Ms. Hinch's favorite brands dropped 20% because Instagram paused after Baby Ronnie was born

Published on September 12, 2019

A recent study by Silverbean, a digital marketing agency, showed a decrease in research interest in cleaning the brand by nearly 20% during Ms. Hinch's Instagram break after the birth of her baby. child

Following the birth of his first child on June 20, 2019, the influencer took a break to share his cleaning recommendations on Instagram after the birth of his first child. Although he recently returned to the platform, Google Trends data analysis shows that some brands of cleaning products have suffered from his absence.

In June 2019, when her break began, interest in investigating Ms. Hinch's favorite cleaning brands dropped to an average of 23.3 / 100, compared to 28.9 / 100 in May 2019.

Some brands have suffered more than others without the online mention of influencers. Ms. Hinch's favorite web, Minky M Cloth, has seen the biggest drop in research interest, according to our analysis of the products most frequently featured in her stories.

The interest in the M-Fabric or "Minkeh", as the Hinchers affectionately called it, dropped from 6/100 in May to 2.4 / 100 in June, far from its 100% stake in October 2018. The number of People you are looking for the brand as a whole; The stake in Minky declined 36% between May and June.

Online interest in Vileda Spray Pug decreased by 34% in the absence of Ms. Hinch, from an average of 53/100 in May to 35/100 in June.

Interest in the all-purpose cleaner Elbow Grease was cut by an average of 30% and ranked third among the brands most affected by the influence of the influencer. While the average interest rate in May was 55.5 / 100, it fell to 38.6 / 100 in June.

While other factors may influence current interest in the products, the impact of the show on Ms. Hinch's Instagram page for brands is evident. His Instagram account has an average interaction rate of 6.52%, well above that of Kim Kardashian West (1.57%), Justin Bieber (3.47%) and even Beyoncé (2.61%).

His activities on Instagram have contributed to the success of many brands of cleaning products in recent months. In November 2018, the zoflora manufacturer Thornton & Ross recorded an increase in sales of 28% since the beginning of the year. The Morrisons store sold more than 13,000 Minky M towels in just five days in January 2019. Similarly, a Vileda spokesman confirmed that the "Hinch effect", along with its own marketing efforts, generated sales in "The Value of Vileda." Spin pug's increased 97.97% in the last 52 weeks.

Dan Hull, Senior Leader of Affiliates and Influencers at Silverbean, commented on his success as follows:

"Ms. Hinch is a perfect example of the power of influence marketing for a brand, but also how it can be adapted to work for each brand, its content and tips were unique and have attracted Instagram users greatly, which is what it has The search for the right and authentic voice for your brand can, in turn, provide access to a multitude of potential customers. "

Change of research interest between May 2019 and June 2019 (maximum of 100):

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