TikTok is successful, and so are the app's users. The promise of virality is something like the modern American dream: anyone can use the app's unique algorithm to quickly achieve great success and even become a mega-influencer. This is the case with the top 10 of the app's most successful influencers worldwide, which we present in this article.
Micro-influencers have an engagement rate of nearly 18% on TikTok. While macro- and mega-influencers are rising to real stars and have global prominence, in 2023 it is mainly the nano-influencers who are attractive cooperation partners for brands. As a rule, they have achieved high engagement rates. Read also: The rise of nano-influencers
Due to the fact that users do not hesitate to spend money on the platform, 38% of experts plan to invest more in advertising campaigns on TikTok.
For example, the app has launched a new feature, the AI-powered Ad Script Generator tool, which helps users (with business accounts), creators, and brands design campaigns and videos.
While the most followed accounts of TikTok are the brand itself (62 million followers), then Netflix (23 million) and the NBA (15 million), the top 10 most followed KOLs (Key Opinion Leaders) on TikTok look like the following:
Before we start, we’ll introduce our methodology that underlies all of our Top 10’s. So, to create the ranking of the top 10 TikTokers, we filtered the Kolsquare database of over three million KOLs with more than 5,000 followers according to the platform, their credibility score, and their job category, namely global influencers, bloggers, or videographers.
Another small note: If platforms are not listed for some influencers, it means that they cannot be found on the respective network or there is no further information about them. However, it is also possible to add or merge accounts on Kolsquare. Accordingly, we are always happy to receive feedback on our platform and, of course, new customers with whom we can grow together.
Khaby Lame has literally taken TikTok by storm after losing his job in 2020 due to the Covid pandemic. Second only to Charli D’Amelio, he surpassed the 100 million followermark and today holds first place with an incredible 162 million followers. He also inspires his predominantly male, 25- to 34- year-old audience on Instagram. Khaby’s Kolsquare Credibility Score is surprisingly good (84/100) given his enormous reach, underscoring his authenticity. His engagement rates are within expectation: 0.57% on TikTok and 2.18% on Instagram Reels. His EMV is naturally very high with these numbers: 1.96 million euros on IG Reels and more than one million euros on TikTok videos. While the Italian, originally from Senegal, now lives in Milan, most of his audience is in Brazil.
Charli D’Amelio is the only one who can hold a candle to Khaby in terms of reach. She is the most famous TikToker in the world, with videos on inspiration & lifestyle, entertainment (film, TV…) and fashion & accessories. She has 46.4 million followers on Instagram, as many as 151 million on TikTok, and 9.24 million on YouTube. While she herself resides in Los Angeles, the majority of her female, 18- to 24-year-old audience is also U.S.-based. She also has a very good Kolsquare Credibility Score of 82/100 despite her enormous reach, while she has engagement rates of 1.3% on Instagram posts and 0.22% on Instagram reels, 0.52% on TikTok and 0.05% on YouTube. Her Earned Media Value is accordingly high: on Instagram Reels it is 148,400 €, on TikTok 953,040 €, and on YouTube 40,900 €.
With videos on inspiration & lifestyle, music, social & solidarity and culture (art, literature…) and her 12.6 million followers on Instagram and 92.8 million on TikTok, Bella Poarch, singer and artist, occupies the third place in the ranking of the top 10 influencers on TikTok. Her audience is predominantly American, male, and between the ages of 18 and 24. Poarch, just like the two KOLs before her, has a good Kolsquare Credibility Score of 81/100. Her average engagement rate hardly varies: on Instagram posts she achieves 3.46% and on Instagram Reels 1.69%; on TikTok it’s only 0.51%. Her EMV on Instagram Reels is 235,010 € and on TikTok 570,810 €.
Addison Rae Sterling is an influencer who does well in beauty, inspiration & lifestyle, fashion & accessories, and family with her predominantly female audience between the ages of 18 and 24. With her follower numbers on Instagram of 37.3 million, on TikTok of 88.3 million and on YouTube of 4.31 million, her Kolsquare Credibility Score of 78/100 is still good. Addison Rae’s average engagement rates are 1.52% on IG Posts, 0.68% on IG Reels, 0.59%, on TikTok and 0.17% on YouTube. The Earned Media Value of her is therefore also high. Thus, Addison Rae can charge 398,990 € for Instagram Reels, 637,610 € for TikTok videos and 74,750 € on YouTube.
Kimberly Loaiza is a model whose online audience is mostly female, between 18 and 24 years old, and follows her for her videos on beauty, sports & fitness, inspiration & lifestyle, luxury, and fashion & accessories. Although she has “only” 149K followers on Instagram, she is successful on TikTok with 77.3 million. Her audience is mainly from Mexico and she has a very good Kolsquare Credibility Score of 86/100. Although the average engagement rates are not available for Instagram, she achieves a good engagement rate of 2.07% on TikTok. Consequently, her Earned Media Value is also significantly higher on TikTok (1.68 million €).
Turkish blogger Cznburak shares videos on entertainment, family, lifestyle, photography and travel, targeting his mostly male, 25- to 34-year-old audience on Instagram (53.8K), TikTok (73.6 million) and YouTube (13.2 million). Just like himself, most of his audience is based in Turkey. His Kolsquare Credibility Score is 79/100 and his engagement rates reach 2.11% on Instagram Reels, 0.71% on TikTok, and 3.12% on YouTube. His Earned Media Value shoots through the roof, especially on YouTube, while he can also charge a lot for IG Reels.
Reading tip: Influencer Contract: Tips and Tricks.
Domelipa is a well-known influencer and blogger from Mexico City who shares videos on beauty, fashion, music, travel and food & drinks with her female, Mexican and young (18 to 24 years old) audience. 22.7 million followers follow her on Instagram and 68.5 million on TikTok; her Kolsquare credibility score of 76/100 is still good. Her average engagement rates, on the other hand, vary: 4.39% on Instagram posts, 0.8% on Instagram reels, and 1.44% on TikTok. Domelipa can charge a lot for her videos: Her EMV on Instagram Reels is 269,590 € and on TikTok 440,940 €.
Dixie D’Amelio, Charli’s older sister, lives in New York. Following her sister’s success, Dixie has also built a considerable audience, mostly female and between 18 and 24 years old, of 56.9 million TikTok followers and 22.3 million on Instagram. She shares beauty, family, travel and lifestyle videos and has a very good Kolsquare credibility score of 80/100. Her engagement rates, on the other hand, are rather low, e.g. 1.03% on Instagram posts and 0.29% on TikTok videos. Their Earned Media Value is 177,600 € on TikTok and 298,180 € on Instagram Reels.
Spencer X, whose audience is U.S.-based, male, and 18- to 24-year-old, shares videos ranging from entertainment and inspiration to music and family with his 975K Instagram followers and 55 million TikTok fans. He impresses with a good Kolsquare credibility score of 79/100 and has widely varying engagement rates: Instagram Reels = 4.86%, TikTok = 0.08%. Its EMV is 64,190 € on Instagram Reels and 390,640 € on TikTok.
TikTok and its users are also gaining popularity in Germany. The most successful German influencer and the last in the ranking of the top 10 influencers on TikTok worldwide is Younes Zaro, who has an excellent credibility score of 80. As a photographer and blogger, he mainly shares videos sports & fitness, photography, inspiration & lifestyle and fashion & accessories with his 7.79 million followers on Instagram and 53.3 million on TikTok. His engagement rates are quite high with 5.98% for posts and 2.02% for Instagram reels, but low with 0.36% on TikTok. His EMV is 405,090 € on Instagram Reels and 96,420 € on TikTok.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
.png)
