Find UK TikTok Influencers for your brand

Looking to build buzz for your UK-based brand? There’s never been a better time to invest in influencer marketing—especially UK TikTok influencers and creators. The platform, known for its fast-moving trends and authentic content, is often tough for brands to break into. However, working with local UK TikTok influencers provides you with plenty of opportunities to reach a wide range of people and niches.

Local influencers also share the same experiences and dialects as your audience and understand local customs, values and trends, so their endorsements are more relatable and trustworthy.

In this article, we’ll share more about how TikTok is growing in the UK, how to identify the right influencers and creators for your campaigns and provide suggestions on real UK TikTok influencers you could work with on your next project.

The impact of TikTok in the UK

TikTok has grown massively over the past few years in the UK—particularly among young people. In 2024, 76% of young people aged between 15-24 engaged with TikTok. It’s also one of the 10 most popular social media platforms in the country.

The UK edition of The 2025 Sprout Social Index™ also revealed how popular TikTok is for trend tracking. The report showed 91% of people in the UK use social media to keep up with trends and cultural moments, and around 38% do so through TikTok. TikTok trend tracking also isn’t leaving the UK any time soon; 56% of people plan to use socials to keep up with cultural trends as much as they did in 2024, while 30% plan to use it even more.

So, how do you turn these insights into strategies for influencer marketing success? If you’re a brand looking to reach Gen Z or Gen Alpha consumers, you’ll likely be a hit on UK TikTok. But don’t count the app out if your brand is outside of this target market, as the app is growing rapidly in popularity among other audiences, too.

How to identify the right TikTok influencer in the UK

You want to find a UK creator or influencer for your next campaign, but you’re not sure where to start? Here are a few tips to help you discover the right creator.

1. Look beyond demographics

In the past, brands have either relied on demographic or geographic targeting (or a combination of both) to fuel their searches for British TikTok influencers. However, this approach fails to account for the network’s nuances and users’ highly individualised preferences.

Even if two British TikTok users are the same age and gender, and live in the same location, they likely have completely distinct interests, hobbies, values and behaviours when using social media. Since TikTok’s algorithm serves content based on interests and behaviours, demographic data alone is an unreliable choice when searching for influencers who will resonate with your audience.

The global nature of TikTok also means that an influencer’s followers are rarely confined to a single location. This is particularly true of people working in industries like travel and tourism, as their content naturally appeals to people regardless of their current location.

This is why searching for influencers solely based on their demographics isn’t a reliable approach. However, it’s important to remember that where they’re located will determine the laws and regulations you’ll need to follow when partnering with them. We’ll outline this in more detail below.

2. Review trending UK TikTok hashtags

Trending hashtags highlight topics that resonate with UK audiences, giving you insight into which influencers are leading conversations that matter locally. Just search “UK TikTok” on TikTok and set the Sort by filter to Date posted. Then, set the Date posted filter to Last 3 months to pare down the results to the most recent trending videos.

3. Use keywords to find UK topics

Whether it’s slang, cultural references or iconic locations, targeting UK-centric keywords will narrow your search to influencers who understand and engage with UK audiences. For example, you might be targeting a specific city for a campaign because you’re hosting an event there. Searching for the location on TikTok with a relevant hashtag will direct you to influencers who are active in that area and share interests with your audience.

This video from creator @iamjennabennett uses specific London neighborhood hashtags to connect her interests with her location.

4. Conduct competitor research

Identify influencers your competitors are collaborating with and examine the engagement and response to their content. Competitor research will show you which influencers are popular in the UK market and resonate with your target audience.

Succeeding with competitive influencer research first means understanding your product and the companies in your niche. This understanding makes it easier to find influencers with a similar audience to your own. If you sell barbeques, hot sauces or meat products, competitive research might lead you to The Smokin Elk, who creates outdoor BBQ tips and recipes and regularly partners with companies offering these types of products.

5. Use an influencer marketing tool

Streamline your influencer campaign management with influencer marketing tools like Sprout Social Influencer Marketing.

