Thanks to the Kolsquare solution and its search engine allowing brands to identify millions of influencers on social networks, our teams have established several rankings.
To measure the reputation of K.O.L (Key Opinion Leaders), a key criterion must be taken into account: the engagement rate that measures the commitment of an influencer’s subscribers to one of its publications.
We might end up sounding like your Mum here, but if you’re going to do something, you might as well do it properly, right?
When it comes to Influencer Marketing, there are no half-measures. (Well, not unless you want to go viral for all the wrong reasons, that is.) This means you have to commit to doing it all — KOL and audience analysis, emailing and communication, briefing, product gifting, contract negotiations, campaign and conversion analysis and reporting, etc. — and you have to do it well.
Kolsquare is a comprehensive Influencer Relationship Management tool that enables you — and your team to do exactly that, all in one place. Import your existing KOL database, and use the Gmail integration and fully-equipped influencer address book features, including notes and favourites, to keep track of all information and communications relating to your favourite KOLs.
Instantly download campaign reports, personalised with your company logo, for impressive presentations to superiors and clients.
To see how the platform works and try out the benefits for yourself, book a demo with one of our influence experts today!
Generally, influencers are people with over 5,000 followers on social media platforms.
"Influencer" is a loose term. In the 1990s and 2000s, bloggers developed articles that defined what was "in." Today, the term mostly applies to social media content creators.
If you have an Instagram, TikTok, or YouTube account, you probably follow influencers. When you see Reels, videos, and posts that weren't created by someone you know, they were likely created by an influencer.
Here are a few examples of global influencers:
Popular influencers in the UK include:
Social media platforms are now so prominent that many popular influencers win the status of celebrities. They may appear on reality TV shows, create documentaries, and become household names.
In addition, many traditional celebrities have social media audiences and act similarly to influencers.
Here are some examples:
Cristiano Ronaldo (@cristiano, 651m followers, Instagram) is the most popular celebrity influencer in the world. An amazing 7.9% of the global population follows the Portuguese footballer on Instagram, making him the top influencer in the world.
James Stephen "Jimmy" Donaldson (@MrBeast, 374m subscribers, YouTube) is another top influencer. However, unlike Ronaldo, Donaldson became famous because of his social media content, which often features elaborate stunts and giveaways. One of his most famous challenges recreated the TV Squid Game in real life.
Other notable examples of influencers who became popular via social media are:
There are many – very many – popular influencers in the UK. Let's explore a few of the most prominent creators.
Molly-Mae Hague (@mollymae, 8.9m followers, Instagram) is one of the biggest influencers in the UK. She first became a public name on Love Island. After leaving the villa, her attention-grabbing relationship with co-contestant Tommy Fury and clever approach to content kept her in the public eye. Now, she shares minimalist fashion looks and lifestyle content with her millions of followers. She has also started a business and created a TV show.
Liana Jade Brooker (@lianajadee, 10.3m followers, TikTok) is a parenting blogger who posts lifestyle content.
A huge UK YouTube group is The Sidemen (@sidemen, 22.2 million subscribers, YouTube), which includes seven influencers: KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S. They are all popular influencers in the UK, but KSI is perhaps the most well-known. Overall, their content is varied, ranging from gaming to charity football matches.
The influencers you think are key will depend on the niches and content styles you like. However, you could say that the best influencers are those who win the biggest audiences.
In that case, some of the key influencers are:
These creators all have successful careers spanning multiple social media channels. But, perhaps surprisingly, they aren't necessarily the best choices for brands running influencer marketing campaigns.
Each sector has its own influential figures shaping trends and consumer behaviour. Many smaller creators, such as micro and nano-influencers, have niche audiences and high engagement rates. This can sway purchase decisions more directly.
For example, dermatologist influencers will have more authority when recommending skincare products. Their expertise, credibility, and targeted followings appeal to brands wanting to get heard in the online world.
Influencer marketing is a type of social media marketing where companies collaborate with people who have significant (typically above 5,000 followers) accounts.
