Mrs Hinch brands grow 294% in search

For those of you who aren’t au fait with the nation’s new cleaning lady, Mrs Hinch has polished up a storm on social media over the last year.

Known for her cleaning hacks, how-to videos and spotless, greyscale home, ‘Mrs Hinch’, or Sophie Hinchcliffe as she is otherwise known, has become a powerful Instagram influencer, and demand for the products she features in her posts have skyrocketed as a result.

Mrs Hinch instagram

Mrs Hinch instagram

Mrs Hinch brands sell big

Reports of Zoflora shortages have made tabloids the land over, and the ‘Minky’ cloth – propelled into public consciousness through Mrs Hinch’s insta efforts – has grown a fanbase in its own right, with the first result in Google returning a ‘Video carousel’ of fervent vlogger reviews.

Mrs Hinch Minky YouTube reviews in Google

An un-sponsored mention of Dunelm’s bamboo bath rack on Mrs Hinch’s instagram caused the product to sell-out. In line with this, Dunelm recently reported a sparkling sales rise, with boss Nick Wilsdon crediting Mrs Hinch for inspiring consumers with home decor ideas. 

Similarly, Zoflora had to double production to cope with demand after the Instagrammer’s frequent endorsements led to a surge in sales.

According to Insta Analyzer, Mrs Hinch’s Instagram account boasts an extremely healthy engagement rate of 9%, which is a full 4% higher than similarly aligned motherhood influencer (and Google’s suggested next search): Louise Pentland. It is little wonder, then, that Mrs Hinch recommended products are highly sought after. 

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Mrs Hinch brands see 294% growth

mrs hinch brand growth 294% in search

According to Pi Datametrics’ search volume data, the brands championed by Mrs Hinch experienced overall growth of 294% online, between August 2018 and April 2019, when compared with the previous period. 

Mrs Hinch brand growth driven by prime time TV 

Mrs Hinch brand growth driven by prime time TV

The ‘Mrs Hinch’ effect was undoubtedly catalysed by Sophie Hinchcliffe’s debut on prime time TV, during a segment on This Morning. 

Although traction was building in August before her September 17th appearance, we can see continued growth over time, as the domestic goddess landed a regular slot.

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Mrs Hinch ‘Minky’ cloths experience the most growth of all brands

Mrs Hinch ‘Minky’ cloths experience the most growth of all brands

When diving deeper into the ‘Mrs Hinch’ aligned brands, we can see which have experienced the most pronounced growth. 

‘Shark’, which sells hoovers, saw strong growth. This trend line includes multiple searches centred around the brand, however the search term ‘Shark’ has been included, which may cause the trend line to be more significant year-round, due to its other meaning. Nevertheless, ‘Shark’ still shows notable growth around the height of Mrs Hinch’s popularity. 

‘Minky’ has seen sharpest incline of growth out of all the brands, followed by Zoflora. 

Brand value takes a hit as Mrs Hinch has a break from social media

Mrs Hinch brand search growth drops as she takes a break from social media

When looking at the value attached to Mrs Hinch brands, ‘Shark’ and ‘Minky’s’ commercial peaks were significantly higher than other brands.

We have hidden estimated revenue figures on the y axis, but the trend line gives an accurate indication of the brand’s commercial value over time. 

Recently, however, demand has died down as Mrs Hinch has taken a break from Instagram, following the birth of her child. In fact, between April 2019 and July 2019, Mrs Hinch related brands have all experienced a 50% decline in commercial value.

This just underscores the power of Mrs Hinch’s influence, although it’s safe to say sales will bounce back when she takes to Instagram once again. 

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The power of social media influence in search

As we explored in our recent study on the growth of PrettyLittleThing, it is becoming increasingly apparent that Instagram influence is filtering through into search demand, and culminating in high-intent brand searches. 

Those that have been savvy to capitalise on the power of the influencer will continue to enjoy significant growth in search, sales and profits. 

 


 

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