platforms, making her the perfect voice in driving greater change amongst the brand’s consumers. 

A final thought

With social media playing such an integral role in our lives; connecting us to those we love and exposing us to extraordinary and seemingly perfect lives, it is important to remember to be kind - not only to those in the limelight but to ourselves, too. Remember, self-care, authenticity, and seeking support are key to maintaining a healthy mind in the digital age.

Whilst we are always available via the platform or email for any concerns, we acknowledge that our professional expertise here is limited. If you are concerned for yourself or a loved one, please reach out to a mental health professional to get the correct support and guidance you might need.

Women’s History Month: The female influencers to look out for

Women’s History Month is dedicated to recognising the achievements of women across the globe, with this year’s theme dedicated to ‘celebrating women who tell our stories’. We, therefore, think it's more important than ever to celebrate the female influencers that utilise their platforms as resources for education and to promote positive messages - and most importantly, to tell their individual, inspiring stories too. In this blog, we’ll be discussing the importance of making social media a more positive and healthy space; and, we’ll be shedding light on some of the female influencers we admire on Room Unlocked’s platform for doing just that, as well as the three steps influencers are taking to make social media a more positive and healthy space.

It’s important to promote positive messages

We recently commissioned some nationwide research and found that social media users highly resonate with influencers who post content that, to an extent, caters to their own beliefs and values - women specifically, with 1 in 4 women saying this is one of the main factors they look for in those they follow! With that in mind, let’s see how female influencers are inspiring their audiences and helping to make social media a more authentic space.

What are creators doing to support this?

Content creators are myth-busting to build trust in communities

Have you ever been scrolling on social media and landed on the notorious ‘clickbait’ workout videos? The caption is often something along the lines of ‘Try this workout for 5 days and watch your body transform’ – great clickbait, right? However, this type of content can have detrimental effects on people who struggle with their body image or who struggle to reach their workout goals.

Luckily, we’ve seen a huge shift away from these types of videos recently. More influencers are now motivating people to be kinder to themselves, busting workout myths and spreading awareness of the toxicity of clickbait videos. We think this rise in honesty is great for workout communities on socials as it gives space for body positivity to come forward as well as realistic goals and training routines, rather than toxic and incorrect workout advice.

Jumping on the ‘deinfluencing’ trend to keep it real

To show the impact that consumerism can have on social media users, and in an attempt to be more authentic with their following base, many influencers have been sharing their true, unfiltered opinions on products that have been trending, stating whether they think they are worth purchasing - deinfluencing their followers. Acting as the antithesis to traditional influencing, this trend is being referred to as #deinfluencing and has generated millions of videos on TikTok!

Its popularity comes as no surprise - influencers are more relatable when they are ‘real’ with their audiences, so when an authentic creator says a product is not worth the hype, their word is taken seriously. This authenticity is exactly what we want to see more of on social media, as we believe it’ll help influencers build a closer and more genuine relationship with their community.

Influencers are revealing the toxicity of filters

Filters started emerging in the social media space around 2011 and blew up in 2013, causing a widespread use of filters on all social media platforms; from the iconic flower crown filter on Snapchat, all the way to various ‘glowy skin’ filters on Instagram, we’ve seen it all! Unfortunately, filters have been known to contribute to poor self-esteem and a distorted body image amongst users, especially the younger audience. But thankfully, ‘face-fixing’ filters are slowly losing their appeal as creators are beginning to advocate for a more relatable and body-positive look.

There has been a rise of TikTok creators that are turning off beauty filters on their posts to show their real skin texture and flaws, reminding their followers just how common ‘non-perfect’ skin is. This new wave of genuine, authentic content on TikTok stands against unattainable beauty standards and we are definitely here for it!

Lucy Dawson, aka @luuudaw, is a disabled model and activist after contracting a rare brain disease called encephalitis in 2016. Featured in numerous campaigns with major fashion brands, she has been an advocate for disability awareness joining movements such as the #DisabledAndSexycampaign, and the #BabesWithMobilityAidshashtag.