The first step is selecting influencers with audiences that align with your target demographic and campaign goals. Then, you encourage or pay the creator to post content featuring your brand.
Influencers promote products or services in many ways, including:
Put simply, influencer marketing is a form of social media marketing where brands collaborate with popular individuals to promote products or services.
Brands find these influencers appealing because they have established credibility and a loyal following within specific niches, such as fashion, beauty, fitness, or gaming.
Influencers are trusted by their followers for their entertainment value, expertise, and reliability. This can make their recommendations really impact the audience.
Below are a few key reasons why brands choose influencer marketing:
The influencer marketing sector is still growing. Statista reports that its value has tripled since 2020. In 2025, the market is estimated to reach $33 billion,
Let's look closer at why influencer marketing is so popular today:
Social media platforms like TikTok, Instagram, and YouTube are making shopping on-platform easy. Features like shoppable posts, in-app checkout, and live shopping events are booming. As the experience streamlines, social commerce is becoming normalised. And influencers have more ways to push for conversions.
Traditional ads interrupt your day. But following an influencer is a conscious decision. Consumers choose to engage with influencers whose values, interests, and lifestyles resonate.
Here, audiences are more receptive to recommendations because influencers are trusted peers rather than salespeople. These creators are experts in posting content that interests their audiences, providing a unique opportunity.
Some influencers only post product reviews, meaning that followers check in to learn about products in the niche.
When influencers genuinely recommend a product or service, it creates strong social proof. A reputable influencer's endorsement carries weight because it's seen as an honest recommendation, not a sales pitch.
An influencer can be loosely defined as someone who shapes other people's perceptions and opinions. This could be due to their credibility, expertise, or popularity.
However, the term "influencer" today typically refers to people who post content on social media platforms. These creators share regularly and often develop larger audiences over time.
An influencer is someone who posts on social media platforms like Instagram, TikTok, YouTube, or X and has over 5,000 followers. The content can cover any topic. But often, influencers share authentic product recommendations, post niche content, or hop on trends like lipsyncs and dances.
Today, being an influencer is a valid career path. Many influencers earn a good living by creating sponsored content, monetising their content, and launching businesses. Glassdoor even suggests that the average salary is £32,000 per year.
Some influencers create content full-time, treating influencing like a business. They focus intently on growing their audiences, getting brand deals, and upping engagement.
Others are hobbyists who post content because they enjoy it. These creators tend to have smaller audiences and often have no intention of becoming full-time influencers. However, their content is highly authentic.
There's no barrier to posting content on social media now that smartphones have adequate cameras. As a result, there’s an influencer for almost every niche, from fashion to deep-sea diving. There is so much choice that social media users only need to follow people they resonate with.
For brands, influencers present a fantastic opportunity. Influencers are experts at creating content for their followers, and their recommendations can have a huge impact. In the last few years, products like the Dyson Airwrap have sold out due to influencer campaigns.
An influencer is someone who creates and shares content — photos, videos, blogs, or livestreams — for audiences on social media. But it’s more than just online posting. Influencers build relationships with followers. They earn trust by creating interesting and engaging content.
Unlike traditional celebrities, many influencers gain popularity thanks to vulnerable and authentic content. They may open up about experiences or common challenges that resonate with their audience. In short, if celebrities are aspirational figures, influencers are, at their core, relatable ones.
Influencer's promotional roles are closer to word-of-mouth recommendations. They feel similar when a foodie friend recommends a restaurant. Trust is built through the follower-influencer relationship. After all, the creator's audience likely sees them on their feed weekly or even daily.
Some influencers turn this into a full-time career, partnering with brands to promote products or services. Others do it for fun or to be part of a community.
These creators often reflect their audiences. For example, an outdoors influencer who shares their adventures climbing mountains and campaign will build an audience who enjoy the same activities.
In addition, demographics tend to be similar. A Gen Z influencer will most likely have a Gen Z audience. This allows brands to run targeted marketing campaigns with people who match their ideal customer profile.
