Top 100 most popular
creators of 2023

These are the most viewed creators on CORQ.’s Enterprise platform over the past 12 months. Our takeaways? Brands wanted to work with people who have specific expertise or bigger names who have a wider media presence. See how this list is compiled here.


Tomi Adebayo

If you were to describe what brands were looking for in 2023, it would be Adebayo – AKA Gadgetsboy. The technology creator, BMW podcast host and broadcaster has always brought credibility to partnerships by staying true to his passion for innovation and giving his community in-depth reviews of the latest products. He works across mainstream and social media, and his content has effortlessly spanned cars, watches, gaming, smartphones and computer hardware. So, what were the highlights of 2023? He appeared on billboards for Samsung, worked with Audi, talked gaming with Tony Hawk, took a Polestar for a test drive and reviewed the Apple iPhone 15 Pro. There were very fast cars and a spot of tennis. Adebayo also headed to Nairobi for the 2023 YouTube Black Voices celebrations. Brands saw huge consumer engagement via his content, with his standout Reel for YouTube ranking as one of the top viral creator #ads of the year (as listed in CORQ’s Data Review). 

Tom Daley

Tom Daley

The Olympic gold medallist who effortlessly entered the social media waters, platforming his diving prowess and knitting skills with perfect coordination. Notable collaborations and work in 2023 included testing the Lasting Finish 35 Hour Foundation for Rimmel London and the British Gas Peak Save campaign. He knitted Sex Education character Dr Jean Milburn a cardigan, which Gillian Anderson wore on the show, and then gave it away for a tie up with Mind. Daley also interviewed Hillary Clinton for his podcast Made With Love By Tom Daley. Then there was a splash of fashion with Sandro Paris and Adidas, and now there’s a children’s book, Jack Splash, in the offing. An impressive 12 months, to say the least.


Suzie Wells

Suzie Wells

Suzie Wells is a lifestyle creator, the mother of reality television personalities Billie and Samantha Faiers, and a grandmother to five. As a result, the 54-year-old is a powerhouse blend of down-to-earth grandma and Essex glamour, occupying a sweet spot in the midlife influencer space. Notable campaigns include Holland & Barrett for World Menopause Day, Nioxin Anti-Hair Loss Serum, L’Oréal Paris Age Perfect, her edit for Debenhams and Wallis and the Louise Redknapp edit for Peacocks.

Zoe Sugg

Zoe Sugg

The perennially successful influencer has moved up one place since 2022, showing the resilience of her relatable content and how she has adapted seamlessly on social since posting her first YouTube video on 17 December 2009 – 14 years ago. This year, Sugg has hit (and shared) more milestones: She announced her engagement to long-term partner Alfie Deyes, shared her second pregnancy, a girl due in December, and celebrated the second birthday of their daughter Ottilie. Her feed has not been cluttered with partnerships – instead she has worked extensively with Marks and Spencer Food as its ambassador, and created a collection with Carrie Elizabeth Jewellery.

Keith Afadi

Keith Afadi

The distinctive creative truly gained recognition this year thanks to his unique, arthouse approach to short-form video on TikTok and Instagram. Notable commercial collaborations included Adidas and Adobe, however it is his partnership with Disney+ which has been a masterclass in repeatedly delivering consumer engagement. Sponsored posts included documenting his press trip to Chicago to eat at restaurants featured in season two of The Bear and his Reel on having a restful summer. It’s worth noting the latter ad was one of 2023’s top viral creator posts (as featured in CORQ’s Data Review).

Fearne Cotton

Fearne Cotton

In 2023, the broadcaster continued to shine a light on mental health issues through: her podcast Happy Place; not one, but two Happy Place festivals; and as an ambassador for Mind. She also lent her hosting skills to the Princess of Wales, chairing The Royal Foundation Centre for Early Childhood symposium on HRH’s behalf. Happy Place podcast guests included LeAnne Rimes, Take That, and England football coach Sarina Wiegman. Notable campaigns included working with Samsung and Nobody’s Child. Cotton is kicking off January 2024 with a mass meditation event for the launch of her new book Little Things. In fact, it’s not one but two new books in 2024 – her first novel Scripted will be out in June.

Jen Rothbury

Jen Rothbury

The Manchester-based interiors influencer, AKA Crack The Shutters, has had a bumper year. Four of her Reels have hit millions of views, with her Reel attempting the viral Christmas garland decoration racking up 18M, transforming a staircase having 1.4M views, and faux olive tree having 2.2M views. Her audience is also fixated with her wine pantry in the library, the reveal of which has more than 8M views. Rothbury is an NHS physio and self-styled “accidental content creator” who consistently delivers a watchable blend of aspirational and attainable interiors content. Notable campaigns include partnerships with Joy of Clean and AirUp.

Poppy Okotcha

Poppy Okotcha

The gardener continued to thrive on Instagram this year, sharing educational and inspirational content about how she grows food and creates natural remedies using seasonal and local plants (her tutorial on making daisy bruise balm was a huge hit). She also became a columnist for The Observer and on her one-year wedding anniversary, gave her followers a peek into how she put together her big day. Okotcha stayed true to her ethical and sustainable principles when it came to commercial work, notably partnering with Allbirds and contributing to a short course on communal gardening for the Darlington Trust.

