Top 15 Influencer Marketing Agencies in the UK [Latest Edition]
Are you looking to leverage influencer marketing in the UK but unsure which agency to choose? In this article, we introduce five recommended agencies. Additionally, we cover key success factors and effective strategies aligned with the latest trends, so you can enhance your marketing efforts in the UK market.
The High Demand for Influencer Marketing in the UK
Interest in influencer marketing is growing rapidly in the UK, and the market size is expected to continue expanding. By 2025, ad spending in the influencer marketing sector is forecasted to reach $1.31 billion, with the market projected to grow at an annual compound growth rate (CAGR) of 7.20% through 2029, reaching $1.73 billion.
One particularly noteworthy statistic is that 78% of UK consumers trust influencer recommendations more than traditional ads. This growing emphasis on “authenticity” means brands need to carefully select influencers who align with their values. Collaborating with micro and nano influencers, who have highly engaged followers, is becoming a popular strategy. These influencers can generate up to 60% higher engagement rates compared to macro influencers. The importance of influencer marketing targeting younger audiences, especially Gen Z (84% of whom follow influencers), will continue to rise.
Influencer Marketing Market Size and the Current Situation in the UK
Influencer marketing has been growing rapidly in recent years. According to Statista, a German company specializing in market and consumer data, the global influencer marketing market has more than doubled since 2019, and it is expected to grow to $22.3 billion (approximately £16.7 billion, with $1 = £0.75) by 2024.
In 2020, when asked about the most successful marketing channels, 3% of industry experts in the UK cited influencer partnerships as the most effective tool. While this percentage may seem small at first glance, it surpasses traditional offline marketing channels such as television.
Moreover, examining influencer marketing spending by industry in the UK, the retail sector saw approximately an 80% increase in its budget. This indicates that companies are positioning influencer marketing as a key strategy and are actively investing in it.
UK consumers are also major users of mobile apps and are well-versed in social media, making influencer marketing an effective tactic in the UK market. From this data, it is clear that influencer marketing is becoming increasingly important globally and in the UK. Companies can leverage this trend by incorporating influencer partnerships into their marketing strategies to enhance brand recognition and drive sales.
Sources:
• Statista – Influencer Advertising Outlook in the UK
• Statista – Influencer Marketing in the UK
Key Points for Successful Influencer Marketing in the UK: Instagram
To succeed in influencer marketing within the UK market, leveraging Instagram is crucial. According to a Statista survey, in 2020, 27% of Generation Z (ages 15-25) in the UK considered Instagram an “indispensable” platform. Additionally, 81% of brands use Instagram for campaigns, positioning it as a primary platform.
Moreover, there is data indicating that for every £1 invested in influencer marketing, brands receive an average return of £6. This shows that with the right strategy, influencer marketing on Instagram offers significant ROI. Instagram users often follow official accounts of their favorite brands and services, making them more receptive to product or service recommendations. This results in a higher likelihood of success for both B2B and B2C campaigns.
Therefore, to achieve success in influencer marketing in the UK, effectively utilizing Instagram is essential.
Forecasting Influencer Marketing Trends in the UK
The influencer marketing landscape in the UK has rapidly evolved in recent years. Particularly, sustainability and social responsibility are becoming increasingly important, with 60% of consumers preferring brands that partner with influencers engaged in ethical practices.
Additionally, the demand for video content is on the rise, with 85% of marketers believing that video will dominate the industry in the coming years. By incorporating these trends, brands can enhance engagement and loyalty with their audience.
Furthermore, advancements in AI technology are streamlining the creative process and performance measurement, offering new ways to maximize the effectiveness of influencer marketing campaigns. These innovations allow for more efficient and impactful campaign execution.
The trend of vertical short-form videos has also led to influencers interacting with their audience through a diverse range of content formats. This provides brands with more opportunities to build connections with consumers through a multifaceted approach.
Considering these trends, the influencer marketing market in the UK is expected to continue evolving. Brands must remain flexible and responsive to these changes to develop effective strategies.
Why Hidden Advertising Is Not Permitted: The Interaction Between UK Consumer Culture and Regulation
According to UK government guidelines, online content creators such as bloggers, influencers, and streamers must clearly disclose when their content is advertising. Failure to do so—by engaging in hidden advertising or misleading practices—may constitute a violation of consumer protection laws, leading to severe penalties such as heavy fines or public naming by the Advertising Standards Authority (ASA). This is not merely an institutional requirement but is rooted in the cultural background of the UK, which places strong value on transparency and fairness.
In the UK, ensuring consumer trust in advertising and marketing activities is of paramount importance. Consumers must be able to distinguish whether a message is an advertisement or a genuine personal opinion. Consequently, consumers tend to harbor strong distrust toward hidden advertising, which can quickly erode the credibility of both brands and influencers.
