Understanding Micro-Influencers: What They Are & Why They Matter

Let’s be real. Finding the right influencers for your brand can feel overwhelming.

With countless options, follower counts, and engagement metrics to analyse, how do you cut through the noise and build real connections with your audience?

The answer: micro-influencers.

With their smaller but far more engaged followings, micro-influencers offer brands an incredible opportunity to build trust, drive real conversations, and boost conversions.

You might just want to consider working with micro-influencers when finding the perfect influencers for your campaigns.

But what exactly is a micro-influencer, and why does your brand need them? Let’s break it down.

Defining Micro Influencers

So, what exactly is a micro influencer? A micro influencer usually has anywhere from 1,000 to 100,000 followers on their social media accounts.

Their audience may be smaller, but their influence is anything but.

Unlike mega influencers and celebrities with massive (but often disengaged) followings, micro-influencers have cultivated strong relationships with their audience.

Their content is more niche, their interactions are more personal, and their engagement rates? Through the roof.

Such influencer relationships create greater audience engagement and genuine interactions.

From beauty and fitness to sustainable living and gaming, micro-influencers own their space.

They create meaningful conversations and inspire action, which is something larger influencers often struggle to do.

Micro Influencers vs Larger Influencers

Let’s put things into perspective for you:

Macro influencers typically maintain follower counts ranging from 100,000 to 1 million people. Despite their capacity to engage large audiences, macro influencers face difficulties in creating personal connections with their followers because of their high follower base.
Celebrities and social media stars who have amassed more than 1 million followers fall into the mega influencer category. Mega influencers possess a vast network but generally have wider and less targeted audiences, which results in lower engagement rates.

When it comes to building trust and sparking genuine conversations, micro influencers take the lead. And in a world where consumers crave authenticity, that’s a big deal.

Dan, Customer Success Manager from The Influence Room, gave his take on this topic:

"Micro-influencers offer a more personal connection with their followers, which often leads to higher engagement rates and trust. Their niche focus allows brands to reach a highly targeted audience more authentically."

The Importance of Micro Influencers in Marketing

If you’re looking for real, impactful influencer marketing, here’s why micro influencers should be the go-to option for brands that want to forge genuine connections with consumers:

High Engagement Rates

The key reasons that micro influencers are so effective are that they don’t just have followers - they have an engaged community.

Their content sparks conversations, builds relationships, and drives action.

Studies show micro influencers achieve significantly higher engagement rates compared to bigger influencers. That means when they talk about your brand, their audience listens and acts.

Authentic, Niche-Focused Content

Micro influencers are experts (or passionate advocates) in their niche, whether it’s fitness, beauty, parenting, or tech. They create user-generated content that resonates with their audience.

Unlike some macro-influencers who promote anything for a paycheck, micro-influencers carefully select partnerships that align with their values.

This makes their recommendations feel genuine, which is something your consumers appreciate and trust.

Cost-Effectiveness

Think influencer marketing is too expensive? Think again.

Micro influencers provide cost-effective campaigns that deliver strong ROI.

Instead of spending your budget on one mega influencer with a low engagement rate, you can collaborate with multiple micro-influencers for more targeted reach and better engagement.

More impact, less spend - it’s a win-win.

When a micro-influencer genuinely loves your brand, gifting becomes a powerful tool. Rather than a transactional post, their content feels organic, authentic, and enthusiastic because it is.

A thoughtfully gifted product can spark genuine excitement and lead to multiple shares, stories, or even long-term loyalty.

It’s not just about exposure; it’s an emotional connection that resonates with their tight-knit community.

How to Identify the Right Micro Influencer for Your Brand

Choosing the right micro influencer can make or break your campaign. Here are a few tips on finding the perfect fit:

Look Beyond Follower Count. Engagement matters more than numbers. Check how often their audience interacts with their content.
Ensure Niche Relevance. The influencer’s content should align with your brand’s values and target audience.
Analyse Their Content Style. Does their tone match your brand’s? Do their posts feel authentic or overly promotional?
Check Audience Demographics. Ensure their followers align with your target customers.
Use Influencer Platforms. Tools like The Influence Room help brands find micro-influencers based on key metrics and audience insights.

Dan at The Influence Room described how the platform finds the perfect influencers for them, stating:

"We focus on finding micro-influencers who align with the brand’s values and target audience. Their engagement rate, authenticity, and niche content are key indicators of their effectiveness in driving real results."

Potential Challenges with Micro Influencers

While teaming up with micro-influencers comes with a lot of perks, there are a few hurdles to consider as well:

Limited Reach
One of the most apparent drawbacks is their smaller audience size.

Sure, micro-influencers often boast higher engagement rates, but they just can’t match the sheer numbers that mega influencers bring to the table.

However, if you aim to engage with a specific niche audience, this might not be a deal-breaker for your brand.

Managing Multiple Influencers
Collaborating with several micro-influencers means you'll need to put in more effort and coordination.

Brands might find themselves dedicating extra time to nurture these relationships, craft campaign briefs, and keep an eye on the results.

However, influencer marketing platforms like The Influence Room can help streamline this process and ensure everything runs smoothly.

Micro Influencer Campaign Examples

Seeing micro-influencers in action is the best way to understand their impact. Here are some standout campaigns that showcase their effectiveness through their content:

Holland & Barrett: A Cosy Autumn Night in

As the nights got longer and the air a little chillier, Holland & Barrett teamed up with micro-influencers to set the perfect cosy vibe.

