Digital Features

The UK Is Investing in Influencer Marketing—and Learning From US Successes

The industry is growing in Britain, but it's still a few steps behind its American counterpart

British and American influencers — Those who have worked in influencer marketing in both countries note certain differences that affect both business and influencers.Illustration: Trent Joaquin; Sources: Unsplash

January 3, 2020

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The evolution of influencer marketing from a little-understood fad to a legitimate business practice has spurred the emergence of a major sector in marketing—and all the cash that comes along with it. That’s particularly true in the United States, where influencer marketing was expected to be worth $6.5 billion by the end of 2019 (compared with $1.7 billion just three years ago).

Influencer marketing has made a splash in the U.K. as well, albeit a smaller one.