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130 Instagram Influencers You Need To Know About in 2022

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130 Instagram Influencers You Need To Know About in 2022

In 2021, marketers that used influencer marketing said the trend resulted in the highest ROI. In fact, marketers have seen such success from influencer marketing that 86% plan to continue investing the same amount or increase their investments in the trend in 2022. 

But, if you’ve never used an influencer before, the task can seem daunting — who’s truly the best advocate for your brand?

Here, we’ve cultivated a list of the most popular influencers in every industry — just click on one of the links below and take a look at the top influencers that can help you take your business to the next level:

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Top Food Influencers on Instagram

  1. Jamie Oliver (9.1M followers)
  2. ladyironchef (620k followers)
  3. Megan Gilmore (188k followers)
  4. Ashrod (104k followers)
  5. David Chang (1.7M followers)
  6. Ida Frosk (299k followers)
  7. Lindsey Silverman Love (101k followers)
  8. Nick N. (60.5k followers)
  9. Molly Tavoletti (50.1k followers)
  10. Russ Crandall (39.1k followers)
  11. Dennis the Prescott (616k followers)
  12. The Pasta Queen (1.5M followers)
  13. Thalia Ho (121k followers)
  14. Molly Yeh (810k followers)
  15. C.R Tan (59.4k followers)
  16. Michaela Vais (1.2M followers)
  17. Nicole Cogan (212k followers)
  18. Minimalist Baker (2.1M followers)
  19. Yumna Jawad (3.4M followers)

Top Travel Influencers on Instagram

  1. Annette White (100k followers)
  2. Matthew Karsten (140k followers)
  3. The Points Guy (668k followers)
  4. The Blonde Abroad (520k followers)
  5. Eric Stoen (330k followers)
  6. Kate McCulley (99k followers)
  7. The Planet D (203k followers)
  8. Andrew Evans (59.9k followers)
  9. Jack Morris (2.6M followers)
  10. Lauren Bullen (2.1M followers)
  11. The Bucket List Family (2.6M followers)
  12. Fat Girls Traveling (55K followers)
  13. Tara Milk Tea (1.3M followers)

Top Fashion & Style Influencers on Instagram

  1. Alexa Chung (5.2M followers)
  2. Julia Berolzheimer (1.3M followers)
  3. Johnny Cirillo (719K followers)
  4. Chiara Ferragni (27.2M followers)
  5. Jenn Im (1.7M followers)
  6. Ada Oguntodu (65.1k followers)
  7. Emma Hill (826k followers)
  8. Gregory DelliCarpini Jr. (141k followers)
  9. Nicolette Mason (216k followers)
  10. Majawyh (382k followers)
  11. Garance Doré (693k followers)
  12. Ines de la Fressange (477k followers)
  13. Madelynn Furlong (202k followers)
  14. Giovanna Engelbert (1.4M followers)
  15. Mariano Di Vaio (6.8M followers)
  16. Aimee Song (6.5M followers)
  17. Danielle Bernstein (2.9M followers)
  18. Gabi Gregg (910k followers)

Top Photography Influencers on Instagram

  1. Benjamin Lowy (218k followers)
  2. Michael Yamashita (1.8M followers)
  3. Stacy Kranitz (101k followers)
  4. Jimmy Chin (3.2M followers)
  5. Gueorgui Pinkhassov (161k followers)
  6. Dustin Giallanza (5.2k followers)
  7. Lindsey Childs (31.4k followers)
  8. Edith W. Young (24.9k followers)
  9. Alyssa Rose (9.6k followers)
  10. Donjay (106k followers)
  11. Jeff Rose (80.1k followers)
  12. Pei Ketron (728k followers)
  13. Paul Nicklen (7.3M followers)
  14. Jack Harries (1.3M followers)
  15. İlhan Eroğlu (852k followers)

Top Lifestyle Influencers on Instagram

  1. Jannid Olsson Delér (1.2 million followers)
  2. Oliver Proudlock (691k followers)
  3. Jeremy Jacobowitz (434k followers)
  4. Jay Caesar (327k followers)
  5. Jessie Chanes (329k followers)
  6. Laura Noltemeyer (251k followers)
  7. Adorian Deck (44.9k followers)
  8. Hind Deer (547k followers)
  9. Gloria Morales (146k followers)
  10. Kennedy Cymone (1.6M followers)
  11. Sydney Leroux Dwyer (1.1M followers)
  12. Joanna Stevens Gaines (13.6M followers)
  13. Lilly Singh (11.6M followers)
  14. Rosanna Pansino (4.4M followers)

Top Design Influencers on Instagram

  1. Marie Kondo (4M followers)
  2. Ashley Stark Kenner (1.2M followers)
  3. Casa Chicks (275k followers)
  4. Paulina Jamborowicz (195k followers)
  5. Kasia Będzińska (218k followers)
  6. Jenni Kayne (500k followers)
  7. Will Taylor (344k followers)
  8. Studio McGee (3.3M followers)
  9. Mandi Gubler (207k followers)
  10. Natalie Myers (51.6k followers)
  11. Grace Bonney (840k followers)
  12. Saudah Saleem (25.3k followers)
  13. Niña Williams (196k followers)

