The 10 most popular UK influencers (plus the data you need for great campaigns)

Key takeaways

• Collaborating with celebrity influencers with massive audiences can significantly increase brand awareness.
• We ranked the 10 biggest UK influencers by follower count. We also included key metrics like audience credibility, engagement rates, and audience location that help you launch effective campaigns.
• KSI, Daz Games, and Simon Minter are some of the most-followed UK creators.

Identifying the most famous social media influencers: 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.We created our top 10 list by filtering the entire database for UK influencers and sorting by popularity. We then filtered the creators to show only those with at least 30% of their audience in the UK and good audience credibility.For each influencer, we have shared the most important social media metrics, including:

• Credibility score /100: Kolsquare's credibility score is rated out of 100. It tells you whether real people--not bots or fake followers--make up their follower count. We only included influencers with scores higher than 60 in our list.
• Engagement rate: This is one of the most well-known influencer marketing metrics. It tells you how often followers interact with the creator's content. The engagement rate is calculated by analysing how many of an influencer's followers interact with their posts through comments, shares, likes, etc.
• Earned media value (EMV): EMV is the monetary value of the exposure gained by collaborating with a key opinion leader (KOL) on a platform in each format.

We also listed their interests and follower counts on Instagram, TikTok, and YouTube.

‍The List: Who are the top 10 influencers in the UK?

Let's investigate the top influencers in the UK. These creators all have large follower counts, but their content styles differ.

1. KSI

• Interests: Sport & Fitness, Entertainment (cinema, TV, etc.), Humour, Gaming

Followers:

• Instagram: 13.0M
• TikTok: 12.2M
• YouTube: 24.8M

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

Average engagement rate:

• Instagram Posts: 5.3% | Instagram Reels: 2.3%
• TikTok: 4.7%
• YouTube: 0.9%

Earned Media Value:

• Instagram Posts: €716K | Instagram Reels: €1.5M
• TikTok: €1.1M
• YouTube: €217K

Olajide Olatunji, aka KSI, has reached heights beyond the term "influencer". Alongside fellow creator Logan Paul, Olatunji produced the infamous Prime drink, which made $250 million in retail sales in its first year. At the height of the craze, many schools banned the popular drink. This hype is a testament to Olatunji's popularity and the powerful brand he built through social media.Olatunji's career began on YouTube in 2009, posting videos of FIFA gameplay. He's also a member of the YouTube group the Sidemen; together, they posted a variety of content, including challenges, sketches, video game commentaries, and vlogs.

Beyond YouTube, Olatunji has built a successful music career and made a name for himself in the boxing world, featuring in high-profile matches against fellow influencers and professional fighters. Olatunji's content now reflects his diverse interests, including fitness, behind-the-scenes looks at his music, and updates on Prime. KSI's audience is 83% male, and 82% are aged between 18 and 34. Nearly 4% live in London.

2. Daz Black

• Interests: Beauty, Sport & Fitness, Entertainment (cinema, TV...), Humour, Gaming, Inspiration & Lifestyle

Followers:

• Instagram: 1.1M
• TikTok: 8.2M
• YouTube: 8.8M

• Location: UK
• Location of the audience: UK (33%)
• Kolsquare Credibility Score: 81/100

Average engagement rate:

• Instagram Posts: 10.1% | Instagram Reels: 5.6%
• TikTok: 0.9%
• YouTube: 0.5%

Earned Media Value:

• Instagram Posts: €102K | Instagram Reels: €65K
• TikTok: €81K
• YouTube: €390K

Funny, relatable, and candid, Daz Black is an authentic social media influencer despite his huge profile. Under the moniker Daz Games, Black started his career on Vine and YouTube, sharing videos playing games like Grand Theft Auto and Call of Duty.Black is now known for his reaction and comedy short videos featuring funny themes. His audience is split evenly between genders. In addition, a substantial 33% are UK-based, and most are Gen Z.

