The World’s Top 20 Social Media Influencers
How Much They Earn and Why They Matter to Global Brands
Introduction
Social media influencers have become a central force in global marketing, reshaping how brands communicate with consumers. What began as personal content creation has evolved into a multi-billion-dollar industry that now rivals traditional advertising, television and celebrity endorsements.
For retailers, FMCG manufacturers and international brands, influencers are no longer optional marketing partners. They drive product discovery, influence purchasing decisions and build direct trust with consumers at scale. In 2025, the world’s top influencers function as media companies in their own right, commanding audiences larger than many national broadcasters.
Below, International Supermarket News highlights the top 20 social media influencers worldwide, outlining their estimated annual earnings and their strategic importance for brands and retailers.
Top 20 Global Social Media Influencers – 2025
1. MrBeast (Jimmy Donaldson)
Platform: YouTube
Estimated Earnings: $50–60 million
The most powerful digital creator in the world, MrBeast sets the benchmark for brand integration, scale and engagement.
2. Selena Gomez
Platform: Instagram, YouTube
Estimated Earnings: $40–45 million
A global entertainment and beauty figure with strong credibility among younger consumers.
3. Jake Paul
Platform: YouTube, Instagram
Estimated Earnings: $45–50 million
A controversial but commercially effective influencer with strong conversion power.
4. Hoanftbl
Platform: YouTube
Estimated Earnings: $35–40 million
A high-volume content creator benefiting from global YouTube monetisation.
5. Deagzzz Shorts
Platform: YouTube Shorts
Estimated Earnings: $25–30 million
Short-form video continues to outperform traditional formats in reach and ROI.
6. Jamshid Jamshid
Platform: YouTube
Estimated Earnings: $25–27 million
Lifestyle-focused content with broad international appeal.
7. Stokes Twins
Platform: YouTube, TikTok
Estimated Earnings: $18–22 million
Comedy and viral challenges that attract youth-focused brands.
8. Maryna Aksenov
Platform: YouTube
Estimated Earnings: $20–24 million
Travel and lifestyle content suited to premium and aspirational brands.
9. Cristiano Ronaldo
Platform: Instagram
Estimated Earnings: $40–50 million from social media
The most followed individual on Instagram, delivering unmatched global visibility.
10. Lionel Messi
Platform: Instagram
Estimated Earnings: $30–40 million
A trusted sports icon with strong brand safety and global recognition.
11. Taylor Swift
Platform: Instagram
Estimated Earnings: $25–30 million
High engagement, strong fan loyalty and cultural influence.
12. Kylie Jenner
Platform: Instagram
Estimated Earnings: $25–28 million
A pioneer of influencer-led product launches and direct-to-consumer branding.
13. Kim Kardashian
Platform: Instagram
Estimated Earnings: $22–27 million
Still one of the most commercially effective lifestyle influencers globally.
14. Ariana Grande
Platform: Instagram
Estimated Earnings: $20–25 million
Strong reach across beauty, fashion and entertainment sectors.
15. Dwayne Johnson
Platform: Instagram
Estimated Earnings: $20–25 million
A trusted figure for health, fitness and mainstream consumer brands.
16. Virat Kohli
Platform: Instagram
Estimated Earnings: $20–24 million
A key influencer for brands targeting Asian and emerging markets.
17. Zach King
Platform: TikTok, Instagram
Estimated Earnings: $5–10 million
Creative storytelling with high engagement and family-friendly positioning.
18. Brooke Monk
Platform: TikTok
Estimated Earnings: $6–8 million
Highly effective with Gen Z consumers.
19. Kimberly Loaiza
Platform: TikTok, Instagram
Estimated Earnings: $8–10 million
A major influencer in Latin American markets.
20. WonJeong
Platform: TikTok
Estimated Earnings: $6–9 million
A leading figure in K-content with growing international reach.
Why This Matters to Retailers and FMCG Brands
Influencers now play a decisive role in:
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Product launches and brand awareness
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Driving footfall and online conversion
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Building trust faster than traditional advertising
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Reaching younger consumers who avoid conventional media
For supermarkets, food brands and consumer goods manufacturers, influencer partnerships are increasingly integrated into long-term marketing strategies rather than one-off campaigns.
ISN Analysis
The influencer economy is no longer experimental. It is structured, measurable and increasingly professional. Brands that fail to integrate influencer marketing risk losing relevance, particularly among Gen Z and millennial consumers. As platforms evolve, the gap between traditional advertising and creator-led commerce will continue to narrow.