Can Influencer Marketing Help Traditional Industries in the UK?

Digital marketing is one of the fields that is constantly in a state of evolution and change over the last decade or so. There have been few marketing platforms that have revolutionized brand marketing in the way that TikTok has. From being seen as merely an entertainment, dance, and lifestyle influencer marketing platform, TikTok has today emerged as one of the most powerful marketing platforms for brands to reach out to their consumers. This is particularly relevant in today’s scenario because more and more brands are recognizing and realizing the immense power and influence of TikTok over consumer behavior and decision-making. TikTok for marketing is no longer limited to only fashion brands, beauty brands, and electronic brands; instead, today there are more and more brands seeking to leverage TikTok for marketing to their consumers in a much more authentic and entertaining way. This is thus a huge change in brand marketing and marketing strategies for brands and industries. This change is particularly relevant in the context of the United Kingdom because of its rich history of conventional brands in finance, manufacturing, and professional services.

The traditional brands in the United Kingdom have always relied on their reputation and expertise in marketing themselves to their consumers; however, with the emergence of digital-first consumers, there is now a new trend where traditional marketing is no longer considered sufficient for marketing to consumers. Influencer marketing is thus helping traditional brands in marketing themselves to consumers in a much better way through TikTok for brand marketing.

This article aims to identify how influencer marketing works for traditional UK industries, why marketing in TikTok is relevant for traditional industries, and how traditional industries can use it for marketing. It will also identify how traditional industries can use influencer marketing and how key marketing agencies like WPP, Ogilvy, and Publicis Groupe contribute to traditional industries’ marketing strategies through influencer marketing campaigns.

From various marketing strategies and trends in marketing and actual marketing campaigns and practices, it is evident that influencer marketing is not only applicable for lifestyle brands but can be used as an effective marketing tool for even the most traditional of industries.

What Counts as “Traditional” Industries

First and foremost, it is essential to identify what actually makes an industry traditional and how it can be used in relation to influencer marketing. Generally speaking, traditional industries tend to have more traditional and conventional marketing strategies and often have more traditional and longer histories in the industry.

In the UK, traditional industries include finance, manufacturing, and professional services. These industries have traditionally used conventional marketing methods like print ads, TV ads, conferences, and direct sales. Although there is a gradual change in marketing with digitalization in traditional industries in the UK, it is not as rapid as in other countries.

Finance

Finance is possibly one of the most traditional sectors in the United Kingdom. Companies such as HSBC, Barclays, and Lloyds Banking Group have traditionally relied on brand and business credibility through reliability and trust.

Traditionally, marketing in finance and financial services is associated with traditional communication modes. For example, advertisements were more focused on stability and experience instead of creativity and charismatic influencers.

However, financial education content, commonly referred to as “finfluencing,” seems to be gaining traction and popularity among people. This implies that people are interested in learning more about finance and related topics like investing, budgeting, and mortgages. Marketing through TikTok can help finance brands reach younger people who may be opening their first bank account or seeking knowledge in personal finance.

For example, financial literacy influencers can help finance brands spread brand awareness while promoting financial literacy content in an understandable and entertaining way through videos.

This is particularly essential for younger people since they may be exposed to financial literacy through social media platforms instead of traditional mediums.

Manufacturing

The manufacturing industry is another industry traditionally considered untouchable for influencer marketing. For example, manufacturing brands often rely heavily on B2B relationships and may have technical products that may not be ideal for influencer marketing.

Rolls-Royce Holdings and BAE Systems are two of the leading companies in the industry. The industry is known for its complicated market environment with many stakeholders and regulations in procurement decisions.

The traditional perception of marketing in the manufacturing industry is that it is not possible to do so through influencer marketing campaigns. This is not true since every product has its own story to tell and share with potential customers.

Marketing on TikTok can help manufacturing companies to share their story, such as their process, innovation story, or workforce expertise, to help people understand the manufacturing sector better. Influencers with engineering, technology, and educational content can help manufacturing companies to share their story in such a manner that is easily understandable, interesting, and in the form of videos.

This will help manufacturing companies to spread brand awareness and also help them to acquire talent, which is becoming a new challenge for the manufacturing sector.

Professional Services

Professional services comprise different services such as consulting services, accounting services, and legal services. Companies such as Deloitte, PwC, and KPMG operate in the professional services sector. This sector is also becoming increasingly competitive. The major differentiating factors for these companies are their expertise and brand.
In the past, marketing strategies for companies operating in the professional services sector were thought leadership, industry reports, conferences, and client relationships. Though these marketing strategies are still relevant for these companies, they are no longer sufficient for these companies.

The current business environment comprises entrepreneurs, startup founders, and other business leaders who are interested in professional services. TikTok brand marketing is a marketing opportunity for these companies that can help these companies to positively impact society.

Professional services can partner with influencers to help their target audience understand the information they are providing. For example, influencers such as entrepreneurs, career, and business strategy can partner with professional services companies to help these companies showcase their expertise in their respective fields.

Why Influencer Marketing Can Still Work

Despite the fact that there are various traditional sectors operating within a structured environment, it is still possible to use influencer marketing to one’s advantage. It is just a matter of modifying this form of marketing to suit the brand’s objectives and goals.
There are two major reasons why it is effective to use influencer marketing to reach a wider audience across various traditional sectors.

Educational Content

One of the major trends that has been recognized within digital marketing is the demand for educational content. It is not just a platform to entertain users through various social media platforms but also to learn from each other.

In terms of educational content on TikTok, it has been recognized to gain traction on this platform. It includes various topics such as finance, technology, career growth, and even entrepreneurship.

