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New data has revealed which cities are filled with the most wannabe social media stars, with Winchester dreaming of the influencer lifestyle the most. The research, pulled together by Online Casino Comparison Website Kajino, analysed nationwide Google search volume for keywords related to becoming an influencer over the last 12 months, to identify which cities are searching about how to effectively harness enough fame online to make a living.
It’s no surprise many Brits are tempted by the concept as the industry is thriving, with businesses investing a significant amount of their marketing budgets in influencing marketing. By 2028, UK ad spending on influencers is predicted to reach a projected market volume of a whopping $1.63bn.
No doubt companies will already be planning luxurious deals to present to the winners of Love Island All Stars – as well as deciding on the big bucks they’ll offer to those who exit the villa before the final.
It turns out the thought of being a big name online has the biggest pull to those in Winchester. The city averaged 129.7 monthly searches per 100k residents, which is a huge 72% higher than the UK average of 75.6.
Salford is the second city most obsessed by the world of online influencing, with 120.2 searches per 100k – 59% higher than the national average. In third is St Albans, which is still 57% above at 118.7 searches per 100k.
| State | Average Monthly Search Volume Per 100k | |
| 1 | Winchester | 129.7 |
| 2 | Salford | 120.2 |
| 3 | St Albans | 118.7 |
| 4 | Lancaster | 118.2 |
| 5 | Sutton | 112.3 |
| 6 | Canterbury | 111.5 |
| 7 | Exeter | 109.3 |
| 8 | Crawley | 106.8 |
| 9 | Chelmsford | 96.7 |
| 10 | Luton | 94.4 |
On the other end of the scale, Glasgow residents don’t see the fascination with gaining that blue tick next to their username, with only 42.8 searches per 100k, which is 43% below the UK average.
Behind Glasgow as the second-least interested is Liverpool, with people in the city looking for information on the potential career 43% less than the average Brit, with 43.2 searches per 100k. Closely following in third is Birmingham with 44.7 monthly searches – 41% below the national average.
While it’s unclear the exact reason for the difference between the cities, it could reflect how heavily social media is integrated into the lives of those living in each area, and therefore how much it’s considered a valid career prospect by residents.
The ten cities least interested in becoming social media stars
| State | Average Monthly Search Volume Per 100k | |
| 1 | Glasgow | 42.8 |
| 2 | Liverpool | 43.2 |
| 3 | Birmingham | 44.7 |
| 4 | Sheffield | 50.1 |
| 5 | Bradford | 50.5 |
| 6 | Leeds | 50.7 |
| 7 | Bristol | 51.5 |
| 8 | Edinburgh | 53.8 |
| 9 | Belfast | 53.9 |
| 10 | Newcastle upon Tyne | 55.0 |
Commenting on the findings, Hekima Yoshida from Kajino says: “Since its invention, social media’s presence in society has continued to grow – and it doesn’t look like it’ll slow down anytime soon. In fact, each year brings more opportunities for growth thanks to the creation of new social media platforms, and more brands willing to collaborate with influencers.
“Not only – if done successfully – does an influencer lifestyle come with a generous salary, but it also has flexible hours that can often be carried out from anywhere in the world. It’s no wonder it’s an attractive prospect for many young people – especially the opportunity to create content about their interests.
“However, being so heavily in the public eye can have downsides. Many influencers talk of the struggles of having details of their personal lives scrutinised, which is perhaps a con that outweighs the pros for certain cities, such as Glasgow and Liverpool.”
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