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On Instagram, you might see celebrities like Molly-Mae Hague and Stacey Solomon talking about products such as Wild deodorant. These posts often look casual and friendly, but there is a lot of work and planning behind them. Wild, a company that makes natural deodorant, has used influencer marketing as a key part of its growth. Charlie Bowes-Lyon, who started Wild, says that working with influencers is the company's 'secret sauce. ' Last year, Wild was bought by Unilever, a huge company, and since then, Wild has spent millions of pounds on influencer partnerships with stars like Emma Raducanu, Stacey Solomon, and Molly-Mae Hague.

Hannah Campbell, who runs an influencer marketing agency, explains that brands use influencers because they really do influence people. She says, 'People buy from people. ' Young people, in particular, are less interested in traditional ads but pay close attention to what their favorite influencers say. Wild now has a team of over 20 people who focus only on influencer marketing, and their yearly budget for this is nearly £10 million. Next year, they might spend even more as they look for bigger celebrity partners.

How much do influencers get paid? The amount can range from £100,000 to millions, depending on how famous the influencer is and how much work they do. If a company wants just one post, it costs less, but if they want a long-term relationship, it costs more. For example, Emma Raducanu, a British tennis player, has been Wild's ambassador for a year. She has done photo shoots, posted on Instagram, and even helped create a new deodorant scent.

For many celebrities, it is not just about the money. They want to work with brands that match their image and values. Bowes-Lyon says that people are often shocked to learn that influencers can make £2,000 for a single post, and some can make as much as £50,000. Stacey Solomon, for example, is very careful about what she promotes and says no to most offers.

Katy Howell, who works at a marketing agency, says that paid ads do not always ruin a recommendation, but people should know when something is an ad. She says the real test is whether the influencer would actually use the product and if they have the freedom to share their honest opinions. Bowes-Lyon agrees that people are getting smarter about influencer ads, so it is important for the ads to feel real. If an influencer talks about something that does not fit their usual content, people will notice.

Wild tries to work with influencers who already like their products. For example, Molly-Mae Hague used Wild's body wash in a video before the company even contacted her. This makes the partnership feel more genuine.

Research shows that it is still harder for people to spot influencer ads compared to regular ads. In one study, 74% of people could tell when a post was a regular ad, but only 54% could tell when it was an influencer ad. The law says that influencer ads must be marked with #ad, but some experts think this is not enough to make things clear.

Do these influencer ads actually help sell products? Sometimes, the goal is just to make more people aware of the brand. Other times, the company gives the influencer a discount code to share with their followers. When Molly-Mae Hague did this, Wild saw a big increase in sales, but it only lasted a few days. Wild prefers to work with influencers over a longer period so the partnership feels more natural. This way, the influencer can explain why they like the product, not just try to sell it quickly.

Being an influencer is now a serious business. Many influencers have managers, agents, and teams to help them. They are not just people posting from their bedrooms anymore. They run their own media businesses with different ways to make money.

In the end, influencer marketing is a huge part of how companies like Wild reach new customers. It is important for influencers to be honest and for people to know when they are seeing an ad. This helps build trust between influencers, brands, and their audiences.