Discover the 10 Biggest Scottish Influencers

Key takeaways

• The top Scottish influencers are Dave Mackison (@davemackison), Jamie Genevieve (@jamiegenevieve), and Valerie Mackay (@embracingfifty).
• While the top influencers may have a common location, their niches vary significantly, from mountain biking to soup recipes. 
• When running influencer campaigns, it is essential to find creators with engaged followers who align with your target market.

Finding the most influential influencers in Scotland: our methodology

The Kolsquare database provides in-depth insights into Scottish influencers who are active on various social media platforms, including Instagram, X, YouTube, TikTok, and Facebook.

For each key opinion leader (KOL), we highlight the following essential influencer marketing metrics:

• Credibility Score /100: Kolsquare’s credibility score measures audience authenticity. A higher score (above 70) indicates a real and trustworthy following.
• Engagement Rate: Measure the level of connection between an influencer and their audience by comparing their follower count with the number of interactions, such as comments and shares, on each post. 
• Earned Media Value (EMV): Estimates how much the engagement and buzz from content would have cost through traditional marketing channels. 

To identify the most influential Scottish creators capable of driving high-impact campaigns, we selected profiles that meet the following criteria:

• Credibility score above 60
• Professional influencer (not a celebrity or business)
• Living in the top three Scottish cities: Glasgow, Aberdeen, or Edinburgh

The 10 most famous Scottish influencers: our list

The influencers on this list have Scotland in common, but they're content varies significantly. This list includes beauty influencers, videographers, fitness influencers, and more. 

Let's run down the top ten Scottish influencers. 

#1. Danny MacAskill (@danny_macaskill): mountain biker and street trial rider

• Interests: Travel, Sport & Fitness, Inspiration & Lifestyle, Culture (Art, literature...), Photography

Followers:

• Instagram: 2.13M
• YouTube: 530K
• TikTok: 468K
• Location: Edinburgh
• Location of the audience: United States (17%), United Kingdom(15%)
• Kolsquare Credibility Score: 83/100

Average engagement rate:

• Instagram Posts: 0.46% | Instagram Reels: 0.4%

Earned Media Value:

• Instagram Posts: €30.7K
• Instagram Reels: €20.8K
• Instagram Stories: €4.3K

Scottish cyclist, Danny MacAskill, has gained a huge following by sharing his skills and adventures on social media. You'll find MacAskill in the hilly countryside, drone overhead, capturing stunning scenery and bike tricks. 

MacAskill has a highly credible audience and offers strong EMV. The majority of his followers (92%) are male. Over half (60%) are aged between 18 and 34. 

MacAskill is popular with sports, adventure, and bike brands. Over the past six months, he's generated €388K in EMV for Santa Cruz Bicycles and €376K for Magura Bicycles. He also tags Red Bull, Adidas, and EVOC Sports. 

#2. Jamie Genevieve (@jamiegenevieve): Female beauty influencer living in Glasgow

• Interests: Inspiration & Lifestyle, Fashion & Accessories, Travel

Followers:

• Instagram: 1.34M
• YouTube: 982K
• TikTok: 425K
• Location: Glasgow
• Location of the audience: United Kingdom (32%), United States (31%)
• Kolsquare Credibility Score: 75/100

Average engagement rate:

• Instagram Posts: 1.91% | Instagram Reels: 0.53%
• TikTok: 4.7%

Earned Media Value:

• Instagram Posts: €39K
  Instagram Reels: €14.7K
  Instagram Stories: €2.72K
  TikTok: €26.9K

Jamie Genevieve is a classic influencer with a twist. Her content features a unique style of short-form storytelling. Rather than basic get-ready-with-me videos, beauty content, Genevieve creates cinematic pieces that draw the viewer in with interesting camera angles and audio.

Despite having over a million followers, Genevieve has maintained a high engagement rate on Instagram and TikTok. Her Instagram followers are predominantly female (89%), primarily comprising Gen Z and Millennials. 

Over the past six months, Genevieve has generated a huge €731K in EMV for her make-up brand Vieve. She has also tagged beauty retailer Cult Beauty, jewellery brand Astrid and Miyu, and Utan. 

#3. Valerie Mackay (@embracingfifty): Age positivity, beauty, and fashion influencer

• Interests: Beauty, Travel, Inspiration & Lifestyle, Fashion & Accessories

Followers:

• Instagram: 993K followers
• TikTok: 298K followers
• Location: Glasgow
• Location of the audience: Brazil (9.41%), United Kingdom (3%)
• Kolsquare Credibility Score: 78/100

Average engagement rate:

• Instagram Posts: 0.58% | Instagram Reels: 0.5%
• TikTok: 1.11%

Earned Media Value:

• Instagram Posts: €16,3K
• Instagram Reels: €11.6K
• Instagram Stories: €2.77K
• TikTok: €10.3K

Valerie Mackay is a fashion and beauty influencer. Previously a data analyst for the NHS, Mackay took to social media to share her daily outfits. Her content connected with audiences, allowing her to become a full-time influencer. Today, Mackay primarily shares natural and easy beauty looks. 

