Discover the Top UK Influencers by Industry on Social

Influencers are a core part of how brands show up on social today. Especially in the UK, where creators play a major role in shaping culture, trends, and purchasing decisions. From fashion and fitness to food, travel, and family content, UK influencers help brands reach audiences in ways that feel authentic, relevant, and impactful.

We’ve curated the top UK influencers by industry, spotlighting creators who consistently drive engagement and influence across social platforms. Whether you’re building a new creator strategy or refining existing partnerships, this list is designed to help brands identify creators who align with their audience, values, and business goals.

Identifying the right UK influencers is a strategic process that starts with clarity around your audience and campaign goals. Strong influencer partnerships are built on more than reach alone. They require alignment with your brand values, a clear understanding of audience behaviour, and content that resonates with the right consumers.

Navigating the UK’s social media landscape means evaluating influencers across multiple dimensions, including niche, engagement rate, audience demographics, and content style. Influencers vary widely in how they connect with their audiences, making it essential for brands to look beyond follower count and assess how creators drive meaningful engagement.

By leveraging audience insights, competitive benchmarking, and performance data, brands can identify influencers who authentically represent their message and amplify their presence across social channels. When chosen thoughtfully, these partnerships drive stronger reach, higher engagement, and long-term value.

Once you understand what to look for in an influencer, the next step is knowing where and how to find them. Below are practical strategies brands can use to discover, evaluate, and source UK influencers across platforms, tools, and networks.

Use Social Media Platforms To Discover Influencers

Platforms like Instagram, YouTube and TikTok are rich databases of influencer talent. Brands can start by diving into hashtags and keywords relevant to their industry. For example, a beauty brand might explore tags like #UKFashionBlogger or #BritishBeautyInfluencer to find local creators with a strong presence in that domain. These niche hashtags often lead to a network of influencers, that each have a unique style and audience. Additionally, brands can leverage the search and explore features of these platforms to discover trending influencers. Observing the type of content that gains traction and the influencers who are driving these trends can provide valuable insights into who might be a good fit for the brand.

Another effective strategy is to monitor competitors and see which influencers they are working with. This approach not only reveals influencers who are already open to brand collaborations but also gives you insight into what's working in the industry. Social listening tools can be instrumental in this process, allowing brands to track mentions and tags across various platforms. Engaging with influencer content and your community can offer clues about the influencer's reach and effectiveness. By combining these methods, brands can create a shortlist of potential influencers who align with their brand values and have the capability to authentically engage their target audience. 

Explore LinkedIn for Industry Experts and Thought Leaders

Exploring LinkedIn for influencer partnerships offers a unique avenue for brands, especially those in professional sectors or B2B markets. LinkedIn is home to a plethora of thought leaders, industry experts, and influencers who have built a reputation in their respective fields. Brands can start by identifying influencers who are actively discussing topics relevant to their industry. This can be achieved by searching for keywords and hashtags related to their sector, such as #TechInnovation or #MarketingStrategy. LinkedIn analytics, like engagement rate, are also great ways to gauge how interested professional influencers are in your content.  

Brands should look at the content these influencers are posting, the discussions they're leading and the kind of engagement they generate. It's also beneficial to review their professional background and network reach. Once a potential influencer is identified, brands can reach out with a tailored message that acknowledges their expertise and proposes a collaboration that aligns with their professional interests. This platform is particularly effective for establishing long-term relationships with influencers who can lend credibility and depth to a brand’s messaging, especially in more niche or specialized markets.

Search UK Hashtag Campaigns and Trends

Social media teams can tap into UK-centric hashtag campaigns by conducting targeted searches on platforms like Instagram, LinkedIn, X (formally Twitter) and TikTok. These hashtags often revolve around specific themes, events, or trends within the UK, making them a goldmine for identifying influencers who are actively engaging with these topics. For instance, a brand in the fashion industry might look for hashtags like #LondonFashionWeek or #UKStreetStyle to find influencers who are participating in these campaigns to boost their visibility. By monitoring (and participating in) these campaigns and hashtags when relevant, social teams can discover new influencers and gain insights into the types of content that resonate with UK audiences. This approach aligns with influencers who are popular, relevant and engaged with your brand's target demographic.

