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The Rise of the Social Media Influencer

I was just having a chat with Tristam last week about this and he is not a fan of the “influencer” handle, his take on it was, “We are not influencers, we are simply creating content, which is what I do with my Crane Hub platform” and I have to say I tend to agree with him on that.

However, one of the fastest rising stars in the construction equipment social media influencer scene has to be West Coast of Scotland based Amy Underwood, aka @the_digger_girl who on Instagram alone has recently rocketed past the 100k follower’s milestone leaving many of us trailing in her wake!

When we featured Amy on the blog back in September 2020, she had only just reached the 10k milestone, so the rise to her follower tally today has been nothing short of meteoric. This has led to her being invited to dealer open days across the country, and in addition she has launched her own Digger Girl branded clothing range.

Last week Amy was in attendance at Scot Plant working with Rototilt UK, and selling her branded gear.

Conor Kelly aka @conor_the_digger_driver is another leader in this sector, who just yesterday passed the 85k follower milestone. Conor, whose content is very much video driven focusing on what he gets up to at work, down the pub and eating, is pretty unique in the fact that he doesn’t take himself too seriously, so his content is not only great quality but often fun to watch.

Conor has become a master of brand promotion on Instagram promoting anything from Ram mounts to thermal drink cups and workwear, which is genius really.

These guys are having real influence on the younger generation, just last week a young lad said to me, "When I grow up, I want to be like Conor the Digger Driver!". 

West Sussex based Lloyd Peckham ply’s his trade on Instagram as @bearded_excavation_uk documenting his work with Joyce Groundwork where he is now operating a brand-new Hitachi Zaxis 130LC-7 c/w Steelwrist tiltrotator, and his weekend railway work with L&W Contractors.

Lloyd, who also does a fair bit of product promotion on his channels, is such a busy fella workwise that its hard to imagine how he finds the time to do all his fantastic video work, but he does and it really is quality, he is now heading towards the 27k milestone, so if you are not following him, I strongly advise you to do so, the effort this guy puts in is off the scale!

Another guy who is putting in a mega effort on Instagram is our old mate “Down Under” owner operator Eddie Marshall aka @eddiemarshallexcavations, known in his neck of the woods as the “Artist with a Bucket” Eddie, who has over 30k followers, documents his work with his Doosan DX225LC. Eddie has really embraced Instagram and has armed himself with all the cameras and mounts to enable him to produce some amazing content.

Of course, there are many more top-quality content producers on Instagram, but this was just a snap shot of some of our favourites. Don’t forget we are on Instagram too just search for @digger_man_blog_ .

Instagram is in my opinion a great platform to share our material on, I also find it to be a much more friendly place to be compared to other platforms these days, just a lot more enjoyable all around.