Most of Mackay's Instagram followers (96%) are female. Their ages are quite evenly spread between 24 and 65. Despite her Instagram audience being only 3% in the UK, Mackay made our list because 13% of her TikTok followers are from the UK. 

Over the last six months, the beauty influencer has collaborated with brands such as Celebrity Cruises, Armani Beauty, L'Oréal, and Prada Beauty, generating hundreds of thousands of euros in EMV.

#4. Andrew McAlindon (@andythehighlander): Instagram influencer

• Interests: Entertainment (cinema, TV…), Culture (Art, literature…), Inspiration & Lifestyle

Followers:

• Instagram: 810K
• TikTok: x
• YouTube: x

• Location: Glasgow
• Location of the audience: United States (47%), United Kingdom (16%)
• Kolsquare Credibility Score: 77/100

Average engagement rate:

• Instagram Posts: 0.34% | Instagram Reels: 0.65%

Earned Media Value:

• Instagram Posts: €10.8k
• Instagram Reels: €7.75k
• Instagram Stories: €2.26k

Influencers don't get much more Scottish than Andrew McAlindon. Known for his rugged aesthetic and Scottish heritage content, McAlindon creates travel content featuring Scottish towns and nature. Often seen wearing a kilt and beret, McAlindon's hyper-Scottish approach even features a few reenacted swordfights on rocky shores. 

The majority of McAlindon's followers (80%) are female. He has recently partnered with brands such as Slanj Kilts, drone brand HOVERAir, and The GlenAllachie Distillery. 

#5. Chris Lawlor (@chrislawlor): Scottish adventure and travel influencer

• Interests: Travel, Nature & Environment, Fashion & Accessories, Inspiration & Lifestyle, Entertainment (cinema, TV...)

Followers:

• Instagram: 647K
• TikTok: 271K
• Location: Glasgow
• Location of the Audience: United Kingdom (47%)
• Kolsquare Credibility Score: 61%

Engagement rate:

• Instagram Posts: 1.32%
• Instagram Reels: 1.7%
• TikTok: 7%

Earned Media Value:

• Instagram Posts: €15.1K
• Instagram Reels: €18.9K
• Instagram Stories: €1.8K
• TikTok: €44.3K

Adventurer and travel creator, Chris Lawlor, shares content about interesting locations in Scotland. Each video overlays the text "Did you know that in Scotland", while he shares a hidden gem. His videos tend to focus on adventurous activities, such as go-karting, segwaying, and visiting underground tombs. 

Lawlor's has an equal number of male and female followers. Almost half (44%) of his audience is aged between 25 and 34. Over the past six months, he has tagged Visit East Lothian, Visit Orkney and Glen Scotia Malts.

6. Lauren Gourlay (@laurenscravings): food and travel influencer

• Interests: Health and Wellness, Family, Food & Drinks, Inspiration & Lifestyle, Travel

Followers:

• Instagram: 118K
• TikTok: 167K
• YouTube: 7K
• Location: Glasgow
• Location of the audience: United Kingdom (83%)
• Kolsquare Credibility Score: 87/100

Average engagement rate:

• Instagram Posts: 0.44% | Instagram Reels: 0.73%

Earned Media Value:

• Instagram Posts: €2.8K
• Instagram Reels: €3.46k
• Instagram Stories: €467

Lauren Gourlay is a Glasgow-based food creator who began sharing her restaurant finds and homemade dishes as a passion project. But her calm demeanor and engaging recipes quickly grew into one of Scotland’s most-followed foodie accounts.

Gourlay's recent content includes Soup Sunday, weekly soup recipes for the winter months, a chicken stock how-to and resturant visits. The vast majority (87%) of Gourlay's followers are women. Half (53%) are aged between 25 and 34. She has recently collaborated with brands like Rora Dairy, Kerrygold, and Pyrex UK, generating tens of thousands in EMV. 

#7. Holly Dingwall (@foodieholly): foodie sharing recipes

• Interests: Food & Drinks, Family, Inspiration & Lifestyle, Entertainment (cinema, TV...), Travel

Followers:

• Instagram: 596K
• TikTok: 531K
• Location: Glasgow
• Location of the audience: United Kingdom (42%)
• Kolsquare Credibility Score: 86%

Average engagement rate:

• Instagram Posts: x | Instagram Reels: 3.99%
• TikTok: 11.7%

Earned Media Value (per media):

• Instagram Posts: €39.1K
• Instagram Reels: €14.6
• Instagram Stories: €1.66K
• TikTok: €111K

Holly Dingwall is a rising food influencer. Over the past month, she has gained 11K Instagram followers and 14K TikTok followers. She creates clear, fun dishes that are easy for anyone to make. 