Use Influencer Marketing Platforms

Dash Social's Content Creator tools gives social teams the tools to source potential influencer partnerships and analyse the impact of influencer marketing campaigns. This includes analytics on engagement rates, audience demographics and the overall effectiveness of influencer partnerships. By leveraging this data, brands can make informed decisions about which influencers to partner with and how to optimise their influencer marketing strategies for better engagement and ROI.

Work With Influencer Agencies

There are many UK agencies that specialize in connecting brands with the right influencers. These specialized agencies serve as vital connectors between brands and influencers, offering expertise in identifying the right influencer partnerships that align with a brand's campaign goals and marketing budget. By leveraging their extensive networks and deep understanding of the influencer ecosystem, these agencies can streamline the process of finding influencers. Influencers who have the desired reach and audience demographics that also resonate with the brand's values and messaging. This collaboration ensures a more targeted and effective influencer marketing strategy, saving social teams time and resources while maximizing their campaigns' impact.

Analyse Competitor Influencer Partnerships

Monitoring competitor collaborations is a strategic move for social teams to source influencer partnerships. By keeping a close watch on competitors' social media activities, brands can gain valuable insights into which influencers are currently engaged in the industry and are open to partnerships. Observing these collaborations offers a clear indication of influencers who have experience relevant to your sector but also possess the capability to effectively engage with your target audience. 

Additionally, reviewing the list of influencers that competitors follow can serve as a rich source of potential influencer partners. This approach helps you identify influencers who are already vetted and proven in the industry and aids your team’s understanding of the types of influencer relationships and content strategies that resonate with your target audience.

Listen to Your Audience for Influencer Insights

Understanding and listening to your audience is a crucial part of a healthy community management strategy and sourcing the right influencer partnerships. This ensures that the influencers you collaborate with genuinely resonate with your target demographic. Your audience's preferences, interests and behaviours are key indicators of which content and personalities they’re most likely to engage with. By analyzing audience feedback, social media comments from your community and engagement patterns, you can gain insights into the influencers they already follow and trust. An influencer who shares your audience's values and interests is more likely to create content that feels authentic and relevant, leading to higher engagement rates. Furthermore, understanding your audience helps avoid mismatches that can lead to ineffective campaigns or, worse, damage your brand's reputation. In essence, the right influencer partnership, informed by a deep understanding of your audience, can significantly amplify your brand's message and foster stronger connections with your customers.

By adopting a mix of these strategies, you can uncover a wealth of UK influencers eager to collaborate with brands that share their ethos and appeal to their followers. Remember, the key to a successful partnership lies in finding influencers whose audience aligns with your target market and whose values resonate with your brand's identity.

Doing the research to discover influencers who truly resonate with your audience often yields better results than simply chasing the biggest names in the UK influencer space. A strategic approach, focused on alignment and connection rather than sheer follower count, can significantly amplify your brand's impact. If you've explored the strategies outlined above but find yourself seeking a spark of inspiration or a nudge in the right direction, consider exploring some of these leading influencers in the UK.

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Britain’s fashion and beauty influencer landscape is rich with creators who drive trends, inspire audiences, and shape purchasing decisions. We’ve spotlighted top UK fashion and beauty influencers who consistently influence style and culture across social platforms.

1. Jim Chapman (@jimchapman) 

• Instagram follower size: 2.3 million

Jim Chapman blends men’s fashion, lifestyle, and fatherhood with a creative edge. As an author, illustrator, and presenter, his content feels both personal and polished. Helping his content resonate with a wide audience.

