If you haven’t heard of Mrs Hinch, you must have been living under a rock. Her Instagram page @mrshinchhome_x_ has grown from 0 followers to over 600,000 followers since March this year. She’s not a musician, actor or reality star… no, she is a hairdresser from Essex. She shares pictures of her home on Instagram and shares her cleaning tips on her Instagram Stories.
So why are people so interested in Mrs Hinch’s clean home?
Mrs Hinch’s followers don’t have to wait a long time for fresh content from her. She posts an Instagram at least once a week, sometimes even twice a day. However, what have really helped Mrs Hinch raise to fame are her Instagram Stories. She posts a story every single day mainly sharing her cleaning tips but also images and videos of her everyday life.
Consistency is key in social media marketing, it allows your audience to recognise your brand. Mrs Hinch has created a brand for herself, her loyal followers are interested in any product she recommends. This means that she is quickly becoming one of the biggest social media influencers in the UK.
The content that Mrs Hinch creates is not top quality, she does not rely on professional equipment and editing. You can tell that her Instagram posts are simply just images and videos she has taken using her smartphone. This is appealing to her audience as she it makes her look real and genuine.
Instagram users are fed up of seeing over edited images of celebrities and Mrs Hinch content provides a breath of fresh (clean) air! Her content expresses her bubbly personality in a way that creates a huge likeability factor which explains her rapid follower growth and huge engagement on her posts.
You’ve probably heard a lot of people suggest that you should have an aesthetically pleasing Instagram grid but Mrs Hinch is showing that it does it work! The silver and white theme of her Instagram grid is very visually pleasing to scroll through when you first visit her Instagram page. It expresses the clean way of life she wants to express on her social media. In fact, using similar colours, filters and camera angles in your photos helps to keep your personal brand consistent.
To get good engagement on your social media you must focus on a niche audience, this is exactly what Mrs Hinch does. She knows exactly what kind of content and aesthetic her followers want.
Using hashtags such as #HinchArmy, #MrsHinchMadeMeDoIt and #HinchHaul Mrs Hinch has created a community of followers. She is constantly interacting with her followers and encouraging her audience to share their cleaning tips, favourite products and it their own clean homes within the community.
Many of the products that Mrs Hinch promotes are very cheap, meaning that is easy for people to follow her cleaning tutorials and get involved in the community. A quick search of #HinchHaul shows the huge amount of cheap cleaning products her followers have bought due to her content. The amount of brands that are benefiting from free advertising thanks to Mrs Hinch sharing her favourite cleaning products is incredible.
We see a lot of brands using social media to promote their products but fail to interact with their audience. Social media should be about building trust and that is exactly what Mrs Hinch does. She has become a best friend to her followers, who will trust her recommendations just like we would trust our friends and families.
Retailers such as B&M, Home Bargains and Pound Stretcher have even started to promote Mrs Hinch’s favourite products, by displaying them at the front of their stores. Her Instagram really shows that word of mouth is still the strongest form of marketing.
In addition, through the community that Mrs Hinch has created she is making a difference. She regularly shares stories from her followers about how her content has helped them personally. Many people struggling with anxiety, depression and a lack of confidence have followed Mrs Hinch’s cleaning tips and have found an outlet for their issues. It must be true that a clean home creates a clean and happy life.
The sudden success of Mrs Hinch on Instagram shows the power influencers can have on the success of your brand. It used to be media outlets, review sites and magazines where we would find product recommendations but know it is from influencers on our social media apps.
Especially for new and smaller businesses, influencers can help build brand credibility by aligning with people that fit with the personality of your brand. Influencers work as a brand ambassador, showing how your product benefits their life and how it can benefit their followers lives too. They can exposure your brand to a huge amount of people that fit into your target audience in a personal way and just like a spokesperson they can share feedback and reviews of your brand and its products.
Banks Mill Studios,
Derby, DE1 3LB
Office: 0133 2343 112
86-90 Paul Street,
Office: 0203 962 0609