In a digital world dominated by trends, authenticity, and rapid cultural shifts, Gen Z influencers are no longer just content creators—they're cultural architects. From redefining beauty standards to leading social justice conversations and pioneering new ways to monetise creativity, these young visionaries are reshaping the influencer landscape with every post, video, and livestream. In The Official Top 10 Gen Z Influencers to Follow Right Now, we spotlight the rising stars whose voices not only resonate with millions but also reflect the future of digital influence. Here's who you should be watching—and why they matter.
How are Gen Z Influencers Changing the Influencer Marketing Industry?
Gen Z influencers are reshaping the influencer marketing landscape by shifting the focus from polished, aspirational content to raw, relatable storytelling that mirrors real life. Rather than curating flawless images, they share unfiltered moments, personal challenges, behind-the-scenes footage, and authentic opinions—prioritising emotional connection over aesthetic perfection. This evolution has significantly changed how brands approach influencer partnerships. Instead of chasing glossy, high-production content or mega influencers with mass appeal, brands are now investing in niche communities where trust and engagement run deeper.
Transparency has become a non-negotiable value in this new model. Honest reviews and clear disclosures of partnerships are essential, with “authenticity and transparency being the best influencer marketing hack,” and 63% of shoppers are more likely to buy from influencers they trust. As a result, brands are increasingly forming long-term collaborations with creators who genuinely align with their values, recognising that consistent, meaningful relationships drive more credibility and impact than one-off, transactional sponsored posts.
Why is Gen Z so Influential in Shaping Digital Culture?
Gen Z grew up with social media and mobile technology as an integral part of their everyday lives, making them true digital natives. Unlike previous generations who adapted to digital platforms over time, Gen Z has never known a world without smartphones, instant messaging, or on-demand content. This early and constant exposure has shaped not only how they consume media, but also how they create and interact with it. They're fluent in the language of memes, short-form video, and algorithm-driven discovery, often setting trends that ripple across the internet in a matter of hours. In fact, 66% of Gen Z say social media is essential to their daily routine, and 69% identify as passionate TikTok users, compared to just 49% of Millennials—highlighting how deeply embedded these platforms are in their lives.
Because of this deep integration with digital culture, Gen Z's preferences and behaviours have become the blueprint for what "works" online. They gravitate toward content that feels authentic, unpolished, and emotionally resonant, valuing transparency and individuality over perfection. Their values—such as inclusivity, sustainability, mental health awareness, and social justice—are influencing everything from marketing strategies to platform policies. Brands and content creators who fail to align with these expectations risk appearing out of touch or performative. As a result, Gen Z isn't just participating in the digital ecosystem—they're actively reshaping it, and their influence is redefining how audiences engage with media and how companies approach branding in the 2020s and beyond.
Who are the Top 10 Gen Z influencers to Check Out?
Take a look at the official list of the Top 10 Gen Z influencers, curated by Director Jack Hayes and Senior Celebrity & Brand Partnership Executive Laura Hayes.
1. GK Barry
Grace Keeling, aka GK Barry, is a 22-year-old TikTok star who rose to fame during the Covid-19 lockdown with relatable student-life vlogs. Originally aiming to stay anonymous, her humour quickly drew a massive following. With over 1 million followers, she’s since launched The Saving Grace Podcast, topped charts, earned a Master’s in Digital Marketing, and joined I’m a Celebrity 2024, cementing her place as a leading Gen Z influencer.
2. Millie T
Millie T launched her YouTube channel in 2009 and has since built a strong presence across YouTube, Instagram, and TikTok. Known for lifestyle vlogs, beauty tutorials, pranks, and DIYs, she keeps fans engaged with relatable and entertaining content. Her fashion-forward Instagram showcases her personal style, while her TikTok has earned over 20 million likes. In 2020, she joined the collaborative creator house, The Wave House, further boosting her online fame.
