Influencer Marketing in the UK

Learn about the state of influencer marketing in the United Kingdom in this report that analyzes influencer statistics across Instagram, YouTube, TikTok, Twitch and Pinterest. Get insights into their classification, performance metrics and audience. Plus, see a break-down of influencer data across the beauty, fitness and fashion industry. 

UK Influencer Marketing Stats

This study is based on data collected between Sep – Nov 2021 from 102,848K influencer profiles. This report is powered by Upfluence.

Influencer distribution across platforms

Influencer reach across platforms

Instagram Influencer Stats

Instagram influencer categories

Followers: Micro: > 15K    Regular: 15K – 50K     Rising: 50K – 100K 
Mid-size: 100K – 500K     Macro: 500K – 1M    Mega: > 1M     

Instagram influencer engagement rate

Number of influencers per average engagement rate 

Instagram influencer audience

Gender split 

Age break-down

YouTube Influencer Stats

YouTube influencer categories

Followers: Micro: > 15K    Regular: 15K – 50K     Rising: 50K – 100K 
Mid-size: 100K – 500K     Macro: 500K – 1M    Mega: > 1M     

YouTube influencer views

Number of influencers per average number of views 

YouTube influencer audience

Gender split 

Age break-down

TikTok Influencer Stats

TikTok influencer categories

Followers: Micro: > 15K    Regular: 15K – 50K     Rising: 50K – 100K 
Mid-size: 100K – 500K     Macro: 500K – 1M    Mega: > 1M     

TikTok influencer engagement

Number of influencers per average engagement rate 

TikTok influencer audience

Gender split 

Age break-down

Twitch Influencer Stats

Twitch influencer categories

Followers: Micro: > 15K    Regular: 15K – 50K     Rising: 50K – 100K 
Mid-size: 100K – 500K     Macro: 500K – 1M    Mega: > 1M     

Twitch average views

Number of influencers per average number of views

Twitch influencer audience

Gender split 

Age break-down

Pinterest Influencer Stats

Pinterest influencer categories

Followers: Micro: > 15K    Regular: 15K – 50K     Rising: 50K – 100K 
Mid-size: 100K – 500K     Macro: 500K – 1M    Mega: > 1M     

Pinterest influencer audience

Gender split

Age break-down

UK Beauty influencer stats

Beauty influencer distribution

Beauty influencer reach

Beauty Instagram influencer audience 

Gender split 

Age break-down 

UK Fitness influencer stats

Fitness influencer distribution

Fitness influencer reach

Fitness Instagram influencer audience

Gender split 

Age break-down 

UK Fashion influencer stats

Fashion influencer distribution

Fashion influencer reach

Fashion Instagram influencer audience

Gender split 

Age break-down

Top-Performing UK Influencers

jamie influencer

@jamiegenevieve

  • 1.4M Instagram followers
  • 97% real followers
  • 45K average likes
spawn poiint influencer profile

@spawnpoiint

  • 184K YouTube subscribers
  • 188K average views
  • 47% audience is aged 25-34
amber rose

@amberrosegill

  • 2.6M Instagram followers
  • 48% audience based in the UK
  • 68% audience is female

 @ladbaby

  • 1.1M YouTube subscribers
  • 5.6% average engagement rate
  • 78% audience is female

@louisepentland

  • 2.3M YouTube subscribers
  • 60K average views
  • 50% audience is aged 25-34

@sebinaah

  • 442K Instagram followers
  • 9.2K average likes
  • 87ù audience is female