Top Beauty Influencers on Instagram

  1. Michelle Phan (1.9M followers)
  2. Shaaanxo (1.3M followers)
  3. Jeffree Star (13.7M followers)
  4. Kandee Johnson (2M followers)
  5. Manny Gutierrez (4M followers)
  6. Naomi Giannopoulos (6.2M followers)
  7. Samantha Ravndahl (2.1M followers)
  8. Huda Kattan (50.5M followers)
  9. Wayne Goss (703k followers)
  10. Zoe Sugg (9.3M followers)
  11. James Charles (22.9M followers)
  12. Shayla Mitchell (2.9M followers)

Top Sport & Fitness Influencers on Instagram

  1. Massy Arias (2.7M followers)
  2. Eddie Hall (3.3M followers)
  3. Ty Haney (92.6k followers)
  4. Hannah Bronfman (893k followers)
  5. Kenneth Gallarzo (331k followers)
  6. Elisabeth Akinwale (113k followers)
  7. Laura Large (75k followers)
  8. Akin Akman (82.3k followers)
  9. Sjana Elise Earp (1.4M followers)
  10. Cassey Ho (2.3M followers)
  11. Kayla Itsines (14.5M followers)
  12. Jen Selter (13.4M followers)
  13. Simeon Panda (8.1M followers)

1. Jamie Oliver

Jamie Oliver, a world-renowned chef and restaurateur, is Instagram famous for his approachable and delicious-looking cuisine. His page reflects a mix of food pictures, recipes, and photos of his family and personal life. His love of beautiful food and teaching others to cook is clearly evident, which must be one of the many reasons why he has nearly seven million followers.

top instagram influencers: jamie oliver

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2. David Chang

Celebrity chef David Chang is best known for his world-famous restaurants and big personality. Chang was a judge on Top Chef and created his own Netflix show called Ugly Delicious, both of which elevated his popularity and likely led to his huge followership on Instagram. Most of his feed is filled with food videos that will make you drool.

3. Jack Morris and Lauren Bullen

Travel bloggers Jack Morris (@jackmorris) and Lauren Bullen (@gypsea_lust)
have dream jobs — the couple travels to some of the most beautiful places around the world and documents their trips on Instagram. They have developed a unique and recognizable Instagram aesthetic that their combined 4.8 million Instagram followers love, using the same few filters and posting the most striking travel destinations.

4. The Bucket List Family

The Gee family, better known as the Bucket List Family, travel around the world with their three kids and post videos and images of their trips to YouTube and Instagram. They are constantly sharing pictures and stories of their adventures in exotic places. This nomad lifestyle is enjoyed by their 2.6 million followers.

5. Chiara Ferragni

Chiara Ferragni is an Italian fashion influencer who started her blog The Blonde Salad to share tips, photos, and clothing lines. Ferragni has been recognized as one of the most influential people of her generation, listed on Forbes’ 30 Under 30 and the Bloglovin’ Award Blogger of the Year.

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6. Alexa Chung

Model and fashion designer Alexa Chung is Instagram famous for her elegant yet charming style and photos. After her modeling career, she collaborated with many brands like Mulberry and Madewell to create her own collection, making a name for herself in the fashion world. Today, she shares artistic yet fun photos with her 5.2 million Instagram followers.

top instagram influencers: alexa chung

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7. Jimmy Chin

Jimmy Chin is an award-winning professional photographer who captures high-intensity shots of climbing expeditions and natural panoramas. He has won multiple awards for his work, and his 3.2 million Instagram followers recognize him for his talent.

top instagram influencers: jimmychin

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8. Jannid Olsson Delér

Jannid Olsson Delér is a lifestyle and fashion blogger that gathered a huge social media following for her photos of outfits, vacations, and her overall aspirational life. Her 1.2 million followers look to her for travel and fashion inspirations.

top instagram influencers: jannid

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9. Grace Bonney

Design*Sponge is a design blog authored by Grace Bonney, an influencer recognized by the New York Times, Forbes, and other major publications for her impact on the creative community. Her Instagram posts reflect her elegant yet approachable creative advice, and nearly a million users follow her account for her bright and charismatic feed.

10. Huda Kattan

Huda Kattan took the beauty world by storm — her Instagram began with makeup tutorials and reviews and turned into a cosmetics empire. Huda now has 1.3 million Instagram followers and a company valued at $1.2 billion. Her homepage is filled with makeup videos and snaps of her luxury lifestyle.

11. Zoe Sugg

Zoe Sugg runs a fashion, beauty, and lifestyle blog and has nearly 10 million followers on Instagram. She also has an incredibly successful YouTube channel and has written best-selling books on the experience of viral bloggers. Her feed consists mostly of food, her pug, selfies, and trendy outfits.

12. Sjana Elise Earp

Sjana Elise Earp is  a lifestyle influencer who keeps her Instagram feed full of beautiful photos of her travels. She actively promotes yoga and healthy living to her 1.4 million followers, becoming an advocate for an exercise program called SWEAT.

top instagram influencers: sjanaelise

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13. Massy Arias

Personal trainer Massy Arias is known for her fitness videos and healthy lifestyle. Her feed aims to inspire her 2.6 million followers to keep training and never give up on their health. Arias has capitalized on fitness trends on Instagram and proven to both herself and her followers that exercise can improve all areas of your life.

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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