The Power Of Ethnic Influencers For Brands


Here at GottaBe! Ethnic we understand that each ethnic community is different with different needs, tastes, and behaviours. Currently, 9.3 million ethnic minorities are living in the UK and make up 80% of population growth, making it increasingly important that these communities are not overlooked in marketing campaigns. 69% of Ethnic minorities feel UK media has little or no relevance to them. We aim to help change this statistic.

At GottaBe! we believe in a philosophy of quality over quantity when it comes to running influencer marketing campaigns. It is this philosophy that keeps clients coming back to us. Likewise, regarding the scale of influencers following. Utilising the right smaller influencers with a smaller following makes influencer marketing more accessible and easier to target specific audiences, especially for smaller brands.


We believe that influencers play a crucial role in boosting a brand’s awareness in the world of social media. An influencer is an individual who has built up the power to influence other’s purchasing decisions by sharing their thoughts on a product online with their followers with whom they have built a relationship. Their role is to be trustworthy informers. Successful influencers receive the most engagement with a high proportion of their followers. Many used to assume that an influencer with more followers can reach the largest audience. Although this might be true, it is important when selecting influencers to ensure the audience you are trying to reach is represented by this individual as well as their following. This will be the key to creating a successful campaign.

Nano influencers are the lowest tier of influencers (with between 1,000 and 10,000 followers). They can be strategically used by brands with whom they share interests and values. Micro influencers’ audiences are highly engaged and willing to act on their recommendations. The strong influencer-consumer trust is the powerhouse behind influencer marketing. Micro-influencers have a smaller following, making it easier to engage and build a relationship with them through responding to a larger percentage of messages and comments they receive. Often micro-influencers live a more attainable lifestyle- consumers feel a closer relationship with individuals that they have more in common.

Have you considered influencer marketing as part of your multicultural marketing marketing strategy? So why not reach out to us and we will develop the best influencer marketing strategy for your brand. With our ever-growing list of influencers to suit a wide range of audiences, we will provide you with an effective, unique influencer pack to suit your audience.


Recruiting influencers who represent the target audience brands are trying to reach out to is the best strategy to sell a product or service. At GottaBe! we treat each influencer campaign differently and carefully select the right influencers for your brands campaign. In discussion with CIM News Analyst- MaryLou Costa- and Martin Rothwell, Client Relations Lead at GottaBe! Ethnic explored the topic of the power of authentic connections.

Martin makes the point that people used to aspire to be like mega-influencers, whereas now their lives seem unattainable and unrealistic. Wajiha Arshad, brand manager at Pakistani cooking brand Shan Foods recently worked with GottaBe! on an influencer marketing campaign with UK South Asian influencer Zara Azil to promote a ginger and garlic paste product, which resulted in attracting high engagement and thousands of likes.  Arshad feels that “using niche and region-focussed influencers has helped because it creates a deeper resonance with a multicultural audience and gives a more personal touch to the campaign”.


  • Nano influencers = 1,000 and 10,000 followers.
  • Micro influencers = 10,000 and 50,000 followers.
  • Mid-tier influencers = 50,000 and 500,000 followers.
  • Premium/Macro influencers = 500,000 and 1,000,000 followers.
  • Celeb/Mega influencers = over 1,000,000 followers.


As discussed before, brands are moving towards smaller influencers to target niche markets. Nano influencers are less likely to use brand partnerships as their primary source of income, making their social media feeds more relatable and authentic. Audiences respond well to authenticity. Subsequently, they will be more likely to trust product recommendations from them.


Micro-influencers- like Nano influencers- often share the trait of having a niche and followers with a specific set of interests. They are relatable, engage well with their followers and have the potential to form effective longstanding partnerships. Apart from this, they are very different to nano influencers in that this tier of influencers have already demonstrated the ability to grow their brand. Micro-influencers will quickly progress to the mid-tier influencer level.


Macro-influencers are the most popular tier, they have perfected their brand and often work on becoming experts in marketing, enterprise/luxury social media, content creation and key opinion leaders. They have a considerable reach across multiple social media platforms and have more direction in content creation.  Macro influencers’ audiences are well engaged and can significantly maximise a brand’s visibility.


Mega-influencers are the most recognisable influencer and have often been in the spotlight for another job role- e.g., athlete, actor, TV presenter/personality or musician. Their audience often associates mega influencers with specific brands as their social media content is largely filled with brand sponsorships. Brands often favour mega influencers for partnerships due to their recognisable names and the brand awareness that will follow when a partnership is formed.


GottaBe!’s work with Shan Foods (one of the biggest Pakistani culinary brands) on an influencer marketing campaign to promote their Ginger Garlic Paste product in the UK went very successfully!

The team reached out to several relevant ethnic and nano influencers from South Asian backgrounds with high South Asian followings to ensure the maximum impact in generating new customers for Shan Foods.  The team kept them involved with the campaign every step of the way by informing them of what the client was thinking in terms of the recipe ideas to showcase the Ginger Garlic Paste. 

Take a look at the influencer posts and overwhelmingly positive feedback we received in our Shan Food blog post.


Another whirlwind hit for GottaBe! is down to Aleksandra Fiddler, a UK-based Polish translator. Fiddler launched a Facebook live channel to translate UK Covid announcements for the UK polish community. The initiative has taken off, with her now broadcasting to over 122,000 followers, an increasing number of brands are taking an interest.

Her success has led her to become the face of money transfer provider Skrill, Pol Plan insurance, education organisation Motivation Academy and several SMEs. Her work is a testament to our belief that recruiting a diverse team that can deliver excellent ethnic marketing services targeted towards multi-ethnic groups is crucial.


Another influencer marketing project we worked on was with Shelter – the UK charity working to end bad housing and homelessness across England and Scotland. We helped Shelter by encouraging people of ethnic backgrounds to engage with fundraising for their annual ‘Big Walk’ event in 2020.

To target ethnic communities, we produced press releases to be distributed in Ethnic Media and worked closely with several Ethnic Media publications as well as relevant influencers to solidify exposure for the event.

Considering Ethnic Influencer Marketing For Your Brand?

If you think influencer marketing is right for your brand, get in touch with a member of the team today. We would love to hear more about your current multicultural marketing strategy and how influencers are involved in this. From there we can give you a complimentary review of your strategy and suggest how to improve your targeting of ethnic minorities.

We are always happy to chat. Call us on 02380 634283 or email us at alternatively, you can contact us here.

Let's see how we can work together