10 UK Instagram Influencers for Boosting Brand Awareness

Key takeaways

• Brands must find influencers who can make an impact in the UK for successful campaigns. To do that, they must access key metrics that reveal the influencers' connection with their audiences.
• We ranked 10 of the biggest influencers in the UK by follower count and key metrics such as their audience credibility, engagement rate, and audience location.
• Molly Mae, Simon Minter, and Harry Lewis are three of the most-followed UK Instagram influencers who fit our parameters.

Who are the most famous Instagram influencers in the UK? Our methodology

The Kolsquare database stores insights about influencers with 5,000 or more followers on at least one of the popular platforms, such as Instagram, TikTok, and YouTube.

Our ranking is based on the critical information stored in our database that is designed to help brands match with the most impactful influencers for their campaigns.

For each influencer, we provide you with essential data, such as:

• Credibility score /100: Kolsquare's credibility score gives a score from 0 to 100. It tells you how authentic an influencer's audience is. Any number of 75 is a good sign. It indicates that more real people--rather than bots or fake followers--are subscribed to their channel.
• Engagement rate: This metric tells you how much sway the creator has over their audience. Engagement rates are calculated by analysing how many of an influencer's followers interact with their posts through comments, shares, likes, etc.
• Earned media value (EMV): EMV helps you define your budget for an influencer partnership. It is the expected media value you will gain by collaborating with a key opinion leader (KOL) on a platform.

In addition, this list only showcases influencers with over 25% of their audience in the UK to ensure they can create powerful campaigns locally.

Top 10 British social media influencers on Instagram: our ranking

The top Instagram influencers on this list operate in a range of niches, spanning gaming, lifestyle, and beauty content.

Most of these creators have primarily younger audiences, which fits with Instagram's userbase, which is mostly aged 18-44.

Here's a list of the biggest UK Instagram profiles:

1- Molly-Mae Hague: @mollymae - Instagram model and fashion influencer

• Interests: Inspiration & Lifestyle

Followers:

• Instagram: 7.89M
• TikTok: x
• YouTube: x

• Location: London, UK
• Location of the audience: UK (65%)
• Kolsquare Credibility Score: 87/100

Average engagement rate:

• Instagram Posts: 4.3% | Instagram Reels: 3.2%

Earned media value:

• Instagram Posts: 334,700 €
• Instagram Reels: 344,590 €
• Instagram Stories: 12,890 €

Originally rising to fame through the TV show Love Island, Molly-Mae Hague is a well-known public figure and influencer. She primarily shares minimalist fashion looks and lifestyle updates with her followers. Hague also posts updates featuring her young family and husband, boxer Tommy Fury.

Her Instagram content resonates deeply with her audience, as evidenced by her high engagement rates. These rates are especially impressive for a celebrity influencer with such substantial reach.

As a result, Hague has collaborated with many major brands, such as PrettyLittleThing, and created her own beauty line, Filter by Molly-Mae.

2- Simon Minter: @miniminter

• Interests: Sport & Fitness, Inspiration & Lifestyle, Gaming, Humour

Followers:

• Instagram: 6.34M
• TikTok: x
• YouTube: 10.4M

• Location: London, UK
• Location of the audience: UK (24%)
• Kolsquare Credibility Score: 75/100

Average engagement rate:

• Instagram Posts: 11.62% | Instagram Reels: 1.75%

Earned media value:

• Instagram Posts: 643,420 €
• Instagram Reels: 136,270 €
• Instagram Stories: 10,360 €

Simon Minter, known online as Miniminter, is a prominent British YouTuber and influencer. He is part of the popular YouTuber group, the Sidemen. He has now leveraged his YouTube success to build a solid Instagram following.

While he was popular for his gaming content on YouTube, Minter now posts primarily sports-focused and lifestyle content on Instagram.

Minter has a charismatic personality and an ability to connect with his audience through authentic and relatable content. His audience is highly engaged with his Instagram posts, providing a rare opportunity for brands to connect with a large number of engaged followers.

3- Harry Lewis: @wroetoshaw - Digital YouTube and Instagram influencer

• Interests: Games, Sport & Fitness, Inspiration & Lifestyle, Music

Followers:

• Instagram: 5.74M
• TikTok: 4.35M
• YouTube: 16.3M

• Location: UK
• Location of the audience: UK (34%)
• Kolsquare Credibility Score: 76/100

Average engagement rate:

• Instagram Posts: x | Instagram Reels: x

Earned media value:

• Instagram Posts: x
• Instagram Reels: x
• Instagram Stories: x

Harry Lewis, better known online as W2S (Wroetoshaw), is a highly influential British influencer. Like Simon Minter, he is also a member of the YouTube group the Sidemen.

