Top UK family influencers to maximize your next campaign

Influencers are a powerful driver of digital performance. To succeed, brands need creators who reflect their audience’s values and interests. If you’re targeting parents, family influencers are the ideal fit.

But success isn’t just about reach. Brands must work with influencers who share their audience and core values.

Fortunately, there are plenty of UK influencers prepared to partner on authentic and compliant family-focused campaigns. Discover the impact of family influencer marketing campaigns in the UK and learn how to find and manage the perfect partners for your brand.

The power of family influencers UK

UK family influencers represent some of the biggest accounts on today’s most popular social networks, from Instagram and Facebook to TikTok and YouTube. But likes and follows aren’t the only impact they bring—their content also fundamentally changes parent behaviors and buying patterns.

These influencers post highly relatable content updates about their homes, children and family lives, giving people access to their everyday experiences. In doing so, they cultivate active communities where members share or source guidance related to family wellbeing.

As a result, family influencer accounts often see higher-than-average engagement. Parents Insights found that UK parents are “highly influenced by celebrities and other social media stars,” particularly parents under the age of 25. Almost a quarter of parents with children aged 1–5 also confirmed they use social media to buy products.

Through authentic and engaging content, these influencers build communities with high levels of trust. And that trust is growing. According to Sprout Social’s The State of Influencer Marketing Report, about half of consumers trust influencers as much as they did six months ago, while nearly a third say their trust has increased.

Through considered partnerships, this trust extends to the brands and products they endorse, making UK family influencers highly effective brand ambassadors, particularly for products or services aimed at parents. The opportunity is clear: to harness their influence, you must master the art of creating and managing these campaigns.

How to run a successful UK family influencer campaign in 2025

Managing a successful marketing campaign with family influencers in the UK can expand your brand’s reach, increase sales opportunities and build trust in your products.

The following guidelines will help you plan, launch and measure success with family influencer campaigns.

Define campaign goals and track influencer ROI

Before you start thinking about content, define what success looks like. The truth is, you’re not simply trying to create buzz. Your parenting influencers need to prove return on investment (ROI). That means every partnership should tie directly to measurable outcomes.

Depending on your social media marketing goals, this might include:

Raising brand awareness Boosting community engagement Increasing sales or generating leads Driving traffic to your website Building trust in your products or brand Creating more social proof

Once you’ve set your goals, define which metrics best reflect them. Using reliable influencer marketing metrics makes it easier to prove ROI and guide smart decisions about the direction of your campaign.

Research and identify the right influencers for your audience

Family influencers often have similar target audiences: parents looking for content they can learn from or relate to.

But that doesn’t mean their audiences are identical. Factors like follower age, children’s age, location, interests and lifestyle can differ significantly. That’s why it’s essential to research and find influencers whose audience and values align with your brand.

The best way to find authentic family influencers is through an influencer marketing platform like Sprout Influencer Marketing, which offers over 50 discovery filters to pinpoint UK family influencers who match your campaign’s exact needs, from demographics to engagement style.

And remember, creating parenting content is a very personal activity, especially with ongoing debates around privacy and child safety. Working with influencers who acknowledge these conversations and create considerate content for their audiences is critical.

Reach out and build long-term influencer partnerships

When reaching out to family influencers in the UK, be sure to thoroughly review their profile and use their preferred contact method. This might be through an agent, with a business email address or via DM.

To effectively build influencer marketing relationships, remember that influencers are businesspeople in their own right. Many influence full time, so you should always treat the partnership as a two-way street.

Approach an influencer with a clear plan of what they can do for your brand and what your brand can offer them. Establishing this mutual connection early can help nurture a lasting working relationship and lead to more successful future campaigns.

Set clear campaign guidelines and creative briefs

Set detailed guidelines for your influencer campaigns, including expectations for content formats, engagement with comments, tone of voice and delivery timelines. Your creative briefs must clearly spell out:

Disclosure requirements How to handle child-focused content The overall tone and brand values influencers need to follow

Be intentional about compensation. Negotiate rates that work for both sides and include them in your initial agreement.

