Thanks to the digital marketing revolution, influencers now represent one of the most commonly used strategies for businesses across social platforms.
UK companies are no different. Research on Sprout’s UK influencer marketing hub found that one in four UK adults has been impacted by influencer recommendations.
But partnering with any influencer doesn’t guarantee success; companies need to work with influencers who share their audience and values.
If you’re a UK business, and particularly if your audience involves parents and families, you should be working with family influencers.
Discover the impact of family influencer marketing campaigns in the UK and learn how to find the perfect partners for your brand.
The power of family influencers UK
UK family influencers represent some of the biggest accounts on today’s most popular social platforms. Accounts with massive followings can be found across Instagram, Facebook, TikTok and YouTube. But their impact isn’t felt in just likes and follows. Their content also makes a measurable difference in parent behaviors and buying patterns.
These influencers post highly personal content updates about their homes, their children and their family lives. They give people access to their everyday experiences, cultivating active communities that often share or source advice related to family wellbeing.
This means that these accounts often receive more engagement than the average influencer. Parents Insights found that UK parents are “highly influenced by celebrities and other social media stars”. This is particularly true for parents under the age of 25. Almost a quarter of parents with children aged 1–5 also confirmed they use social media to buy products.
The authentic and engaging content these influencers create allows them to build communities with high levels of trust. Through considered partnerships, this trust can then be passed on to brands and products they endorse.
All of these factors can make UK family influencers highly effective brand ambassadors, particularly for products or services aimed at parents. But to do so, you need to understand how these campaigns are created and managed.
How to create a successful family influencer campaign
Managing a successful marketing campaign with family influencers in the UK can expand your brand’s reach, increase your sales opportunities and build trust in your products.
The following guidelines will help you plan, launch and measure for these outcomes in influencer marketing.
Set clear goals with metrics
Before you start thinking about content, narrow down what you’re trying to achieve with your campaign.
Think about your goals. An effective influencer campaign should achieve multiple positive results. These goals are often similar to other social media marketing goals, such as:
- Raising brand awareness
- Boosting your community engagement
- Increasing sales or generating leads
- Driving traffic to your website
- Building trust in your products or brand
- Creating more social proof
Once you’ve defined your goals, define which metrics work best with them. Tracking your goals through reliable influencer marketing metrics is the best way to see whether your campaign is working. Metrics can also help you make key decisions about your campaign’s direction in these early stages.
Research and identify the right influencers for your audience
Family influencers often have similar target audiences; their followers are usually parents looking for content they can learn from or relate to.
But that doesn’t mean their audiences are identical. Their ages, the ages of their children, location, interests and many more factors can differ between follower bases.
This means it’s essential that you research and identify an influencer with an audience and values that align to your brand. The best way to find authentic family influencers is through an influencer marketing platform like Tagger.
Use Tagger’s profile discovery tool to access over 50 search filters and find family influencers that match your campaign’s precise needs.
Creating parenting content is a very personal activity, with several ongoing debates about privacy and child safety. It’s crucial that you work with an influencer who acknowledges these conversations, and who creates considerate content for their audience.
Reach out to influencers and build relationships
When reaching out to family influencers in the UK, thoroughly review their profile and use their preferred contact method. This might be through an agent, a separate email address or through DMs.
You also need to consider how to effectively build a relationship with your chosen influencer.
Remember that influencers are businesspeople in their own right. Many people now influence full-time, and influencer marketing relationships should always be treated as a two-way street.
Approach an influencer with a plan of what they can do for you, and what your brand can do for them. Establishing this mutual connection early can help you nurture a lasting working relationship, and help you achieve more successful campaigns in the future.
Provide clear guidelines and expectations for your campaign
Define crystal-clear guidelines for your influencer campaign. This should include things like content expectations, ways of engaging with comments, tone of voice and other terms.
You need to make sure any influencer you work with follows the UK’s social media marketing regulations, known as the ASA. This is essential for family influencer campaigns, as the ASA has strict restrictions on marketing content that targets children.
Set your expectations clearly from the get-go to ensure your campaign doesn’t break any of these regulations. This includes negotiating a rate that works for both you and your chosen influencer.
Make sure the expectations you’re setting aren’t too overbearing. It’s important to leave room to collaborate with the influencer and their creative direction. Family content will become more authentic if the influencer controls certain parts of the creative process.
Finding the perfect balance between expectations and creative freedom should allow you to launch campaigns with the best chance of success.