Lewis's YouTube content mostly focuses on gaming, challenges, and collaborative content featuring his group members.

On Instagram, he has a high number of followers and often shares content in the sports and lifestyle genres, showing his day-to-day life, events he attends, and travel locations. Lewis's partnerships often include promotions for sports brands like JD Sports and lifestyle brands.

4- Vicky Pattison:  @vickypattison - TV star to internet personality

• Interests: Beauty, Food & Drink, Entertainment (cinema, TV...), Inspiration & Lifestyle

Followers:

• Instagram: 5.52M
• TikTok: x
• YouTube: x

• Location: London, UK
• Location of the audience: UK (43%)
• Kolsquare Credibility Score: 74/100

Average engagement rate:

• Instagram Posts: 1.43% | Instagram Reels: x

Earned media value:

• Instagram Posts: 107,962 €
• Instagram Reels: x
• Instagram Stories: 8,993 €

Vicky Pattison rose to fame in 2014 through the popular reality TV show Geordie Shore. Since then, she has successfully become a major influencer in the UK.

On her Instagram page, Pattison shares a variety of content, mostly travel and lifestyle photos. She also regularly posts collaborations with brands like Matalan, New Look, and Tampax. Pattison's content approach is led by authenticity, which builds trust with her audience.

Pattison also continues to participate in media projects, including UK television appearances, presenting on Heart Radio, and her own podcast. As a result, a large percentage of her audience is UK-based.

5- Vikram Singh Barn: @vikkstagram - Online YouTube and Instagram influencer

• Interests: Sport & Fitness, Travel, Gaming, Inspiration & Lifestyle

Followers:

• Instagram: 4.5M
• TikTok: x
• YouTube: 7.6M

• Location: London, UK
• Location of the audience: UK (43%)
• Kolsquare Credibility Score: 77/100

Average engagement rate:

• Instagram Posts: 4.74% | Instagram Reels: 1.28%

Earned media value:

• Instagram Posts: 206,550 €
• Instagram Reels: 71,490 €
• Instagram Stories: 7,330 €

Vikram Singh Barn, known on social media as Vikkstar123, is a renowned British influencer. He is a member of the YouTube group the Sidemen, alongside Simon Minter and Harry Lewis from our list.

With millions of followers across YouTube and Instagram, Barn has carved out a niche for himself in the gaming genre through his engaging content, which includes gameplay videos, vlogs, and challenge videos.

Barn's audience is highly engaged on his Instagram page, where he frequently collaborates with other popular influencers and posts content about his side projects. He released his debut single in September 2023 and is working on a Netflix show.

His promotional content spans a range of products, from gaming gear and tech gadgets to lifestyle and fashion items.

6- Arron Crascall: @arron_crascall

• Interests: Beauty, Sport & Fitness, Humour

Followers:

• Instagram: 4.37M
• TikTok: x
• YouTube: 814K

• Location: UK
• Location of the audience: UK (8%)
• Kolsquare Credibility Score: 84/100

Average engagement rate:

• Instagram Posts: 2.48% | Instagram Reels: 1.68%

Earned media value:

• Instagram Posts: 137,070 €
• Instagram Reels: 124,090 €
• Instagram Stories: 7,120 €

Aaron Crascall is a well-known British social media influencer and comedian. He initially gained popularity on Vine, where he posted comedy videos. Crascall now posts on his Instagram page, Facebook, and YouTube, continuing to share content in the comedy genre.

His Instagram fans are engaged with his light-hearted and humorous content. He typically shares videos which react to memes and other influencers' content. He also shares content about his weight loss journey. Crascall has collaborated with brands like One Plus.

7- Gaz Beadle: @gazbeadle

• Interests: Beauty, Travel, Sport & Fitness, Inspiration & Lifestyle

Followers:

• Instagram: 3.78M
• TikTok: x
• YouTube: x

• Location: UK
• Location of the audience: UK (32%)
• Kolsquare Credibility Score: 82/100

Average engagement rate:

• Instagram Posts: 0.72% | Instagram Reels: 0.18%

Earned media value:

• Instagram Posts: 51,670 €
• Instagram Reels: 19,300 €
• Instagram Stories: 6,160 €

Gaz Beadle is a well-known British reality TV star and social media influencer who first gained fame as a cast member on the MTV series Geordie Shore. His content primarily revolves around his lifestyle, fitness routines, family life, and personal adventures. Beadle frequently shares insights into his daily activities, fitness goals, and moments with his family, connecting with his audience on a personal level.