Kat Farmer

Kat Farmer

Relentlessly upbeat and unswerving in her dedication to finding the perfect maxi dress, it’s been another brilliant year for Farmer, AKA Does My Bum Look 40. She gained a regular slot on This Morning advising on fashion and styling, and has worked on significant partnerships, including with Pandora Cruises (and she is hosting her own wellness cruise with TV presenter Cherry Healey in 2024). Farmer added her podcast with Marianne Jones, Been There Done That Got The Podcast, to the Patreon roster, with the pair launching an additional mini podcast on Mondays. She also worked closely with Helen McGinn, AKA Knackered Mother, on several alcohol campaigns. Booze, cruises and bronzer – the queen of the midfluencers.


Moses Duckrell

Anyone who follows Duckrell knows his love of the beautiful game runs deep, and this was clearer than ever with the first series of his grassroots football show “Rating The Roots”. Through this, he visited ten teams and reviewed them on everything from kit and pitch to changing rooms. The result was entertainment that was funny, had heart and gave proper attention to teams that enrich communities. He also continued to engage big audiences with his regular football skits and satirical content, a high point being his sketch “Your coach is an ex pro” which accumulated 1.4 million TikTok views and over 7,000 saves.

Molly-Mae Hague

Molly-Mae Hague

TV star Hague hit a new reality this year when she became a mother in February. The arrival of Bambi led to her stepping away from being the creative director of PrettyLittleThing but she still works with the fast fashion brand, as well as having a significant monthly rolling partnership with Beauty Works, and collaborating with Laura Mercier and Cosmetips. Her Instagram interiors account Molly-Maison hit 1.3 million followers and she continued to build her self-tan brand Filter by Molly-Mae. In July, her partner Tommy Fury proposed on a Riviera cliff. Love Island, actually.

Abby Sophy

Abby Sophy

This vegan sensation has had a delicious year. She’s worked with Open Table and hit more than 200,000 views on one Reel with her Week of Vegan Dinner Ideas. Sophy also partnered with Deliveroo to cover its vegan offerings and teamed up with vegan brand Violife. However, it wasn’t all kitchen-based – Sophy’s other notable campaign was with hair care brand Noughty, discussing braid maintenance.

Jordan Billham

Jordan Billham

He’s a sweary chef sweating aubergines – Billham has a freewheeling style in the kitchen, as well as being a freestyle rapper. The plant-based star has been cooking up a storm, partnering with Adobe, Nushfoods and Three, as well as getting to half a million followers on TikTok and 700,000 on Instagram. A vegan virtuoso.

Zeena Shah

Zeena Shah

The art director still dominates Instagram with colourful interiors and dopamine outfit inspiration, which has earned her a regular spot on This Morning’s fashion segment. She kicked the year off by being named one of HELLO! FASHION’s “Feeds to Follow” and wrote about her weddings for British Vogue. Shah also championed slow fashion in partnership with Microsoft, discussing the Ahluwalia x EON collaboration and its garment production transparency, and worked with Le Creuset to promote its new collection by creating a coordinated tablescape.


Colin Furze

Epic, crazy inventions are the Colin Furze norm and 2023 has been no exception. He trended on YouTube for most of November with his Secret Garage videos, which have become an internet obsession. Apart from tunnelling under his house in front of millions of people on the web, the YouTuber has also invented a spinning knife wheel, flown a fellow inventor on his Moonframe, sold out shows in San Francisco and formed a partnership with Yorkshire Tea.

Taislany Gomes

Taislany Gomes Valadares

She wanted good vibes for 2023 and good vibes she got. Brazilian-born but London-based Gomes Valadares is a lifestyle creator who has worked with the likes of xNARA, Granado and Lola Rose. Her manifesting side hustle, White Sand In The Sky, has more than 50,000 followers on Instagram and her June TikTok on the topic has 11.7 million views.

Olivia Bowen

Olivia Bowen

Another Love Islander in the top 20 who is still with her Mallorca match. Olivia Bowen’s bio reads “It’s a mixed bag here” but has it been a mixed bag year? Well, UKLash, Philip Kingsley, Lovall, Quiz and Superdrug are just some of the brands that have fallen under her spell. She also celebrated her son Abel’s first birthday.

Justin Arthur

Justin Arthur

This food creator is one of the most charismatic young stars on Instagram and TikTok. He recently added YouTube to his repertoire and is also the host of Seasoned BuzzFeed’s Reel series, ConFuse It. Organic hits from this year include his video about using up food in his pantry and his interview with Love Island contestant Andre Furtado. On the commercial front, partnerships included content with Spotify, American Express and Coca-Cola.