3. Simon Minter

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

‍Followers:

• Instagram: 6.3M
• TikTok: 2.2M
• YouTube: 10.4M

• Location: London, UK
• Location of the audience: UK (31%)
• Kolsquare Credibility Score: 75/100

Average engagement rate:

• Instagram Posts: 5.8% | Instagram Reels: x
• TikTok: 4.6%
• YouTube: 0.2%

Earned media value:

• Instagram Posts: €353K | Instagram Reels: x
• TikTok: €108K
• YouTube: €160K

Miniminter, real name Simon Minter, is one of the most famous figures in influencer culture. Best known as a founding member of the YouTube group the Sidemen, Minter has built a career that spans gaming, comedy, and business. Minter began his career with gaming videos on YouTube. Today, his content covers everything from collaborative challenges with the Sidemen to high-production series alongside football and lifestyle content.Minter's Instagram audience is 85% male, primarily Gen Z. He collaborates with brands like Marvel and Ubisoft.

4. Liana Jade

• Interests: Beauty, Humour, Inspiration & Lifestyle

Followers:

• Instagram: 1.4M
• TikTok: 9.9M
• YouTube: 5.5M

• Location: UK
• Location of the audience: UK (41% - TikTok)
• Kolsquare Credibility Score: 79/100

Average engagement rate:

• Instagram Posts: 11.3% | Instagram Reels: 9.4%
• TikTok: 2.7%
• YouTube: x

Earned Media Value:

• Instagram Posts: €146K | Instagram Reels: €167K
• TikTok: €296K
• YouTube: x

Liana Jade Brooker has become a top influencer on TikTok and YouTube. She initially gained attention for her singing, dancing, and fitness videos on TikTok. Now, she posts content about her family life and young son.Brooker also co-manages the YouTube channel "Connor And Liana" with her partner Connor Darlington, which features a mix of vlogs, challenges, and personal updates, attracting a substantial following. Brooker's audience is 83% female, and women aged 18-25 make up 45% of her total audience. She has collaborated with skincare brand Skin + Me and fashion brand In the Style.

5. Shxtsngigs

• Interests: Family, Entertainment (cinema, TV...), Inspiration & Lifestyle, Fashion & Accessories

Followers:

• Instagram: 2M
• TikTok: 8M
• YouTube: x

• Location: UK
• Location of the audience: UK (39%)
• Kolsquare Credibility Score: 90/100

Average engagement rate:

• Instagram Posts: 2.5% | Instagram Reels: 2.3%
• TikTok: 0.8%
• YouTube: x

Earned Media Value:

• Instagram Posts: €74K | Instagram Reels: €75K
• TikTok: €86K
• YouTube: x

James Duncan and Fuhad Dawodu, best friends from Northampton, co-host the ShxtsNGigs podcast, a conversational comedy show that covers pop culture, relationships, and contemporary issues. Their unfiltered discussions and segments like "icks" and "Twitter Hall of Fame" have resonated with a broad audience, propelling the podcast into Spotify's top five rankings. On their TikTok account, the duo share clips of the juiciest podcast content, often featuring people calling in with relationship stories. The duo's TikTok audience is 73% female. They have worked with brands like Prime Video and JD Sports.

6. Matthewandryanuk

• Interests: Inspiration & Lifestyle, Family, Culture (Art, literature...), Gaming

Followers:

• Instagram: 536K
• TikTok: 7.1M
• YouTube: 1.8M

• Location: UK
• Location of the audience: UK (41%)
• Kolsquare Credibility Score: 80/100

Average engagement rate:

• Instagram Posts: 3.5% | Instagram Reels: 7.9%
• TikTok: 0.7%
• Youtube: 0.06%

Earned Media Value:

• Instagram Posts: €21K | Instagram Reels: €56K
• TikTok: €75K
• YouTube: €10K

Matthew Mackinnon and Ryan Payne share comedic content and their lives as a couple on TikTok, Instagram, and YouTube. Their openness and relatability have made them influential figures in promoting LGBTQ+ visibility. Mackinnon and Payne have a highly credible audience. They also follow influencer marketing regulations, and we have rated them as "very good" concerning compliance with UK regulations. D

Discover more about influencer laws and ethics here.

‍Mackinnon and Payne's audience is around 70% female. Most of their followers are Gen Z and Millennials. The couple mention brands like The Body Shop, Audible, and Nintendo.