Think herbal teas, scented candles, and wellness must-haves - everything you need to wind down properly.

The result? A campaign that really hit home, racking up 895K views, reaching 1.4M people, and delivering 1.7M impressions.

When it comes to self-care, people love a little inspiration.

La Redoute: Valentine’s Day Ready

Valentine’s Day isn’t just about romance, it’s about looking and feeling your best.

La Redoute got together with micro-influencers to serve up outfit inspo, dreamy home decor, and thoughtful gift ideas.

With content that felt both stylish and totally doable, the campaign struck a chord, pulling in 684K views, a 928K reach, and 1.1M impressions.

Turns out, people love a little help in making the day extra special.

Barry M: Show Us Your Party Look!

Glitter, glam, and bold colour! Barry M brought the party this season.

Teaming up with micro-influencers, they launched a vibrant campaign encouraging creators to share their ultimate party looks using Barry M’s boldest products.

Think shimmering eyes, glossy lips, and all the sparkle.

The campaign generated 49K views, a 65K reach, and 74k impressions from only eleven microinfluencers, which acts as proof that when your community’s having fun, your brand shines.

FAQs

What is a micro-influencer?
A micro-influencer is someone with 1,000–100,000 followers who focuses on a specific niche. They're often seen as trusted voices within their community.

How much do micro influencers get paid?
Rates vary, but in the UK, micro-influencers typically earn £100–£1,000 per sponsored post. This depends on their niche, engagement, and the brand’s budget.

What is the average reach of a micro influencer?
With strong engagement (often around 38%), their posts can reach 3,800 to 19,000 people, depending on follower count.

What are the disadvantages of micro influencers?
Micro-influencers can be brilliant for engagement and niche targeting. However, they’re not without challenges. Some of the main drawbacks include:

Smaller reach compared to bigger-name influencers
More complex management if you're juggling lots of creators at once
Content misfires, where posts don’t quite match your brand tone or feel a bit off

They’re still a valuable part of many campaigns, but it’s worth going in with your eyes open and a clear strategy.

Are micro influencers more trustworthy?
Yes. Their smaller, more engaged audiences see them as authentic and relatable, often building trust through personal, niche content and selective brand partnerships.

Do micro influencers get more engagement?
Typically, yes. Their loyal, niche audiences are more likely to interact with posts and trust recommendations, leading to higher engagement rates than larger influencers.

Final Thoughts

The influencer marketing landscape is shifting, and micro-influencers are at the forefront.

They offer brands a unique opportunity to build authentic relationships, create meaningful content, and drive real results.

If you’re ready to cut through the noise, connect with your audience, and make an impact, micro-influencers are the way forward.

So, if you’re a brand looking to elevate your brand and marketing efforts and drive genuine conversations, consider incorporating micro influencers into your strategy. Book a demo with us today!

The Top TikTok Influencers (UK) to Target in 2025

TikTok has taken the UK by storm, shaping trends across fashion, food, wellness, and travel.

With over 23 million British users, the platform is a goldmine for brands looking to engage with Gen Z and millennial audiences.

From viral challenges to brand collaborations, TikTok influencers (UK) play a crucial role in modern marketing and influencer marketing trends.

In this blog, we’ll break down the top British TikTok influencers in fashion, food, wellness, and travel from an influencer marketing platform, helping you find the perfect influencers to target for your brand in 2025 and how your brand can leverage TikTok for promotion.

Top Fashion TikTok Influencers (UK)

Why Fashion TikTok Matters

Fashion on TikTok is a trend powerhouse, where influencers quickly turn digital styles into high-street hits.

For brands, collaborating with fashion TikTok influencers (UK) offers a direct line to engaged audiences, driving visibility and conversions. With its viral potential, TikTok is key to staying ahead in the fashion world.

Macro Fashion TikTokers

Alise Murray (@djalise_)

Instagram: @djalise_

Alise Murray is a leading British fashion influencer focusing on high-street and luxury fashion. With 251.4k followers on TikTok and 17.1k on Instagram, she influences a primarily female audience aged 18-24.

Campaign Success: Alise partnered closely with The Influence Room, to work with several top brands, most notably British Airways where she attended the BST Festival with VIP tickets.

Her content helped the campaign generate 1m in reach and 1.3m in impressions and push awareness around the event and the benefits of British Airways.

Additionally, she worked on the Holland & Barrett Superfoods Bundle campaign, where her content contributed to a total reach of 575k and 678k impressions.

Annabel Kershaw (@annabelkershaw)

Annabel is known for sustainable fashion, second-hand styling, and other styling content. She has 143.9k TikTok followers inspired by her everyday looks and fashion reviews.

Campaign Success: Annabel collaborated with a few brands, such as Euroflorist for a Valentine’s Day flowers campaign.

She also worked closely with Barry M to promote festival-ready beauty looks and products. Her content helped the campaign garner a total of 129k views, as well as 107k reach and 125k impressions.

Edith Williams (@edithmair)

Instagram: @edithmair

Edith Williams is known for her vibrant and stylish content, showcasing travel adventures, fashion inspiration, and everyday looks.

She has 218.7k TikTok, and 25.4k Instagram followers who are drawn to her effortless style and engaging personality.

Campaign Success: Edith partnered with Virgin Voyages to showcase an exclusive cruise experience. She shared her journey through breathtaking destinations and even had the chance to see the AI version of Jennifer Lopez in person.