 2. Lillie Lexie (@lillielexie) 

• Instagram follower size: 491K

Lillie Lexie is a UK digital creator whose content spans family life, fashion, and lifestyle. As a mum and creator, she produces relatable, shopping-driven content that blends everyday moments with outfit inspiration, making her a strong partner for brands looking to connect with family-focused and style-conscious audiences.

 3. Carys Whittaker (@carys.whittaker)

• Instagram follower size: 2.7 million

Carys Whittaker is a UK influencer and creator known for her inclusive approach to fashion and lifestyle content. As a midsize content creator and mum, she shares outfit inspiration that centres body confidence and everyday wear, resonating strongly with audiences interested in fashion, family life, and representation.

4. Habiba da Silva (@lifelongpercussion) 

• Instagram follower size: 814K

Habiba da Silva is a UK-based creator and founder whose content spans beauty, fashion, travel, and lifestyle. With a global perspective and a strong personal brand, she blends style-led storytelling with entrepreneurial credibility, making her an influential voice within the beauty community and a strong partner for brands looking to connect with internationally minded audiences.

5. Molly Mae (@mollymae) 

• Instagram follower size: 8.5 million

Molly-Mae Hague is a British influencer, entrepreneur, and fashion industry leader whose content spans fashion, lifestyle, and business. As the founder of multiple brands, including Maebe Store and Filter by Molly-Mae, and a former Creative Director at PrettyLittleThing, she has successfully translated creator influence into long-term brand building. Her high-profile partnerships, including a recent collaboration with adidas UK, further cement her status as one of the most commercially influential creators in the UK.

6. Gigi Beauty (@gsterl) 

Instagram follower size: 299K

Gigi Beauty is a UK-based Reel creator whose content blends beauty, fitness, and lifestyle. Known for practical beauty tips, product reviews, and fitness-focused content, she creates highly shareable, short-form videos and actively collaborates with brands across beauty and hair categories, making her a strong partner for performance-led campaigns.

7. Lydia Rose (@fashioninflux)

• Instagram follower size: 2.4 million

Lydia Rose is a UK digital creator known for curating trend-led, accessible fashion content. With a strong focus on styling hacks and shoppable fashion links, she creates conversion-friendly content that helps audiences discover and shop the latest trends. Making her a valuable partner for fashion and retail brands.

 8. Olivia Yang (@olafflee)

• Instagram follower size: 2.4 million 

Olivia Yang is a London-based digital creator whose content blends fashion and lifestyle with a personal, everyday aesthetic. Through style-led storytelling and brand partnerships, she offers an authentic look at daily life and fashion inspiration, making her a strong fit for lifestyle and fashion collaborations.

9. Alice XT (@alicext) 

• Instagram follower size: 660K

Alice is a UK-based beauty creator known for close-up beauty content and concise, tutorial-style videos. By combining high-end and high-street products, she creates accessible, trust-led content that resonates with a wide range of beauty consumers and supports both premium and mass-market brand partnerships.

10. Bambi (@bambidoesbeauty)

• Instagram follower size: 857K 

Bambi is a UK digital creator focused on skincare and minimalist beauty. Known for her “less is more” approach, she creates calm, ingredient-conscious content that resonates with audiences interested in natural beauty trends, making her a strong partner for skincare and wellness brands.

Britain is home to some of the most influential fitness and wellness creators on social. From high-intensity training and yoga to nutrition and holistic wellbeing, UK fitness influencers offer a wide range of expertise that resonates with audiences at every stage of their health journey. Their ability to educate, motivate, and build trust makes them valuable partners for brands looking to inspire long-term lifestyle change.

1. Joe Wicks (@thebodycoach) 

Instagram follower size: 4.7 million

Joe Wicks, widely known as The Body Coach, is a UK fitness creator on a mission to help people live fitter, healthier, and happier lives. As an author and the creator of the Body Coach app and Activate with Joe, he has built a fitness brand that extends far beyond social. Combining content, products, and programmes to drive long-term audience engagement and real-world impact.

