COMEDIAN Paul Black and singer Lewis Capaldi are among the most influential Scots on social media platform TikTok, according to research.
The Spey public relations agency has named its top 10 of the most influential Scots on TikTok for 2023. Black tops the list, closely followed by Capaldi.
Black has an engagement rate of more than 8.9% amongst his 233,000 followers, meaning his posts are liked and shared more often by those who see them than other Scots on the social media platform.
Capaldi’s engagement rate is 7.5% among his 8.8 million followers, with fashion and lifestyle content creator Jilly Isabella coming third with an engagement rate of 6.8% amongst her 110,000 followers.
Spey founder Jennifer Robertson said: “Our top 10 list for 2023 makes for an interesting read and reflects some overarching themes that have dominated the year, including reconnecting with nature, the continued rise of lifestyle influencers, and that people really needed a laugh.
“Our top influencer, Glaswegian viral sensation Paul Black, has won over audiences in Scotland and beyond with his witty take on Scottish culture.
“He is well worth a follow.”
Spey worked with influencer marketing platform Modash to gather the results.
Ryan Prior, head of marketing at Modash, said: “It’s fantastic to see a range of talented Scottish creators in this list. From fashion to comedy, and content that shows off the great Scottish outdoors.
“The quality of short-form content is rapidly improving, and the strong engagement rates of 3-8%+ prove it.”
The full top 10:
1. Paul Black @paulbiack – Comedian
2. Lewis Capaldi @lewiscapaldi – Singer
3. Jilly Isabella @jillyisabella – Fashion content creator
4. Bryan Millar @bryanmillarwalker – Outdoors content creator
5. Laura Davidson – @laur4davidson1 – Content creator/dancer
6. Eddie Walker @eddiefadewalker – Trans activist
7. Eco Dan @ecodanwanders – Outdoors/sustainability content creator
8. Sadie Queen @sadiequeen88- Content creator
9. Katie Gregson MacLeod @katiegregsonmacleod – Singer
10. Millie @whatsername1.0 – Content creator/cosplayer
