Instagram influencers have become dominant forces in digital marketing, reshaping how brands connect with consumers and how users engage with content. Their authenticity, creativity, and engagement make them more influential than traditional advertising. They forge strong parasocial relationships with their followers. Unlike celebrities, influencers seamlessly integrate brand messaging into their daily lives, making recommendations feel like personal advice rather than sales pitches.
As a result, influencers have transformed marketing strategies, shifting brands away from conventional commercials toward story-driven, user-generated content. This evolution prioritizes authenticity over direct promotion, making influencer-led campaigns more relatable, engaging, and ultimately, more effective in driving consumer behaviour.
Influencers are redefining the digital landscape through several key strategies:
Authenticity and Relatability: By sharing personal stories and genuine recommendations, influencers foster trust and build meaningful connections with their audiences.
Cross-Platform Expansion: Extending their presence to platforms like TikTok, YouTube, and X (formerly Twitter), influencers broaden their reach and amplify their impact.
Trendsetting and Cultural Influence: Influencers play a pivotal role in shaping fashion trends, initiating viral challenges, and influencing lifestyle choices, thereby driving cultural movements.
Brand Development: Through collaborations and launching their own product lines, influencers have evolved into influential brand entities, significantly impacting consumer behavior.
By embracing these approaches, influencers continue to lead in the dynamic world of digital marketing.
Sources: LinkedIn
How Influencers Are Ruling Instagram in 2025
Instagram continues to be a leading platform for digital influence, with influencers exploring innovative strategies to enhance their impact:
Reels & Video-First Content: Short-form videos, particularly Reels, have become central to influencers' content strategies, driving higher engagement and storytelling potential.
AI-Powered Personalisation: Advanced algorithms enable influencers to deliver tailored content, ensuring their posts resonate with specific audience segments.
Instagram Shopping & Direct Sales: The integration of in-app storefronts and affiliate links allows influencers to offer seamless purchasing experiences, bridging the gap between content and commerce.
Interactive Engagement: Features like polls, Q&As, and interactive stickers facilitate real-time conversations, fostering deeper connections with audiences.
Collaborations & the Creator Economy: Increased brand partnerships and co-branded products position influencers at the forefront of Instagram's commercial activities.
However, it's essential for influencers to adhere to advertising guidelines. The Advertising Standards Authority (ASA) mandates clear disclosure of promotional content. Posts promoting products or services must be transparently labeled as advertisements. Acceptable practices include using the hashtag #ad prominently at the beginning of a post. Ambiguous terms like #sp, #collab, or #ambassador are discouraged. Additionally, if a brand exerts control over an influencer's content—such as specifying posting times or dictating content details—the content is classified as an advertisement and must be labeled accordingly.
By embracing these strategies and adhering to best practices, Instagram influencers continue to shape trends, drive conversations, and influence purchasing decisions, solidifying the platform's role as a powerhouse in marketing and digital culture.
Source: Avocado Social
How are Instagram influencers impacting our daily lives and decisions?
Instagram influencers have a significant impact on our daily lives by shaping our purchasing habits, lifestyle choices, and social perspectives. Their influence extends beyond marketing—affecting how we dress, what we eat, where we travel, and even the causes we support.
Consumer Behavior: Influencers create demand for products through personal recommendations, unboxings, and reviews, making followers more likely to buy based on trust.
Trends & Culture: From fashion styles to wellness routines, influencers set trends that shape mainstream culture.
Social Awareness: Many influencers use their platforms to promote social issues, sustainability, and mental health awareness, encouraging followers to take action.
Entertainment & Engagement: With visually appealing content, humour, and storytelling, influencers provide daily entertainment and foster strong digital communities.
Their ability to connect with audiences on a personal level makes their impact more profound than traditional media, subtly influencing decisions and shaping modern culture.
Who are the Top 10 Instagram Influencers trending in 2025?
Uncover the official selection of the top 10 Instagram influencers, curated by Director Jack Hayes & Influencer & Brand Partnership Executive Emma Richardson. This list is based on insights from 138 exclusive consumer polls, analysing the impact of campaigns featuring Instagram Influencers.
1. Steven Bartlett
Steven Bartlett, is a powerhouse Instagram influencer and entrepreneur, inspiring millions with his business insights. He built Social Chain at 21, later taking it public at a $600M valuation. As the host of The Diary of a CEO, he interviews global leaders, shaping the next generation of entrepreneurs. The bestselling author and investor uses his platform to empower and mentor aspiring business minds, especially from BAME backgrounds.
