Influencers are quickly becoming the epitome of social media, with the influencer marketing market being worth around $24 billion1.
There are countless influencers across all social media platforms, ranging from nano-influencers (less than 1,000 followers) to mega-influencers (more than one million followers).
But which social media influencers are the most popular and successful in 2024?
The team at Slingo slots has analysed various factors, such as follower counts, social media earnings, and Google searches, to discover which influencers are currently making the biggest impact on their following.
Marco Zamora is the most successful home and interior influencer
1. Marco Zamora (@want.zamora) - 9.55 out of 10 influencer score
With over 2.2 million followers across Instagram and TikTok, Marco Zamora is one of the most popular home and interior influencers. Marco has an influencer score of 9.55 out of 10 and is known for his videos about adding character to your home with simple items like plants and lighting.
He is estimated to earn over £13,600 for each Instagram post he makes and almost £1,100 for every branded TikTok post. There were almost 13,300 Google searches for Marco’s name between November 2023 and October 2024.
Matilda Djerf tops the list as the most successful fashion influencer
1. Matilda Djerf (@matildadjerf) - 9.82 out of 10 influencer score
Topping the list of successful fashion influencers is Matilda Djerf, earning a score of 9.82 out of 10. The Swedish influencer is the co-founder of the fashion brand Djerf Avenue which is most well-known for its fruit-adorned loungewear, as well as its elegant and sophisticated clothing. There were almost 1.4 million Google searches for Matilda’s name over the last year.
With 3.1 million Instagram followers, Matilda could potentially earn almost £29,590 per branded post. She also has 1.5 million followers on TikTok, where she receives an average of almost 75,500 likes per post.
Nikkie de Jager is one of the most popular beauty influencers
1. Nikkie de Jager (@nikkietutorials) - 9.85 out of 10 influencer score
The ever-popular Nikkie de Jager, better known as @nikkietutorials, ranked first after earning an influencer score of 9.85 out of 10. The Netherlands-born makeup artist first became popular online in 2015 and has garnered a whopping 28 million followers across Instagram and TikTok. Her most-watched video on YouTube, ‘The Power of Makeup,’ has amassed over 43 million views.
It’s estimated that Nikkie could earn around £178,325 and £10,930 per post on Instagram and TikTok, respectively. Her popularity has allowed her to work with huge celebrities such as Kim Kardashian, Adele, and Lady Gaga. Over 998,200 Google searches were made for Nikkie’s name over the last year.
Jonathan Cheban is the most successful food influencer
1. Jonathan Cheban (@foodgod) - 9.79 out of 10 influencer score
With over 12 million social media followers and an influencer score of 9.79 out of 10, Jonathan Cheban tops the list as the most successful food influencer. Perhaps once better known as Kim Kardashian’s best friend, Jonathan has now made a name for himself as the ‘Food God’. Over the past year, there were 239,700 Google searches made for Jonathan and his socials.
Whether he’s devouring a pickle BLT, a huge burrito or a Kinder pizza, Jonathan receives an average of 582,765 likes per TikTok video, which could be earning him over £10,500 per post. It’s also estimated that he could earn around £34,245 for one branded Instagram post.
Jen Selter tops the list as the most successful fitness influencer
1. Jen Selter (@jenselter) - 8.88 out of 10 influencer score
Jen Selter earns first place as the most successful fitness influencer, with an influencer score of 8.88 out of 10. Jen’s workouts and healthy eating tips have earned her over 16 million social media followers and averaged over 16,900 likes per TikTok post. Her work has also helped her acquire partnerships with the likes of Alo Yoga, Fashion Nova and BlendJet.
It’s estimated that Jen could earn around £125,460 and £2,960 per Instagram and TikTok post, respectively. Between November 2023 and October 2024, there were 631,500 Google searches for Jen’s name.
‘Call Her Daddy’ is the most popular influencer podcast
1. ‘Call Her Daddy’ podcast - 1.5 million Google searches
Since 2018, ‘Call Her Daddy’ has quickly become one of the most popular influencer podcasts on the market. The show’s host, Alex Cooper, has previously been dubbed “arguably the most successful woman in podcasting’ by Time magazine2 after landing a $60 million three-year exclusive deal with Spotify.
The podcast discusses burning questions and hot topics that people want answers to and has welcomed some amazing celebrity guests, including Christina Aguilera, Anna Kendrick, Katy Perry, Rebel Wilson, and Miley Cyrus. Over the last year, there were a huge 1.5 million Google searches made for the podcast, showing just how popular it really is.
Bella Poarch is the creator of the most viral TikTok video of all time
TikTok has surged in popularity in recent years and is now the leading video streaming app worldwide, with over 672 million downloads3. Of course, like any other social media platform, TikTok is home to many viral videos.
To date, the most-liked video on TikTok belongs to social media personality and singer Bella Poarch. In August 2020, the 27-year-old posted a video of herself lip-syncing to the song ‘M to the B’ by British rapper Millie B. The video now has over 68.1 million likes, and Bella herself has amassed over 94.5 million TikTok followers, making her the fourth most-followed person on the app.
Some of the other videos making up the top 10 most viral TikTok posts include Leah Halton’s inverted lip-syncing video to ‘Post To Be’ (56 million likes), Nick Luciano’s lip-syncing video to ‘Sugar Crash’ (54.1 million likes) and Jamie Big Sorrel Horse’s dancing video to ‘Say It Right’ (53.7 million likes).
The most viral Instagram post of all time belongs to Lionel Messi
Instagram is one of the most-used social media platforms, garnering over 2 billion monthly active users4. Countless posts have gone viral on the app, with footballing legends Lionel Messi and Cristiano Ronaldo creating seven of the top 10 posts.
Currently, the most viral post on Instagram is Lionel Messi’s photo reel after he and his Argentinian teammates won the World Cup in December 2022. To date, the post has an incredible 75.1 million likes. His posts appear three more times within the top 10, all centring around his World Cup win and amassing over 129.8 million likes combined.
Three of Cristiano Ronaldo’s photos are also among the most viral Instagram posts of all time, including the iconic photo of him and Lionel Messi playing chess, which now has over 42.2 million likes.
Methodology:
The data in this study is accurate as of November 2024.
We began by creating multiple seed lists of popular influencers for the following categories: interior/home, fashion, beauty, food and fitness. We used sources such as Forbes, Byrdie, Meltwater, CloudKitchens and Upfluence.
Next, we collected each influencer’s Instagram and TikTok follower count. We also gathered the total number of videos and likes on each influencer’s TikTok account before calculating their average likes per post. All data is correct as of 12 November 2024.
We then used Instagram Money Calculator and Tikcalculator to find out the highest estimated earnings per post for each influencer on both of the social media platforms. All currencies were converted on 12 November 2024 and are rounded to the nearest whole number.
Next, we used Google Keyword Planner and Ahrefs (where necessary) to collect the total number of worldwide searches for each influencer and their social media handles between November 2023 and October 2024.
Finally, we gave each factor a normalised score out of 10 before taking an average across all six factors to form our influencer score.
We then created a seed list of popular influencer podcasts using sources such as Influencer Marketing Hub and Podcast Review. We then used Google Keyword Planner to collect the number of worldwide searches for each podcast between November 2023 and October 2024.
Finally, we used Wikipedia and Dexterto to create a seed list of the most viral posts on Instagram and TikTok based on their like count.
1
https://www.statista.com/statistics/1092819/global-influencer-market-size/
2
https://time.com/6082311/call-her-daddy-alexandra-cooper/
3
https://www.charle.co.uk/articles/tiktok-statistics/
4
https://sproutsocial.com/insights/instagram-stats/
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