Matilda Bea

Matilda Bea

Bea has truly found her niche. Her speciality is dinner parties and her “prep” videos are second to none, with her showing her followers how she does everything from her “festive morning routine” to turning her kitchen island into a cheeseboard. She is currently renovating her west London home and active across TikTok, Instagram and YouTube. Notable collaborations? Bea really delivers engagement on commercial posts – see her work with YSL Beauty, John Lewis and Dylon for reference.

Melissa Holdbrook-Akposoe

Melissa Holdbrook-Akposoe

The celebrity stylist had another outstanding year. It’s not surprising, given she featured on a billboard for AVEENO (after she sold out its Skin Relief Body Oil Spray on multiple occasions) and became a Dyson Hair ambassador. Holdbrook-Akposoe also continued styling Stormzy – she co-created his British Vogue cover and put together his look for the 2023 Met Gala.

Tianna Mercedes

Tianna Mercedes

Gaming is on the rise and Mercedes is an engaging creator who has steadily grown a following on TikTok and Twitch thanks to her Call of Duty content. This year, she made her first foray into public speaking at the Red Bull Gaming Sphere in London and worked with brands such as Burger King, Sky and OMEN.


Alex Zgiborova (formerly Manderstam)

The wellness creator is the embodiment of the “that girl” aesthetic. Zgiborova’s Reel from November, which offered a free guide to help people grow on social media, has more than 1.7 million views. In August, she revealed she exploded her Instagram from zero to 100,000 followers in the past 12 months and earns a six-figure income.


Ashley McAfee and Stuart Conway

Ashley McAfee and Stuart Conway – AKA On The Road Again Travels – had great success in 2023 by putting their encyclopedic knowledge of UK travel into bite-size instructional Reels and TikToks. Videos notable for driving huge consumer engagement include 4 Cool Places To Visit In The UK (39% ER) and Gems In Edinburgh (7% ER). Also, commercial partners such as Visit Scotland and Goboony, were so spot on that branded posts fit seamlessly into their feeds.






Victoria Magrath

The luxury vlogger is unstoppable. When Magrath wasn’t making content, on press trips or at various Fashion Weeks, she continued her role as one of the founding members of the Digital Creator Association, launched an interiors Instagram for her space in Manchester called FrowStudio and was part of the judging committee for the bCreator Awards. She released another collection with Holland Cooper and her sentimental Reel with Calzedonia received more than two million views.


Rachel Ama

Ama had another busy year. The vegan food creator released a limited edition batch of Jerk-Ish Sauce, which sold out on food marketplace app DELLI. Then in September, she became allplants’ first chef-in-residence. Ama also bought a house in London and worked with brands such as Waitrose and Ooni on engaging cooking campaigns.


Danielle Marcan

The makeup guru had non-stop partnerships with brands such as Pat McGrath Labs, L’Oréal Paris and Charlotte Tilbury. She also attended the 80th Venice International Film Festival with Armani Beauty. Her tutorials and makeup transformations dominated TikTok throughout the year. The highlights? Her last-minute Halloween inspiration video surpassed 15.9 million views and her unique take on the Barbie makeup trend has more than 4.8 million views. 


Niran Yesufu

Yesufu arguably won Gen Z UK football commentary in 2023 thanks to his consistent stream of YouTube videos breaking down the latest news with exceptional wit. His weekly(ish) show FTW (Football This Week) is a follower favourite and his subscriber base is seriously engaged (the comments section is what a comments section should look like, but rarely does). Brand partners included Sky and McLaren.


Luke Williams (Stanley Dru)

Williams used the tried and true “get ready with me” format throughout the year and received consistent views on his Reels. His best performing video was of him putting together a casual outfit, which has more than 663,000 views. When it comes to brand partnerships, the Leeds-based creator worked with Marks & Spencer to complete The AJ Bell Great North Run half marathon and launched a collection with his partner Tom Sheard for Label Rail.


Hannah Rutherford

Rutherford continued to grow her Twitch channel as she streamed five days a week and played games such as Marvel’s Spider-Man 2 and Alan Wake 2. When she wasn’t raising funds for charity or attending TwitchCon Paris, she embraced her green thumb by gardening and growing plants for her ponds.


Georgia Medley

The calibre of Medley’s clients should tell you everything about her career trajectory in 2023. With a roster including the likes of Michaela Coel, Jodie Turner-Smith, Maya Jama, and Timothée Chalamet, she earned a spot on The Hollywood Reporter’s list of the best celebrity stylists. Standout moments include dressing Coel in customised Schiaparelli to co-chair the Met Gala, fronting her own campaign for Wolford, and styling the Lionesses for ELLE magazine, where she’s currently a contributing editor.


Frances Simmons

The interiors creator is quickly becoming a go-to source for DIY and home decor inspiration. People particularly love her gardening content – one comedic Reel has more than 16 million views and her advice for a garden renovation has exceeded 2.8 million. In 2023, she juggled Instagram, teaching twice a week and making home improvements.



The wellness coach and nutritionist continued to share fitness, food and holistic health content on Instagram and YouTube. Throughout the year, she put together a Back to School series, shared balanced meal inspiration and workout ideas, and presented her podcast Feel Good in Body, Mind and Soul with Isa-Welly. She also hosted an in-person class for the first time in three years.


