Being a successful Instagram influencer is hard work. It takes dedication, patience, and loads of creativity. Who are some of the Brits smashing it out of the park, and how do they do it? Let’s find out.
With 2.8 million followers on the ‘gram, Londoner Amelia Dimoldenberg (@ameliadimz) changed the way celebrities are interviewed with Chicken Shop Date. Her casual, authentic style and very British comedy instincts have made her an IG queen. She has become the go-to influencer-interviewer for events including the Oscars and the BAFTAs, as well as brands such as Levi’s. She has also launched a new series, Passenger Princess, in which she’s taught to drive by Formula One legends. Fresh and relatable, her following continues to grow.
Dimoldenberg did it all herself. The first Chicken Shop Date episode in 2014 was filmed by friends from her youth club. This summer, she celebrated the show’s 10th anniversary by holding a two-day event for young content creators as part of a commitment by her company, Dimz Inc, to support emerging talent.
With 2.4 million followers, Jim Chapman (@jimchapman) is one of the UK’s biggest male fashion influencers. His work as a model shows in his posts, but he also uses humour to engage with his followers. He describes himself as an OG of social media, having started in 2010, but he remains relevant by keeping his content fresh. Recently, he’s started to share details of his family life, from playing with his children to renovating his house.
Molly-Mae Hague (@mollymae) first came to prominence as a contestant on Love Island in 2019, but since then it’s her business instincts that have brought her success. She’s got 8.5 million Instagram followers and shares snapshots of her life to her grid about twice a week.
What’s her niche? Hague is all about fashion and polish. She almost always features in her posts looking glamorous and shoot-ready. She has her own brand, Maebe, and also posts more generally about beauty, motherhood, and glimpses of her aspirational lifestyle. Her willingness to share aspects of her life with boxer Tommy Fury has also been key to her success.
Olivia Arben (@oliviaarben) has built on her successful career modelling for fashion magazines such as Vogue, Grazia, and Harper’s Bazaar, growing a following of over 2 million. Her Instagram output regularly features behind-the-scenes shots, covers, and glamorous photos. Her brand is aspirational and glossy, showing her followers the life you’d expect from a top model.
With over 1.1 million followers, Italian Londoner Gioacchino Russo (@russogioacchino) gives his followers virtual tours of the city he’s made home. His glossy feed showcases restaurants, hotels, and fabulous lifestyle tips for the British capital. He says his goal is simple: “to help people fall in love with London, one discovery at a time.” But he makes a living through sponsored content, be it for a new Japanese bakery or showing off an icy advent calendar at Hyde Park’s Winter Wonderland.
Another influencer relying heavily on her relatability and personality is Saffron Barker (@saffronbarker). Focusing on fashion, fitness, and lifestyle, her Insta profile is highly curated yet manages to communicate authenticity. She often talks about challenges she’s faced and shares personal experiences with a sense of humour. Her 1.7 million followers clearly think she’s doing something right.
With 2.5 million followers, Instagram trainspotter Francis Bourgeois (@francis_bourgeois43) has turned a nerdy hobby into something we all want to know more about. If you’re after creativity and originality, look no further: Bourgeois’ gentle, excitable personality makes even the dryest train-related fact immensely watchable. He has been hired by brands such as Gucci and Prologis, who love his quirky authenticity.
She’s Scottish, she’s a model, and she has an engaged and loyal following of 1.6 million on Instagram. Known for her fashion and beauty content, Shak (@emilyshak) shares styling ideas, often showing how she creates outfits. She works with lots of brands, including Lipsy London, PrettyLittleThing, and River Island. Following the birth of her first child, Nada, she branched out into motherhood influencing, working with brands such as Mamas & Papas. Shak has been in the game since 2013, and has inspired numerous influencers, including Hague. “When I was starting out, Emily Shak was the ‘it’ girl on Instagram,” Hague told the Scottish Sun. “My mum used to take my pictures and I was always trying to recreate what Emily did.”
Joe Sugg (@joe_sugg) is proof you don’t need to stick to one niche to find an audience. The polyglot is a content creator, comedian, dancer, actor, roof thatcher, graphic novelist, celebrity boyfriend, businessman, and dove impersonator. His humour, creativity, and personal storytelling have earned him 6.7 million followers on the ‘gram, and backing from top brands such as American Express and Hotel Chocolat. Being creative is what drives his success, but he has also diversified into related businesses, co-founding TV production and personal management companies. If you get bored easily, follow the Suggs route to influencing success.
Sam Thompson (@samthompsonuk) first found fame as Louise’s little brother on well-heeled reality TV show Made in Chelsea, but he’s become a big player in his own right on social media. He shares with his 2.8 million followers on Instagram frank accounts of his personal struggles with ADHD, plus plenty of more lighthearted content, such as pranks and his bromance with fellow reality star Pete Wicks. Thompson has partnered with major brands such as DFS, but manages to make his ads entertaining and authentic to his tone of voice.