Most (76%) of her followers are women. And 73% are aged between 18 and 34. With a high credibility score and an impressive engagement rate, she's a great choice for brands seeking to connect with young female audiences. 

Dingwall has collaborated with brands such as Bird and Blend Tea, Waitrose, and Sainsbury's. 

#8. Stefanie Moir (@naturallystefanie): vegan wellness and fitness influencer

• Interests: Food & Drinks, Sport & Fitness

Followers:

• Instagram: 468K
• YouTube: 201K
• Facebook: x
• TikTok: 233K
• Location: Glasgow
• Location of the Audience: United States (30%), United Kingdom (20%)
• Kolsquare Credibility Score: 69%

Average Engagement Rate:

• Instagram Posts: 1.85 Instagram Reels: 2.06%
• YouTube: 0.08%

Earned Media Value:

• Instagram Posts: €12.4K
• Instagram Reels: €13.4K
• Instagram Stories: x
• YouTube: €2.84K

Stefanie Moir started her journey as a fitness enthusiast with a mission—to prove that you can be strong and plant based. Today, her feed is a mix of muscle, workout routines, meal prep. She also shares content about her pregnancy and daughter. 

Most (70%) of Moir's followers are femle, with the majority aged between 18 and 34. 

Over the last six months, Moir has generated €93K for protein poweder brand, My Protein. She has also tagged Bosh TV and gymwear brand, DFYNE. 

#9. Chloe Donald (@chloedonald): gamer and Twitcher

• Interests: Sport & Fitness, Travel, Inspiration & Lifestyle

Followers:

• Instagram: 87K
• TikTok: x
• YouTube: 2.69M
• Location: Glasgow, UK
• Location of the audience: United States (34%), United Kingdom (18%)
• Kolsquare Credibility Score: 72/100

Average engagement rate:

• Instagram Posts: x | Instagram Reels: 0.1%
• YouTube: 0.13%

Earned Media Value:

• Instagram Posts: €1.15K
• Instagram Reels: €249
• Instagram Stories: €177
• YouTube: €62.5K

Chloe Donald is a Scottish YouTuber whose channel launched as a passion project and has ballooned into a global gaming, unboxing and lifestyle hub. Donald creates both short and long-form content that typically generates tens of thousands of views. 

On YouTube, Donald's audience is evenly split between genders. Almost half (47%) of her followers are aged between 18 and 24. She has mentioned brands such as G Fuel energy drinks, Raybans, and fashion company Bershka. 

#10. Kristen Scott (@.kristenscott): LGBT and lifestyle TikTok influencer

• Interests: Sport & Fitness, Beauty, Travel, Inspiration & Lifestyle, Gaming, Fashion & Accessories

Followers:

• Instagram: 69K
• TikTok: 828K
• YouTube: x
• Location: Glasgow
• Location of the audience: United Kingdom (62%)
• Kolsquare Credibility Score: 83/100

Average engagement rate:

• Instagram Posts: 0.56% | Instagram Reels: 0.24%
• TikTok: 0.13%

Earned Media Value:

• Instagram Posts: €1.44K
• Instagram Reels: €527
• Instagram Stories: €141
• TikTok: €2.05K

Kristen Scott is a Glasgow-born TikTok creator who left school at 16 to focus full-time on her content career. Known for her upbeat humour, viral challenges and amusing anecdotes, she’s grown a vibrant community that trusts her voice across the platform.

Almost half (48%) of Scott's TikTok followers are women aged between 18 and 24. Her majority United Kingdom audience makes her a good choice for local campagns. In addition, 3.5% of her Instagram audience lives in Glasgow. Scott has tagged fashion brand Shein, Superdrug, and reavel company, Party Hard Travel in her content. 

How to run a marketing campaign with Scottish influencers

Local influencer campaigns are powerful. They allow you to target specifc areas via trusted voices who resemble them. 

But how do you run an effective influencer campaign?

Let's explore the five key steps for an influencer campaign. 

Set clear objectives

Start by defining your campaign goals. Where does influencer marketing fit within your marketing mix?

Choose one of these common goals:

• brand awareness
• engagement
• conversions
• brand affinity

Select the right influencers

Research Scottish influencers whose niche, values, and audiences align with your brand. Focus on engagement rates and audience match over just follower count.​

Personalise collaborations

Tailor collaborations to the influencer’s strengths. Creators often excel when telling genuine stories. At its heart, influencer marketing is about authenticity. 

Measure and adjust

Track performance in real-time using metrics to measure reach, EMV, engagement rate, and conversions. Adapt your strategy based on insights and feedback.

Find out more about Scottish influencers

Running a marketing campaign with Scottish influencers allows you to connect deeply with local audiences. With Kolsquare, you can access verified data on Scottish creators, such as audience demographics, EMV and credibility scores, helping you choose the right voices to drive measurable impact.