Shakeel Murtaza

Besides graduating from King’s College London, moving into a new flat and getting a kitten, the lifestyle influencer continued to create viral skincare and fashion content. Significant campaigns of 2023 include his collaboration with Estée Lauder showing how he uses its Double Wear Stay-In-Place Foundation while travelling, a “day in the life” Reel featuring Garnier’s Vitamin C Day and Night Serums, and his partnership with ELEMIS, which documents his pre-workout skincare routine.


Alfie Deyes

It’s been a year of major life moments for Deyes. He got engaged to Zoe Sugg after more than ten years together and the pair are preparing to welcome their second child, another girl, this month. Rewinding to the start of the year, he launched his brand Future Self Coffee, which is stocked and served at Clean Kitchen.


Alyca Rocha

2023 was a big year for Rocha, who married her partner Ollie in Dorset in July. She continued streaming on Twitch and posting gaming and media reactions on TikTok. Her video reacting to an episode of Disney+’s mini-series Ahsoka has more than 790,000 views.


Sophie Waplington

Waplington has built a dedicated following within her niche of plant-based food and fitness content. She posts healthy, high-protein recipes (her Reel for a red lentil and chickpea bowl has more than 3.6 million views) and throughout 2023 she collaborated with fellow vegan creators to share innovative cooking tutorials. It was also a year of firsts, as she hosted her debut supper and cooking club in September. She started making TikToks as well and her account now has more than 205,000 followers.


Eats By Will

Will cemented his place as a must-follow food creator in 2023, producing charismatic collaborations with fellow cooking influencers and digging into his passion: African and Caribbean plant-based dishes. His fascinating series throughout Black History Month showcased his spin on traditional recipes (featuring his grandfather) and while he created content with fellow Plantboiis members such as Ebenezer Odeniyi, he also worked with Nathan Josais and Malcolm Regisford. A rare example of a creator who has vision, a highly-engaged audience and a patient approach to commercialisation.


Patricia Rodi

Rodi has had a big year. The Swedish-French creator and podcaster relocated from Edinburgh to the Scottish coast to renovate and redecorate a 13-room house and her audience is firmly coming along for the journey. A big highlight? Her Reel showing how she and her husband transformed their kitchen within just a month of moving in. Commercial wins include becoming a columnist for Home & Interiors Scotland and working with Little Green.


Mark Ferris

The YouTuber spent his year embracing solo travel. He visited places such as Amsterdam and Oregon and brought his followers along on his adventures. When it comes to brand partnerships, he went on a gifted trip on the Disney Dream cruise and attended Sydney Pride with Visit New South Wales. In other news, he was nominated for best online influencer at the 2023 British LGBT Awards.


Amelia Liana Sopher

Sopher spent 2023 taking TikTok by storm. Known for her YouTube content, she has now gained serious traction with her fun, short-form videos and celebrated reaching 300,000 followers with a giveaway. On top of this, she revealed she’s in a relationship with her friend Jak, went viral on numerous occasions and attended the wedding of the year (Sofia Richie Grainge’s nuptials). 


Victor Kunda

Kunda continued to cement his reputation as a digital star across fashion and entertainment in 2023. Not only did he become an ambassador for Adidas, he consistently delivered viral hits across Instagram and TikTok. On the organic front, his maid of honour/ best man skit scored millions of views on both platforms while on commercial, his Halloween ad for Paramount had 3.5 million views. Other brand partners included Charlotte Tilbury and Coca-Cola.



Claudia Mirallegro

It’s official: Mirallegro is in her “peace era”. The yoga instructor and fitness creator continued to explore all areas of wellness in 2023, hosting a successful retreat in Tuscany for other women hoping to do the same and announcing a repeat of the event for 2024. Zen campaigns included sharing the anti-inflammatory benefits of meditation with Dr. Barbara Sturm and an ongoing partnership with skincare brand Nuxe.


Claudine Edwards

This interiors and DIY creator is a 2023 addition to CORQ who quickly gained attention thanks to her combination of clever hacks and humour. The Manchester-based mum-of-three appeared on Channel 4’s Old House New Home and reliably delivered instructional and entertaining Reels all year. She had a viral commercial hit with her content on installing a GeoDomeX in her garden (the BTS is also a must-watch) and other brand partners included Homesense and Jysk.




Ashley Roberts

Roberts forged ahead with her presenting career this year, continuing to host her show on Heart Radio as well as taking on the new Netflix series Dance Monsters. The former Pussycat Doll also appeared in court to give evidence against an alleged stalker, who was ultimately found not guilty. Professional highlights included attending Wimbledon with Barclays and hosting the Boots Beauty Awards.


Joe Wicks

What year isn’t huge for Wicks? The fitness coach offered teachers free subscriptions to his Body Coach app, ran a pop-up gym, filmed workouts for kids at the Natural History Museum, and documented his family’s temporary relocation to Los Angeles. A standout collaboration saw him team up with the NHS to create a workout guide specifically for people with Parkinson’s.