Use this platform to:

• Find the right influencers. Filter influencers based on location, audience demographics, engagement rates and content style to discover the best UK TikTok influencers for your campaigns. You can make these searches using plain language, like “how your consumers are searching on TikTok”.
• View a fully redesigned Profile layout visualisation that puts actionable data front and centre.
• Assess your Brand Fit Score, an AI-powered metric that can instantly assess how well an influencer’s content aligns with your brand and its values.
• Compare influencers’ engagements against each other, including those working in similar niches, with AI-powered tools.
• Build your strategy. Analyse industry trends, social content, posts and profile data to quickly evaluate an influencer’s reach and engagement.
• Reach out to key influencers. Communicate with potential influencers about partnership opportunities from within our solution, and keep all conversations in one place rather than digging through dozens of outreach emails.
• Run and measure campaigns. Collaborate with influencers and track campaign performance, all in one place.
• Rest easy thanks to an always-on Brand Safety tool that’s designed to protect your reputation, and which can help your team build more impactful partnerships.

Macro TikTok influencers in the UK

If your core goal is to reach new audiences and maximize your brand awareness, macro-influencers can be a great fit. While they’re the most expensive to work with, their large audience size will give you maximum exposure to your target audience to supercharge growth. From fashion to beauty to comedy, here are a few of the UK’s most prominent TikTok macro-influencers.

Ayamé Ponder

With over 3.8 million TikTok followers, Ayamé Ponder (@ayame) is a creator with a significant following. Known for her hilarious reaction duet videos, travel vlogs and skits, she’s quickly becoming one of the UK TikTok’s most popular comedy creators. She’s also partnered with a diverse range of brands, from fashion company New Look to the Deliveroo food delivery app.

The Spud Brothers

Food creators are some of the biggest accounts on UK TikTok, and few are currently more influential than @spudbrothers. They’ve become incredibly popular through their POV food service videos and comedy sketches with over 4 million followers on the network, and have used this following to launch a successful pop-up restaurant in London. They’ve also collaborated with some of the biggest influencers in the world like MrBeast, and brands like Hair Syrup.

Notorious Foodie

Another major UK TikTok food influencer, @Notoriousfoodie has over 7.7million followers on the network. He creates home recipes from his flat in London as well as travel food content, and has worked with several celebrities, including Saweetie.

The Sidemen

The Sidemen are a group of UK influencers who are popular across all current social media channels, including TikTok, where they have over 7.4 million followers. The Sidemen are now known for creating their own brands, like BEST breakfast and the Sides restaurant, but are also known for collaborating with other major brands and properties like Estelle, Revolut and the Teenage Mutant Ninja Turtles.

Here’s an example of one of the group’s personal accounts, VikTok, who recently partnered with Ubisoft to promote the new Assassin’s Creed videogame.

Jessica Kellgren-Fozard

Primarily a YouTuber, @Jessicaoutofthecloset has a growing following of over 380K on TikTok and is a good example of how UK influencers are diversifying and repurposing their main channel content on TikTok. She uses TikTok to cut clips of her Queer History series of videos and to raise awareness about her experiences living with disabilities in the UK.

UK TikTok micro-influencers for niche campaigns

If you’re a brand with a tight budget or looking to reach a very specific niche audience, consider partnering with a micro-influencer. With combined follower counts ranging from 10,000-100,000, these creators are more affordable and often have more engaged audiences than their macro-influencer counterparts.

Here are a few UK TikTok micro-influencers to have on your radar.

Coco Omer

Coco Omer (@cultofbooks) is a UK BookTok influencer with 80,000 followers. She’s worked with major publishers like Penguin, and uses her account to post book reviews, quick comedy videos and approachable life updates.

Mat Buckets

Matthew Spade, known as @mat_buckets, works in men’s fashion and is also an interior designer and content creator known for his polished and high-quality videos. With over 60K TikTok followers, he champions and partners with many smaller businesses and brands in the UK, particularly those with notable aesthetics.

Toby and Luna

Toby and Luna (@tobyandluna) are a pair of tabby cats from Exeter. Yes, cats. With 18,400 TikTok followers, their TikTok account consists mostly of pet trend videos documenting their playful antics. They frequently partner with pet brands like Webbox.

Bowl of Chalk

Amassing a following of almost 25K, @bowlofchalk uses his TikTok account to post walking tour videos of locations in London and across the UK. He also uses this content to share facts about UK history as well as to promote UK businesses that appear along his routes.

