Top 100 Most-Followed Celebrities & Influencers Report 2023–24

Celebrity and influencer endorsements have become a critical touchpoint for brands seeking to engage with increasingly diverse and digital-first audiences. As social media reshapes the way consumers connect with public figures, brands are tapping into this dynamic space to amplify their presence and drive deeper engagement.

Methodology:

This report offers an in-depth analysis of brand endorsements and social media collaborations of the 100 most-followed celebrities and influencers in the world across Instagram, Facebook, X (Twitter), Youtube, and TikTok. Compiled using SponsorUnited's proprietary platform, the data encompasses more than 650 brands, 1,350 deals, and 3,000 celebrity and influencer social posts. For the purpose of this report, endorsement is defined as any partnership between a celebrity or influencer and a brand, which may include traditional individual endorsements, personally owned brands, or charitable causes.

The individuals in this dataset are categorized as either celebrities or influencers, based on their primary source of public recognition. We use celebrity and influencer for readability purposes in the report; however, in the SponsorUnited platform, they are referred to as Celebrities & Entertainers and Social Media Influencers, respectively. Within each category, the top 50 individuals were selected according to their total social media following. Political figures have been excluded from this dataset.

Social media data was collected using SponsorUnited's social media tracking metrics—namely total engagement and followers engaged—and compiled from property or person-controlled Instagram, Facebook, X (Twitter), TikTok, and LinkedIn accounts and social activity. This report was jointly authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, using data from September 2, 2023 to September 2, 2024.

About SponsorUnited:

Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.

With over 386,000 brands, 2.1 million deals, and 17.6 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.