 Jelena Fairweather, aka @into.trends, is a food and lifestyle influencer with a following of over 20,000. You might recognise her appearance in Masterchef in 2019. She encourages women to be the best and healthiest version of themselves through her healthy food recipes and fun cocktails.

Charlotte Pemberto, aka @lifeofcharliejames, is a mother of two boys documenting cute outfit pics of her sons Charlie and James and meal prep ideas for mothers. Her content also aims to help women who are new to motherhood and how to navigate processes such as weaning.

 Gemma Baker, aka @gemmagoesgloba,  a luxury travel and lifestyle creator. From Abu Dhabi to Argentina, Gemma travels to all corners of the world. As a solo female traveller, she gives her top tips on the best food, activities and places to visit.

We hope this blog helped bring awareness to the ways inspirational female influencers are adding authenticity and positivity to the social media space. By joining movements that encourage real and unfiltered content, creators are creating a space for genuine communities to be built.

This allows brands to feel confident that their chosen influencers will promote their products because they actually love them and are excited to share them with their audience, and not just for the money. If you’re looking to source authentic advocates for your brand, find out more here.

Social media lovers: How to land on the healthy side of influencer content

To get the attention of an ad-wary consumer base, brands promote their products using influencers and celebrities which consumers admire or relate to. In an age where people are bombarded with ads constantly, it becomes more difficult to stand out. Equally, consumers have become sceptical of purchasing products advertised via social media, as they are not always as hyped up as they seem to be. That’s why we’ve compiled our top tips for engaging with authentic creators so you can stay on the healthy side of influencer content.

1. Know what to look out for

There are certain characteristics you can look out for when deciding if a creator is authentic. If their feed is void of ads and filters and they speak openly about their experiences, the chances are they are an authentic creator. It’s also useful to look at the brands they’re posting about, if they align with their personal style or experiences, it’s a good sign that they are genuine.   

2. Find creators that really align with you

Nowadays, the social media market is populated with smaller influencers who have more curated feeds and focus on a specific niche, which makes them come across as more authentic. We are not saying to unfollow your favourite celebrities or macro-influencers, but keep in mind the possibility that they might be pocketing from mentioning a product on their social media when they wouldn’t use it themselves. 

So, make sure you are also following people who are promoting products that align with similar values and beliefs as your own.

3. Think about your relationship with social media 

Let’s face it, we’ve all seen a viral product and wanted to see what the fuss is about – especially when our favourite creator has tried it. Whilst buying the product may feel as though you’re getting involved with the buzz, it’s important not to lose sight of what you would usually purchase, and whether that product is actually right for you.  

When you’re considering buying a viral product, ask yourself these questions:

  1. Would I buy this product if my favourite creator wasn’t promoting it?
  2. Is it actually worth the money?
  3. Does this product have different benefits from the ones I already have?

 Another tip is to disconnect the product from the person you’ve seen using it. Subconsciously, people believe that purchasing a product that’s promoted by a celebrity will allow them to emulate the celebrity’s traits or attract similar people into their lives. Yet in reality, this person is often using other products to achieve the finished look. In short, there is no magic product or quick fix, no matter how viral the video is! So often it’s best to think about the product itself, and whether it would be right for you, rather than the person promoting it. 

4. Lastly, remember social media is meant to be fun! 

If you feel like your feed is overloaded with creators that are promoting the latest product or experience, take time to ‘detox’ your feed.

It can help to think of it as a journey, sometimes content may resonate with you but other times it may not. Don’t be afraid to update your following page if it doesn’t align with you as a person anymore.

Room Unlocked’s examples of cool, authentic creators 

If you’re wondering who the Room Unlocked team is following right now, these are just a few of our favourite authentic creators. Check them out below!

Melissa Holdbrook-Akposoe is a celebrity fashion stylist, beauty expert and interior decorator. She has a very distinct personal style and favours bold colours, luxurious fabric and statement jewellery pieces. You can spot her authenticity by the products she promotes – they all fit her personal style. There is nothing on her grid that feels ‘out of place’.

