FOI Ref: FOI/2022/4062
You asked
Please supply how many people in the UK identified their job as "influencer", "social media influencer" or "content creator" (or the closest catergorisation used by ONS) in 2022, 2021, 2020 and 2019.
If possible within the scope of the act, please supply any non-identifying demographic information for this group of workers.
We said
Thank you for your query regarding influencers.
We estimate the number of people employed in different occupations using the Annual Population Survey (APS), a survey based on interviews with members of private households in the UK. Occupations are classified in line with the Standard Occupation Classification 2010 (SOC2010).
We publish a breakdown of SOC2010 occupations on our Nomis website.
Unfortunately, Influencers do not fit easily into one category within SOC2010. Depending on the exact nature of what the individual does, or what they consider their occupation to be, they may fit into one of a number of categories. Vloggers may best fit into the category of 3413 Actors, entertainers and presenters. However, influencers may also be considered as falling under category 3543 Marketing associate professionals. Other categories may also be suitable in some circumstances. The exact classification would depend on exactly how they described the nature of their work.
In each of these cases, influencers are only likely to be a very small part of a much larger category. Therefore, any statistics are unlikely to reflect information about this subset of workers. Consequently, the information requested is not held, but we hope you find the information provided useful.