2. Lucy Davis (@lucydavis)

• Instagram follower size: 873K

Lucy Davis is a UK fitness creator and founder whose content centres on training, performance, and no-nonsense wellness. As the founder of Aesene and MyCoach App, and an athlete partnered with brands like WHOOP and Beats, she combines education, motivation, and product-led storytelling to engage a highly committed fitness audience.

 3. Alive Liveing (@aliceliveing)

• Instagram follower size: 672K

Alice Liveing is a UK fitness and wellness creator who combines training, nutrition, and personal storytelling to support a health-conscious audience. As a personal trainer, broadcaster, and three-time bestselling author, she leads a thriving fitness community, with over 20,000 women training through her Give Me Strength app. Positioning her as a trusted voice in women’s fitness and wellbeing.

4. Matt Morsia (@mattdoesfitness) 

• Instagram follower size: 1.2 million

Matt Morsia is a UK fitness creator known for blending training, lifestyle, and humour. A standout figure from Gladiators and the owner of Morsia, he pairs entertaining content with practical fitness guidance. As a Huel and Gymshark athlete, Matt creates performance-driven, brand-ready content that resonates with a broad fitness audience.

5. Meggan Kirkland (@meggangrubb)

• Instagram follower size: 1.3 million

Meggan Grubb is a UK fitness creator and founder whose content spans training, fashion, beauty, and motherhood. As the founder of Beyond, she supports women through every stage of their fitness journey, blending workout guidance with lifestyle-led content that resonates with a young, style-conscious audience and supports long-term brand partnerships.

6. James Smith (@jamessmith)

• Instagram follower size: 1.4 million

James Smith is a UK fitness creator known for his direct, no-nonsense approach to training and nutrition. His content combines practical advice, opinion-led commentary, and motivational messaging, often repurposed from podcasts and long-form formats to maximise reach across platforms. This multi-channel approach helps him consistently engage a highly invested fitness audience.

7. Gabby Dawn Allen (@Gabbydawnallen)

• Instagram follower size: 1.3 million

Gabby Allen is a UK fitness coach and creator whose content blends training, nutrition, and lifestyle. She shares workout routines, healthy recipes, and motivational snippets designed to help women feel confident and strong, making her a strong partner for wellness and lifestyle brands looking to connect with an engaged, female audience.

8. Courtney Black (@Courtneydblack)

• Instagram follower size: 827K

Courtney Black is a UK fitness trainer and creator known for accessible, at-home workouts and healthy recipe content. As the face of the Courtney Black App, she positions herself as a “pocket PT,” offering live training, home and gym workouts, and nutrition support. Making her a strong partner for brands focused on everyday fitness and wellness.

9. Adam Collard (@adamcollard)

• Instagram follower size: 1 million

Adam Collard is a UK fitness creator and entrepreneur whose content centres on training, lifestyle, and personal transformation. As the founder of multiple SCULPT brands, spanning gyms, training programmes, and apparel, he combines motivational storytelling with hands-on coaching, appealing to audiences focused on fitness, discipline, and long-term personal development.

10. Gemma Atkinson (@glouiseatkinson)

• Instagram follower size: 2.1 million

Gemma Atkinson is a UK fitness and lifestyle creator whose content blends training, motherhood, and media. As a radio host, podcast co-host, and founder of skin and haircare brand, Gem & Tonic, she brings a multi-platform approach to her content. Combining personal storytelling with professional credibility and long-term brand-building.

England’s food scene is as diverse as it is delicious, and this is reflected in the array of top food influencers in the UK who are shaping the way we cook, eat and think about food. From the comforting home-cooked meals to the art of vegan cooking, these influencers bring a mix of culinary skills, creative recipes and engaging content to their followers. These UK food influencers not only inspire with their mouth-watering dishes but also provide insights into the latest social media food trends, healthy eating and the joy of cooking.

