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Based on a survey conducted by an influencer marketing company, the top UK Instagram influencer as of December 2019 was Cara Delevingne with nearly ** million followers. Victoria Beckham came in second place, with roughly **** million followers. Other top names on the list with over * million followers were Caroline Receveur and Eleanor Calder.

Young adults main users of Instagram

The number of Instagram users in the United Kingdom has been largely on the rise since , where there was a total of **** million users. By the numbers had reached nearly **** million users, demonstrating an increase of roughly * million within the past year. In the same month, over half of all Instagram users in the UK were between 18 to 34 years old, with this demographic making up ** percent of the entire user base.

Brands investing in influencer marketing

A growing audience, along with a high engagement rate among young adults makes Instagram a prime platform for influencer-based marketing. In allowing users to engage specifically with content that matches their interests, personality and style, Instagram enables marketers to reach their targeted audience effectively and intuitively. Unsurprisingly, companies have been taking notice. As of 2018, a survey run among PR professionals showed that** percent of firms had allocated a budget of at least ** thousand British pounds for influencer marketing over the next 12 months. It was also reported that the best performing posts on Instagram in terms of engagement rate were those that featured giveaways, brand ambassadorship, and product promotion.