How to turn your passion into a side hustle

Cash-strapped Brits now turn to Instagram, with over 32 million using social media to be gifted products and services
 
Alex Payne, Sky Sports host and co-founder of Room Unlocked, who are transforming the way influencer marketing works, is available for comment on the rise of micro-influencers

Fuelled by the impact of the pandemic, soaring inflation and utility bills, the public has been enduring the worst cost of living crisis seen in a generation, with data last year revealing Brits have an average of £250 less disposable income each month, compared to the year before. Now, with a surge in the number of people without any savings, Brits can look towards a new currency to bridge the cost-of-living gap, leveraging social media platforms in exchange for products and experiences from their favourite brands. 

The good news is becoming a brand ambassador is not as difficult as it once was, as having millions of followers is no longer a requirement to become a ‘successful’ influencer. Room Unlocked – a platform that connects influencers with brands offering products and services they genuinely love –  has unveiled in their landmark research that over 32 million Brits have used their social media to become an influencer amidst the cost-of-living crisis, because they are gifted with products and services they wouldn’t be able to afford otherwise.

Often, micro-influencers are able to be more engaged and connected with their followers, as opposed to macro-influencers who may not have the time to follow up with the thousands of messages they receive. According to Influencer Marketing Hub data, they have an average engagement rate of 3.86%, while mega-influencers see about one-third of that. Brands that micro-influencers work with are usually more related to them and their niche, and they might genuinely use their product or service, whereas larger content creators may promote any product or service just for the money. 

Having just a thousand followers makes someone a nano influencer, and at this stage you can already become interesting to brands who may wish to advertise their products through you. Whilst it’s unlikely you’d develop a significant income stream at this stage, small influencers are often paid via the goods and services that companies offer, which could still be a vital lifeline amidst the cost-of-living crisis. In the UK, 45% of Instagram users have between 1,000 – 10,000 followers, Mention unveils, meaning that almost half the population that uses this platform could be eligible for this side hustle. 

Alex Payne, co-founder of Room Unlocked, comments: 

“If social media was an organic playground at the start – the place we occupied to be informed, challenged, amused and entertained – brands spotting the opportunity turned it into an advertising channel, awash with #ads and #spons. Audiences have lost interest, faith and belief in over-commercialised feeds.
 
“The backlash against fillers, filters, free holidays and photoshop has been significant, and brands are quick to follow the trends away from meaningless collaborations.  The descent has been triggered by a growing aversion to the fake – increasingly audiences want their influencers to be genuine, authentic, real and accessible.  And the brands have had to follow this trend. Audiences are showing that the impact of love is far greater than the impact of paid.  Increasingly on socials, honesty is proving to be the best policy.”

About Room Unlocked: 
Room Unlocked is a value exchange marketplace in which brands swap products or experiences for exposure from influential people. The platform is a space where brands and their influencer advocates exchange passion, not money. Brands offer their products and experiences to advocates – not influencers. In return, these people create engaging brand content that resonates with their audience, as opposed to the previous norm of disingenuous content.
 
Founded in London in 2017, Room Unlocked is a joint venture between Sky Sports host Alex Payne and marketing executive Tanya Hamilton-Smith. Having spent their careers understanding the power of fandom, Alex as the face of English rugby broadcasting and Tanya as a leading figure for brands such as JWT and BBDO, they have developed a powerful proposition to bring together the worlds of Brands and Influence to unlock brand love. Today brands are having to buy influence, and influencers are having to sell themselves. This exchange is creating an unrewarding experience for both parties, which is neither truthful nor trustworthy.