Influencer culture is a big deal these days. From gaming to fashion, from music to pranks and from reaction videos to expert insights, there are a huge number of people forging a career in a niche that is only getting bigger.
From micro-influencers with a little over 1,000 followers to the mega-influencers with over 1 million people hanging on to their every word, it seems there is an audience for everyone. So, who in the UK can claim to be the most popular influencer? Using the results from a YouGov survey, we explored the top 5, and the results may surprise you.
(Follow count does not denote popularity; survey participants referenced influencers on perceived fame and popularity.)
1. Joe Wicks (4.7 million Instagram followers)
Joe Wicks, also known as The Body Coach, has amassed a tremendous following with his lockdown workouts, accelerating his popularity. He started the journey in 2014 by posting quick, easy, healthy recipes to Instagram after his in-person bootcamps didn’t take off as planned. After the sudden rise in his Instagram following, he went on to publish a best-selling cookbook and saw his star continue to grow. The lockdown workout videos became a transformative moment, catapulting him to a whole new level. With such fame came riches, and he hasn’t been shy in sharing them, donating shares from YouTube earnings to charity. He is now regularly seen on TV shows as a guest, often motivating viewers with advice and guidance on healthier living.
2. Vicky Pattison (5.5 million Instagram followers)
Whilst Geordie Shore, the famous and often controversial MTV show, may not be a guaranteed path to success, Vicky Pattison embraced all that came with it. This step into the mainstream allowed her to brand herself and now, rather than being known for raucous behaviour, she’s recognised for encouraging body positivity, giving fashion tips, and supporting those struggling with mental health. Rejecting the “all filter” social media style, she prefers to be more real and honest, making her more relatable to her followers. Brand deals and media roles have naturally followed, and now she sits comfortably as a respected voice on various platforms.
3. Giovanna Fletcher (2 million Instagram followers)
To some, she may be “the wife of that guy from McFly”, but to her followers, Giovanna Fletcher is a voice of authenticity on motherhood, family life, mental health and more.
She shares her life as a mother, creating relatable content that helps other parents know and understand they are not alone in the challenges of parenting. Her “Happy Mum Happy Baby” brand includes a bestselling book, podcast, and, of course, a large following across Instagram and other platforms.
Not shy about sharing personal experiences, she discusses things such as the miscarriage she went through, further providing an element of support to other parents.
With her fame growing, she eventually got the inevitable call to appear on “I’m A Celebrity….Get Me Out of Here!” and in 2020, she won it!
4. Eddie Hall (5.4 million Instagram followers)
Eddie Hall was already a well-established name before his career as an influencer took off. Named the “World’s Strongest Man” in 2017, he already had a platform, but that was small compared to where he is today. With huge followings on Instagram and TikTok, Eddie shares training and diet guidance as well as recovery methods and general lifestyle advice. It’s been rumoured that his net worth is now more than £25m, a huge jump of £20m from his pre-influencer days.
With podcasts, his own supplement and apparel brand, and a documentary on the way, Eddie’s star looks like it will continue to rise.
5. Mrs Hinch (4.8 million Instagram followers)
Mrs Hinch, or Sophie Hinchcliffe, is an established influencer who was among the first to fly into the Influencer stratosphere. Back in March 2018, she launched the Mrshinchhome, Instagram account and never looked back. Initially, for showcasing how she and her husband were going to decorate their house, the account rapidly grew to more than 2 million followers and set the wheels in motion for a journey that would provide fame and wealth.
Her followers soon adopted the name “Hinch Army”, and from here, she was able to use her platform to accelerate her growth. Books were soon published, and major brand deals followed. Such is the power of her brand that many items she endorsed sold out quickly.
A reason Mrs Hinch remains so popular is that her content revolves around cleaning and organisation, despite her not being a professional cleaner. Instead, she resonated with fans as she says cleaning provided her with a sense of calm and helped her manage anxiety.
Influencers often start small and sometimes explode in popularity overnight. For others, it can be a long, gruelling slog. There is no guarantee of fame or success, and for many, being authentic rather than craving the spoils is what results in a successful influencer career. Having a story to tell and being relatable can go far. Just remember that if success does come your way, you’ll need an accountant for influencers as the workload can soon mount up, and you don’t want to be caught out when it comes to tax and maximising income!