@melissaswardrobe on Instagram

Juliana Shiel is a model and artist who is best known for her beauty and makeup tutorial videos. When trying out a new product, she’ll suggest options for those who don’t own the item and even suggest cheaper alternatives! This is a great example of a creator who doesn’t believe in promoting something for the sake of it or because she is getting paid.  

 @julianashiel on Instagram 

Christian Petty is a London-based content creator. You’ll see that he responds to almost all of the comments he receives which shows he wants to create an authentic community rather than just plug a product. When styling, he will use pieces he already owns and encourages his followers to invest in minimal pieces that can be integrated with multiple outfits. 

 @christianptty on Instagram

Just remember this, you don’t have to completely rejig your following list straight away. Just focus on the content you enjoy and follow creators that speak on the topics that resonate with you the most. Need more inspiration? Check out our blog on the Top Instagram influencers to watch. 

The benefits of influencer marketing

The Influencer marketing industry is experiencing exponential growth. Did you know that the industry grew from £7.8 billion in 2020 to a whopping £13.3 billion in 2022? Now more than ever, influencer marketing should be an integral part of your digital marketing mix, and there are plenty of reasons why. In this blog, we’ll uncover the key benefits of influencer marketing and how it can drive incredible results for your brand in the long run.

If you’re wondering what the benefits of influencer marketing are, read on to see the extraordinary influencer marketing statistics generated from our creator partnerships, from various industries and businesses. Spoiler: One of our clients reached millions of potential customers with just two brand ambassadors! But first, let’s dive into the benefits of influencer marketing. 

What are the benefits of working with influencers?

1. It can rapidly build trust in your brand

First and foremost, influencers have built a credible and trusted relationship with their audience. People respect their recommendations often because they share similar beliefs, have an aspirational lifestyle or provide entertaining content. 

By working with influencers, you have the opportunity to tap into this highly engaged audience that has been developed through community creation. If you work with a trusted influencer, it’s likely your brand will be trusted by their audience too. You don’t even need to work with tons of influencers to see remarkable results. 

How brands are using influencer marketing to build brand trust?

Hotel franchise Shangri-la worked with Room Unlocked to reach 2.3 million users from just two influencers to raise awareness for their locations. As a result, they received a 34:1 ROI.  

2. It adds authenticity to your marketing strategy

Authenticity is a big buzzword for 2023, and for good reason. We are seeing brands move away from commercial transactions, where brands buy influencers, to genuine connections based on brand love.

Customers are less engaged with highly edited, filtered posts, and more engaged with genuine, authentic content. Influencers who love your brand, are an excellent way of obtaining content that intentionally targets your lookalike audiences, with a touch of authenticity. This is one of the main benefits of influencer marketing, the power to share real opinions that in turn generate authentic brand connections. Find out more about unlocking your brand's authentic advocacy with Room Unlocked here. 

3. You can reach niche and targeted audiences

Another benefit of influencer marketing is the ability to reach those niche target audiences. Influencers that share content that embraces your industry or company values are perfect ambassadors for your brand. For example, if your product is a sustainable homeware set, you’d want to partner with a creator that talks about eco-living and has an interest in sustainability. Their followers would already be interested in living sustainably (that’s probably why they follow them), so you don’t have to target this niche audience yourself – the influencer does it for you, and you reap the benefits.

If you’re looking to target a particularly niche demographic, micro-influencers are great brand advocates to look for. Smaller creators are usually more engaged with their fanbase, so people often look to them for more personalised and authentic recommendations. 

4. You can save both time and money and get stunning influencer-generated content from talented creators

We know that developing exciting and engaging content can be hard, especially if you’re a small business or startup that has little space or resources to develop high-quality content. An advantage of influencer-generated content is that when you partner with influencers, this worry is taken off your hands. Since influencers work hard to ensure their feed is full of high-quality visuals, you can rest assured that your partnership content will be aesthetically pleasing too. Plus, partnering with an influencer is often much more affordable than hiring a team of photographers, videographers and editors! 

How brands are using influencer marketing to create stunning content?

A great example of this comes from Virgin Voyages’ campaign with Room Unlocked. We partnered our client with 35 influencers from a range of categories, who generated 1181 beautiful pieces of content that went on to reach 20 million users - and, had a 265:1 ROI! 