7. Behzinga

• Interests: Sport & Fitness, Inspiration & Lifestyle

Followers:

• Instagram: 4.1M
• TikTok: 2.1M
• YouTube: 4.9M

• Location: London, UK
• Location of the audience: UK (43%)
• Kolsquare Credibility Score: 78/100

Average engagement rate:

• Instagram Posts: 1.8% | Instagram Reels: 0.4%
• TikTok: x
• YouTube: x

Earned Media Value:

• Instagram Posts: €95K | Instagram Reels: €33K
• TikTok: x
• YouTube: x

Bazinga, real name Ethan Payne, is also a member of the Sidemen. Payne initially gained attention through gaming content, particularly FIFA videos, before expanding into lifestyle vlogs and high-production Sidemen collaborations. Payne’s personal transformation and weight loss journey have also resonated deeply with people worldwide. Payne's audience is mostly Gen Z and male–similar to the other Sidemen. Thanks to his fitness journey, he is a brand ambassador for Gymshark. He does mention other brands, though, such as Peroni and XBOX.

8. Caspar Lee

• Interests: Travel, Sport & Fitness, Humour, Inspiration & Lifestyle, Family

Followers:

• Instagram: 2.2M
• TikTok: 259K
• YouTube: 6.5M

• Location: UK
• Location of the audience: UK (75% - TikTok)
• Kolsquare Credibility Score: 75/100

Average engagement rate:

• Instagram Posts: 1.4% | Instagram Reels: 0.4%
• TikTok: x
• YouTube: x

Earned Media Value:

• Instagram Posts: €43K | Instagram Reels: €16K
• TikTok: x
• YouTube: x

Caspar Lee started his career as a social media influencer during YouTube’s early golden age. He quickly became one of the UK’s most recognisable online creators. Starting with comedy sketches and collaborations, he built a loyal following while branching into acting and voice work. Lee's career has since shifted focus, but his impact remains visible. Whether appearing in films or helping shape the creator economy, Lee has maintained relevance, sharing funny videos and lifestyle content. Lee has collaborated with companies like Qatar Airlines. 70% female audience. Gen Z and Millennials. He talks about brands like Shark Beauty, Spotify, and Reiss.

9. Chris Dixon

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

Followers:

• Instagram: 1.6M
• TikTok: 967K
• YouTube: 6.1M

• Location: UK
• Location of the audience: UK (38%)
• Kolsquare Credibility Score: 75/100

Average engagement rate:

• Instagram Posts: 12.4% | Instagram Reels: x
• TikTok: 4.3%
• Youtube: 1.5%

Earned Media Value:

• Instagram Posts: €182K | Instagram Reels: x
• TikTok: €47K
• YouTube: €1M

Chris Dixon, known online as ChrisMD, has built a substantial following in a specific niche: football content. Starting on YouTube in 2010, Dixon quickly built a loyal following through creative videos featuring everything from outrageous trick shots to collaborations with professional footballers.Beyond his channel, which now boasts over six million subscribers, Dixon has branched out into writing, publishing his book Thrills, Skills and Molehills in 2018, and more recently investing in The Fellas Studios. Dixon's audience is 90% male, mostly aged between 13 and 34.

10. Zerkaa

• Interests: Sport & Fitness, Travel, Gaming, Humour

Followers:

• Instagram: 2.9M
• TikTok: 1.4M
• YouTube: 4.7M

• Location: UK
• Location of the audience: UK (41%)
• Kolsquare Credibility Score: 77/100

Average engagement rate:

• Instagram Posts: 5.9% | Instagram Reels: 1%
• TikTok: x
• Youtube:x

Earned Media Value:

• Instagram Posts: €169K | Instagram Reels: €37K
• TikTok: x
• YouTube: x

Josh Bradley, better known as Zerkaa, is also a member of the Sidemen. Starting his career in 2009 with gaming videos focused on FIFA and Call of Duty, Bradley quickly established himself as a steady, creative force online. His channel now features vlogs, challenges, and high-production collaborations with the Sidemen.Beyond YouTube, Bradley has shown an entrepreneurial edge. He launched his clothing brand, ZRK, and co-starred in The Sidemen Show on YouTube Premium. With a degree in digital film production, Bradley brings a polished approach to his content. His audience is 85% male, and 5% live in London. Bradley also has a very good compliance score, which indicates that he follows influencer marketing regulations and makes him a safe choice for campaigns. He has mentioned brands like Fifa and Gillette.

