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THE MRS HINCH EFFECT: PROVING THE EFFECTIVENESS OF INFLUENCER MARKETING

What better an argument for influencer marketing than none other than Mrs. Hinch herself?

The cleaning sensation has far surpassed giving you the inspiration to tidy your home. She’s now a fully-fledged Instagram influencer who has over 2 million devoted followers.

Yesterday, via Instagram stories, Sophie shared the profile of a small business she’d dealt with only earlier that day. After herself and her family had a loft ladder installed, and after posting a few videos of the ladder in action, she also uploaded a screenshot of the company who fitted it for her, recommending them to her followers.

As far as we’re aware, this wasn’t a gifted service nor the product of influencer marketing, this was just Mrs. Hinch genuinely recommending a business she’d had a good experience with.

The ‘Hinch’ Effect

The business, ‘Mister Loft Ladder’, had just 49 followers before they were ‘hinched’…

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…Which is a world away from their follower count now. When checking last night, their following had grown from 48 to just over 28,000. When checking again just now, their follower count is up to a staggering 33,000.

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Just to put this into perspective, 48 to 33,300 is an increase of 69275%.

The influence of this influencer is off the scale.

How Influential Are Influencers?

Not all influencers are this influential, but those who have a genuine engagement and who only promote products they are truly compassionate about, are still wholly successful.

Mrs. Hinch is one such patron, only promotes products and services she genuinely uses herself. And what more, not every Instagram story or grid post from her is promoting sponsored content. In fact, around 80% (not official, so don’t quote us on this) of her social media is genuine, honest reviews of products that she’s brought out of her own pocket.

That’s what makes her relatable. And that’s why her words have such an impact.

It’s all about trust.

These kinds of personality traits are something we look for when working with influencers at Source PR. Follower count isn’t important as genuine engagement and honest influence.

Numbers Don’t Lie

But don’t just take our word for it, we also have a few facts to back up our view that Mrs. Hinch is probably the most influential Instagram user out there.

Research by Rise At Seven found that Sophie has…

  • Around 93.6k authentic engagements per POST
  • 94% of followers that are highly engaged
  • NO paid or fake following

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Furthering this, during her Instagram hiatus during her pregnancy earlier this year, research by Silverbean found that search interest in Mrs. Hinch’s preferred cleaning brands fell to an average of 23.3/100, down from 28.9/100 in May 2019.

Not only is she a rising star in the world of social, but her fans are devoted and consistent. You can’t go far wrong with an endorsement from Mrs. Hinch.

Thus proving the argument that Influencer Marketing is still very much alive and kicking. You just have to make sure you’re working with the right kind.

Interested in hearing more about the right kind of influencer marketing? Get in touch with us today to find out what we can do for your business.

This post originally appeared on, Jessica Pardoe – one of our PR Executive’s, blogs. You can find that post here.