The fact that the ASA has a system of “naming creators who fail to comply with regulations” highlights a regulatory culture unique to the UK, one that emphasizes maintaining norms through social sanctions. This approach extends beyond financial penalties and reflects a broader cultural value system in the UK, where social reputation and credibility are highly significant.
Therefore, influencer marketing in the UK can be understood as a market environment where institutional frameworks and cultural values interact, resulting in a stronger-than-usual emphasis on both transparency and trust-building compared to other countries.
Unique Points for Choosing an Influencer Marketing Agency in the UK Market
To succeed with influencer marketing in the UK, it’s essential to choose an agency that understands the country’s unique culture and regulations. Here are key points to consider when selecting an agency in the UK:
1. Choose an Agency with Regional Expertise
Since culture and consumer preferences vary by region, selecting an agency with strengths in specific areas like London, Manchester, or Birmingham can help create campaigns that resonate better with the target audience.
2. Understands British Humor and Expressions
British consumers appreciate witty humor and sarcasm. It’s crucial to choose an agency that can create culturally appropriate content and ensure that influencer messaging aligns with the UK’s unique tone.
3. Ability to Cater to a Multicultural Society
With its diverse population, the UK market requires inclusive marketing strategies. Ensure the agency can create content that respects and appeals to different ethnic and cultural groups.
4. Compliance with ASA (Advertising Standards Authority) Guidelines
The UK has strict regulations for influencer marketing, requiring clear disclosure of advertising content. Verify that the agency follows ASA guidelines and ensures influencers adhere to these rules.
5. Strong Connections with Local Media and Trend Awareness
Choosing an agency familiar with the UK’s media landscape and social media trends allows for more impactful campaigns. Prioritize agencies experienced with popular platforms like Instagram, TikTok, and YouTube.
Recommended Influencer Marketing Agencies in the UK
The influencer marketing industry in the UK is a crucial market for businesses seeking strong partners to support their brand growth.
Particularly with the evolution of social media platforms like TikTok and Instagram, collaborations with influential influencers have gained significant attention.
In this article, we present the top 5 influencer marketing agencies based in the UK that are known for their data-driven campaigns and deep understanding of target audiences, delivering effective promotions.
The Social Shepherd
The Social Shepherd is an award-winning agency that provides data and insight-driven strategies in the fields of social media, influencers, paid media, and creative.
They offer a variety of services, including social community growth for brands, performance-based paid media, social-first creative production, and influencer campaign management.
Their approach includes selecting influencers who align with each brand’s tone of voice (TOV) and goals, creating diverse content, and tracking both online and offline effects to maximize ROI.
Trusted by brands like UNIQLO, Easyjet Holidays, and Premier Inn, The Social Shepherd was recognized as “Best Large Social Agency” in 2023 and 2024.
Buttermilk
Buttermilk, based in London with offices in Miami and Dubai, is an influencer marketing agency that collaborates with global brands such as Dior, Boots, and Deliveroo, focusing heavily on Instagram while also expanding to other platforms.
Recently, they won the “Best Multi-Channel Campaign” at the Influencer Marketing Awards.
Known as a community-driven creator agency, Buttermilk leverages modern culture and creator communities to support brand strengthening and business growth.
They work with brands like Primark, Mugler, Prada Beauty, Estée Lauder, and Marc Jacobs, and their strategies have proven successful in building strong brand-consumer relationships.
NewGen (formerly Kairos Media)
NewGen, a leading influencer and creative agency based in London, Manchester, and New York, was established in 2015 and is renowned for its high-impact campaigns targeting Gen Z and video game audiences.
After receiving a multi-million-pound investment from BGF in 2024, NewGen rebranded from Kairos Group to NewGen.
Through strategic acquisitions, NewGen continues to bridge the gap between brands and creators with a focus on social-first campaigns.
They have worked with major clients like PepsiCo, Porsche, and Samsung, leveraging their network of over 50,000 creators to drive engagement, growth, and value through creative solutions.
Purple Goat
Purple Goat is a unique influencer marketing agency based in London, focusing on the disability community.
They collaborate with global brands like Virgin Media, Tesco, and Meta to create inclusive and innovative marketing campaigns that not only achieve strong business outcomes but also promote diversity and inclusion.
Purple Goat received widespread recognition, winning “Diversity and Inclusion Company of the Year” at The Drum Awards 2022 and “Best Boutique Influencer Marketing Agency” at the 2023 Global Influencer Marketing Awards.
Their influencer campaigns, such as the one with Currys, also won “Best Social Influencer Campaign” at the UK Social Media Awards.
The agency is passionate about harnessing the power of the disability community and breaking down misconceptions about disability.