1. Matt Adlard (@mattadlard)

• Instagram follower size: 1.1 million

Matt Adlard is a self-taught pastry chef and best-selling author known for his online baking classes. His Instagram profile showcases a variety of baking recipes and tutorials, appealing to both novice and experienced bakers. With a significant following, Matt Adlard's content is centered around his passion for baking, offering insights and tips to his audience, along with links to his online classes and recipes. His profile is a blend of instructional content, personal baking journey and engaging visuals of his baked creations.

2. Nigel K. Kabvina (@simplyni_)

• Instagram follower size: 1 million

Nigel K. Kabvina’s profile is a vibrant mix of culinary creations, showcasing his skills and passion for cooking. Nigel's content often includes visually appealing and appetizing dishes, highlighting his journey in learning to cook and mixology. His posts are not just about food but also about storytelling, adding a personal touch that resonates with his audience. This combination of culinary art and personal narrative makes his profile a delightful and engaging destination for food enthusiasts and those interested in the art of cooking and mixology.

3. Nigella Lawson (@nigellalawson)

• Instagram follower size: 3.1 million

Nigella Lawson, a Food Network personality, is also known for her social presence where she shares tips, recipes and other kitchen insights straight from her home. Followers can expect to see visually appealing and appetizing dishes, highlighting her journey in the culinary world. Her posts expertly use storytelling to add a personal touch that resonates with her audience. This combination of culinary art and personal narrative makes her profile an engaging destination for food enthusiasts and those interested in the art of cooking.

4. Shelina Permalloo (@shelinacooks)

• Instagram follower size: 421K

Shelina Permalloo presents a delightful array of family-friendly recipes with up-close, mouthwatering visuals while making home cooking accessible and enjoyable for everyone. As a single mother, chef and cookbook author, her profile is a testament to her culinary expertise and her journey as a winner of MasterChef UK. Her Instagram feed is filled with a variety of easy-to-make recipes, showcasing her passion for cooking and her ability to simplify complex dishes. Shelina's content is not just about food, it's a reflection of her life as a mother and a professional chef, which offers a personal touch that resonates with her followers.

5. Holly Jade (@thelittleblogofvegan) 

• Instagram follower size: 1.2 million

Holly Jade's Instagram profile is a delightful showcase of vegan baking and recipe creation featuring a wide range of vegan baking recipes. Holly Jade also promotes her cookbook, offering her followers a comprehensive guide to vegan baking. Her profile is filled with visually appealing and delicious vegan treats, making it a great source of inspiration for those interested in vegan baking.

6. Emily Leary (@amummytoo) 

• Instagram follower size: 36.6K

Emily Leary is an award-winning food writer and cookbook author. Her profile is a delightful mix of chef-quality recipes and family-friendly cooking. Emily's content is centered around creating delicious, accessible recipes for both parents and children, showcasing her culinary skills and passion for food. Her Instagram feed features a variety of dishes, cooking tips and insights into her life as a chef and food writer. Emily's approachable and engaging style makes her account great for those looking for inspiration in the kitchen, especially for family meals and kid-friendly cooking ideas.

7. Christy Lam (@the_lazyfoodie) 

• Instagram follower size: 265K

Christy Lam's Instagram profile is a mix of food and lifestyle content, showcasing her culinary adventures. Christy's content is centered around finding the most delicious and visually appealing dishes, with a focus on enjoying the pleasures of food and life.

8. Antoina Parker (@antoninaparker) 

• Instagram follower size: 182K

Antoina Parker’s profile is a blend of her work as a chef and author, with a focus on flavorful and saucy dishes. Antonia’s profile uses her distinct visual style, incorporating her ‘handwriting’ and illustrations on recipe Reel covers to create a visual ‘feast’ for the eyes. Antoina shares a variety of recipes and cooking content, showcasing her culinary skills and passion for food.

9. Cupcake Jemma (@CupcakeJemma) 

• YouTube Subscribers: 2.58 million

CupcakeJemma's YouTube channel is a great destination for anyone passionate about baking and sweet treats. She features a variety of baking tutorials, recipes and tips focused on cupcakes and other baked goods. Viewers can find engaging and informative videos that demonstrate how to create delicious cupcakes and provide a mix of instructional content, creative baking inspiration and personal insights from Jemma, making it a go-to resource for both novice and experienced bakers looking to enhance their baking skills.