Amber Nicole

Amber Nicole (@justanotheramba) is a plus-size fashion and beauty creator from Essex. With around 11,000 followers, she primarily posts product reviews, hauls and outfit of the day (OOTD) videos. She also shares some snippets of her life as a first-time mom and frequently reviews products from Made By Mitchell and Lottie London.

TikTok fashion influencers in the UK

The fashion world isn’t always known for its diversity. But on TikTok, you will find all types of creators with a variety of niches, from modest fashion to high-concept menswear. With follower counts in the tens of thousands up to a million-plus, here are a few UK TikTok fashion influencers to follow.

Aly Meghani

Aly Meghani (@yungalyy) is a London-based fashion content creator. With 1.1 million TikTok followers, he posts GRWM videos showcasing small independent brands and outfit recreations from celebrities, anime characters and rappers. As an influencer, he’s partnered with brands like ASOS and Timberland.

Aminah

Aminah (@amxnahali) is a London-based fashion and lifestyle creator with around 58,000 TikTok followers. As a hijabi woman, she posts many GRWM videos featuring modest fashion, product reviews and travel content. As an influencer, she’s partnered with Reebok and Adidas.

The Wade Twins

William and Henry Wade (@thewadetwins) are twin brothers based in London. With 730,000 TikTok followers, they post a lot of POV videos, OOTDs, GRWMs and ‘who wore it best?’ content. They’ve partnered with companies like protein bar brand Barebells, online streaming service Paramount+ and clothing brand Next.

Bexx0308

Becky (@bexx0308) is a London-based fashion creator. With 130,000 TikTok followers, she primarily posts OOTD videos featuring streetwear, tomboy and unisex clothing. She also frequently posts coordinated outfits with her girlfriend.

Reb Stephenson

Reb Stephenson (@rebstephenson) is a model, actress and fashion content creator with 76,100 TikTok followers. She’s known for her relatable trending voiceover videos, try-on hauls and OOTD videos. She’s done influencer partnerships with fashion brand Lasula and dating app Hily.

TikTok food influencers in the UK

For UK food and beverage brands, partnering with a UK TikTok food influencer is a no-brainer. From ‘hands and pans’ style recipe content to food reviews, here are a few TikTok food creators to consider for your next campaign.

Steve Devereux

Steve Devereux of Newcastle is the brain behind @foodmadesimple, a popular TikTok account that showcases easy and affordable recipes that anybody can replicate. With 1.2 million TikTok followers, he’s partnered with brands like Tilda Rice and Whitby Seafoods.

Oliver Paterson

Oliver Paterson (@elburritomonster) is a Manchester-based food content creator. He’s known for making over-the-top, high-protein dishes and inventive takes on the classic burrito—hence the handle. With 940,000 TikTok followers, he’s partnered with brands like Revolut, Myprotein and Nando’s.

Only Scrans

Only Scrans is a UK-based food and travel content creator with over 430,000 followers. He creates recipes for cheat meals and comfort food, as well as long-form reels recommending restaurants across the cities he visits. He’s partnered with Premier League footballers as well as several restaurants and food producers on content campaigns.

Coco’s Recipes

Coco’s Recipes (@halfacoco) is a London-based recipe videographer and photographer. They’re known for their aesthetically pleasing overhead shot recipe videos featuring colorful ingredients. With 93,400 TikTok followers, they’ve partnered with brands like Rheal Superfoods and Waterdrop Filters.

Glasgow Gannets

Glasgow Gannets (@glasgowgannets) is a Glasgow-based food TikTok account run by two flatmates, Kat and Haley. With over 50,000 TikTok followers, they post a lot of restaurant reviews, hauls, taste tests and recipe videos. As influencers, they’ve partnered with Tim Horton’s UK, food review app Rate-It-Now and many local Glasgow restaurants.

Best practices for UK influencer partnerships

Regardless of the influencer’s follower size, these best practices will make your partnerships stronger. Consider each of the following before and during your influencer marketing campaigns:

Build long-term relationships with influencers

Influencer relationships have changed a lot in the past decade. Though one-off collaborations can benefit brands, there’s more value in nurturing long-term relationships with influencers.