Beadle has collaborated with various brands across different industries. Notably, he has worked with fitness and health brands such as Protein World, promoting supplements and fitness products. Additionally, he partners with fashion brands, showcasing apparel and accessories through his social media platforms.

8- Ethan Payne:  @behzingagram

• Interests: Sport & Fitness, Inspiration & Lifestyle

Followers:

• Instagram: 4.21M
• TikTok: x
• YouTube: 4.98M

• Location: UK
• Location of the audience: UK (36%)
• Kolsquare Credibility Score: 77/100

Average engagement rate:

• Instagram Posts: 3.83% | Instagram Reels: x

Earned media value:

• Instagram Posts: 161,650 €
• Instagram Reels: x
• Instagram Stories: 6,860 €

Ethan Payne, known online as Bezinga, is a British internet personality who first gained popularity as a member of the YouTube group the Sidemen.

Today, Payne's content includes fitness and workout routines, gaming videos, vlogs, and lifestyle posts. He shares his personal fitness journey, often providing motivation and tips for a healthy lifestyle to his Instagram fans. His authentic and relatable content has built a highly engaged following.

Payne has collaborated with various brands, particularly in the fitness and gaming sectors. He is a brand ambassador for Gymshark, promoting their athletic wear and fitness gear. He also works with gaming brands, showcasing new products and gaming setups.

9- Lydia Bright: @lydiabright - Instagram style and beauty influencer

• Interests: Beauty, Travel, Fashion & Accessories, Inspiration & Lifestyle

Followers:

• Instagram: 3.78M
• TikTok: x
• YouTube: x

• Location: UK
• Location of the audience: UK (32%)
• Kolsquare Credibility Score: 82/100

Average engagement rate:

• Instagram Posts: 0.72% | Instagram Reels: 0.18%

Earned media value:

• Instagram Posts: 51,670 €
• Instagram Reels: 19,300 €
• Instagram Stories: 6,160 €

Lydia Bright is a television personality and social media influencer who rose to fame as a cast member on the reality TV show The Only Way is Essex (TOWIE). Bright now has a large audience on Instagram. Her content primarily focuses on the lifestyle genre, fashion, beauty, and motherhood.

She shares her experiences and daily life with her followers through engaging posts, including style tips and acting as a lifestyle and fashion blogger. Bright is also renovating a house, which she mostly shares on @lydiabrightshome on Instagram.

Bright collaborates with various brands across different sectors, such as Tesco Food and Joy of Clean. Additionally, Lydia partners with fashion, beauty, and skincare brands, promoting products through tutorials and reviews.

10- Dani Dyer: @danidyerxx

• Interests: Beauty, Inspiration & Lifestyle

Followers:

• Instagram: 3.76M
• TikTok: x
• YouTube: x

• Location: UK
• Location of the audience: UK (71%)
• Kolsquare Credibility Score: 84/100

Average engagement rate:

• Instagram Posts: 2.89% | Instagram Reels: 0.39%

Earned media value:

• Instagram Posts: 117,710 €
• Instagram Reels: 23,640 €
• Instagram Stories: 6,130 €

Dani Dyer is a well-known British actress and social media influencer who first gained widespread recognition by winning the reality TV show Love Island in 2018. Her content primarily focuses on fashion, beauty, and motherhood content. She now also shares updates from her family life with footballer Jared Bowen.

Dani collaborates with various brands, particularly in the fashion and beauty sectors. She has partnered with a wide range of brands, from Rimmel to Home Bargains. Additionally, she works with beauty brands, promoting products through tutorials, reviews, and sponsored posts.

How to find influencers on Instagram for influencer marketing campaigns?

Finding the right influencers on Instagram involves defining your campaign goals and target audience, using Instagram’s built-in tools, and analysing competitors' collaborators. Brands must also find influencers who match their genre and target audience.

Discovering these creators independently is time-consuming. However, an influencer marketing platform like Kolsquare can streamline this process.

