Did you know that today’s consumers trust non-celebrity social media influencers more than their favorite celebrities when it comes to product recommendations? In fact, a recent survey found that 62% of customers prefer suggestions from influencers who built their fame through content, not Hollywood. Surprising, isn’t it?
While celebrity endorsements still have their place, partnering with Instagram influencers who grew their audiences organically can often deliver better ROI. Why? Because their followers see them as more relatable and authentic, which builds deeper trust and stronger connections.
Non-celebrity influencers aren’t just more affordable; they can also be far more effective for your brand’s goals.
In this post, I’ll introduce you to 10 of the top non-celebrity Instagram influencers you should be watching right now. Plus, I’ll share tips on how to find the right influencers for your brand and manage those collaborations like a pro.
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List of the Top Instagram Influencers Who Aren’t Celebrities
The names in this list have made their way up the influencing ladder by consistently showing up on social media and putting creative content out there. These people aren’t actors, athletes, or musicians. They’re everyday people who have carved a niche for themselves in the world of social media.
1. Chiara Ferragni
Followers: 28M+
Niche: Fashion, lifestyle, entrepreneurship
Chiara Ferragni is an Italian blogger-turned-global entrepreneur and fashion influencer. She successfully built a brand from scratch through her fashion blog “Blond Salad.” With over 17k posts, Chiara has succeeded in becoming one of the top social media influencers of her time.
Chiara’s Instagram features lifestyle content, sponsored posts, and snippets into her everyday life. Her collaboration with luxury brands is a testament to how far authenticity and consistency can go. She’s worked with fashion designers like Louis Vuitton, Bulgari, Tommy Hilfiger, and Steve Madden. She’s perfect for fashion brands targeting women between 20 and 45, making her definitely one of the top non-celebrity female influencers.
2. Khaby Lame
Followers: 80M+
Niche: Comedy, reactions, relatability
Khaby Lame ranks among the highest-paid non-celebrity Instagram influencers in the world, and he never says a word. His rise to fame started when his silent reaction videos went viral on Instagram and TikTok.
The power of his content lies in its simplicity. In these videos, Khaby mocks overly complicated “life hacks” with nothing but facial expressions, common sense, and a perfectly timed shrug.
Khaby’s content crosses languages and cultures, giving him a massive global reach and universal appeal. No wonder he’s one of the most sought-after influencers of our time.
Whether you want to engage Gen Z or a broad, family-friendly audience, Khaby’s humor and authenticity connect at every level. This makes him the perfect partner for brands that want to go viral. Some brands he’s worked with include Fortnite, Walmart, and Binance.
3. Charli D’Amelio
Followers: 42M+
Niche: Dance, lifestyle, Gen Z culture
Charli’s dance videos on TikTok didn’t just earn her TikTok royalty status; they also garnered her a significant following on IG, with many of her reels having over a million views. Her dance videos make over $100k per Instagram post, making her one of the highest-paid Instagram influencers who isn’t a traditional celebrity.
Her feed is a mixture of lifestyle vlogs, beauty tutorials, dance videos, and sponsored content. The social media star has worked with reputable brands like CeraVe, Prada, and Dunkin’ Donuts. Dunkin’ Donuts even had a drink named after her… talk about influence.
4. Addison Rae
Followers: 34M+
Niche: Beauty, lifestyle, dance
Addison Rae is an American social media personality who went viral on TikTok but then expanded her presence to Instagram. These days, she’s ventured into film and music. However, she built a loyal following online via authentic and engaging content.
With over 200 posts and several reels with 1M+ views, she’s a perfect fit for targeting Gen Z and women around the age of 13-25. She’s worked with Reebok, American Eagle, Hollister, and L’Oréal, to name a few.
5. Huda Kattan
Followers: 4.8M
Niche: Beauty, entrepreneurship
Huda Kattan is a former makeup artist turned entrepreneur who absolutely revolutionized how we think about beauty influence. She started out posting makeup and beauty tutorials on the internet and then went on to launch her own makeup brand. She also has a podcast, HudaHotline, where she answers real questions and encourages people to heal and live their best lives.
She has successfully built a powerhouse online community by connecting with followers through her honest reviews, valuable tips, and personal life stories. If you’re looking for an influencer to help you reach young and mature women who love makeup, beauty, and skincare, Huda is your go-to.
She’s the major face of her makeup brand, Huda Beauty, which has 57 million followers on Instagram. Combine that with her podcast page of almost 64k followers, and her online following is almost 62 million Instagram followers. Her feed is filled with entertaining and educational content on everything beauty and makeup. She’s also the co-founder of Kayali fragrances.
6. Zach King
Followers: 28M+
Niche: Magic, video illusions, storytelling
Zach King has captivated millions worldwide with his mind-bending, magical short videos that blur the line between reality and illusion. His style of content is family-friendly, visually stunning, and universally appealing, making him the perfect partner for brands looking to connect with a broad, global audience.
Zach has collaborated with some of the world’s most recognizable brands, including Coca-Cola, Amazon, and Disney, showcasing their products in his signature, imaginative way. Most recently, he signed an exciting deal with Nescafé, further cementing his reputation as one of the most sought-after creators in digital media.
Zach’s journey began on Vine, where his clever, six-second illusions first caught our attention. He then seamlessly transitioned to dominate platforms like TikTok and Instagram, where his reels regularly go viral, often pulling in over 2 million views per post. Zach continues to set the standard for what engaging, shareable content can look like.