The Kabs Family

The Kabs Family’s TikTok following blew up in 2023, nearly doubling from 2.2 million followers to 4.1 million, and overtaking Facebook to become their biggest platform. Their wholesome content generates consistently high engagement, with one video – a “then and now” of their daughter Maliya – surpassing 121.5 million views. Visit Dubai, Talking Futures and Disney were some of their biggest collaborators, with the latter campaign seeing Tay and Maliya interviewing stars of The Little Mermaid.

Ada Enechi

Ada Enechi

Head of culture at Buzzfeed, Enechi has had an extremely busy year on the frontline of the entertainment experience. It began with interviewing Top Boy actor Micheal Ward, moving swiftly on to cinema icons such as Tessa Thompson, Sarah Michelle Gellar and Michael B Jordan. Then Chris Tucker and Ben Affleck sung her happy birthday. All of the buzz on her feed.


Lydia Millen

A 2022 post came back to haunt Millen in October when the Advertising Standards Authority upheld complaints about a TikTok of her stay at The Savoy not being clearly identifiable as marketing communications. Her luxurious life in the countryside continued to enthral audiences regardless, and Millen published a guide to reconnecting with nature, Evergreen. Standout campaigns include attending Goodwood Revival with Aston Martin and collaborating with Clive Christian to discuss the perfume house’s craftsmanship.


Sharon Gaffka

The Love Islander turned activist spent 2023 leading important conversations about LGBTQIA+ issues, sexism and women’s safety. As well as welcoming guests such as Snoochie Shy and Vanity Milan onto her podcast Girls Know Nothing, she participated in multiple parliamentary roundtables, called out Tinder for features that may endanger women, and opened up about suffering a miscarriage. Notably, almost all of her campaign work was purpose-driven, such as serving as a speaker at Twenties Fest and working with the Advertising Standards Authority to educate influencers about “finfluencing”.


Caroline Cook

Fresh off being named style influencer of the year at Overgate’s 2022 Scottish Influencer Awards, Cook doubled down on lifestyle content. In addition to her usual “get ready with me” videos, she branched out into interiors with the launch of her second Instagram account, Caroline’s Home Hacks. Significant campaigns included co-hosting a styling evening for Biscuit Clothing and Living, and long-term partnerships with Eleven Loves and Marks & Spencer.


Mia Maugé

2023 was a year of firsts for Maugé. As well as continuing to push for age inclusivity, the model had her first acting role as a mermaid in Disney’s live-action remake of The Little Mermaid, completed her first voiceover for JD Williams, and started working on her first book proposal. Her biggest campaigns include fronting an International Women’s Day panel for Burberry and working with Marks & Spencer to promote how its comfortably cool bedding benefits those going through menopause.


Dev Griffin

The presenter and DJ spent 2023 hosting a whopping five shows a week for Heart. Off air, he featured in this year’s series of Who Do You Think You Are?, where he uncovered his family’s role in the fight for Irish independence. Notable partnerships include hosting the BRITs red carpet for Mastercard for a second year in a row and celebrating World Kindness Day with ScS Sofas by handing out flowers at King’s Cross.


Ruby Granger

Four years after vlogging about her experience of being rejected by Oxford, Granger came full circle – she just started a master’s degree in English literature at her dream university. The endlessly productive aspiring author pivoted back to full-time studying content on her YouTube channel, launched a new website to share her writing, and also started teaching herself Latin. Campaign highlights include vlogging her way around the Isle of Arran with Visit Scotland and documenting student life with Adobe.


Keilidh Cashell

The makeup artist turned makeup mogul has been busy growing her brand, KASH Beauty. Now stocked in Boots stores across Ireland, it had massive success through recruiting creator Charleen Murphy as the face of a pastel pink makeup collection. Outside of beauty, Cashell was an ambassador for Bayer’s Face of My Contraception campaign and joined the judging panel for sustainable fashion competition Junk Kouture.


Jennifer Tuffen

Is there a stronger way to start a year than being flown out to Dubai to witness Beyoncé serenade the opening of the world’s most luxurious hotel? The rest of Tuffen’s 2023 was packed with equally luxurious travels, usually accompanied by her husband Umit Yoruk. Their itinerary included destinations such as Colombia, Croatia, Turkey, Portugal and Greece, as well as sponsored trips with Portonovi Montenegro, Tivoli Hotels and Passporter.


Anna Newton

A recent TikTok from Newton revealed she’s spent a huge chunk of 2023 finding herself again after welcoming her son Ralph in 2021. Along the way, the fashion and lifestyle blogger started taking night classes in floristry, launched a new weekly Substack newsletter named The Wardrobe Edit, kick-started a style series aimed specifically at women in their 30s, and continued successful long-term campaigns with NET-A-PORTER and Waitrose.