What is the meaning of "influencer marketing"?

Influencer marketing is a strategy where brands collaborate with social media creators to promote products or services. The idea is simple: influencers use their credibility and reach to drive awareness, engagement, or sales for a brand. It’s a modern spin on celebrity partnerships.

There are many different ways to work with influencers. Some brands, especially small businesses, prefer to collaborate with micro-influencers. These social media bloggers have fewer followers but deeper connections and operate in a niche.

Feel challenging? Kolsquare makes influencer marketing easier. Kolsquare gives you the data you need to choose performant influencers with its semantic search engine and selection of filters. Once you've whittled down the selection, click and view the influencer's profile for ready-to-go insights into their engagement rates, previous collaborations, audience demographics,  and more. We also store creators; contact details to save you from getting left on read in their DMs.

Once the campaign's up and running, learn about its progress in real time with campaign reports featuring EMV, impressions, and audience engagement. You can also view the overall performance of your brand. This data means you can quickly understand what's working and what's not, meaning a more effective campaign that truly grows your brand.

Book in for a Kolsqaure demo today!

How do influencers work with brands?

Influencers work with brands through partnerships that range from sponsored posts and product reviews to long-term ambassadorships. Typically, the brand provides the influencer with a product or service, which the influencer posts about in a way that feels authentic to their audience.

Let's explore these collaborations with third parties in depth:

• Sponsored Content: The most common type of influencer campaign where brands pay influencers to create posts or videos featuring their product or service. The goal can be to increase awareness, engagement, or sales through authentic content tailored to the influencer’s audience.
• Affiliate Marketing: Influencers earn a commission for every sale or action driven by their unique affiliate link or code. Affiliate campaigns allow brands to track conversions and ROI directly while leveraging influencers’ trust with their followers.
• Gifting Campaigns: Brands provide influencers with free products or services in exchange for reviews. Here, brands aim to generate organic buzz and reach without formal payment agreements. Discover how gifting combines with affiliate campaigns for maximum impact here.
• Brand Ambassadorships: Long-term partnerships where influencers become “faces” of a brand, consistently promoting it over time. These campaigns build credibility and sustained visibility through repeated, authentic endorsements.
• User-Generated Content (UGC) & Events: Influencers create or share content for brand-owned platforms (e.g., Instagram ads) or participate in events like product launches or live streams. It allows brands to increase community engagement as people attend the event and share blog posts and social media content.

Who is the most famous UK influencer?

KSI is arguably the most famous UK influencer. Starting with gaming videos on YouTube, he’s since expanded into music, professional boxing, and business, including co-founding the massively successful hydration drink Prime. His reach, spanning millions across multiple platforms, cements his place as a household name in the UK and hugely popular throughout the world.

How do influencers make money on Instagram?

Instagram influencers make money through sponsored content, affiliate marketing, and selling their own products or services. Sponsored posts are the most common, where brands pay influencers to showcase their products organically. They also earn through brand ambassadorships, partnerships, and exclusive content via subscription.

With affiliate links, the influencer gets paid a commission when a consumer buys a product through their link or promo code.

Who are the top influencers in London?

Our list already features some of the best influencers in the UK. But what about the capital?

London is home to several influential creators, including Molly-Mae Hague, a former Love Island contestant turned creative director for PrettyLittleThing, and Patricia Bright, a YouTuber, entrepreneur, and fashion influencer. KSI also lives in London.

Who are the top UK TikTok influencers?

On TikTok, UK influencers like Kyle Thomas, known for his upbeat content, and Holly H, a comedic creator, dominate (not including influencers from our list.)

Who are the top UK YouTube influencers?

The Sidemen lead the UK YouTube scene, with their collaborative channel and individual creators like KSI, Miniminter, and Zerkaa setting the tone for high-production, engaging content. Beyond our list, other notable names include Niko Omilana, known for his satirical stunts, and gaming creator DanTDM, who has built a global audience. Considering their individual channels and collaborative projects, the collective view count surpasses 20 billion, making them one of the most notable influencer groups in the world.