Influencers essentially act as a bridge to connect complex industries with the general population. It is through storytelling that they help to explain complex ideas to the population without confusing them with complex terms and jargon.

In terms of financial services, it may be explaining various types of mortgages available to consumers. In terms of manufacturing companies, it may be explaining various features and functionalities of high-end technology and machinery. In terms of professional services companies, it may be providing insights on various tax strategies available to consumers, as well as increasing productivity at work.

Educational content not only helps to increase awareness about the brand and its services but also makes it an authority on the subject matter.

Traditional brands usually encounter perception problems. Financial services brands are usually perceived to be distant and bureaucratic. Manufacturing brands are usually perceived to be invisible to end consumers. Professional brands are usually perceived to be corporate and inaccessible.

Influencer marketing helps solve perception problems and humanises brands.
Charismatic persons who are relatable and authentic are known as influencers. Influencers are more likely to communicate with their audience in a conversational tone instead of a corporate tone.

For instance, a financial influencer is discussing budgeting tips. He or she can give an instance of how a bank’s services are useful in real life. An engineering creator is visiting a manufacturing plant and discussing how knowledgeable the people are who are operating the machinery. A business content creator is working with a consulting firm and discussing how strategic advice is useful in everyday life as an entrepreneur.

By humanising brands, brands are made more accessible and relatable while still being professional.

Besides, TikTok’s algorithm favors authentic and entertaining content instead of advertisements. Influencer marketing is thus more effective compared to advertisements.

How Traditional Brands Use Influencers

Although there are various influencer marketing strategies that are applicable to various brands, there are some techniques that have been accepted as standard strategies that can be used by traditional brands that would like to reach their consumers using TikTok.
These techniques are mostly focused on educating and enlightening people rather than promoting brands.

Explainers

Explainers is a technique that is most powerful in marketing brands using TikTok. This is mostly applicable to traditional brands that have complicated products and services.

For instance, a financial creator who aims to enlighten people about credit scores can utilize TikTok’s short video format to break it down into smaller pieces.

The engineering influencer could enlighten people about how aerospace parts function using TikTok.

A business consultant could also enlighten people about corporate strategy.

There are several benefits of using explainer videos for traditional brands. They provide instant gratification to the audience and are useful in sharing.

It also helps in projecting a brand as more helpful and less promotional.
In most cases, brands and influencers cooperate in writing scripts for explainer videos.

Case Studies

Case studies is another effective way of conducting influencer marketing for traditional brands. Unlike explainer videos, case studies do not emphasize ideas and theories but rather focus on explaining to the audience how products and services function in real life.

Case studies could also include an analysis of how a financial product helped in effective debt management, how a manufacturing product helped in sustainability, or how a consulting service helped a company in scaling up.

This method of storytelling helps in allowing the audience to imagine the benefits of complex products.

Real Case Study: HSBC’s Financial Education Campaign

A perfect example of influencer financial education is HSBC, which launched financial education campaigns targeting the younger demographic via digital channels, including social media influencers and creators.

This is unlike the traditional influencer marketing strategy, where financial products are promoted. Instead, the creators produced content around financial education, including budgeting, saving, and credit scores.

This strategy is ideal for TikTok users since they prefer to watch content that is both educational and engaging. The fact that financial education was emphasized over financial promotion is what made this campaign successful and earned the bank a great reputation as a reliable financial institution.

This is an example of influencer marketing being effective in regulated industries. The bank was able to utilize this strategy effectively and abide by financial communication regulations and guidelines.

This is an example of influencer marketing being effective despite being used as a means of promoting financial products. It does not completely replace traditional means of communication; it only enhances it.

Benefits for Traditional Industries

When executed strategically, influencer marketing can deliver several benefits for traditional industries seeking to modernise their digital presence.

Modern Brand Perception

One of the most significant advantages of TikTok brand marketing is the ability to reshape brand perception. Many established organisations struggle to appear innovative or relevant to younger audiences.

By collaborating with influencers, brands can demonstrate openness to modern communication styles and digital culture. This does not mean abandoning professionalism; rather, it involves presenting expertise in more engaging ways.

A modern brand perception is particularly important for industries competing for talent. Younger professionals often evaluate potential employers based on digital presence and brand values. Companies that actively engage on platforms like TikTok signal that they are forward-thinking and adaptable.

Increased Awareness

Traditional industries frequently operate outside mainstream consumer awareness. Manufacturing companies, for example, may produce essential products without receiving public recognition.

Influencer partnerships can significantly expand brand visibility by introducing companies to new audiences.

Creators already possess established communities of followers who trust their recommendations and insights. When these creators collaborate with brands, they extend brand reach beyond traditional marketing channels.

Increased awareness can lead to multiple long-term benefits, including stronger employer branding, improved reputation, and new customer opportunities.

Conclusion

Influencer marketing is no longer limited to fashion, beauty, or lifestyle brands. As digital communication evolves, even the most traditional industries are discovering the value of marketing on TikTok.

Finance, manufacturing, and professional services all possess valuable expertise that audiences want to understand. Influencer partnerships provide a bridge between complex industries and modern digital audiences by transforming technical knowledge into accessible, engaging content.

Successful campaigns focus on education, authenticity, and storytelling rather than direct promotion. When brands collaborate with credible creators and maintain transparency, influencer marketing becomes a powerful tool for building trust, awareness, and relevance.
As platforms like TikTok continue to shape the future of digital communication, traditional organisations must adapt their strategies to remain competitive. Partnering with experienced agencies and creators ensures that campaigns align with both brand objectives and platform culture.