Blog : Young Scot

Influencer culture in Lockdown: where do we go from here?

Influencer culture in Lockdown: where do we go from here?

A lot has been said about COVID-19 marking the end of influencer culture as we know it. Consumers are tired of seeing social stars brag about their lavish lifestyles or preaching from their #gifted million pound home, promoting products that we ALL know they don’t and would never use – Khloe Kardashian and Febreeze, what?!

I get it and we have felt the same. Particularly as we navigate what is going to be an incredibly difficult few months for everyone.

However, for all the covidiot influencers who have got it seriously wrong, a lot have also risen to the occasion, helping to spread important messages to otherwise hard to reach, younger audiences.

As these uncertain times continue (sorry!) and conflicting messages and cluttered news just gets worse, audiences are desperately looking for people who they can connect with, trust and rely on – the micro influencer. Those who are genuinely experiencing the same things their audience are and who can share real content their followers can relate to.

In Finland, social influencers have actually been defined as ‘critical operators’ throughout the pandemic. They have used their platform to communicate Government guidelines and speak to a traditionally hard to reach audience. And what better way to reach your audience than working with the people you are trying to reach?

Influencers are always a key part of our campaigns and although the big names out there will always be big, it’s the micro influencers who are coming out on top for our clients at the moment.

Throughout lockdown, we’ve run influencer campaigns for the Scottish Government, Young Scot and Baxters to name a few – all of which have been used to spread a message quickly and efficiently, something a traditional media campaign just couldn’t do.

But why micro influencers?  They are the most flexible and can create content quickly that is authentic and believable. They are close to their audience and know what they respond well to. With fewer followers, they are much more likely to engage and respond to comments – they genuinely care and want to help their followers, which reflects well on the brands we work with. Finally, they are real. Without management teams, ulterior motives or big production budgets, their content is incredibly personal and personable and resonates with their audience better.

Post-pandemic, I think we can expect to see all influencers take a step back and take stock of the content they’re sharing. The high profile, aspirational type content still has its place but moving forward, honesty and authenticity is going to be key.

Scotland’s acclaimed youth Smartcard gets even smarter

Scotland’s acclaimed youth Smartcard gets even smarter

Stripe was on hand to launch the latest addition to Young Scot’s award-winning Young Scot NEC card by switching on Young Scot Rewards, a brand new innovative online platform which encourages young people to participate in positive activities which benefit themselves and their communities.

Over 250 young people and stakeholders joined Minister for Children and Young People, Angela Constance MSP, at an interactive event hosted at Glasgow’s Old Fruitmarket as the Young Scot Rewards digital platform went live for the very first time.

Through Young Scot Rewards, young people will be able to earn points by taking part in a variety of positive activities offered by a range of cross sector partners. These include volunteering, contributing to consultations or participating in opportunities around sport, health, arts and the environment. They will then be able unlock achievements and access exclusive offers and special deals. These include the chance to shadow Michelin starred chef Andrew Fairlie at Gleneagles Hotel, get free driving lessons with BSM or even swim with sharks at Deep Sea World.

Young Scot – Changing Perceptions

Young Scot – Changing Perceptions

Edinburgh-based agencies, Stripe and Blonde, have produced a short animated film in partnership with Young Scot, the national youth information charity.

‘Perceptions versus Truth’ has been created together with young people themselves and aims to question how society perceives young people and the impact this can have. It hints at the effect of social-norming theory and the self-fulfilling prophecy of being fed a constant diet of negativity.

To view the animation and get involved in the discussion please go to: or search for #changingperceptions on Twitter.

The film has been released to coincide with the completion of Young Scot’s ‘Pro-Social Behaviour’ project, supported by the Scottish Government’s Community Safety Unit.

Gregor Urquhart, communications director, Young Scot said: “We tasked Stripe and Blonde to create an animation that would be thought provoking and help tackle stereotypes head on. We wanted to show the nation that our young people are making a huge contribution to communities across Scotland. We’d encourage everyone to take a look at the animation and have a think about their own attitudes towards the young people, and to pass the link on to others so we can share the positive message.”