Also, make sure every campaign meets 2025 ASA and CMA compliance standards. These rules ensure influencer promotions are transparent and correct, without any misleading claims—especially for content that targets children.

While setting upfront guidelines and expectations is essential, try to avoid being too restrictive. Leaving space for the influencer’s creativity will keep the content authentic and engaging. Balancing structure with creative freedom gives your campaign the best chance of long-term success.

Measure performance and prove influencer ROI

After an influencer posts your campaign, measure its performance using influencer analytics tools. Refer back to the goals and metrics you set at the beginning and track them directly through your chosen tool.

Common KPIs for family influencer marketing in UK campaigns include:

Reach Saves Link clicks Engagement rate Sentiment Conversions (such as sales or sign-ups using influencer links or codes)

For example, if you partner with a UK family influencer to reach new audiences, it is crucial to track each post’s reach and performance through your influencer marketing tool. Comparing these results with your original goals will immediately show you whether the campaign is delivering on awareness, engagement or conversions.

This evidence is essential for proving ROI and gives you the insight you need to refine future campaigns for even stronger results.

Top family influencers in the UK to collab with in 2025

The most popular family influencers reach millions of followers with every post, but their impact goes beyond reach.

These accounts build trust by connecting to audiences on a personal level. This means when they recommend something, their followers take notice.

If you’re searching for family influencers in the UK, chances are you’ll come across some of these accounts.

1. Ladbaby—6.1 million Facebook followers

Famous for their regular UK Christmas hit singles, Ladbaby has a popular podcast and creates family content that often goes viral on YouTube, Instagram and TikTok.

(Source: Facebook)

2. Stacey Solomon—6.1 million Instagram followers

Stacey Solomon is arguably the biggest example of a successful UK parenting influencer. As a TV celebrity and regular guest on talk shows, she uses her Instagram to share her experiences of motherhood.

(Source: Instagram)

3. The Dad Lab—5.17 million YouTube subscribers

Through his popular YouTube channel, The Dad Lab films science experiments designed to entertain both children and parents.

4. Zoe Sugg and Alfie Deyes—5 million YouTube subscribers

Formerly known as Zoella, Zoe Sugg and her partner Alfie have been UK influencers since the earliest days of YouTube. As parenting influencers, their reach extends far beyond this original channel: Zoe has 9.1 million Instagram followers, while Alfie has a dedicated YouTube vlogging account.

5. The Kabs Family—4.1 million TikTok followers

The Kabs Family has a massive following across almost every social network. In addition to TikTok, their content reaches 3.6 million Facebook followers, 1.3 million YouTube subscribers and 1.5 million people on Instagram.

(Source: TikTok)

They often post funny skits and family challenges, along with everyday life moments. The Kabs’ talent management website has more information about them and possible collaboration opportunities.

6. Dani Dyer-Bowen—3.7 million Instagram followers

Former Love Island contestant and daughter of beloved actor Danny Dyer, Dani Dyer-Bowen has a notable influencer following. Her posts about parenting and celebrity life have made her one of the biggest UK-based mum influencers, with a reach that extends worldwide.

7. Louise Pentland—3.6 million Instagram followers

Like Zoe Sugg, Louise Pentland built her influencer career entirely through social media. In addition to frequently posting about motherhood on Instagram, she also has a YouTube account with 2.17 million subscribers.

(Source: Instagram) 

8. Billie Shepherd—2.6 million Instagram followers

Billie, a former TV star on The Only Way is Essex, is another popular UK celebrity influencer. She has a large following on Instagram, where she often posts product recommendations and family content.

9. Amena Khan—538k Instagram followers

Known for her beauty and lifestyle content, Amena also frequently posts about family time with a focus on empowering women and mothers.

10. Fletchersonthefarm—255k Instagram followers

Actor Kelvin Fletcher and his family made the bold decision to start a farm. Alongside their TV show, they regularly post family content to their Instagram page showing life on the farm.