Kolsquare offers an extensive database of influencers, complete with detailed profiles and performance analytics. The advanced search filters allow you to narrow down potential influencers based on specific criteria such as location, follower count, and engagement rates, ensuring you find the perfect match for your brand.

With Kolsquare, managing and analysing your influencer campaigns becomes straightforward and efficient.

Book a demo with Kolsquare today to discover how we can help elevate your influencer marketing strategy.

Do Instagram influencers get paid?

Yes, Instagram influencers get paid. However, it is not directly through Instagram. Compensation can come in various forms, including brand sponsorships, collaborations, or product gifting. The amount influencers can earn depends on several factors, such as their follower count, engagement rate, and the type of content they create.

Micro-influencers (10,000 to 100,000 followers) might earn between £100 to £500 per post, while macro-influencers (100,000 to 1 million followers) can earn between £1,000 to £10,000 per post. These rates can vary significantly depending on the industry and the influencer's negotiation skills.

How do Instagram influencers make money?

Influencers typically earn money through brand collaborations. The most common methods of payment are:

Affiliate marketing

Affiliate marketing involves influencers promoting a brand's products through unique tracking links. Influencers earn a commission for every sale generated through their links. This model benefits both parties, as brands only pay for actual sales, and influencers can potentially earn substantial income based on their ability to drive traffic and conversions.

Long-term partnerships or brand ambassadorships

Long-term partnerships or brand ambassadorships involve a more extended commitment between the influencer and the brand. These arrangements often come with higher compensation packages that can include a mix of flat fees and performance-based payments. Such collaborations typically require the influencer to create consistent content over a specified period, maintaining brand alignment and continuous audience engagement.

One-off collaborations

One-off collaborations are single campaigns or posts where an influencer promotes a brand's product or service. These are typically straightforward agreements involving a one-time payment for a specific piece of content. While these can be less lucrative than long-term partnerships, they allow influencers to work with a variety of brands and maintain diverse content.

Who is the highest-paid influencer on Instagram?

Football icon Cristiano Ronaldo is the highest-paid influencer on Instagram. He commands top rates for his posts, earning significant income from brand endorsements and partnerships. With over 531 million followers, Ronaldo's influence extends across various brands, including Nike, Herbalife, TAG Heuer, and Louis Vuitton. He is known to earn up to $1 million per sponsored post, making him the highest-paid influencer on the platform.

Who is the most popular influencer on Instagram?

Cristiano Ronaldo is also the most popular influencer, with many Instagram fans. Ronaldo's popularity and high engagement rates make his collaborations highly valuable to brands, ensuring broad visibility and impact.

Other notable names include celebrities and models like Ariana Grande, Kim Kardashian, and Huda Kattan.

Each influencer has their own genre of content and may dominate a niche. To add to the list, here are some huge niche Instagram accounts:

• Chiara Ferragni: Chiara Ferragni is a leading fashion influencer who initially gained fame through her blog, The Blonde Salad. Her success in the fashion industry is marked by her transition from modelling to becoming a renowned fashion icon and entrepreneur.
• Huda Kattan: Huda Kattan is a powerhouse in the beauty industry, known for her cosmetics empire, Huda Beauty. Starting as a makeup artist and beauty blogger, Kattan has built a massive following by sharing makeup tutorials, beauty tips, and product launches. Her expertise and entrepreneurial success make her one of the most influential beauty influencers on Instagram.
• James Charles: James Charles is a prominent makeup artist and beauty influencer who rose to fame through his innovative makeup tutorials and engaging personality. He gained significant attention as the first male ambassador for CoverGirl. Charles' Instagram account is a go-to source for makeup inspiration, tutorials, and beauty product reviews.
• Khaby Lame: Khaby Lame is known for his comedic content and viral TikTok videos that have translated well to Instagram. He humorously simplifies overly complicated life hacks, resonating with a vast audience for his relatable and entertaining approach. His rise to fame exemplifies the power of viral content in establishing a strong social media presence.
• Zach King: Zach King is renowned for his magical and creative short videos, which he shares on both TikTok and Instagram. His unique content has made him a leading figure in the digital magic and video editing niche.
• Gordon Ramsay: Gordon Ramsay, the famous chef and restaurateur, extends his culinary influence to Instagram, where he shares cooking tips, recipes, and glimpses into his restaurant ventures. His straightforward cooking videos and fiery personality have garnered a broad audience, making him a prominent figure in the culinary niche.