This campaign was massively successful and across a number of assets had 13.5m views, 21.1m reach and most impressively 25.9m impressions.

She also worked with Casio Vintage to highlight their trendy watch collections, creating content that resonated with her fashion-forward audience.

The Casio campaign achieved impressive engagement, with a total of 3.1m views, 4.4m reach, and 5.3m impressions.

Erin Monaghan (@erinjmonaghan)

Instagram: @erinjmonaghan

Erin Monaghan is a UK-based influencer known for her vibrant and relatable content, offering a mix of fashion inspiration, travel adventures, and lifestyle tips. She has 240.6k TikTok followers and 48.6k Instagram followers.

Campaign Success: Erin collaborated with Junkyard Golf to showcase fun, unique experiences at their locations, bringing her audience along for some playful adventures.

She also worked with Virgin Voyages, promoting their luxurious cruise experiences.

While also exploring the innovative Jennifer Lopez AI feature, which allowed fans to interact with a digital version of the music star.

This campaign was a major success, amassing 13.5m views, 21.1m reach, and 25.9m impressions.

Additionally, Erin teamed up with Marc Jacobs Daisy to promote the brand's iconic fragrance, creating stunning content that resonated with her fashion-conscious audience.

This collaboration generated impressive engagement, with 942k views, 1.1m reach, and 1.2m impressions.

Demi Donnelly (@demidonnellyx)

Instagram: @demidonnellyx

Demi is known for her down-to-earth content, blending beauty, wellness, and lifestyle inspiration with a personal touch.

Her relatable approach has earned her 254.6k TikTok followers and 83.5k Instagram followers.

Campaign Success: Demi partnered with Pollen + Grace for their summer campaign, promoting their plant-packed picnic bundle, and showcasing healthy, vibrant meals that align with her wellness-focused lifestyle.

Her content resonated with her audience, creating buzz around the brand’s offerings, and generating 27k views.

The campaign as a whole generated 241k reach and 278k impressions.

Through her work with Virgin Voyages, she promoted their luxurious cruise experiences.

She shared her journey and highlighted their unique offerings, further engaging her followers with the sensational cruise features.

The collaboration helped increase awareness for the brand while showcasing Demi’s travel adventures. Her content contributed to 2.1m reach and 2.3m impressions of the campaign total.

Micro Fashion TikTokers

Eddie Caucau (@isthateddie_)

Instagram: @isthateddie_

Eddie focuses on DIY fashion and most importantly men's fashion, where he combines budget-friendly styling and making fashion accessible to all.

He currently has 21.9k followers on TikTok and 18.9k on Instagram.

Campaign Success: He partnered with Karaama on the Discover Your Signature Scent campaign. His content contributed to the campaign receiving a total of 282k views and 442k impressions.

He also explored skincare with Super Facialist, reviewing a new men’s skincare range. His content provided in-depth insights, blending expert advice with relatable product recommendations for his audience.

Abi Campbell (@abicampbell01)

Instagram: @abicampbell01

Abi is a Glasgow-based influencer known for her high-street fashion and beauty reviews and daily styling tips on petite fashion with a touch of luxury.

She has amassed 21.6k followers on Instagram and 7.6k on TikTok, with the majority of her followers being female.

Campaign Success: Throughout her time working across the platform she has partnered with a number of major brands, such as Charlotte Tilbury, and Hanky Panky.

For the primary she has worked on several campaigns, most recently the Pillowtalk Party Launch, to celebrate the promotion of Charlotte Tilbury’s new range of beauty products.

Abi’s content contributed to whopping numbers, with 10.3m reach, 12.2m impressions and 831k engagements across the entire campaign.

For her collaboration with Hanky Panky, she worked on the Valentine’s Day campaign to promote their new underwear. The campaign generated a total of 112k reach and 130k impressions to get people feeling the love!

Georgia Young (@g33ldn)

Instagram: @g33ldn

Georgia Young is known for her adventurous spirit, combining travel, thrill-seeking activities, and lifestyle and fashion content. Her engaging and authentic personality has earned her 80.6k TikTok followers and 2.5k Instagram followers.

Campaign Success: Georgia collaborated with Hangloose Adventure to showcase exhilarating outdoor activities.

Sharing her experience with thrilling adventure sports and connecting with her audience through her passion for adrenaline-fueled experiences.

She also worked with Junkyard Golf, bringing her followers along for some fun on the ultimate girls' night out.

Her content highlighted the quirky and enjoyable atmosphere, resonated with her audience and played a key role in promoting the brand’s playful crazy golf adventures. The campaign generated 651k views, 938k reach and 1.1m impressions.

Top Food & Drink TikTok Influencers (UK)

The Rise of Food Content on TikTok

Food TikTok is a culinary hotspot, where influencers are turning viral recipes into the next big food trends.

For food brands, partnering with UK-based TikTok food influencers provides direct access to a highly engaged audience, boosting brand awareness and driving consumer action.

TikTok is essential for staying on top of the ever-evolving food industry.

Macro Food TikTokers

Chanell Wallace (@chanellawallace)

Instagram: @foodwithchanell

Chanell is a food content creator specialising in quick and easy home-cooking recipes and has even written her own cookbook: Food with Chanell.

Across her social media channels, Chanell has amassed 474.3k followers on TikTok and 145k on Instagram.