Family influencers in the UK offer authentic, relatable insights into everyday life. From parenting and home routines to family milestones and travel. Often referred to as “mum influencers,” these creators build deep trust with their audiences by sharing real experiences that resonate with families across the UK. Their ability to balance storytelling with influence makes them valuable partners for brands looking to connect with engaged, multi-generational audiences.

1. Zoe Sugg (@zoesugg)

• Instagram follower size: 9 million

Zoe Sugg, a well-known influencer, offers content that spans across various industries, including beauty, lifestyle and her business ventures, making her profile diverse and widely appealing. Sugg benefits from a young fanbase who has grown and matured with her, proving that a creator can indulge in multiple niches effectively.  In recent years, Zoe has scaled back her posting frequency on Instagram, choosing to prioritise her personal life and family. She has shifted away from the daily content cadence of her early career to focus on motherhood and create content more intentionally, taking breaks from the pressure of constant social media production.

2. Louise Pentland (@louisepentland) 

• Instagram follower size: 3.6 million

Louise Pentland is a prominent content creator and a Times #1 Best Selling Author. Pentland’s longtime followers might recognize the name ‘Baby Glitter’, her Instagram profile showcases a grown-up ‘Baby Glitter’, plus a glimpse at her growing family, a blend of her personal life and her experiences as a columnist for Hello Magazine. Her content is uplifting and engaging, sharing various aspects of her life and work. As an original content creator, Louise's profile includes a mix of lifestyle, family moments and insights into her writing and creative processes, which appeals to a wide audience interested in lifestyle and personal development content. 

3. Dani Dyer (@danidyerxx)

• Instagram follower size: 3.7 million

Dani Dyer is a UK lifestyle and family creator whose content blends fashion, everyday life, and motherhood. As a mum to Santi, Summer, and Star, she shares personal, relatable moments that resonate with a broad audience, making her a strong partner for family, fashion, and lifestyle brands.

4. Ferne McCann (@fernemccann)

• Instagram follower size: 2.8 million

Ferne McCann's profile features lifestyle content, along with insights into her personal life and her ventures in health and fitness. She also shares snippets from videos and podcast’s she’s guest-starred on, like the example below. 

5. Anna Sacconne (@annasaccone)

• Instagram follower size: 1.4 million

Anna Saccone's Instagram profile represents diverse families, showcasing her life and journey as a transgender mother. Saccone’s profile also includes content related to daily family life, fashion and her personal experiences.

6. Billie Shepherd (@billieshepherdofficial)

• Instagram follower size: 2.6 million

Billie Shepherd's profile showcases her family life, personal experiences and the outfits she wears in her day-to-day. You can find interesting snippets from her podcast, The Sam and Billie Show, brand collaborations and snippets from their ITVX television show, Billie & Greg, The Family Diaries.

7. Jessica Rose (@jessica_rose_uk) 

• Instagram follower size: 1 million

Jessica Rose's profile features content related to fashion, lifestyle and beauty, along with her parenthood journey. Rose’s profile features a neutral colour palette and minimal posts of her children, focusing on her journey as a parent rather than her children’s experiences. 

8. Izzy Judd (@mrs_izzyjudd)

• Instagram follower size: 320K

Izzy Judd's profile includes content about her family life, personal experiences and her career as a violinist. Her profile is a must-follow if you have a musically inclined family. 

9. Anna Whitehouse (@mother_pukka)

• Instagram follower size: 558K

Anna Whitehouse's profile focuses on family life, parenting and content related to work-life balance and advocacy. She touches on tough topics like returning to work after maternity leave and the challenges of balancing a robust career and family. Her profile also makes minimal use of direct photos of her children, making creative use of angles to give her children privacy. 