House of Marketer
Founded in 2020 by a former TikTok employee, House of Marketer is an influencer marketing agency based in London that specializes in TikTok marketing.
They excel in data-driven, high-impact campaigns targeting Gen Z and Millennials.
The agency has worked with famous brands like KFC, Hilton, and Groupon, boasting a network of over 250,000 influencers.
House of Marketer’s strength lies in their deep understanding of TikTok’s algorithm and cultural nuances, which allows them to deliver content that resonates with audiences and achieves viral success.
For instance, their campaign for Rimmel London’s “Thrill Seeker Mascara” resulted in a 300% sales increase, generating over 18 million impressions and redefining the brand’s appeal to Gen Z.
Disrupt Agency
Based in London, Disrupt Agency combines the science of audience behavior with the power of creators to deliver measurable digital success. As a global influencer marketing agency, it supports brands across a wide range of sectors including e-commerce, fashion, beauty, luxury, B2B, and gaming.
The agency is one of the UK’s leading specialist groups, with awards from the Global Influencer Marketing Awards and the UK Social Media Awards. Its core strength lies in its ability to integrate influencer strategy with paid social advertising, TikTok strategy, and full-scale content production.
Disrupt Agency has partnered with major global brands such as LG, Vinted, and Wizz Air. Notably, its campaign for Wizz Air earned multiple awards for creativity, showcasing proven results across diverse industries and KPI-driven work.
Find Your Influencer (FYI)
Find Your Influencer—known as “The UK’s Number One Influencer Agency”—creates high-impact content through collaborations with creators.
Its defining strength is the unmatched scale of its influencer network: more than 100,000 creators within the UK and over 20 million worldwide. This allows FYI to match brands with the ideal partners for their campaign objectives.
The agency shares case studies with major brands including Amazon Publishing, ITV, ALDI, and Rakuten, with experience spanning food and beverage, travel, fashion, interiors, technology, and more. Guided by the insight that “83% of consumers act based on trusted recommendations,” FYI merges data and creativity to deliver high-performance campaigns.
Influencer Matchmaker
Influencer Matchmaker specializes in pairing brands with top influencers and celebrities. With more than 20 years of combined experience and a global creator network, the agency offers personalized services from strategy development through campaign execution.
In addition to leading global influencers, the agency excels in celebrity partnerships across sectors such as automotive, beauty, technology, gaming, and reality TV. Its international network includes over 2,000 influencers.
Influencer Matchmaker has managed successful campaigns for major brands including Disney and McDonald’s, and it showcases collaborations with globally recognized names such as the UEFA Champions League, Amazon Prime Video, and Vodafone. It has received multiple industry accolades, including “Best Influencer & Celebrity Talent Marketing Agency” and “Leading Influencer Campaign Specialists,” reflecting the high quality of its services. The agency provides end-to-end, personalized support across every stage of a campaign.
Connect Management
Connect Management is a social-first talent agency dedicated to turning “likes” into income and talent into long-term careers.
One of its most impressive strengths is its exceptional performance record. Since 2020, the agency has generated more than £60 million in revenue for its creators and currently manages a roster of over 150 talents. Collectively, this roster delivers engagement to more than 400 million people per month and has a combined following of over 170 million.
Connect Management’s partnerships include major global brands such as Nike, Disney, Netflix, and LEGO. The agency has also earned recognition such as the “GIMA25: Talent Agency of the Year (Bronze Awardee),” solidifying its reputation as a leading specialist in the industry.
Water Creative
Water Creative is a collective of creative producers, talent agents, and content creators operating as a full-service creative production agency. Based in Manchester, it serves clients across the UK, Europe, and global markets.
Its portfolio includes immersive pop-up experiences such as “The Boodega” with fashion brand Boohoo, as well as luxury masterclasses featuring celebrity stylists. The agency has also delivered campaigns for major brands like Gymshark and LOOKFANTASTIC, balancing strong visual storytelling with high engagement.
Water Creative’s talent division, known as “Underwater,” connects social-first creators with global brands to develop long-term partnerships and social-first content strategies. With its commitment to creativity and tailored collaborator selection, the agency delivers strong strategic value across every project.
Brand Motion
Brand Motion is a full-service marketing agency based in Brighton, UK, with more than 20 years of experience. What sets the agency apart is its approach to avoiding retainers and high-cost structures, instead functioning as an extension of its clients’ business and marketing teams. It integrates all services—ranging from web design and brand development to PR, content creation, and event management—into strategic, results-driven campaigns.
In influencer marketing, Brand Motion excels at connecting creators with experiential and event-based activations. With the capability to manage everything from website development to tone-of-voice creation, brand identity building, and performance advertising across Google and Meta, the agency offers a complete end-to-end digital solution.