Campaign Success: Although food is her speciality, she has also experienced luxury, setting sail with Virgin Voyages.

Her content alone generated a whopping 1.1m reach and 1.4m impressions of the 9m reach and 10.7m impressions respectively, with the campaign having 265k engagements in total.

Now leaning into her culinary expertise, she worked with Pepe’s Piri Piri in collaboration with Red Bull for their new sugar-free launch. Chanell’s content alone generated a reach of 59k and 64k impressions.

Hannah Lumber (@noturbasicmama)

Instagram: @notyourbasicmama, YouTube: @NotYourBasicMama

Hannah creates meal prep and healthy eating content that resonates with health-conscious individuals and busy moms alike, offering quick and easy recipes perfect for feeding kids.

With 574.9k followers on TikTok and 136k on Instagram, she has built a strong, engaged following across platforms.

Campaign Success: Hannah has collaborated with brands like Haven and Quorn, bringing her expertise in healthy eating and meal prep to their audiences.

Through these partnerships, she has created engaging content which highlights quick, nutritious recipes and family-friendly meal ideas.

Her content for Quorn helped the ‘You won’t believe it’s Not Chicken’ campaign reach 76k and generate 87k impressions.

Her collaborations with these brands help inspire her followers to make healthier choices without compromising on taste or time.

In her collaboration with Haven, Hannah highlighted the significance of family holidays, sharing heartwarming moments and creating lasting memories with her children.

Her content alone garnered an impressive 228k views, contributing to the campaign’s overall success, which achieved 4.2 million views, 3.9 million reach, and 4.6 million impressions.

These numbers underscore the campaign’s strong impact and engagement.

Chanelle Paris (@mspkcooks)

Instagram: @mspkcooks

Chanelle is known for her delicious food creations, showcasing mouth-watering recipes, baking tips, and culinary adventures.

Her passion for cooking has earned her 124.1k TikTok followers and 5.3k Instagram followers.

Campaign Success: Chanelle partnered with Anna Cake Couture to promote their luxurious, handcrafted cakes and macarons.

She shared her experience with their exquisite creations, inspiring her followers to indulge in high-quality desserts for special occasions.

The campaign was successful in engaging the brand's target audience, with 486k views, 767k reach and 946k impressions.

She also worked with The Chuckling Cheese, highlighting their unique range of artisanal cheeses, bar snacks and beer.

Chanelle’s content helped bring attention to the brand’s delicious products.

She also engaged her audience with her flavourful and fun approach to food, the campaign generated a total of 180k impressions.

Stuart Snowden (@grumpynorthernfoodie)

Instagram: @grumpnorthernfoodie

Stuart Snowden, the Grumpy Northern Foodie, is known for his honest, relatable food reviews, cooking tips, and entertaining content focused on great food and drink.

With his down-to-earth approach, he has garnered 325k TikTok followers and 144k Instagram followers.

Campaign Success: Stuart collaborated with Flor de Caña, promoting their premium rum through engaging and authentic content.

He shared his experience with the brand, creating cocktails and pairing the rum with various dishes while showcasing the high-quality nature of Flor de Caña.

His campaign resonated with his audience, combining Stuart's love for food and drink with the craftsmanship of the rum brand. His content alone generated 82k reach and 91k impressions.

Micro Food TikTokers

Bethany Emberton (@bethanyemberton)

Bethany Emberton is a UK food TikToker known for her vibrant and relatable content focused on food, travel, and lifestyle.

Her personality and passion for discovering new flavours and experiences have earned her a loyal following of 7.4k on TikTok.

Campaign Success: Bethany collaborated with Gordon Rhodes to promote their Travelling Tastebuds Gourmet Sauce Mixes Gift Box, creating content that showcased her culinary creations using the brand’s unique sauce mixes.

Her campaign captured the essence of global flavours, inspiring her followers to experiment with new tastes while highlighting the versatility of the Gordon Rhodes products. The campaign garnered 78k reach and 88k impressions.

Becky Saunders (@getreviewedliverpool)

Instagram: @get_reviewed_liverpool

Becky is known for her honest and engaging food and lifestyle content, often reviewing restaurants, products, and experiences.

With a relatable and fun approach, she has gained a dedicated following of 27.7k on Instagram and 7.7k on TikTok.

Campaign Success: Becky collaborated most recently with Whitbread to showcase their festive menu, creating content of delicious seasonal offerings and inviting her audience to indulge in the holiday spirit.

Her content helped the campaign reach 178k and generate 204k impressions.

She also partnered with Lindt to promote their premium chocolates. Becky shared creative ways to enjoy the brand’s products during special moments.

Her content resonated with her followers, driving engagement and excitement around sharing the Hoppiness for Easter. It helped the campaign generate strong numbers, with 554k views, 1.5m reach and 1.8m impressions.

Faiza Lodhi (@halalflavourswithfaye)

Instagram: @halalflavourswithfaye

Faiza Lodhi, known as Halal Flavours with Faye, is celebrated for her vibrant food content, sharing delicious halal recipes, restaurant reviews, and culinary tips.

Her engaging personality and passion for flavorful meals have earned her a dedicated following on social media, with 52k on Instagram and 14.9k on TikTok.

Campaign Success: Faiza teamed up with Pepe's Piri Piri to promote their mouth-watering range of peri-peri dishes, creating engaging content that showcased her love for bold flavours.

