Whether it's a try-on haul on YouTube, a styling video on TikTok or a #HighStreet fit check on Instagram, fashion influencers have an impact on how the world showcases their self-expression through clothing. Fashion influencers are indispensable partners for businesses because they influence purchase decisions, extend brand reach and connect with niche communities. Through influencer marketing, these digital trendsetters captivate the target audiences brands look to connect with.

They also embody what consumers seek most from brands on social media: authenticity, which is ranked as the number one thing consumers want to see from brands in The Sprout Social Index™.

In our Q1 2024 Pulse Survey, Sprout reached out to over 2,000 consumers and 300 influencers to get their take on what makes influencer marketing successful, and predict how the landscape will evolve in the future. Participants in the United Kingdom report following brands at a higher rate (51%) than in the United States (42%).

With that said, let's walk through the current influencer landscape in the UK and what to consider when looking for the best partnerships. And to get you inspired for your next social media marketing campaign, we'll share our list of some of the top UK influencers.