‘Scotland’s Most Influential TikTokers of 2024’ Revealed

Travel content creator Bryan Millar Walker and cosplayer Millie Graham are two of Scotland’s most influential TikTokers, according to a new study.

Marketing and PR agency Spey announced Mr Walker as the most influential Scot on TikTok, with Ms Graham in second place.

Mr. Walker’s TikTok account, titled bryanmillarwalker, has 426,000 followers and an engagement rate of 13.43% on his posts.

@bryanmillarwalker AD @visit_scotland #VisitScotland #RespectProtectEnjoy ♬ original sound – Bryan Millar Walker

Ms Graham’s cosplay account, whatsername1.0, has 2.6 million followers and an engagement rate of 13.06%, while island influencer Niamh MacKinnon (niamhmakinnon) came in third with an engagement rate of 12.19% engagement among its 260,500 followers.

@whatsername1.0 Happy Holidays (please ignore the black lipstick stains, I beg you) @makeuprevolution I love this collection, I have to say #grinch ♬ original sound – Whatsername

Spey analyzed Scottish TikTok influencers with over 100,000 followers, ranking them not by number of followers, but by the percentage of people viewing their posts.

The remaining top 10, in order, were trans activist and lifestyle creator Eddie Walker (eddiefadewalker), musician Calum Bowie (calumbowiemusic), Gaelic singer Nati Dreddd (natidreddd), fitness and health creator Graeme Tomlinson (thefitnesschef_), actress Kim Blythe (kbfilms92). ), musician Stephanie Cheape (cheapeofficial) and singer-songwriter Lewis Capaldi.

@niamhmakinnon there are now over 200,000 of you here (thank you so much ), so I thought I’d introduce myself (again) #dailyvlog #dayinmylife #countryside #scotland #scottish #scottishhighlands #isleofskye #islandlife #creatorsearchinsights ♬ original sound – NIAMH ᥫ᭡

Chris MacRae, head of digital at Spey, said: “Each year our ranking reveals more than trends – it shows how digital culture continually reinvents our understanding of influence.

“Scotland’s top TikTokers are no longer defined solely by number of followers; they draw power from creativity, authenticity and talent to reflect our changing collective tastes.

“The increase in engagement rates this year suggests that audiences are hungry for real connections.

“It’s fitting that our number one spot belongs to a creator who uses the platform to celebrate Scotland’s stories, bringing our country’s unique charm to a global audience.”

Spey worked with influencer marketing platform Modash to collect the results.

Ryan Prior, head of marketing at Modash, said: “It’s great to see some of last year’s top 10s still thriving on TikTok, including Bryan and Eddie.

“It’s worth recognizing that, since last year, we’ve updated the engagement rate calculation to take into account views rather than subscribers.

“This is especially important on TikTok, as many views come from outside of the creator’s follower base.”