Her authentic reviews and creative meal ideas helped inspire her audience to try Pepe’s vibrant and flavourful offerings.

This can be seen by her content generating 21k reach and 23k impressions for the campaign.

Esther Oduwole (@yourgirlest)

Instagram: @yourgirlest

Esther is known for her fun and relatable content, sharing everything from food reviews to lifestyle tips with a dose of humour and energy.

Her engaging personality has attracted a loyal following, with 9.1k TikTok followers and 1.6k on Instagram.

Campaign Success: Esther worked with Quorn to promote their Festive Roast, showcasing how easy it is to create delicious and plant-based holiday meals.

Her content inspired her audience to try a meat-free festive alternative. It also helped contribute to the campaign's success with 168k reach and 200k impressions.

Additionally, she teamed up with Pepe’s Piri Piri, sharing her love for their vibrant, spicy dishes and introducing her followers to the brand’s bold flavours, with the campaign generating 35k reach and 39k impressions.

Both campaigns saw strong engagement, with Esther’s authentic approach helping to boost brand awareness and connect with her community.

Top Health & Wellness TikTok Influencers (UK)

Why Wellness Content Thrives on TikTok

TikTok has become a hub for health-conscious audiences, from fitness challenges to mental health advocacy.

Partnering with British TikTok influencers offers health brands a unique opportunity to connect with a highly engaged audience. Thus, boosting brand visibility and encouraging real-time consumer action.

With its viral reach, TikTok is crucial for staying competitive in the fast-moving health and wellness industry.

Macro Health & Wellness TikTokers

Ella Mintram (@elmint)

TikTok: @elmint, YouTube: @elmint

Ella is a yoga instructor and mindfulness advocate who has amassed 748k Instagram followers and 220k TikTok followers. 82% of her total followers are female.

She aims to inspire her followers to focus on both mental and physical wellbeing.

Campaign Success: Ella inspires her audience to create content for their own Amazon storefronts, helping them tap into the paid benefits of the Amazon Influencer Program.

Her O2 collaboration to promote their live event tickets, for Noah Kahan, went exceptionally well as her content contributed to over 600k of the total 1.1m impressions for the latter.

Jade Carolan (@jadecarolanfitness)

Instagram: @jadecarolanfitness

Jade specialises in gym workouts and body transformations, offering expert fitness and nutrition content that makes living healthy both enjoyable and accessible.

She has amassed a loyal following of 250.8k on TikTok and 218k Instagram followers.

Campaign Success: Jade singlehandedly partnered with Ateria Health to create impactful content for IBS influencers, sharing valuable tips and insights on managing IBS through lifestyle and dietary changes.

Her content generated 84k reach and 93k impressions across one post.

Additionally, she collaborated with Celestyal Cruises to showcase the luxury and adventure of cruising across the Arabian Gulf, bringing her audience a glimpse of the unforgettable experiences offered by the cruise line.

Jade’s content generated a whopping 1.1m reach and 1.3m impressions in comparison to the campaign totals of 2.6m and 3.2m respectively.

Sarah Hutchinson (@charandjoey)

Instagram: @sarahhutchinson_pt, YouTube: @Charandjoey

Sarah Hutchinson is known for her fitness and wellness content, sharing workout routines, healthy eating tips, and lifestyle advice.

With a focus on empowering her followers to lead healthier lives, she has built a dedicated following of 279k TikTok followers, 75.8k Instagram followers and 7.01k followers on YouTube.

Campaign Success: Sarah collaborated with Gandy's to promote their sustainable activewear, creating content that highlighted the brand’s eco-friendly approach while showcasing stylish and functional workout gear.

She also worked with Prep'd Protein, featuring their high-protein meals as part of her balanced fitness lifestyle.

Her engaging content helped raise brand awareness and resonated with her health-conscious audience. This helped with driving interest and engagement and contributing to 264k reach and 316k impressions.

Jess Green (@selfacceptancewithjess)

Instagram: @selfacceptancewithjess

Jess is known for empowering content focused on self-acceptance, mental health, and body positivity.

She inspires her audience to embrace their authentic selves, offering motivational messages and practical tips.

With 181.6k TikTok followers and 51.2k Instagram followers, Jess has built a supportive and engaged community.

Campaign Success: Jess partnered with Hangloose Adventure to promote their outdoor adventure experiences, sharing her thrilling activities while encouraging her followers to step out of their comfort zones.

Her content contributed to the campaign with a total of 263k views, 293k reach, and 358k impressions.

Jess combined adventure with self-empowerment through her content, which resonated deeply with her audience, reinforcing the importance of personal growth and enjoying life’s challenges.

Micro Health & Wellness TikTokers

Caitlin Golder (@caitlingolder_)

Instagram: @caitlingolder_

Caitlin Golder is known for her stylish and vibrant content, sharing everything from wellness tips to fashion inspiration.

Her fun and approachable vibe has earned her a dedicated following of 20.5k TikTok followers and 15.6k Instagram followers.

Campaign Success: Caitlin collaborated with Holland & Barrett, promoting their health-focused products with content that showcased her winter wellness routine.

This campaign was ultimately very successful and generated high engagement numbers. Leading to 442k views, 717k reach and 852k impressions, portraying the high interest in the wellness basket.

She also partnered with Pollen + Grace to highlight their plant-packed Picnic Bundle. The bundle was packed full of delicious and nutritious meal options for the perfect summer outing.