(Source: Instagram)

Leading mum influencers in the UK

Mum influencers represent a popular niche in the UK family content space, often receiving high levels of engagement from their audiences. They’re known for creating personal content about balancing family life and motherhood with careers or individual interests, making them the perfect partners for brands offering products for women, parents or children.

Below are some examples of popular mums with experience creating brand content and connecting with broad audiences.

1. Jacqueline Osborne—3.5 million Instagram followers

As a star on the popular UK soap opera EastEnders, Jacqueline uses her Instagram to post lifestyle content and updates on her family life to encourage other parents.

2. Paris Fury—1.9 million Instagram followers

Despite being a mother of seven and the partner of world-famous heavyweight boxer Tommy Fury, Paris Fury still finds time to nurture a huge following on her Instagram account through approachable family content.

(Source: Instagram)

3. Lydia Bright—1.2 million Instagram followers

British TV personality Lydia Bright uses her Instagram account, as well as her growing TikTok page, to post about her new career writing children’s books and her experience as a mother.

4. Grace Victory—239k Instagram followers

Grace is a notable speaker on mental health and a body positivity activist. She also posts about her experience of being a mother and manages the YouTube channel TheFamilyHood.

(Source: Instagram)

5. Irsa Salem—164k Instagram followers

Irsa’s family content focuses on positivity. She regularly posts Reels promoting products, cooking recipes and other aspects of her family life.

Leading dad influencers in the UK

Just like mum influencers, dad influencers create content across the UK. Their accounts are often motivational and meant to inspire other dads and families through the everyday struggles of parenthood.

Dad influencers highlight the important role of fathers in raising children today and share what modern fatherhood is like across the UK. These accounts are often very successful at building engaged communities and encouraging conversations around their content and lifestyles.

1. Simon Hooper—863k Instagram followers

In addition to content about cycling and mental health, Simon Cooper shares his experience as a dad to four daughters, posting about family adventures and everyday life.

(Source: Instagram)

2. The Famileigh—902k YouTube subscribers

The Famileigh is a comedy trio composed of a dad and his two sons. They post regular comedy skits, dances and gameshow-style videos for their Instagram, YouTube and TikTok audiences.

3. Fun Dad Dean—358k Instagram followers

Fun Dad Dean commands a niche by combining family influencing with comedy. His largest following is on Instagram, but he also has a growing fanbase of 143.9k on TikTok.

(Source: Instagram)

4. Dopeblackdads—269k Instagram followers

Fatherhood can be especially challenging for those without the support of strong friendships, particularly if they’re part of marginalized communities. The Dopeblackdads Instagram page and Facebook group exist to help Black fathers in the UK and worldwide access a supportive community. Through inspiration, education and celebrating Black fathers and their achievements, these accounts provide a vital digital safe space.

5. Alex Galbally—94.7k Instagram followers

Alex is the father of seven children, including triplet girls. He uses his account to share photos and Reels about his experience as a dad.

(Source: Instagram)

Leading LGBTQ+ parenting influencers in the UK

Several LGBTQ+ influencers use their platforms to share their individual experiences of parenthood and family life. Their accounts often discuss important topics like adoption, IVF and same-sex parenting, which helps them build trust with followers while attracting a growing and diverse audience.

1. TwodadsinLondon—56.7k Instagram followers

Richard and Lewis manage their account to share their lifestyle as adoptive dads. They post regular lifestyle and motivational posts about raising their two children.

2. Darranandleo—53.7k Instagram followers

Darran uses his platform to share his experiences as a queer co-parenting dad. He strongly promotes the idea that anyone can create content and become an influencer if they want to, and his account has received multiple creator awards.

3. Logan Brown—15.6k Instagram followers

Logan is a trans man who shares his journey of giving birth and raising a young child. He wrote a book about his pregnancy and continues to share content about his family life and trans rights.

4. Lesbemums—10.6k Instagram followers

Kate and Sharon are a lesbian couple from Brighton. As Instagram influencers, they share content about their family life and raising their young son.