7. Sommer Ray
Followers: 23M+
Niche: Fitness, Wellness, Fashion
Sommer Ray started out as a fitness model but quickly became a top content creator in the wellness and lifestyle space. With her bold energy and down-to-earth vibe, she inspires millions to embrace body confidence and self-love.
As a certified fitness trainer, she shares fun, challenging workouts and healthy living tips that keep her followers motivated. Sommer is also an entrepreneur. She founded IMARAIS Beauty and runs her stylish activewear brand, proving you can look good, feel good, and build something great.
8. Bretman Rock
Followers: 18M+
Niche: Beauty, Comedy, LGBTQ+ advocacy
Bretman Rock is a Filipino beauty influencer and makeup artist. He’s popular for his bold energy, hilarious sense of humor, and fearless artistic expression. His sassy, larger-than-life personality has won him millions of followers across his social accounts and earned him a spot on the list of top Instagram influencers.
But beyond his viral makeup looks and hilarious videos, Bretman’s followers love him because he inspires them to embrace their true selves, quirks and all. He has worked with reputable brands like Morphe, Nike, and Crocs, helping them create Instagram posts that promote their products and inspire his followers.
9. James Charles
Followers: 20M+
Niche: Beauty
James Charles is an American beauty influencer and makeup artist. He’s most popular for his electrifying makeup ideas and the tutorials he posts on his Instagram and YouTube channel.
He’s bagged several awards and was the first male ambassador for CoverGirl. Although there have been a few conflicts over time, he’s still a big name in the beauty and fashion industry. James Charles remains among the most followed and celebrated non-celebrity Instagram influencers of our time.
10. Nikkie Tutorials
Followers: 19M
Niche: Beauty, makeup
Nikkie de Jager, known online as NikkieTutorials, is a Dutch makeup artist, beauty blogger, and viral female influencer. She became popular in 2015 with her viral YouTube video “The Power of Makeup,” where she boldly showed that loving makeup and loving your natural face can beautifully coexist. The video sparked a worldwide movement, redefining how millions viewed beauty and self-expression.
Since then, Nikkie has become one of the most influential voices in beauty. She’s known for her creative tutorials, honest reviews, and unapologetic authenticity. In 2019, she made history as Marc Jacobs Beauty’s first-ever Global Artistry Advisor, and she now runs her own cosmetics brand, Nimya, inspiring others to celebrate who they are, with or without makeup.
Through her work, Nikkie continues to empower her audience to embrace who they are, with or without makeup, proving that beauty truly has no rules.
Why You Should Work with Top Instagram Influencers That Aren’t Celebrities
- Authenticity: Non-celebrity influencers have grown their following based on what they do online, not who they are outside of the digital space. As a result, their followers perceive them as a more authentic voice. They connect with their followers on a personal level, often sharing their real struggles, behind-the-scenes content, and everyday lives.
- Better Engagement: Non-celebrity influencers usually have better engagement rates than celebrities. Their entire brand is built on keeping the Instagram users following them engaged. Some even go as far as building a community around their Instagram account, which further solidifies their influence.
- Cost-Effective Partnership: Non-celebrity influencers are significantly cheaper than their celebrity counterparts. They offer better influencer marketing ROI at more affordable rates.
- Niche Authority: Non-celebrity influencers often have a niche they speak to, making it easier for you to reach your target audience/niche.
How to Find and Collaborate with Non-Celebrity Influencers
If you’re a brand looking to tap into this space, see a couple of tips you can follow:
Use Discovery Tools or Agencies
There are several non-celebrity influencers doing great work in their niche, and finding them yourself can be a very complex process. You’ll have to go through the grueling process of searching for hashtags and keywords.
Thankfully, influencer marketing tools and agencies can help you identify top influencers on Instagram. These agencies or tools typically sort them out by niche, location, and engagement, simplifying the entire process.
At Vivian Agency, we specialize in connecting brands with influencers who align with their core goals and beliefs. We don’t just help you source influencers on social media; we’ll assist you with streamlining and managing your influencer relationships.
Prioritize Engagement Over Follower Count
An influencer who has a significant hold on their followers will usually have higher engagement. Remember, the goal of non-celebrity influencers is to reach out and connect to your prospective consumers on a deeper level. Engagement rates also help you know if an influencer bought followers.
Focus on Brand Alignment and Authenticity
In the selection stage, it means finding influencers who genuinely connect with their followers. Choose influencers whose followers trust their honesty, enough to buy from you based on their word. Finally, ensure their brand message aligns seamlessly with yours.
For example, a processed food company may not do too well partnering with a food influencer whose core value is eating fresh-grown foods.
In the production process, authenticity means giving your influencer creative freedom. This allows them to create content that resonates with both the creator’s audience and your brand.
Let Vivian Agency Handle Your Influencing Needs
The power of non-celebrity Instagram influencers lies in their authenticity, creativity, and ability to connect deeply with their audience. At Vivian Agency, we help brands like yours harness the power of brand partnerships to drive real engagement and growth.
Are you looking to launch your first campaign or take your current influencer marketing strategy to the next level? Our team is here to guide you every step of the way.
Contact us today or book a call with me to discuss your goals and how we can bring your vision to life.
