• Billie Eilish is the influencer with the greatest impact in 2025, being publicly recognized for her music as well as advocacy on climate action and combating food insecurity.
• Kylie Jenner is an influencer who is looked up online the most, with 20.8 million people searching for information about her each month.
• Having the highest Instagram engagement, Sarah Baska ranks 3rd.

In 2025, the global influencer industry is projected to top $32.6 billion, up from $24 billion a year earlier. A new study by an SEO firm, Loopex Digital, compared the most famous influencers to find out who is making the biggest impact in 2025.

The deep dive explored their online activity, including Instagram and YouTube engagement rates, and Internet visibility reflected by monthly Google searches. The study also considered influencers’ areas of expertise and awards and recognitions. The final ranking is made by Change Influence Index, which calculates their impact based on social media and Internet engagement as of September 2025.

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Here’s a look at the top 10 change-making influencers of 2025:

Name	Instagram Engagement Rate %	YouTube Engagement Rate %	Visibility & Popularity with Searches of Related Keywords	Change Influence Index
Billie Eilish	3.31	13.66	16.32M	99
Kylie Jenner	0.67	0.15	20.88M	84
Sarah Baska	13.00	5.11	2.42K	38
Wisdom Kaye	7.57	9.35	23.58K	35
Carey Lohrenz	3.21	2.49	5.16M	32
Cas Jerome	7.48	8.06	390	31
Charlie D’Amelio	0.67	2.72	5.88M	30
Marsai Martin	7.64	5.17	50	27
Malala Yousafzai	8.71	2.90	291.00K	26
Addison Rae	1.08	6.22	2.49M	25

You can find the full research findings by following this link.

The influencer with the biggest impact in 2025 is Billie Eilish, earning an index of 99. It comes from her active musical career as well as social media recognition, with a 13.6% engagement rate on YouTube, the highest in the ranking. At the same time, over 16.3 million people are looking for information about Billie Eilish online.

Kylie Jenner ranks 2nd among the top change-making influencers, with the most people interested in her life online, at 20.8 million Google queries each month. In addition to online popularity, she was recognized for her impact with the Teen Choice Awards since 2013.

Sarah Baska, an Internet influencer, takes third place, with an index of 38, over 2.5 less than Billie Eilish. Her main impact comes from Instagram, where she has 578K followers and the highest engagement rate on the list, at 13%, almost 4 times higher than for Billie Eilish. YouTube is her second main platform with a strong 5% engagement.

In fourth place is Wisdom Kaye, a Nigerian-American model and social media influencer focused on style and fashion. The influencer has high engagement both on Instagram (7.5%) and YouTube (9.3%), while also being recognized as a Forbes 30 under 30 in 2023 and Time 100 Creator List this year.

Carey Lohrenz is fifth among the top change-making influencers, with an index of 32. A motivational speaker and a former lieutenant in the U.S. Navy got recognized with Woman of Influence award last year, and is popular online, with over 5 million people looking her up online.

Cas Jerome follows closely in sixth place, with a Change Influence index of 31. She specializes on beauty, fitness, and lifestyle topics, which brought her attention online, with 7.4% engagement rate on Instagram and 8% on YouTube.

Charli D’Amelio holds seventh spot among most impactful influencers of 2025, with 5.8 million people looking her up online each month. A social media personality and a competitive dancer, her main platform is TikTok, but she still has 42 million followers on Instagram and 9 million on YouTube.

In eighth place is Marsai Martin, scoring 27. One of the youngest influencers on the list, Marsai is a 21-year-old American actress and film producer, who got awards for Outstanding Supporting Actress, Outstanding Performance, and Outstanding Breakthrough Role multiple times. She also actively uses social media, extending her influence, with 7.6% engagement rate on Instagram and 5.1% on YouTube.

Malala Yousafzai is ninth, getting an influence Index of 26. She is a Pakistani female education activist who was awarded the Nobel Peace Prize (2014) for her work, as well as the Mother Teresa Award (2012) and United Nations Prize in the Field of Human Rights (2013). Her work is also supported by her reach on social media, with 8.7% engagement rate on Instagram, the 2nd highest on the list.

Addison Rae closes the ranking of the influencers with the most impact in 2025, with tenth place and an index of 25. A social media personality and a singer, she won the People’s Choice Awards for The Social Star of 2021, and is very active on social media. On Instagram, she is followed by over 34 million people, and fans look her up online almost 2.5M times each month.

Vahan Poghosyan, CEO and Co-Founder at Loopex Digital commented, “Influencers are no longer just trendsetters in fashion or beauty. They’re powerful voices in shaping public opinion, driving awareness for global issues, and influencing entire industries. What sets today’s most impactful creators apart is their ability to merge entertainment with advocacy, using their platforms to connect with audiences on a deeper level. As followers increasingly expect authenticity, the influencers who thrive are those who balance cultural relevance with genuine purpose.”