2. Grant Harold
Grant Harrold, former Royal Butler, is the UK’s top etiquette expert and a major Instagram influencer. With over five million monthly interactions and a 10% engagement rate, he shares Royal etiquette insights, teaching followers how to navigate high society. His content spans TikTok, YouTube, and Instagram, making etiquette accessible to all. From advising celebrities to teaching at elite schools, Grant’s influence bridges tradition and modern digital culture.
3. Molly-Mae Hague
Molly-Mae Hague is a top Instagram influencer, captivating millions with her fashion, beauty, and lifestyle content. Rising to fame on Love Island in 2019, she quickly built a loyal audience, securing major brand deals and becoming PrettyLittleThing’s creative director. Her engaging posts, from stylish outfits to home updates, keep followers invested. As an entrepreneur and new mom, she continues to shape social media culture with her aspirational content.
4. Alex Bowen
Alex Bowen, a former Love Island star, has become a major Instagram influencer, inspiring his audience with fitness, fashion, and family content. He shares workout tips, gym selfies, and promotes his fitness app, ABX Performance. As a fashion influencer, he collaborates with brands and co-founded Exempt Society with his wife, Olivia. Beyond social media, he DJs globally, making him a sought-after figure for brand partnerships.
5. Kelly Brook
Kelly Brook, a former glamour model turned TV personality, actress, and radio host, is a major Instagram influencer. She keeps fans engaged with behind-the-scenes glimpses of her latest projects, stylish outfits, makeup looks, and weight loss journey. She also shares gardening tips, travel adventures, and luxurious getaways to places like the Maldives and France. Her content inspires and connects with her audience, making her a social media favourite.
6. Anthony Joshua
Anthony Joshua OBE is a world-famous boxer and major Instagram influencer, engaging millions with behind-the-scenes training, fight prep, and personal moments. With a decorated boxing career, including Olympic gold and multiple heavyweight titles, AJ inspires fans with his dedication and resilience. Beyond boxing, he shares his lavish travels, fatherhood, and lifestyle, making him a relatable yet aspirational figure on social media. His influence extends far beyond the ring.
7. Dr Ranj Singh
Dr Ranj is a popular doctor, TV presenter, and Instagram influencer, using his platform to educate and engage his audience. Best known from This Morning and Strictly Come Dancing, he shares expert medical advice, debunks myths, and raises awareness on key health issues. A passionate advocate for LGBTQ+ rights and mental well-being, Dr Ranj’s social media presence empowers and reassures his followers with trusted insights and relatable content.
8. Charlotte Crosby
Charlotte Crosby is a top reality TV influencer, best known for Geordie Shore and Celebrity Big Brother. With 8.8M Instagram followers, she engages audiences through lifestyle, fashion, and travel content. Her authenticity and humour make her a sought-after brand partner. Beyond TV, she’s launched fashion lines, fitness guides, and her own MTV series, solidifying her as a powerhouse in entertainment and social media influence.
9. Ekin Su
Ekin-Su Cülcüloğlu became a social media sensation after winning Love Island 2022, captivating audiences with her vibrant personality. As an Instagram influencer, she engages millions with glamorous selfies, fashion-forward looks, and brand collaborations with Oh Polly and BPerfect Cosmetics. Her authenticity and relatability make her a sought-after partner for global brands, solidifying her influence and connection with fans in the ever-evolving world of social media.
10. Ethan Payne
Ethan Payne, aka Behzinga, is a British Instagram influencer known for his fitness journey and lifestyle content. Originally a gamer and Sidemen member, he now inspires millions with his weight loss transformation, working with brands like Gymshark. On Instagram, he shares fitness updates, travel snaps, and moments with friends and family, engaging his audience with his energetic personality and motivational content.
Hire an Instagram Influencer Today!
If you are interested in hiring a trending Instagram Influencer from our exclusive selection for your next campaign, contact us today! Call one of our dedicated Matchmakers on 0203 9580 427 to discuss all aspects of your campaign, from theme to budget. Alternatively, complete our online contact form to begin the booking process. Make your next campaign shine with the exposure our exclusive business influencers are experts at achieving!Â