She generated 241k reach and 278k impressions for the campaign

Additionally, Caitlin worked with La Redoute for their Valentine’s campaign, sharing stylish outfit ideas that resonated with her fashion-conscious audience.

Her content helped boost the campaign’s success, generating high engagement numbers with 839k reach and 991k impressions.

Olivia Hesketh (@oliviahesketh)

Instagram: @0liviahesketh

Olivia is known for her beauty and lifestyle content, with particular focus on haircare, lifestyle, and personal style.

With her authentic and informative approach, Olivia has built a loyal following, showcasing a passion for all things beauty and self-care.

She has 21.1k followers on Instagram and 32.7k on TikTok.

Campaign Success: Olivia partnered with Kao Salon to promote their KMS Hair Evolution range, creating content that highlighted the brand’s innovative products and their impact on haircare routines.

Her audience connected with her genuine and insightful reviews, resulting in a successful campaign that boosted awareness of the KMS line while providing valuable product recommendations to her followers.

The campaign helped boost engagements, with 17k views, 13k reach and 15k impressions across the board.

Natalie Rose Edwards (@natalieroseuk)

Instagram: @natalieroseuk

Natalie Rose Edwards is celebrated for her elegant and fashion-forward content, blending beauty, luxury travel, and lifestyle.

With her chic and relatable style, she has garnered a loyal following who turn to her for inspiration on everything from fashion trends to travel escapades.

She has 146k followers on Instagram and 529.4k followers on TikTok.

Campaign Success: Natalie collaborated with Marc Jacobs to promote their perfect Elixir fragrance, creating content that captured the essence of the brand with a sophisticated yet playful touch.

The campaign had impressive and engaging results, with 803k reach and 944k impressions.

She also teamed up with Virgin Voyages, sharing her experience aboard their ship sailing to Athens, Greece.

Her travel content resonated with her audience, highlighting the luxury of cruising while showcasing the brand's high-end offerings.

Both campaigns saw impressive engagement, driving brand visibility and excitement among her followers.

Evie Mundy (@evies_world_)

Instagram: @evies__world_

Evie Mundy is known for her lifestyle and wellness content, sharing tips on everything from mindfulness to self-care routines.

Her down-to-earth personality and informative approach have earned her a growing following on Instagram (8.7k followers) and TikTok (13.1k followers).

Campaign Success: Evie worked with Kokoon to promote their Phillips Sleep Headphones, creating content that showcased how the product helped enhance her sleep experience.

Her followers connected with her honest and relatable reviews, helping the campaign reach 248k and 290k impressions.

Evie also teamed up with Holland & Barrett to highlight their Superfoods Bundle.
She shared how to incorporate these nutrient-rich products into a daily routine.

Ultimately helping the campaign be successful in generating 575k reach and 678k impressions.

Top Travel TikTok Influencers (UK)

Exploring the UK Through TikTok

Travel influencers are uncovering hidden gems, staycation ideas, and international adventures, inspiring audiences to explore the world.

Collaborating with British travel TikTok influencers allows travel brands to tap into a highly engaged, trend-savvy audience.

This can lead to the creation of authentic content that boosts brand awareness and directly influences booking decisions.

TikTok’s viral nature makes it a powerful tool for brands looking to tap into the ever-growing travel market.

Macro Travel TikTokers

Amber Doig-Thorne (@amberdoigthorne)

Youtube: @Amber, TikTok: @amberdoigthorne

Amber showcases hidden gems and luxury travel experiences in London in her content.

She has 313.7k followers on Instagram and 300k on TikTok with primarily a male follower base of 76.1% and only 23.8% female.

Campaign Success: Amber most notably partnered up with Virgin Voyages where she cruised the Mediterranean.

Her content helped the campaign reach 54.2m impressions and 1.3m engagements, averaging 60k per post across views, reach and impressions.

Brian Murray (@itsbrianmurray)

Instagram: @itsbrianmurray

Brian is an Irish actor and dancer with an avid interest in travel, being on the road with Stagey Dance.

Across his social media platforms, he has amassed 204.5k followers on TikTok and 90.6k on Instagram.

Campaign Success: Brian, through The Influence Room, has experienced a luxury cruise experience across the Mediterranean with Virgin Voyages, indulging in culture and delicious food.

The campaign as a whole, generated incredibly high numbers, with 43.9m in reach, 54.2m impressions and high engagements across the campaign with 1.3m.

Brian’s content alone generated an outstanding 581k reach and 715k impressions.

Davide Anica (@daveanica)

Instagram: @daveanica, YouTube: @DaveAnica

Davide Anica is known for his high-energy content, blending lifestyle, entertainment, and travel, often sharing moments from his life and experiences.

With a captivating presence, he has amassed 827.3k TikTok followers, 88.7k Instagram followers and 25.5k followers on YouTube.

Campaign Success: Davide worked with O2 to promote their exclusive access to the Chris Brown concert, sharing his experience and behind-the-scenes moments with his audience.

Davide's content captured the excitement of the event, driving engagement and bringing attention to O2’s offerings for music lovers and concertgoers. His content drove strong engagements, with 109k reach and 132k impressions.

The partnership helped showcase O2’s commitment to providing unique experiences for their customers. The campaign had a reach of 1.3m and impressions of 1.6m.

Gioacchino Russo (@gioacchino.london.uk)

Instagram: @russogioacchino

Gioacchino is known for his luxury lifestyle content, focusing on travel, fashion, and high-end experiences.