Jéssica Pimentel

Pimentel branched out from her usual skin positivity in 2023, embracing more beauty and fashion content, and her TikTok is now a mix of skin tips, tutorials and “outfit of the day” videos. She also started getting more into photography and launched a separate Instagram, Orange Street, for her work. Notable campaigns include a shopping vlog with Sephora and a six-month partnership with hair brand Bellissima.


Daisy Robinson

It was Robinson’s friendship with fellow fashion and lifestyle creator Shannon Spalding that shone through in her content this year. The besties launched their first podcast, Passenger Princesses, which sees them spilling the tea on relationships, friendships and personal drama. Among her many collaborations were an outing with SIMMI Shoes to a SZA concert and a cruise with Virgin Voyages. Her most engaged post, however, was a snapshot of a glam girls’ trip with Spalding in Marbella.


Kirthanaa Naidu

The creative consultant and cook has had a big year and is fast becoming the dinner party stylist of choice for considered brands. Not only was her work featured in Vogue India, but she has been commissioned as a recipe developer and her dreamy atmospheric content has had serious cut-through. Brand partners included Loaf, Kama Ayurveda and Cloudy Bay.


Jordan North

North’s schedule was jam-packed, juggling co-hosting BBC Radio 1’s Going Home show with Vick Hope, presenting the podcast Help I Sexted My Boss with etiquette expert William Hanson, launching a book spin-off of said podcast, and fronting two new reality shows for the BBC: Project Icon and Go Hard or Go Home. He also found time to raise money for Stand Up to Cancer and was awarded an honorary fellowship by the University of Sunderland. Next year looks just as busy, with North returning to Ant and Dec’s Saturday Night Takeaway and embarking upon Help I Sexted My Boss: The Tour.


Lauren Mallett

It’s been a successful year for Mallett, who started a new role as junior brand assistant at DKollection and saw her own platforms go from strength to strength. Not only did the fashion and lifestyle creator add SKIMS, House of CB and Space NK to her ever-growing list of collaborators, but she hit 80,000 followers on TikTok and crossed the one million views threshold for the first time with a half-up, half-down hair tutorial.


Claudia Winkleman

It’s been a busy year for Winkleman. The broadcaster hosted Channel 4’s The Piano and announced BBC’s The Traitors will be back for a second series. Her work hasn’t gone unnoticed – she was presented with this year’s outstanding achievement award for her contribution to popular television at the Edinburgh TV Awards and won a TV BAFTA in the entertainment performance category for The Traitors. She also partnered with Cannaray CBD and co-created three new bath and body products.


Aaron Francis

The former Love Islander has been capitalising on a growing interest in routine-based content to champion his favourite skincare and wellness products. Successful campaigns of 2023 include introducing Optimum Nutrition’s Amino Energy for pre-workout fuel. The creator also shared highlights from his cruise holiday with Royal Caribbean Europe and visited Dermalogica’s High School to learn more about its skincare products. 


Thandi Maqubela

The legal director doubled down on fashion content this year, with a mix of Carousel and Reel content. Her top performing Reel shared how she styles a khaki trench coat, which has more than 177,000 views, and notable campaigns include celebrating her birthday in a dress from Faithfull The Brand. 


Mia Regan

This year Regan was appointed the creative director for 66°North’s window display and featured on the cover of fashion magazine Numéro Netherlands. When it comes to noteworthy sponsored content, the model collaborated with Samsung to share her confidence secrets and was the face of Missoma’s autumn/winter 2023 campaign.


Ola Awosika

It has been another year of beauty product reviews, comedic skits and nail art inspiration for Awosika. Brands such as Too Faced, TK Maxx, Diet Coke, Estée Lauder and Sephora value his consistency and connection with his community, which make for successful campaigns. His best performing Reel? A comedic skit commenting on the realities of friendships.


Amy Wilsbey

This year, the interiors Instagrammer continued to document the renovation of her home and reached 100,000 followers in the process. Notable campaigns include partnering with Honda UK Power to test its HRX 537 petrol mower and working with Homesense to create an alfresco dining experience. Her best performing Reel? A step-by-step tutorial on how to recreate her DIY BBQ area for £200, which has more than 2.5 million views.


Jordan Bunker

Bunker’s mission has remained consistent: Championing ethical fashion and spotlighting sustainable brands. During the year, he has worked with Vinted to discuss buying slow, partnered with Steamery to share how he looks after his clothing, and visited France with Chanel Beauty. On a personal note, he also moved into a new flat in Manchester and has been documenting his running journey.


Milan Reddy-Devlin

TikTok makeup artist Milan Reddy-Devlin is doing life filter-free, in all senses of the word. He’s giving his audience unfiltered rundowns of his life’s disasters as well as filter-free flawless looks. He appeared on a billboard for Samsung, did makeup for Florence, and worked with Milk Makeup and e.l.f Cosmetics. Reddy-Devlin has cried and laughed, and his followers have cried and laughed with him.