Measure and analyze your campaign’s results
After an influencer has posted your campaign, measure its performance. The easiest way to do this is by accessing influencer analytics tools.
Think back to the goals and metrics you set at the beginning. Start measuring these metrics directly through your chosen tool.
For example, if you partnered with UK family influencers to grow your reach, you can track the reach of each post through Tagger. After collecting your results, analyze them against your expectations.
This can identify the success of a campaign, including resonance and ROI. Constantly measure previous efforts so you can then tweak your future campaigns and achieve stronger results.
Top family influencers in the UK
Today’s most popular family influencers reach millions of followers with every post, but they’re not simply known for their reach.
These accounts build trust by connecting on a personal level with their audiences. They all build a lot of trust in their audiences, which means when they recommend something, their followers take notice.
If you’re searching for family influencers in the UK, chances are you’ll come across some of these accounts.
- Ladbaby, 6 million Facebook followers
Now infamous for their regular UK Christmas hit singles, Ladbaby has a popular podcast and creates family content across YouTube, Instagram and TikTok that often goes viral.
- Stacey Solomon, 5.9 million Instagram followers
Stacey Solomon is arguably the biggest example of a successful UK parenting influencer. A TV celebrity and regular guest on talk shows, Stacey uses her Instagram to regularly post about her experience of motherhood.
- The Dad Lab, 5.2 million YouTube subscribers
Through his popular YouTube channel, The Dad Lab films science experiments designed to entertain both children and parents.
- Zoe Sugg and Alfie Deyes, 4.94 million YouTube subscribers
Formerly known as Zoella, Zoe Sugg and her partner Alfie have been UK influencers since the earliest days of YouTube. As parenting influencers, their reach extends far beyond this original channel; Zoe has 9 million Instagram followers, while Alfie has a dedicated YouTube vlogging account.
- TheKabsFamily, 4.1 million TikTok followers
The Kabs Family has a massive following across almost every social platform. In addition to TikTok, their content reaches 3.6 million Facebook followers, 1.3 million YouTube subscribers and 1.4 million people on Instagram. More information about them and collaboration opportunities can be found on their talent management website.
- Dani Dyer, 3.7 million Instagram followers
Former Love Island contestant and daughter of beloved actor Danny Dyer, Dani has a notable influencer following. Her posts about parenting and celebrity life have made her one of the biggest mum influencers, UK-based and worldwide.
- Louise Pentland, 3.6 million Instagram followers
Much like Zoe Sugg, Louise Pentland built her influencer career entirely through social media. She also has a YouTube account with 2.2 million subscribers, and frequently posts about motherhood.
- Billie Shepherd, 2.7 million Instagram followers
Billie is another UK celebrity influencer, as a former TV star on The Only Way is Essex. She now has a large following on Instagram, where she often posts product recommendations and family content.
- Amena Khan, 564k Instagram followers
Known for her beauty and lifestyle content, Amena also frequently posts about her family life with a focus on empowering women and mothers.
- Fletchersonthefarm, 215k Instagram followers
Actor Kelvin Fletcher and his family made the bold decision to start a farm. Alongside a TV show, they post regular family content to their Instagram page.
Leading mum influencers in the UK
Mum influencers represent a popular niche of family content in the UK influencer space, and they often receive high levels of engagement from their audience. They’re known for creating personal content surrounding their experiences balancing family life and motherhood with careers or individual interests. This can make them the perfect partners for brands who offer products that cater to women, parents or children.
Below are some examples of popular mums with experience creating brand content and connecting with a wide audience.
- Jacqueline Osborne, 3.5million Instagram followers
As a star on the popular UK soap opera Eastenders, Jacqueline uses her Instagram to post lifestyle content and updates on her family life to encourage other parents.
- Paris Fury, 1.8million Instagram followers
Despite being a mother of seven and the partner of world-famous heavyweight boxer Tommy Fury, Paris Fury still finds the time to nurture a huge following on her Instagram account through approachable family content.
- Lydia Bright, 1.2 million Instagram followers
British TV personality Lydia Bright uses her Instagram account, as well as her growing TikTok page, to post about her new career writing children’s books as well as her experience as a mother.
- Grace Victory, 236k Instagram followers
Grace is a notable speaker on mental health and a body positivity activist. She also posts about her experience of being a mother and manages the YouTube channel TheFamilyHood.