5. You can educate new customers about your brand

One of the final benefits of influencer marketing is that by fully briefing your brand ambassador on your product or service, you can empower them to create content that educates their audience about your brand in an inspiring way. Rather than just reading a product description, your target demographic can see the product in action by someone they trust. Ultimately, it’s a visual way of showing potential customers just how amazing your brand is.

Example of the advantages influencer marketing

At Room Unlocked we have no shortage of brands who’ve felt the benefits of influencer marketing. One brand in particular who’s influencer marketing statistics speak for themselves is Charlotte Tilbury. They came to us for authentic and inventive content for their social media channels to help drive significant awareness of their 30% off summer sale. From this they received 381 pieces of content in multiple formats across different platforms from a total of 104 brand loving influencers. Because this content was both creative and authentic, Charlotte Tilbury reached an impressive £1 million users, with over £1.2 million impressions and delivered a great earned media value of over £40k. To see more influencer marketing case studies read here.

Recap: the benefits of influencer marketing

Influencer marketing, when done correctly, can take your brand to the next level - more exposure, more sales and more brand presence in the market you’re in. The key to really benefiting from working with influencers is to collaborate with content creators that are genuinely interested, excited and in the long term, love your brand. Their content will not only be truly authentic, but they’ll naturally put in the time and effort to create something amazing for your brand. It’s important to find the creators that are right for your brand: personality, content style and interests are all important elements to finding your true brand lovers.

Ready to kick off your influencer strategy?

Room Unlocked is a space where brands connect with influencers that genuinely love their products or experiences. As your chosen brand ambassadors, they’ll create inspiring content that drives trust, awareness, ROI and EMV. It’s a win-win for everyone! Find out how to attract authentic advocates for your brand here.

The benefit of influencers FAQs

Are influencers still effective?

Yes, but only if you choose the right influencer for your brand. Now more than ever we’re seeing a shift in the importance of genuine content. So finding real advocates for your brand is crucial in order for campaigns to be effective. To learn more about how Room Unlocked can help you with this, see here. 

Do influencers have a positive impact? 

Increasingly eyes are on influencers to be conscious of the impact they are having on the world, be that due to sustainability or setting beauty standards. Aligning your brand to someone who is aware of these matters will benefit your brand in the long run.

How to transform consumers into ‘brand lovers’ this Valentine’s Day

Over the years, Valentine’s Day has grown into something bigger and bigger. It’s no longer just a celebration for couples - consumers have started involving their families, friends and even their pets. With 40 Million Brits celebrating this occasion, it’s a huge opportunity for brands to tap into the excitement of the ‘day of love’, and pull in their consumers with exclusive products, experiences and offers. Thinking about what your brand could do for this special day? We’re here to give you all the support and inspo you’ll need!

This is also a great time to bring your customers fresh, exciting love-inspired content on socials and your website. And you’ll need it! Plenty of brands (in every space) get involved and create astonishing content for their V Day campaign, and it truly becomes competitive. In 2022, Brits spent approximately a whopping £1.37 billion on Valentine's day and it is predicted that more are set to celebrate the special day this year. 

 With Generation Z and millennials being the highest users on social media, using creators to share your message across their channels is a no-brainer. TikTok is Gen Z’s playground, with nearly half the percentage of users making up this demographic. TikTok can be an invaluable tool for e-commerce as studies have shown that 68% of users say that TikTok inspired unplanned purchases around Valentine's Day. So it’s pretty clear that brands need to utilise this space if they want to grab the attention of a younger audience.

LOVE as a strategy

With Valentine’s Day being one of the most celebrated holidays globally, it’s no doubt that it should be part of every brand’s marketing strategy. But it’s important first to understand how to genuinely resonate with your audience, and ensure that your campaign is not only exciting but relatable and loveable too. So let’s look at brand love. This is love for the brands that you take an interest in, the ones you identify with and the ones you want to know more about. So what does it mean to transform consumers into your own brand lovers? Well, brand love can come in many forms; referrals to friends and family, sharing content across social channels, press-worthy testimonials, positive online reviews and customer retention and loyalty. Brand love isn’t just a list of features, it’s an emotional connection that leads to brand loyalty and keeps consumers coming back and spreading the word. This is why it’s important to close the consumer gap trust, leaving your customers feeling connected to, and trusted by your brand. The power of brand love can be endless, so getting it right is critical. 