Hannah Witton

It was business as usual for Witton in 2023 until she made a major announcement: she is moving on from sex education content and going on an indefinite sabbatical. However, she’s gone out with a bang. This year, she was nominated for ally of the year at the 27th Sexual Freedom Awards, hosted bCreator’s Health and Wellbeing Show, and maintained an open and honest conversation around sex, relationships and parenting. Her candid approach effortlessly lends authenticity to sponsored posts, such as her collaboration with Convatec Stoma UK where she promoted its new range of ESENTA products – having lived with a stoma for five years – and her partnership with Lucy & Yak where she styled some of her old and new yaks. 


Jim Chapman

The lifestyle creator has continued to openly document his life online. From welcoming his son Jesse Patrick, to sharing the ins and outs of married life one year in, and discussing his mental health journey in partnership with Beder, Chapman has maintained a loyal following. Other noteworthy campaigns include Cancer Research’s Rethink Reuse Research initiative and L’Oréal Paris’ The Power To Age Better movement.

Jesse Lingard

Jesse Lingard

Jesse Lingard may currently be without a club, however, he still commands the attention of his Instagram community. The footballer, once an England international, has struggled this year. His contract at Nottingham Forest ended, with talks breaking down with both West Ham and Saudi Arabian side Al-Etiffaq. However, Lingard has indefatigably documented his journey, including his trials and tribulations as a player and a parent, as well as promoting his clothing line Be Yourself and restaurant chain Jerk Junction.


Lara Adkins

Adkins’ approach to styling and fashion content drew huge consumer engagement this year and brands took note. As well as producing regular Reels – and covering beauty too – she returned to ballet lessons after a six-year break. Brand partners included Bicester Village, Adobe, Asos and Wizz Air.



Georgina “Gee Nelly” Nelson

2023 has been another great year for Nelson. As well as hosting her first panel with JD Sports at its debut women’s gaming event, she has maintained a tight-knit community across her channels by posting beauty, gaming and lifestyle content. Her top performing sponsored content has taken her across the world. She partnered with Samsung to attend its Unpacked event in San Francisco and TwitchCon in Paris. 


Shaq Muhammad

The Love Islander kicked off 2023 in the villa for the winter season and went on to sign with Neon Management. He recently moved into a new home with fellow contestant and partner Tanya Manhenga. When it comes to interesting campaigns, he shared highlights from his holiday with Virgin Voyages and worked with NovaMEN to style activewear.


Zanna van Dijk

The personal trainer is a go-to for brands across the travel, wellness and beauty verticals. Her feed is inundated with discussions around mental health, clean living and exercise, often in partnership with brands such as Dell, Skin + Me, Symprove and Adidas. This year, she also launched her financial education course Thrive Money, hosted five sold-out hiking trips in Cinque Terre, The Dolomites, Turkey, Sri Lanka and Peru, celebrated ten years on YouTube and got engaged to her partner Antony in Utah.


Dane Pemberton

The baker and skincare expert has had a busy year. Highlights include celebrating Pride in New York with Garnier, attending the Sundae In The City festival in Bristol with Ben & Jerry’s, and being appointed an ambassador for Skin Rocks. Pemberton has also continued his usual content, which includes baking recipes, beauty tutorials and dance videos.


Eva Koper

2023 was Koper’s third – and arguably most successful – year of creating content. She started the year by moving into her new flat in the Netherlands (although she still regularly visits London) and focusing on quick and condensed video content. This consisted of hair care advice, makeup tutorials and recipes, punctuated by brand partnerships with Sage Appliances, Waterdrop and Wüsthof. Brands should keep a close watch, as she’s swiftly approaching one million followers on TikTok.


Tamsin Amy

The TikToker and entrepreneur had a big year – she turned 30, got engaged and produced several viral videos. Her take on girl math has 3.4 million views, while the TikTok about her engagement ring has 1.9 million views. Her commercial highlight? Her TikTok ad for Monzo received more than 926,000 views.


Will Young

While he had a significant TikTok following before 2023, this year has truly catapulted Young into the mainstream. He made a memorable appearance on Love Island, where he got into a relationship with Jessie Wynter. He also published his book For The Love Of Farming, went to Kenya with The Gates Foundation and landed his first acting role in The Film Festival, which will be out in 2024.


Karen Maurice

The lifestyle creator continued sharing parenting, sustainability and fashion content this year. Maurice’s top performing posts of 2023? A back to school video (15,400 views) and her elderflower cordial tutorial (25,700 views). She also worked with brands such as Up Sportif and Nudj.


Alessandro Vitale

The urban gardener continued to inspire his audience this year with his hacks on avoiding food waste, homemade remedies and sustainable living. His advice on storing food to extend its shelf life generated an enormous 506K views, 58K likes and 25K saves in 48 hours while his Reel with Bipod on making preserves was one of the most engaged influencer adverts of December. Other brand partners included Which? and Veolia.



Natasha Arben

Arben is a model, makeup artist and Twitch streamer. This year, she featured on the cover of L’Officiel Monaco and Cyprus, attended several of Cartier’s events and went to Goodwood Festival of Speed with Aston Martin.