- Irsa Salem, 160k Instagram followers
Irsa’s family content is focused on positivity. She regularly posts Reels promoting products, cooking recipes and sharing other aspects of her family life.
Leading dad influencers in the UK
Just like with mum influencing, there are dad influencers creating content across the UK. Dad influencers curate accounts that are often motivational and use their platforms to inspire other dads and families through the everyday struggles of parenthood.
Dad influencers show the increasingly important role of fathers in raising children today, and what this experience of modern fatherhood is like for dads across the UK. This means these accounts are often very successful at building engaged communities, and encouraging conversations about their content and lifestyles.
- Simon Hooper, 855k Instagram followers
In addition to his content about cycling and mental health, Simon Cooper posts about his experience being a dad to his four daughters.
- The Famileigh, 782k YouTube subscribers
The Famileigh is a comedy trio comprised of a dad and his two sons. They post regular comedy skits, dances and gameshow-style videos for their Instagram, YouTube and TikTok audiences.
- Fun Dad Dean, 319k Instagram followers
Fun Dad Dean commands a niche by combining family influencing with comedy. His largest following is on Instagram, but he also has a growing fanbase of 130k on TikTok.
- Dopeblackdads, 195k Instagram followers
Fatherhood can be an even greater challenge for people who don’t have strong friendships surrounding them, particularly those who are part of marginalized communities. The Dopeblackdads Instagram page and Facebook group exist to help Black fathers in the UK and worldwide access a supportive community. Through healing, inspiration, education and celebrating Black fathers and their achievements, these accounts provide a vital digital safe space.
- Alex Galbally, 98k Instagram followers
Alex is the father of seven children, including triplet girls. He uses his account to share photos and Reels about his experience as a dad.
Leading LGBTQ+ parenting influencers in the UK
Several LGBTQ+ influencers use their platforms to share their individual experiences of parenthood and family life. These accounts often use their platforms to promote important topics like adoption, IVF and same-sex parenting to a wider audience.
They also build significant trust in their audience through personal content, while attracting a growing and diverse follower base.
- TwodadsinLondon, 55k Instagram followers
Richard and Lewis manage their account as a way of sharing their lifestyle as adoptive dads. They post regular lifestyle and motivational posts about their experiences of raising their two children.
- Thelincolnshaws 55k Instagram followers
Darran uses his platform to share his experiences as a queer co-parenting dad. He strongly promotes the idea that anyone can create content and become and influencer if they want to, and has received creator awards for his account.
- Logan Brown, 16k Instagram followers
Logan is a trans man who shared his experience of giving birth and raising a young child. He’s recently written a book about his pregnancy and continues to share content about his family life and trans rights.
- Lesbemums 11k Instagram followers
Kate and Sharon are a lesbian couple from Brighton. As Instagram influencers, they share content about their family life, and their experience raising their young son.
Leading single-parent influencers in the UK
Parents can separate for all sorts of reasons, and these single-parent influencers do the essential job of raising awareness of the many realities and struggles of raising children alone.
This allows them to build a community of engaged followers, who often look to them for advice and support. For brands with products that make parenting easier, these influencers represent a great opportunity to further reach and build trust.
- Theeverythingdad, 2.6 million TikTok followers
Dylan is a single dad of four children. He uses his influencing career to show what his parenting life is like, through cooking videos, cleaning montages and other lifestyle vlogs on Instagram and TikTok.
- Laura Anderson, 1.5million Instagram followers
Laura is a former Love Island contestant and a successful radio presenter and digital creator. She’s also a single parent and uses her platform to share her daily experiences of mothering her daughter.
- Becomingmamaandme, 119k Instagram followers
Based in Birmingham, Kerry is an influencer sharing content about her journey through single parenthood and has experience creating partnership content for several brands.
- Laurasidestreet, 19k Instagram followers
Laura manages her blogging website, sidestreetstyle, alongside her Instagram page. In addition to sharing travel and food content, she often posts about her life as a mother living abroad in the UK.
Find the right UK family influencers for your next campaign
Family influencers create some of the most deeply personal content on social platforms today, and the trust they’re able to build in their audience is massive as a result. Working alongside these influencers on sponsored content represents an opportunity for brands who are similarly conscious about their reputation.
If you’re thinking of designing a new campaign, one of the first steps involves finding the right influencer for your brand’s needs.
Discover some of the best influencer marketing tools you can use to take your first step toward defining your company’s family influencer strategy.