People love a good love story, so getting the ones that love your brand to share their stories is an automatic win. The authentic connections advocates have with their following, make them the best storytellers to showcase a brand's offering. Giving them the power to share their love story incorporating your brand product or service is an effective way to build brand awareness and sales. With more people seeing past paid sponsored posts, and a need for more authentic and real content, brands need to be more aware of who and how they work with people of influence. Instead of paying someone to talk about your brand, why not find the ones that actually love your brand and want to shout it from the rooftop. These people are more likely to create real and authentic content that consumers are going to relate to and engage with.

When customers are making a purchasing decision, they are looking for brands that they can build a loyal relationship with and continue to keep purchasing with. They want something deeper than that, they want brands that act in a personal way. Customers are looking for companies and brands to love.  So why shouldn’t brands do the same?

How to utile brand love to generate success 

In order to create real impact and a genuine connection with the right audiences, brands need to find and uncover influencers who authentically love them. Using the right creators who love and champion your brand, will show through the content created and, it’ll definitely set you apart from your competitors. By giving brands back the power to be themselves, and allowing influential people to be themselves, creates authentic and genuine partnerships. Authenticity creates love, which unlocks opportunity and diversity for brands. 

At Room Unlocked, we have helped multiple brands connect with high-performing creators who genuinely love their brand and products. They have now seen the true value of advocates and just how powerful brand lovers can be when trying to amplify their campaigns. Brands are now seeing the extensive benefits that not only come in the form of reach and engagement but through a greater volume of content and higher earned-media-value and return-on-investment. 

Building your brand love campaign 

 

Create a valentines day themed experience

Valentine’s Day is also about offering experiences. Whether it’s a fancy dinner out or a cozy night in, your brand can take center stage. Invite influencers day for a valentines day special, whether its for you and your partner or a “galentine’s day” night out. Cater to all needs to get maximum engagement. 

Launch products with LOVE

Take advantage if you can and adapt the products you have to fit this romantic season. If that can’t be done, why not consider turning your most-loved products into a limited edition valentines day gift special.  

Personalise it

Ditch the generic gifts and get personal this year! Personalisation is a great way for brands to stand out and reach people's hearts. Gen Z particularly love personalised products, so why not tap into this generation and personalise your gifts this Valentine’s Day to win them over. 

Collaborate with the most loved-up couples

With the inevitable social media posts dedicated to everyone’s other half, this creates an excellent marketing opportunity for your brand. Collaborate with everyone’s favourite influencer couples that can incorporate your products in a topical and emotional way to help boost your campaign. 

Examples of Valentine's Day campaigns

 

Valentines Day for all, at Ballie Ballerson

Ballie Ballerson invited influencers to celebrate the big 'L' in honour of Valentine’s Day. Whether they were living their best single life, boo'd up, entangled or just going with the flow, they enjoyed a fun night out. The content created captured the in-venue branding and seasonal decor which generated significant reach and high engagements. 

 

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Temple Spa x Valentine's Day

Temple Spa offered influencers the perfect Valentine’s Day gift set to get them in the mood and ready for the special day. Influencers created a variety of content, including product reviews, gift guides, and romantic-themed photos and videos, which they shared on their social media platforms. 

 

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Valentines Day with Malteser Truffle

To highlight that Maltesers Truffles make the perfect gift at Valentine’s Day, influencers were sent a hamper full of Malteser goodies. The campaign did exceptionally well as influencers went above and beyond. Many influencers didn’t just showcase gifting the products to loved ones, they created delicious and tasty treats incorporating their products. And the results we mouth-watering!

 

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Now that you’ve got excellent tips on how to market your brand this Valentine’s Day it's time to take action. Our team at Room Unlocked can help you start making connections with the ones that love your brand as much as you do to help you generate fast exponential ROI growth. Get in touch today to find out more.