Build em up, knock em down. There seems to be a flurry of negative media coverage around influencers. https://www.theguardian.com/fashion/2018/mar/21/instagram-influencers-can-flog-stuff-all-day-but-its-weird-when-they-use-their-kids-to-do-it
The most robust set of global reports with great UK insights. https://wearesocial.com/uk/blog/2018/01/global-digital-report-2018