His stylish and sophisticated approach has earned him 266k TikTok followers and a whopping 1m Instagram followers.

Campaign Success: Gioacchino partnered with Celestyal Cruises to promote their stunning cruises across the Aegean, sharing his experiences exploring beautiful destinations.

Through captivating content, he showcased the luxury and adventure of cruising with Celestyal, inspiring his audience to embark on their own unforgettable journeys.

His content generated inspiring numbers, with 2.7m views, 5.3m reach and 6.1m impressions from his content alone.

His campaign helped raise awareness for the brand, highlighting the unique experiences on offer.

The campaign pulled in impressive numbers, notably the sizeable 11.3m impressions.

Micro Travel TikTokers

Georgie Diggins (@georgiediggins)

Instagram: @georgie.diggins

Georgie is known for her luxurious and aspirational content, blending travel, fashion, and beauty.

Her effortless style and engaging storytelling have earned her a loyal following who look to her for inspiration on everything from high-end fashion to the best travel destinations.

She has 148k followers on Instagram and 22.6k followers on TikTok.

Campaign Success: Georgie partnered with Virgin Voyages to promote their Mediterranean cruise, sharing her stunning journey across picturesque destinations.

The campaign was hugely impressive garnering engagements, and as a whole had 50.5m views, 43.9m reach and 54.2m impressions.

Her content beautifully captured the luxury and adventure of cruising with Virgin Voyages, enticing her followers to explore the Mediterranean.

The campaign generated 638k views, 758k reach and 916k impressions through her content alone.

She also collaborated with Marc Jacobs to showcase their Daisy Wild fragrance, creating content highlighting the fresh and vibrant essence of the scent.

The campaign has been a great success with 942k views, 1.1m reach and 1.2m impressions.

Both campaigns saw strong engagement, boosting brand awareness and connecting with Georgie’s audience on an aspirational level.

Amelia Pincombe (@ameliastraveldiaries)

Instagram: @ameliastraveldiaries

Amelia is celebrated for her captivating travel content, combining exploration with a touch of luxury. Her feed offers a visual feast of picturesque landscapes, vibrant cultures, and elegant hotels.

Amelia's passion for uncovering hidden gems, from iconic destinations to off-the-beaten-path spots, shines through her content.

She has 125k followers on Instagram and 94.5k followers on TikTok.

Campaign Success: Amelia collaborated with Virgin Voyages for their Mediterranean cruise, specifically showcasing the stunning beauty of Barcelona and the breathtaking Mediterranean coast.

Her stunning posts captured the adventure and luxury of cruising with Virgin Voyages, sparking curiosity and excitement among her followers.

The campaign was an incredible success, receiving a tremendous response with 4m views, 6.2m reach, and 7.6m impressions across all platforms.

Amelia’s journey through the Mediterranean with Virgin Voyages is a visual masterpiece.

Beautifully blending the elegance of the cruise with the vibrant atmosphere of Barcelona, all while inspiring her followers to embark on their Mediterranean adventure.

Daniel Marin (@dfmarin)

Instagram: @dfmarin

Daniel is known for his dynamic lifestyle content and high-end travel experiences. His engaging posts often showcase his passion for live events, luxury, and travel.

With a natural flair for capturing vibrant moments, Daniel has built a loyal following who look to him for entertainment and style inspiration.

He has 136k followers on Instagram and a further 66.6k on TikTok.

Campaign Success: Most recently, Daniel has partnered with O2 to promote the thrill of attending live events, sharing his experience at The Killers’ live performance.

His content beautifully captured the electrifying atmosphere of the concert, bringing fans closer to the excitement.

The campaign generated 1.9m views, 4.7m reach, and 5.5m impressions across platforms. Daniel's coverage alone resulted in 125k views, 133k reach, and 171k impressions.

For his collaboration with A View From The Shard, Daniel offered his followers an elevated experience of London’s skyline.

His stunning content from the top of the iconic Shard invited his audience to take in the breathtaking views while enjoying the luxury of a VIP experience.

In celebration of Sunglasses Hut’s 50th anniversary, Daniel teamed up with Luxottica to highlight the iconic brand’s stylish range.

Daniel’s collaborations have not only garnered impressive engagement but have also elevated the brands he works with, offering his audience a window into exclusive events and premium experiences.

Jasmine White (@thesecountryroads)

Instagram: @thesecountryroads

Jasmine is known for her captivating travel and lifestyle content, offering a blend of stunning destinations, personal style, and a deep connection to nature.

Her posts often reflect a serene, yet adventurous approach to life, inspiring her audience to explore the world and embrace a laid-back yet fashionable way of living.

Her thoughtful storytelling and beautiful imagery have earned her a dedicated following who look to her for a mix of travel inspiration, seasonal style, and lifestyle tips.

She has 111k followers on Instagram and 18.4k followers on TikTok.

Campaign Success: Jasmine’s collaboration with Celestyal Cruises took her on a remarkable journey across the Aegean, where she showcased the beauty and charm of Greek islands.

Her content captured the essence of cruising with Celestyal, from the luxury onboard experience to the vibrant sights and cultures of each destination.

The campaign resonated deeply with her audience, helping to generate 1.7m views, 2.6m reach, and 3.2m impressions. Jasmin’s posts alone brought in 130k reach, and 142k impressions, further highlighting her influence in the travel space.