10. Jacqueline Osborne (@jacjossa)

• Instagram follower size: 3.5 million

Jacqueline Osborne's profile includes a mix of lifestyle, selfies and family life. Not only does she share inspiration for events like children’s parties, but glimpses of the outfits she wears while raising her busy family. 

11. The Travel Mum (@thetravelmum) 

• TikTok follower size: 421.7K

The Travel Mum balances a focus of travel and parenthood content. Her TikTok account includes posts about family-friendly travel, tips for travelling with children and personal travel experiences. This is a great source of knowledge for any parent looking to plan travel for their entire brood. 

Explore some of the UK’s top travel influencers. Creators who inspire future trips through immersive storytelling, destination guides, and practical travel tips. From rolling countryside landscapes to vibrant city escapes, these influencers capture the essence of travel in the UK and beyond, helping audiences discover new places through visually rich, experience-led content.

1. Hand Luggage Only (@handluggageonly) 

• Instagram follower size: 485K

Hand Luggage Only’s account offers a rich tapestry of travel experiences, showcasing a variety of destinations and travel tips. The content is likely to include stunning photography and engaging stories from around the world, appealing to avid travellers and adventure seekers.

2. Alicia Cooper (@thechaosdiaries)

• Instagram follower size: 416K

Alicia Cooper's profile focuses on travel blogging and photography, offering itineraries, travel tips, and showcasing magical places. Her content is likely to be a source of inspiration and information for those planning their travels, especially in the UK.

3. Tonia Hope (@toniahope_)

• Instagram follower size: 183K

Tonia Hope, a travel content creator, shares her global experiences and adventures. Her profile includes a mix of travel inspiration, tips and personal insights, appealing to those looking for authentic travel experiences.

4. Big World Small Pockets (@bigworldsmallpockets)

• Instagram follower size: 50.8K

With a focus on affordable travel, Big World Small Pickets offers expert hacks and tips for budget-friendly adventures. The content is a mix of travel guides, destination highlights, and practical advice for economical travel.

5. Jade Hill (@jade_lostinbeauty_)

• Instagram follower size: 124K

Jade Hill's profile is centred around capturing the beauty of travel, hotels, food, and adventures. Based in London, her content includes a mix of travel experiences, culinary explorations, and lifestyle insights.

6. Natalie Raymond (@mygreatescapes)

• Instagram follower size: 229K

Natalie Raymond's profile focuses on travel, lifestyle, hotels, and getaways. As the founder of related travel platforms, her content is likely to include a variety of travel guides and insights into luxurious and unique travel experiences.

7. Kelsey Heinrichs (@kelseyinlondon)

• Instagram follower size: 750K

Kelsey Heinrichs' profile is a blend of travel guides, hotel and restaurant recommendations and lifestyle content. Based in London, her profile offers a mix of local insights and global travel experiences.

8. Alex and James Lock (@twosometravellers)

• Instagram follower size: 402K

Alex and James Lock are travel creators whose content has evolved from couple-focused adventures to family-friendly travel. Now sharing practical tips, destination guides, and real-world travel insights from their life as parents, they create accessible, experience-led content that resonates with audiences planning trips as a family. Making them strong partners for travel, lifestyle, and family-focused brands.

9. Live the Dash (@live_thedash)

• TikTok follower size: 600K

Live the Dash’s TikTok account is great if you’re interested in travelling hacks or experiments, like this example below where they test whether or not you can shower on a Ryanair flight. Overall, their profile includes a mix of travel ideas, experiences and tips to make travelling easier and more impactful.

10. Suitcase Monkey (@SuitcaseMonkey)

• YouTube follower size: 381K 

Suitcase Monkey offers a glimpse into the world of travel through their engaging and visually appealing videos. Showcasing their diverse travel experiences. This profile features a mix of urban explorations, scenic landscapes and cultural insights. Followers can expect a blend of stunning videos, travel tips and personal anecdotes that bring destinations to life. 

