Influencer Marketing in the UK: What 1,700+ Search Queries Tell Us About What Marketers Want to Know

While influencer marketing continues to gain traction in the UK based on search queries alone, searches for "AI influencer generator" have grown 127.47% over the past 12 months, making it the fastest-growing keyword in our dataset.

Rather than relying on industry surveys or opinions, this analysis is based on 1,739 Google UK search queries with a combined monthly search volume of approximately 125,590. Because search behaviour provides valuable insights into what marketers and creators are actively trying to learn.

Ultimately, the data suggests that interest in influencer marketing is still growing, but demand is shifting away from broad agency searches towards AI, TikTok and specialist marketing topics. Let’s take a closer look at what the numbers are telling us.

Methodology: All keyword volume, growth, difficulty and CPC figures in this analysis were pulled from Ahrefs Keywords Explorer in July 2026, based on UK monthly search data. Growth percentages reflect 12 month trends and Ahrefs' forecasted change.

The numbers behind UK influencer marketing search demand

Out of 1,739 search terms analysed, according to Ahrefs data, and approximately 125,590 monthly searches, the term "influencer marketing" alone receives 16,000 monthly searches, representing more than 12% of total search volume. 

With a moderate competition score of 24 out of 100, this indicates a competitive but relatively accessible search landscape. While the market for influencer marketing remains substantial, most demand now exists in long-tail, specialised searches rather than one dominant keyword.

Where search demand is growing

Based on the data, it’s clear that the strongest growth isn’t happening evenly across the industry.

AI influencers are moving from curiosity to adoption

The AI influencer cluster totals 4,140 monthly searches. More specifically, the term “AI influencer” is currently attracting 1,500 monthly searches, with “AI influencer generator” up a whopping 127.47%.

This suggests marketers and creators are moving from researching AI as a concept to actively experimenting with AI-generated creators.

TikTok continues to shape influencer marketing

The TikTok cluster accounts for 3,860 monthly searches, indicating solid growth in TikTok influencer marketing searches. With a higher CPC than Instagram, the data suggests stronger commercial intent. 

While TikTok Shop searches remain relatively small, they represent an emerging growth opportunity as social commerce gains momentum. Conversely, “TikTok influencer agency” appears to be losing traction, with a modest increase over the past year followed by a forecasted 71.35% decline, the sharpest reversal across the dataset. 

This indicates that agency-specific search interest may have been a temporary peak rather than a long-term trend. Meanwhile, the continued growth of “TikTok influencer marketing” suggests sustained demand for creator partnerships, with brands increasingly focused on the strategy itself rather than the agency model behind it.

Ultimately, interest appears to be shifting from agency-focused searches towards more platform-specific marketing knowledge.

B2B influencer marketing is quietly gaining momentum

A part of the wider B2B cluster (27 search terms), the term “B2B influencer marketing" totals 300 monthly searches, having experienced steady, rather than explosive, growth. The high CPC (£4.21) and low keyword difficulty indicate that B2B influencer marketing remains an under-served area with clear commercial intent.

Where demand is beginning to flatten

With 29,450 combined monthly searches, agency-related queries remain the largest theme. However, the forecast growth is now -2.67% despite modest growth over the past 12 months. 

For example, "influencer marketing agency," the second-biggest term overall with 1,600 monthly searches, is up 3.68% over 12 months, yet forecast to fall 8.01%. Similarly, "influencer marketing agency UK" (500/month) is up 5.83% but set to drop 12.57%.

This may indicate marketers are becoming more specific in how they search, looking for platforms, specialist capabilities or AI tools instead of simply searching for an "influencer marketing agency." This ties in nicely with the AI and TikTok growth stories from above. 

It’s important to note that this hypothesis is purely an observation based on search behaviour, not a proven cause.

Who's driving these searches?

The dataset that provides the basis for these findings is made up of two distinct audiences: marketers and aspiring influencers.

Marketers searching for better campaign execution

With a large volume of searches around agencies, platforms, B2B, campaign management, analytics and AI tools, the data suggests that marketers are looking for new and improved ways to support the success of their influencer marketing campaigns. 

It seems that marketers are moving from curiosity towards adoption when it comes to AI and TikTok, with B2B influencer marketing steadily gaining momentum. 

What this means for UK marketers

With an increase in search terms, AI is no longer a novelty in the influencer marketing sphere. It’s since transformed into a genuine capability that marketers should understand to keep up with the competition. 

As marketers hone in on specific platforms, TikTok in particular, is gaining relevance. Consequently, TikTok-specific expertise is likely to become more valuable than general social media knowledge. Interestingly, B2B influencer marketing also appears to offer opportunities for early adopters.

Ultimately, agencies may benefit from positioning specialist services and measurable capabilities at the forefront of their messaging, rather than positioning themselves as broad “full-service” agencies. The data suggests that marketers are increasingly searching for solutions, not just suppliers.

Keeping up with the changing state of play of influencer marketing

Influencer marketing isn’t losing relevance. If anything, the search results indicate that the market is becoming more specialised. The fastest-growing interest lies in AI, TikTok and niche expertise rather than generic agency searches.

Brands and agencies paying attention to these subtle shifts will be better positioned to support successful influencer marketing collaborations as UK search behaviour continues to evolve.

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