In partnership with La Redoute, Jasmine helped promote their French Girl Summer Collection, bringing to life the effortless elegance and timeless appeal of the collection.

Through her stylish, relaxed posts, Jasmine captured the spirit of French fashion, making it accessible and aspirational for her followers.

The campaign resulted in 134k reach, and 150k impressions across various platforms, with Jasmin’s content contributing 58k reach, and 64k impressions.

Jasmine’s collaborations continue to elevate her status as a trusted voice in both the travel and fashion worlds. Through her unique lens, she brings her audience on beautiful journeys while showcasing timeless style and unforgettable experiences.

How to Find the Best TikTok Influencers (UK) for Brand Campaigns

TikTok is essential for brand marketing, however, choosing the right influencer is key to success. Here’s how to find your brand’s perfect match:

Clarify Your Objectives – Are you aiming to boost brand awareness, drive engagement, or focus on conversions?
Know Your Audience – Make sure the influencer’s followers align with the people you are trying to reach.
Focus on Engagement, Not Just Follower Numbers – A highly engaged audience can often be more valuable than a huge following.
Use Influencer Platforms – Platforms like The Influence Room help brands connect with influencers through genuine connections and brand love.

For more insights, check out our guide on how to find the perfect influencer for your brand.

FAQs

Who is the most popular TikTok influencer (UK)?
Gordon Ramsay is the most popular TikToker in the UK, boasting 40.8 million followers. The celebrity chef shares cooking tips, hilarious behind-the-scenes moments, and entertaining reactions to viral food trends, making him a global sensation on the platform.

Who are the top 10 TikTokers?

Gordon Ramsay (@gordonramsayofficial) – The renowned chef brings his culinary expertise and sharp wit to TikTok, gaining millions of followers with engaging content.
MKS (@mks.vision) – A visual artist and creator, MKS shares unique and thought-provoking content, blending art with captivating storytelling.
Spice King (@spicyycam_) – Known for his daring challenges with spicy foods, Spice King captures the attention of fans who enjoy the thrill of extreme heat.
Ed Sheeran (@edsheeran) – The award-winning musician shares snippets of his music, behind-the-scenes moments, and creative collaborations, connecting with fans worldwide.
Randolph – A popular YouTuber and rapper, Randolph shares his musical journey and gaming content, engaging with his large and loyal following.
Angel – A rising star in the TikTok scene, Angel blends humour, beauty, and lifestyle content, attracting fans with her relatable and positive energy.
Maynardanna – Known for her lip-syncs and dance challenges, Maynardanna's infectious personality and creativity have garnered a significant following.
Sonicko – A gaming enthusiast and content creator, Sonicko shares entertaining gameplay and comedic moments that resonate with the gaming community.
The Nyland Family – This family-friendly account shares wholesome and fun content, featuring relatable parenting moments and heartwarming family adventures.
Ziangs – A duo known for their humorous and relatable skits, Ziangs captures the essence of everyday life, making their content a go-to for comedy lovers.

How many British people are on TikTok?
Approximately 23 million people in the UK use TikTok regularly, making it one of the most popular social media platforms in the country.

How many TikTokers are there in the UK?
There are 23.38 million TikTok users in the UK each month, a testament to the platform's growing influence and reach across the United Kingdom.

What is the most watched TikTok in the UK?
The most-watched TikTok in the UK is by user "@tool_tips," showcasing impressive "staple creations" and amassing around 545.5 million views. The second most-watched is by "@samdracott_farrier," documenting the fascinating work of a horse farrier, which garnered approximately 193 million views.

How much does TikTok pay influencers?
TikTok pays influencers through its Creator Fund, with earnings typically ranging from 2 to 4 cents per 1,000 views. For example, a video with 1 million views could earn between $20 (£15.87) to $40 (£31.74). However, many influencers also make money through brand partnerships, sponsored content, and merchandise sales, which can significantly boost their earnings

Whether you're a brand looking to measure the success of your campaign or collaborate with top TikTok influencers (UK) or even a content creator aiming to grow, TikTok remains a powerful marketing platform.

From fashion and food to wellness and travel, TikTok influencers (UK) continue to shape trends and engage audiences. What better way to track your brand’s progress than with the TikTok influencer metrics breakdown?

Ready to elevate your brand? Explore our platform to find the perfect influencer for your next campaign. Book a demo with us!

Defining Micro Influencers

The Importance of Micro Influencers in Marketing

How to Identify the Right Micro Influencer for Your Brand

Potential Challenges with Micro Influencers

Micro Influencer Campaign Examples

FAQs

Final Thoughts

Top Fashion TikTok Influencers (UK)

Why Fashion TikTok Matters

Top Food & Drink TikTok Influencers (UK)

The Rise of Food Content on TikTok

Top Health & Wellness TikTok Influencers (UK)

Why Wellness Content Thrives on TikTok

Top Travel TikTok Influencers (UK)

Exploring the UK Through TikTok

How to Find the Best TikTok Influencers (UK) for Brand Campaigns

FAQs

Content Trends That Shaped 2024

Engagement Trends That Stole the Spotlight

Tech and Features That Defined 2024

Monetisation and Business Trends: The New Frontier

Looking Ahead: Trends to Watch in 2025

What’s Trending in Influencer Marketing for 2024?

The Challenges to Watch Out For as we head into 2025

Tips for Influencers to Thrive in 2025!