The Handbook
The Handbook

12 of the Most Powerful Names in Social Media

In a world where popularity is measured by views, likes, comments and shares, brands are now turning more and more to bloggers and YouTube stars, relying on their millions of followers as an instant outreach. This new generation of stars are relatable and positive role models with new social media talent agencies popping up to represent them. We have rounded up 12 of the most powerful vloggers, bloggers and instagrammers in fashion and beauty, lifestyle and food and fitness who have turned their passions and daily life into lucrative careers.


Zoe Sugg, 'Zoella'

The unreal following Zoella has accumulated since beginning her YouTube channel in 2009 has landed her a bestselling book and partnerships including Barry M and Twofaced. 9 million subscribers on YouTube and 570 million views on her fashion and beauty videos make the 25 year old from Brighton the Queen Bee of social media celebrity.

Where: Website, YouTube, Twitter, Instagram, Facebook

Tanya Burr

Tanya started her YouTube channel for makeup tutorials in the style of popular celebs. Fast forward 6 years and she is now a celebrity in her own right with 3 million YouTube subscribers and power posse including Zoella and husband, Jim Chapman. From the front row of Burberry to The Global Goals ambassador, Tanya shows the versatility of her YouTube fame and now has her own range of cosmetics.

Where: Website, YouTube, Twitter, Facebook, Instagram

Aimee Song, 'Song of Style'

American interior design and fashion blogger Aimee Song (‘Song of Style’) began the blog as an outlook for personal expression. 2.8 million instagram followers later and she’s obviously done something right. Regular posts in designer clothes in glamorous global locations make her a favourite for product endorsement, subtly linking items she wears to posts on the streets of New York.

Where: Website, Instagram, YouTube, Twitter, Facebook

Samantha and Nicola Chapman, 'Pixiwoo'

Chapman sisters Sam and Nic are beauty vloggers Pixiwoo. Sister of Jim Chapman and therefore sisters-in-law of Tanya Burr they are part of the British power blogger club. Involvement in the Stand Up To Cancer campaign shows how they use their influence to positive effect and when they heard their favourite Chanel bronzer was to be discontinued, a successful plea to the brand meant they restocked it.

Where: Website, YouTube, Twitter, Instagram, Facebook

Jim Chapman, 'JimsTweetings'

Husband of fellow vlogger Tanya Burr, Jim basically films his life as he lives it. Although he says it didn’t start off particularly exciting, 2.4 million YouTube subscribers disagree. It is exactly this down-to-earth quality which fans find so endearing – and high end brands want in. Jim is regularly on the front row and mens fashion is a particular interest of his; as well as writing for them, GQ ranked him 15th on their Best Dressed List for 2015.

Where: YouTube, Twitter, Facebook, Instagram, Website

Joe Sugg, ‘ThatcherJoe’

Younger brother of Zoella, flatmate of Caspar Lee and mates with Jim Chapman, according to his YouTube bio, Joe “likes to make a fool out of himself on camera for your entertainment”. Perhaps surprising that Joe is so popular he had to hire Emirates stadium for his book signing, in preparation for a proportion of his 5 million subscribers wanting to meet the real Joe.

Where: YouTube, Twitter, Facebook, Instagram

Dan Howell, 'Danisnotonfire'

One half of the award-winning Radio 1 presenting duo ‘Dan and Phil’, 24 year old Dan Howell makes YouTube videos ‘about how awkward I am and people laugh at me’. This may be true for many of the most popular vloggers, who originally turned to YouTube because they weren’t conventionally ‘popular’. With best friend, Phil Lester, the pair have presented backstage coverage at the Brits, raised money for UNICEF and released a book.

Where: YouTube, Twitter, Instagram, Facebook

Caspar Lee

With housemate (and best mate) Joe Sugg, their joint 2016 Australian tour sold out in 20 minutes. Caspar has 5 million subscribers to his YouTube channel and nearly 400 million views but despite all this his bio reads ‘I have no idea how to describe my channel’. Casper has used his influence to raise hundreds of thousands for Stand Up To Cancer, Comic Relief and has appeared in The SpongeBob Movie.

Where: YouTube, Instagram, Twitter, Facebook

Ella Woodward, 'Deliciously Ella'

The Queen of healthy food bloggers, Ella Woodward began her website to share her experiences of postural tachycardia syndrome disease, and the diet she has adapted to combat it. Luckily for her, smoothie bowls and green juices took off and she now receives 5 million hits a month to the website. Ella now has a bestselling recipe book, app, a contract with Waitrose and a Telegraph column. Awesome.

Where: Website, Instagram, Facebook, Twitter, YouTube

Izy Hossack, ‘Top with Cinnamon’

She’s only 19 but Izy Hossack has 167k followers on instagram and brings rustic Scandi-style eating to us Brits. Quite refreshingly, she isn’t all cacao and almond butter – her baking recipes aren’t restricted by diet (but she does suggest gluten free alternatives). Izy develops her recipes herself and then beautifully styles and photographs them, making her the full package and why, so far, her clients include Vogue, Jamie Oliver, Cadburys and Sainsbury’s Magazine.

Where: Website, Instagram, Twitter, Facebook, YouTube

Kayla Itsines

Think bikini body and you think Kayla. The 24 year old Aussie personal trainer has built herself a global empire from selling her downloadable 12 week Bikini Body Workout Plan, posting amazing (and real) before and after photos of clients to her 3.8 million instagram followers. She has just completed a ‘world tour’, leading huge workout sessions to aspirational fitness fanatics. The London bootcamp sold out in just 39 minutes.

Where: Website, Instagram, Facebook, Twitter, YouTube

Joe Wicks, ‘The Body Coach’

Perhaps the British male equivalent of Kayla, but not quite at that level yet, Joe is a likeable personal trainer posting quick nutritional meals to a 479k strong instagram audience. His ‘Lean in 15’ catchphrase screams fuss-free, appealing to both genders, and his humerous cooking videos (he calls broccoli ‘midget trees’) provide great viewing even if you’re not a ‘student’ or ‘graduate’ of his 90 day workout plan.

Where: Website, Instagram, Facebook, Twitter, YouTube

This is by no means a definitive list, others include The Londoner, BryanboyChiara FerragniLisa Eldridge and Danielle Bernstein.

Do you have any idea of how much Instagram’s top celebs and influencers are making through the platform? We do!

Selena Gomez – 122 million followers – $550,000 per post
Kim Kardashian – 100 million followers – $500,000 per post
Cristiano Ronaldo – 104 million followers – $400,000 per post
Kylie Jenner – 95 million followers – $400,000 per post
Kendall Jenner – 81.7 million followers – $370,000 per post
Khloe Kardashian – 68 million followers – $250,000 per post
Kourtney Kardashian – 57.8 million followers – $250,000 per post
Cara Delevingne – 40.4 million followers – $150,000 per post
Gigi Hadid 34.7 million followers – $120,000 per post
Lebron James – 30.7 million followers – $120,000 per post


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