For brands in the UK looking to avoid high agency fees and strategically unify website development, PR, and influencer marketing under one cost-efficient partner, Brand Motion serves as a powerful growth engine.
Summer
Based in London, Summer specializes in producing creative, culturally relevant content and delivering influencer marketing strategies. The agency’s unique strength lies in its focus on cultural relevance—ensuring that every campaign reflects the trends, interests, and behaviors of the target audience.
Summer works with creators across fashion, beauty, lifestyle, and music, enabling them to craft strategies grounded in deep cultural understanding. Its portfolio includes campaigns such as elevating brand perception for Olivia Burton, executing influencer programs for Deichmann, and driving awareness for frozen dessert brand NUII. These examples demonstrate the agency’s ability not only to promote products but also to influence brand image and spark emotional responses.
Summer’s services span CGC (creator-generated content), influencer strategy and insights, celebrity and influencer partnerships, and event production. The agency also publishes blogs and reports offering expert insights into algorithm changes and emerging trends, supporting clients in staying ahead of the digital curve.
Coolr
Coolr, headquartered in London, is an award-winning digital agency recognized as the “Social Media Agency of the Year 2024.” Its standout strength is its high level of expertise on emerging platforms, reflected in its certification as a TikTok Creative Partner. Coolr provides fully integrated digital services, including strategy, creative direction, content production, innovation, and influencer community engagement.
The agency showcases a strong portfolio featuring global brands such as Burger King UK, Samsung, Pepsi Global, and Heineken. Notably, its collaboration with Samsung involved a pioneering program that trained Samsung’s own Gen Z staff to become in-house content creators—an innovative approach that strengthened both content production and internal capabilities.
Coolr has been honored with “Social Media Agency of the Year 2024” at the UK Agency Awards and “Best Large Agency 2024” at the Global Social Media Awards, demonstrating its strategic excellence and executional strength.
GIFTA
GIFTA is one of the UK’s leading influencer gifting agencies, specializing in product gifting strategies designed to build trust through authentic influence. The agency’s model focuses on sending products to micro- and nano-influencers in exchange for high-quality, genuine content and earned exposure, enabling large-scale word-of-mouth marketing.
Its case studies highlight exceptional impact. In one gifting campaign, 200 influencers generated more than 5 million impressions and over 835 pieces of UGC, with each creator producing an average of 2.8 content assets—demonstrating strong engagement and efficiency.
GIFTA is trusted by major brands such as Heinz, McCain, and Strongbow, and is capable of supporting a wide range of needs—from refrigerated product gifting to partnerships with parenting and family-focused creators. The agency’s flexibility and authenticity-driven model make it a valuable partner for brands seeking organic influence at scale.
Hoopla Marketing
Hoopla Marketing specializes in blending paid social advertising with influencer marketing to simultaneously drive sales and brand awareness. Founded in Manchester, the agency operates with a small, highly skilled team dedicated to delivering “Real Returns” in digital marketing. It has a strong focus on sectors such as food and beverage, hospitality, home, and interior industries.
Hoopla shares impressive performance results. One furniture brand campaign achieved a ROAS of 20x, while another client saw brochure downloads increase by 2,310%. In a campaign for Piccolino restaurants, the agency delivered a cost of just £7.85 per booking, demonstrating efficient performance in hospitality marketing.
In influencer marketing, Hoopla has achieved 7.8 million reach and 238,000 engagements for high-profile clients such as Amazon Publishing and ITV, showing its ability to deliver mass-scale impact. With offices in both the UK and Dubai, the agency offers region-tailored strategies for international reach.
Conclusion
The influencer marketing landscape in the UK is seeing rapid growth in 2024.
Sustainability and social responsibility are becoming increasingly important, with 60% of consumers preferring brands that work with influencers who engage in ethical activities.
Additionally, video content is in high demand, and 85% of marketers believe video will dominate the industry in the coming years.
By embracing these trends, brands can enhance engagement and loyalty with their audience, making influencer marketing a key strategy for success.
Moreover, advancements in AI technology are streamlining creative production and effectiveness measurement, making influencer marketing strategies more diverse and effective than ever.
In light of these trends, revising your 2024 influencer marketing strategy to focus on sustainability, video content, and AI is crucial for driving brand success.
Be sure to refer to the agencies introduced in this article to maximize the effectiveness of influencer marketing.
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If you are considering influencer marketing in the UK, we invite you to partner with hotice.
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We offer:
・Expert influencer matching by industry and objective
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hotice supports foreign companies entering the Japanese market with PR, using celebrities and influencers.
We have previous experience in selecting appropriate creators and PR strategies, so please contact us if you have any questions.