The more you work with an influencer, the better they’ll understand your brand and audience. You’ll also get to know them and their content better which can lead to smoother creation timelines with more creative approaches. This process of “co-creation” benefits both parties in the long run.

Remember that any influencer partnership is a two-way street; the more you work with and grow to trust an influencer, the more they’ll trust working with you in turn, and the more successful your campaigns together will be. Long-term relationships can also lead to influencers becoming ambassadors for your brand even outside of active campaigns.

Repurpose content across other channels

To better embed TikTok influencer content into your wider marketing approach, work on a repurposing strategy. The trick is to remember that your audiences across each platform will be different. Always tweak your TikTok influencer content so it resonates with your audience on different channels. This could be through new captions, a slower editing style or an alternative script. It could even be a simple change like posting content in different dimensions based on different social media image sizes.

Your TikTok content will likely be either a short video or images; these can often be reposted on Instagram to increase your reach. If you’ve cut TikTok videos from longer footage, consider uploading your longer footage to YouTube. LinkedIn or Facebook may also be good bets with a few tweaks.

Always discuss your repurposing ideas with your influencer from the get-go. They’ll be able to apply their expertise to suggest changes for different social networks. This is also important from a usage rights standpoint. You should always make it clear where you want to use influencer content and how, and this should be included in your influencer contract and overall scope of work.

Leverage their expertise

One of the core benefits of influencer partnerships for brands is being able to ask them for their opinion on specific marketing campaigns or how to engage your audience.

Establish clear communication from the moment you start working with an influencer, which will likely be through your influencer outreach. Make it clear that you value an open dialogue, and always listen to their suggestions. They may give you more innovative ideas, or targeting approaches that your internal team hadn’t thought about before. By valuing and considering their input, you’ll be able to work together on more evocative content.

These considerations can also lead to more opportunities to work with your influencer. If they have valuable insights on your marketing approach, you could include them as a participant in an upcoming webinar, or a speaker at an upcoming event. These opportunities benefit both of you, and mean you can gain more value from your partnership.

Understand why their content works

Review an influencer’s TikTok content before you start working with them. Aim for a thorough understanding of their type of content, and why it works for their audience. This should inform your campaign strategy and the type of content you plan to produce with your chosen partner.

Apply the nuances of their content style to your campaign where possible. Make sure your partnership content works alongside the other personal updates they’ve created for their UK TikTok account. The more seamlessly your campaign content works with their existing content, the more their audience is likely to engage with it. Sprout’s Influencer Marketing Brand Safety tool is customizable, which means you can keep safety in mind whilst tweaking your content to better align with a creator’s approach.

Generate regional interest through paid media

Though you shouldn’t rely on geographics when sourcing an influencer, you should apply regional targeting to your campaigns. This can help you target areas where your products or services will be particularly useful or desired.

Use TikTok for Business to turn your influencer content into region-targeting paid ads. Paying for TikTok adverts should boost your content’s reach and get it seen by the right people. TikTok also offers Spark Ads, a native advertising tool that helps you advertise your own posts with the support of organic posts made by other creators.

Also consider paid ads on other networks like Instagram, or even off-platform if your research has shown a clear interest. These investments should make the value of your influencer partnership and the content you’ve made more rewarding over time.

Remember the ASA and other UK advertising regulations

All adverts on social media in the UK, including TikTok, must follow the Advertising Standards Agency (ASA) guidelines. If your campaigns don’t follow ASA rules, you risk being fined or sanctioned in the country.

Read up on the ASA’s specific TikTok content guidelines before you start a campaign. Include a question about the ASA during your interview stage when considering influencer partners, to make sure they’re familiar with the latest rules for UK marketing on the network.

Streamline your TikTok influencer marketing strategy

As TikTok grows in popularity in the UK, so does your opportunity as a brand to reach your target market on the app. And it doesn’t matter what niche or demographic you’re trying to reach—there’s likely a UK TikTok influencer out there that would be a perfect fit.

Of course, managing an entire influencer marketing campaign is easier said than done. That’s why our all-in-one influencer marketing tools make it easy for brands to find authentic creators, manage a campaign from end-to-end, and measure your success. To learn more, schedule a demo or try it out for free.

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