(Source: Instagram)

Leading single-parent influencers in the UK

Parents can separate for all sorts of reasons, and these single-parent influencers play an essential role in raising awareness of the realities and challenges of raising children alone. This allows them to build a community of engaged followers who often look to them for advice and support.

For brands with products that make parenting easier, these voices represent some of the best UK influencer marketing examples of partnerships that can extend reach and build trust.

1. Theeverythingdad—3 million TikTok followers

Dylan is a single dad of four children. He uses his influencing career to show what his parenting life is like, posting cooking videos, cleaning montages and other lifestyle vlogs on Instagram and TikTok.

2. Laura Anderson—1.5 million Instagram followers

Laura is a former Love Island contestant, a successful radio presenter and a digital creator. She’s also a single parent and uses her platform to share her daily experiences of mothering her daughter.

3. Becomingmamaandme—159k Instagram followers

Based in Birmingham, Kerry is an influencer sharing content about her journey through single parenthood and has experience creating partnership content for several brands.

(Source: Instagram)

4. Laurasidestreet—19.9k Instagram followers

Laura manages her blogging website, sidestreetstyle, alongside her Instagram page. In addition to sharing travel and food content, she often posts about her life as a mother living abroad in the UK.

UK family influencers: The household names

When it comes to trust and visibility, a handful of family Instagram influencers UK audiences know by name are in a league of their own. These creators are more than content makers. They’re influential household personalities whose posts shape parenting conversations and influence buying decisions.

By partnering with top family influencers, UK brands can instantly tap into communities built on authenticity, relatability and the chaos of everyday family life.

From celebrity mums to large families sharing daily vlogs, these parenting influencers represent some of the most powerful voices for marketers looking to reach parents across the UK, with strong social media stats to back them up.

1. Rochelle Humes—2.3 million Instagram followers

Rochelle Humes, founder of My Little Coco, is a TV presenter and singer turned lifestyle influencer who shares mum life, fashion and beauty updates on Instagram.

(Source: Instagram)

She also shares parenting tips and family-friendly routines that resonate with a broad UK audience, while occasionally featuring on YouTube and podcasts discussing motherhood and wellbeing.

2. The Radford Family—537k Instagram followers

Known as the UK’s largest family, the Radford Family uses Instagram to document their day-to-day routines, family holidays and parenting of 22 children.

Their YouTube channel and Instagram account showcase everything from family vlogs to lifestyle content, giving followers a candid look at life in a busy household.

3. Giovanna Fletcher—2 million Instagram followers

Giovanna Fletcher is an award-winning author, presenter and digital creator who shares authentic parenting experiences on Instagram and her widely followed podcast Happy Mum, Happy Baby.

(Source: Instagram)

Her content focuses on motherhood, mental health and family wellbeing, creating a trusted voice for UK parents.

4. Binky Felstead—1.4 million Instagram followers

Binky Felstead, best known from Made in Chelsea, has built a large following by sharing family lifestyle content on Instagram.

(Source: Instagram)

She regularly posts about motherhood, fitness and family travel, often working with parenting brands to highlight products that fit into her life as a mum of three.

5. Scarlett Moffatt—2.4 million Instagram followers

Scarlett Moffatt is a TV personality who has successfully transitioned into becoming a family-focused content creator.

(Source: Instagram)

On Instagram, she shares her parenting journey, lifestyle updates and wellbeing stories, mixing humour with honest reflections about modern family life. She also connects with audiences through TikTok and TV appearances.

How to find the best family influencers UK marketers trust in

The best UK family influencers for your brand aren’t just popular. They’re the ones whose values, tone and audience demographics fit your goals while complying with advertising and child protection regulations.

With Sprout’s Influencer Marketing discovery filters, it’s easy to vet creators via 50+ filters that include audience data and brand safety signals. You gain the visibility to review their past content to see how they engage with followers, handle disclosure and approach campaign goals.

Strong partnerships go beyond reach. They help build long-term trust while offering measurable outcomes like conversions and sentiment lift.

To discover how Sprout’s influencer management tools can streamline your influencer campaigns, book a demo today.

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