There are many regulations and advertising standards brands must keep in mind when creating ads. While this can make navigating influencer partnerships murky for brands, these regulations stand to make the advertising landscape fairer for brands and consumers. The implementation of advertising regulations surrounding how influencers post paid or sponsored content has completely shifted influencer marketing not just in the UK, but globally. 

Word-of-mouth is every marketer’s dream. What’s better than your loyal customers doing the promoting for you? But what about when brands pay or incentivise Instagram users with large audiences (AKA influencers) for what looks and feels like organic word of mouth, but is, in reality, an advertisement? 

There’s no doubt that working with influencers can help you reach new audiences, drive brand awareness and increase products sales. And while the ongoing debate surrounding authenticity and consumer sentiment burns on, there is one vital aspect that is not up for debate: advertising regulations.

We’ve brought together the rules and regulations that govern paid partnerships in the UK, so you can make sure that while you’re nailing your KPIs, you’re also playing by the rules.

The Advertising Standards Authority (ASA)

The ASA is the group that oversees advertising standards in the UK. It operates independently to ensure that all UK ads follow specific rules known as ‘The Advertising Codes,’ which are set by the Committee of Advertising Practice (CAP). CAP works closely with the ASA and focuses on making sure all UK ads are responsible.

ASA influencer guidelines exist for influencers and brands. It's important for brands to understand and follow these rules to make sure their collaborations are within legal limits.

This is why influencers are now required to follow ASA guidelines and must use a visible and prominent reference, using “#ad” as a necessary minimum, to let viewers know that a piece of content has been paid for and is an advert. While #ad is the minimum expected from influencers posting on behalf of a brand, Instagram makes it simple for influencers to let their followers know what they’re getting paid for with the Paid Partnership tool. Social teams should be mindful to upload or edit promotional content on YouTube with a Paid Partnership label. When uploading, there’s an option to select ‘My video contains paid promotion like a product placement, sponsorship, or endorsement’.  The ‘#sponsored’ or ‘#ad’ hashtags are also often used on YouTube and Instagram. Brands can also share TikTok videos with a ‘Paid Partnership’ label to let their audience know they’re sharing sponsored content. 

The Competition and Markets Authority (CMA)

The CMA is a government department that works to make sure competition is fair for consumers, both in the UK and internationally. They look into companies, whole markets, and any unfair competition, and they also offer rules on how influencers should advertise products.

Just like the ASA, the CMA's rules help influencers understand what they need to do when they're paid to promote something. This includes any type of payment, like money, free products, or services, no matter if the influencer asked for it or received it unexpectedly.

These regulations and guidelines exist to protect consumers, and as a brand, your customers are likely at the heart of everything you do. When gifting, paying, or rewarding influencers to promote your product, it should be a best practice to ensure that your partners are labeling their posts in line with the rules.

While brands must do everything they can to ensure their promotional content is labeled correctly, ultimately, the final responsibility lies with the influencer. It’s the influencer who writes the caption, chooses whether or not they include #ad or use the Paid Partnership feature and hits post. That said, brands entering into contractual agreements can make this a requirement, ensuring that any sponsored content is labeled correctly. However, as the industry continues to grow and these relationships become more sophisticated, brands and influencers will have to work together and overcome their fear of #ad, in order to keep their customers in the know.

UK brands can tap into social media metrics with Dash Social's Social Media and Analytics tool and Campaign Reporting. With Campaign Reporting, brands can understand how effective their local sales promotions are going, and can even tag posts in Dashboards by destination to measure which locations garner the most interest from your audience. Brands can also tap into Dashboards to create custom reports based on peak travel times.

But how can brands discover which influencer relationships are most impactful? With our Creator Management tool, brands can find support at all stages of their influencer journey, from sourcing to measuring the impact of creator campaigns. Brands can discover influencers and sort by industry, demographic and even location so you know you’re reaching the right people in the right locations. Social teams can discover engagement rates, conversion rates and ROI from their influencer efforts, which is essential to determine which influencers mesh the best with your viewers.

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