Claudia Fogarty

Her year started with Love Island, where she entered as a bombshell contestant. While she didn’t find love on the show, she announced her relationship with footballer Olly Crankshaw in September. She also delivered high-performing commercial work – Fogarty’s bikini ad for Ann Summers has 626,000 views, while her highlights from We Are FSTVL with PrettyLittleThing has 669,000 views.


Sarah Laming

The designer and interiors creator’s New Year’s resolution was to post more still images – a promise she delivered on alongside cosy cottagecore Reels. Her followers’ favourites? Her curtains blowing in the wind (3.4 million views), and her summer home compilation (35.7 million views).


Lizzie Dwyer

The gamer continued growing her impressive YouTube following (now more than 7.1 million) through regular and consistent Minecraft videos. Her most popular video of the year has 2.8 million views. She also shared her love of F1 – she attended the British Grand Prix and went to the Zandvoort Circuit with McLaren.


Jordan Rose

Her styling tutorials have proven to be a winning formula on both Instagram and TikTok. Her white pleated skirt outfit Reel has 3.2 million views, while her modern princess-inspired TikTok tutorial has been viewed more than 645,000 times. Rose also shared travel content – one of the commercial highlights of her year was her collaboration with Virgin Voyages.


Jack Callaghan

Known for his cleaning and home organising content, Callaghan had quite the year in 2023 – he got engaged and moved from Newcastle to London. His Sunday reset series proved to be an evergreen formula and his most watched TikTok has an impressive 9.8 million views. Callaghan is also a Dyson ambassador and delivering engaging content for the brand.


Demi Colleen

This year, Colleen signed with Insanity, curated a preloved collection for Love Not Landfill and shared her engagement and plans for a 2025 wedding. The lifestyle creator was also not afraid to call out brands – such as when she criticised Superdrug for only putting “we are keeping an eye on our stock” signs by Afro hair products. Lastly, she launched eco-lifestyle platform SustainableISH – we predict big things for 2024. 


Sophie Pontin

Pontin’s beauty tutorials and styling tips grew her following to more than 737,000 on TikTok and 175,000 on Instagram. Some 2023 highlights? Her TikTok ad for The Inkey List with more than 1.3 million views and her morning skincare routine, which has been viewed 1.4 million times.


Charleigh Victory

Unsurprisingly, Victory’s most viewed Reel was her recent engagement announcement. Her content throughout 2023 focused on lifestyle and beauty, including makeup tutorials and curly hair care inspiration. She spent time with her sister Grace and also went on a romantic trip to Paris for Valentine’s Day.


Ulkar Nusratli

Nusratli’s year was all about fashion and travel. She styled outfits from high street and affordable brands and visited countries such as the US and Italy. Her most viewed Reel of the year? Romanticising buying fruit while wearing a PrettyLittleThing outfit. It has more than 2.4 million views.


Joshua Reade

The self-taught makeup artist and nail technician created beauty moments inspired by key moments of the year, such as Barbie and St. Patrick’s Day. His Halloween transformations were also a highlight – from The Nun to Ronald McDonald.


Amy HG

The food creator gave birth to a daughter and documented her home birth in a YouTube vlog viewed more than 25,000 times. She also used the platform to document her and her partner’s cabin build. Her most popular recipes this year? Vegan feta and beetroot risotto and aubergine schnitzel.


Koleen Diaz

Her YouTube series documenting living alone in London has proven to be a hit with her subscribers, as have her travel highlights from Tokyo, Hawaii and Sicily. Diaz’s most viewed TikTok videos this year? Her outfit details, featuring the equally loved and hated Tabi shoes, and a mini travel vlog.


Aisha Ahmada

The Londoner won her followers’ attention through sleek outfits, beauty tutorials and travel highlights. Her autumn outfit Reel has 630,000 views and her last-minute Eid inspiration has been viewed 151,000 times. Ahmada’s commercial content delivered as well – she can name ASOS, Estée Lauder and Clinique among her 2023 collaborators.


Mark Wright

The TV personality and ex-footballer continued sharing food, fitness and family content. He had several successful brand collaborations this year – from Waitrose to L’Oréal. His most popular Instagram content? The highlights from his “Marchella” event (2.3 million views) and his nephew getting his first West Ham kit (1.8 million views).


Abisola Omole

Omole worked with NET-A-PORTER, Marks & Spencer and Samsung this year, and also launched a clothing collection with RIXO and a jewellery range with Daphine. She featured in British Vogue and shut her Arva store after three months turned into 11 months of the Islington pop-up.


Amy Menzies

The lifestyle creator focused her efforts on TikTok this year, where her following has grown to more than 25,000. Her video about the Milk Makeup bronzer stick she found in TK Maxx has more than 1.1 million views, and she collaborated with brands such as Lounge and Shein.


Tristan Welch

The chef and anti-food waste campaigner started the year off with a fundraiser on behalf of Cambridge Sustainable Food CIC. He continued sharing recipes and tips to reduce food waste and teamed up with brands on the same mission – his collaboration with Yeo Valley Organic is one example. His recipes for using lemon peel and making a giant pickle are his followers’ favourites of the year.