3. Calfreezy
Calfreezy is a British content creator known for his comedic charm and versatility. Rising to fame with FIFA and Call of Duty videos on YouTube, he’s since expanded into lifestyle content, earning over 4 million subscribers. He’s active on TikTok and Instagram, sharing humour, trends, and travel. Calfreezy co-hosts The Fellas Podcast, collaborates with major UK creators, and continues to evolve as an influential voice in British digital culture.
4. Steven Bartlett
Steven Bartlett, 31, is a leading entrepreneur, investor, author, and content creator known for founding Social Chain at just 21. He took the company public by 27, with a valuation of over $600 million. Steven hosts The Diary of a CEO, one of Europe’s top podcasts, and became the youngest Dragon on Dragon’s Den in 2022. A mental health advocate and investor in brands like Huel, he inspires future entrepreneurs from diverse backgrounds.
5. Chloe Burrows
Chloe Burrows rose to fame on Love Island and quickly became a fan favourite for her cheeky humour and relatable charm. A former marketing specialist from Bicester, she’s now a successful influencer known for her bold fashion sense, glamorous lifestyle, and sunny travel snaps. With a growing social media following, Chloe shares everything from OOTDs to personal insights, cementing her status as one of the UK’s most entertaining Gen Z influencers.
6. Maddie Grace Jepson
Maddie Grace Jepson is a fast-rising digital creator with over 2.1 million followers, known for her hilarious, relatable content rooted in her theatrical training. She gained popularity during the pandemic through comedic TikToks that explore womanhood, lifestyle, and beauty. Maddie’s authenticity has led to major brand partnerships and hosting gigs, including the 2024 Cannes Film Festival red carpet and BBC’s One Direction: A Fan Story podcast, solidifying her influence in the creator space.
7. Emily Blackwell
Emily Blackwell, originally from Surrey, rose to fame on Made in Chelsea, quickly becoming a fan favourite for her wit and confidence. Her Instagram acts as a digital diary, showcasing glamorous outfits, luxury travel, and partnerships with top lifestyle brands. A seasoned model and influencer, she shares day-in-the-life vlogs, hauls, and travel content on YouTube. Emily also launched a swimwear collection and continues to grow her presence across Instagram, TikTok, and YouTube.
8. Maisie Smith
Maisie Smith rose to fame as Tiffany Butcher on EastEnders, joining the cast at just six years old. Since then, she’s built a multifaceted career as an actress, singer, and social media star. With over 2.5 million TikTok followers, Maisie shares viral dances, sketches, and fashion-forward content. She reached the Strictly Come Dancing final in 2020, joined the tour, and now stars in Strictly Ballroom The Musical and SAS: Who Dares Wins.
9. Livi Sheldon
Livi Sheldon, a bodybuilder and TV personality from Worcestershire, rose to fame as Diamond on the BBC’s 2024 Gladiators reboot. A former football captain and Sports Science graduate, she transitioned into bodybuilding at 24, gaining a strong online following. Livi shares fitness content, promotes mental health and body positivity, and inspires fans with her story of resilience. Her social platforms highlight training routines, competition prep, and motivational messages rooted in authenticity.
10. Sophia & Cinzia
Sophia and Cinzia are a dynamic lifestyle duo from Nottingham who’ve built a loyal fanbase across YouTube, Instagram, Snapchat, and their blog. Known for their fun, relatable content—ranging from fashion and beauty tips to vlogs and “Get Ready With Us” videos—they’ve racked up over 20 million views. Their bold style, natural chemistry, and authentic approach have made them sought-after influencers for major brands like Topshop, Zara, and Daniel Wellington.
How to Hire a Gen Z Influencer?
If you're looking to partner with a top Gen Z Influencer to elevate your next campaign, we’re here to help.
Connect directly with one of our expert Matchmakers at 0203 9580 427 to discuss every detail—from creative concept and target audience to budget and execution. Prefer a quick start online? Fill out our online contact form to begin the process. Let our influencers bring authentic reach and lasting impact to your brand.
