60% on TikTok, 25% on Instagram, 10% on YouTube, 5% on others
Top Influencer Platforms
Distribution of influencer marketing activity across major platforms in the UK in 2026.
4.2%
Average Influencer Engagement Rate
Typical engagement rate for UK influencers across platforms in 2026.
£2.5 billion (~$3.1 billion)
Influencer Marketing Spend (GBP)
Total annual influencer marketing expenditure in the UK for 2026.
1.2 million
Number of Influencers (Million)
Total registered influencers actively creating content in the UK in 2026.
78%
Brands Using Influencer Marketing
Percentage of UK brands incorporating influencer campaigns in 2026.
In 2026, TikTok remains the dominant platform for influencer marketing in the UK, capturing 60% of influencer activity. Instagram and YouTube follow with 25% and 10%, respectively, reflecting shifting consumer engagement trends. The average engagement rate of 4.2% indicates sustained effectiveness of influencer campaigns, supported by a robust influencer community of over 1.2 million creators.
UK brands are increasingly investing in influencer marketing, with total spend reaching approximately £2.5 billion ($3.1 billion). This growth underscores the importance of influencer collaborations in digital marketing strategies. As influencer authenticity continues to resonate with consumers, companies are prioritizing partnerships that boost brand awareness and drive sales in a competitive landscape.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.