Miami Tops US for Top Instagram Influencers Per Capita

Miami has established itself as a leading hub for social media influencers, ranking as the third-largest metro area in the United States for top Instagram creators. Research conducted by Patrick Adler of the University of Hong Kong indicates that while Los Angeles and New York City hold the top spots in absolute numbers, Miami leads in influencers per capita. The city currently hosts over 6,000 top Instagram influencers, a number that has grown rapidly due to the city's favorable tax environment and lifestyle offerings.

The shift reflects broader trends in the creator economy, where remote work allows talent to thrive outside of traditional entertainment centers. Influencers moving to Miami cite the abundance of brand events and the strong community presence as key advantages. However, despite the boom in digital content creation, Los Angeles remains the dominant center for traditional media opportunities. The following analysis explores the data, the reasons behind Miami's rise, and the limitations of the city's growing creative scene.

New research reveals that Miami consistently ranks as the No. 3 metro area in the US by top Instagram creator count, trailing only Los Angeles and New York City. According to the study by Patrick Adler, a professor at the University of Hong Kong, Miami boasts over 6,000 top Instagram influencers. In comparison, Los Angeles has roughly 12,000, and New York City has nearly 11,000.

While Miami still has a way to go in absolute numbers to catch up with the traditional media giants, it punches way above its weight when considering population size. It is only the sixth-largest market by population and the seventh-largest traditional entertainment market. Looking at the data per capita, Miami actually has more top influencers than Los Angeles. Other markets that frequently appear in the top 10 by this measurement include creative hotspots such as:

• Las Vegas
• Atlanta
• Houston
• Nashville

Adler noted that similar trends are visible on other platforms, including YouTube and TikTok, suggesting a widespread shift in where digital creators choose to live.

The relocation boom during the COVID-19 pandemic accelerated a shift toward South Florida. Creators flocked to the area for its warm weather and the lack of state or local income taxes. Unlike the high costs associated with living in Los Angeles, Miami offers a financial advantage that allows creators to maximize their earnings.

Furthermore, the city has developed a thriving ecosystem for visibility. Creators now have access to a growing number of high-profile events, including:

• Formula 1's Miami Grand Prix (debuted in 2022)
• The Miami Open tennis tournament
• Art Basel Miami Beach

These events provide prime opportunities for influencers to be seen by brands. Companies like Geico and Vuori actively seek out personalities in the region to tap into the local lifestyle and Latino culture.

Industry Perspectives

Victoria Bachan, an SVP at Wasserman Creators, explained that the necessity of being in Los Angeles or New York City has diminished for independent creators. "Take the biggest YouTuber in the world, MrBeast — he's in Greenville, NC," she said. Becca Bahrke, CEO of Illuminate Social, estimated that before 2020, 80% of her clients were in Los Angeles and New York City. Since then, the ratio has flipped, with clients scattered across the US. "We saw a mass exodus," Bahrke said.

Social media personalities Vale and Sebastian Genta moved back to their hometown of Miami in 2021 after spending five years in Los Angeles. They were initially worried about how the move would affect their careers but were pleasantly surprised by the city's transformation.

Vale Genta noted, "Miami was a completely different city. The amount of events in Miami, the amount of people that are there, brands that are present, it's almost as much as LA." Sebastian Genta added that the community is tight-knit, stating, "Many of us know each other, so if you go to events that Gucci is throwing at the Design District, you're more than likely going to bump into five to 20 familiar faces."

Top influencers currently based in the city include:

• Alix Earle, who gained fame while attending the University of Miami
• Xandra Pohl, a DJ and model
• Samantha Schnur (The Naughty Fork), a food influencer
• Nico Norena, a food influencer

Additionally, cities like Miami have served as a haven for Los Angeles residents struggling with the high cost of living and the early 2025 wildfires. "They're crunching the numbers, and a lot of them did pick up and move to Atlanta and Vegas and Miami," Bachan said.

Despite the surge in Miami's popularity, Los Angeles remains the entertainment capital in terms of population. However, the data supports a narrative of decline in the traditional entertainment industry. LA has lost ground in traditional film and TV due to the rise of lower-cost film hubs elsewhere, and a growing number of A-listers have decamped for other cities.

There are still significant limitations to living in secondary markets for certain types of creators. For those aspiring to be Hollywood actors or to collaborate in person with major industry figures, being in Los Angeles or New York City remains important. Kyle Hjelmeseth, CEO of G&B Digital Management, advised, "Our advice is if you want to make money, have an address in New York and LA." Some managers also caution that moving outside the US can impact a creator's ability to secure brand deals.

The Genta siblings acknowledged that while Miami is a thriving hub for digital content, it still lacks a robust TV and film scene. To bridge this gap, they started #NextGen Creators, an events series designed to help creators learn and mingle with brands. Sebastian Genta concluded, "Many creators want to move on to traditional media, like hosting television, acting, whatever that may look like, and I do think Miami still lacks in that."