United Kingdom
Imjustbait is a UK-born digital media brand operating under the parent company IMJUST Media Group, built on a foundation of public reaction videos, street pranks, and candid social experiments that resonated strongly with younger British audiences before expanding to a global reach.
Total Followers -0.1%
10.6M
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
28K followers · 0% of audience
Engagement
2.4%
vs. 1.5% category median
Sponsorship Tier
Mega
Est. $62K–$144K / IG post
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | -4643 -0.1% | +0 +0.0% | -4643 |
| Last 30 days | +0 +0.0% | -14960 -0.3% | +0 +0.0% | -14960 |
| Last 90 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
| Last 365 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
Daily follower snapshots from CreatorDB's longitudinal index.
Imjustbait is a UK-born digital media brand operating under the parent company IMJUST Media Group, built on a foundation of public reaction videos, street pranks, and candid social experiments that resonated strongly with younger British audiences before expanding to a global reach. The channel grew by capturing unscripted, high-energy interactions in public spaces — a format that translated naturally to short-form video and helped establish the brand as a recognisable fixture in UK Gen Z entertainment. Over time, Imjustbait broadened its output beyond street content to include original shows, interviews, and podcast-style programming, reflecting a deliberate shift from single-format creator to multi-format media company. Recurring content strands like the Ibiza-based challenge series — evidenced by heavy use of the #ibizafinalboss hashtag — demonstrate an appetite for produced, event-driven content that sits comfortably alongside their more spontaneous reaction clips.
Despite being UK-rooted, the audience skews heavily toward the United States, with British viewers representing a smaller share — a pattern common among UK street-culture brands whose humour and energy translate broadly across English-speaking markets. The audience is predominantly male and concentrated in the 18-to-34 age bracket, making Imjustbait an attractive vehicle for brands targeting young adult men at scale. Instagram and TikTok carry the active distribution load, with TikTok delivering notably stronger engagement relative to follower size. The brand's positioning as 'the home of UK Gen Z culture' signals an ongoing ambition to be a curatorial voice rather than just a content account — one that aggregates trending moments, sports culture, and social commentary alongside its signature reaction format. That media-company infrastructure gives Imjustbait more flexibility for premium brand integrations than a solo creator can typically offer.
Imjustbait reaches an audience concentrated in United Kingdom primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. As an entertainment creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on YouTube runs around 2.4%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows entertainment content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United Kingdom-focused brands in entertainment and related categories, Imjustbait offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Imjustbait's tier (Mega, 10.6M combined followers, United Kingdom). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Ibiza Final Boss is one of Imjustbait's signature original series, built around Ibiza as its setting and consistently one of their most-used hashtag themes across platforms. It sits within their broader slate of original productions run under the Imjust Media Group banner, blending high-energy entertainment with the UK Gen Z culture the brand is built on.
Imjust Media Group is the parent company behind the Imjustbait brand, credited directly in their Instagram bio. Rather than operating as a single creator account, Imjustbait is structured as a fully-fledged media operation that produces original shows, interviews, and podcasts targeting UK Gen Z audiences.
Goat Archives is a recurring Imjustbait content series that consistently appears among their top hashtag categories. The name points to a greatest-of-all-time compilation format — archiving standout viral moments and culturally significant clips — which fits naturally into their wider mission of documenting UK Gen Z culture.
Yes — pranks and public reaction content are among Imjustbait's defining formats, with #prank and #publicreaction sitting among their most-used hashtags. Their setups lean into British humour and everyday settings, including street-level stunts involving unsuspecting members of the public.
Football is a significant content pillar for Imjustbait, with #worldcup, #england, #ronaldo, and #haaland all appearing regularly in their top-performing posts. They treat major football moments as cultural events rather than straight sports coverage, which fits their positioning as the home of UK Gen Z culture.
Yes — Imjustbait's YouTube channel is described in their own words as the home of their "original shows, interviews, podcasts and more," making it more than a clip archive. Their longer-form output has included human interest stories and interviews alongside the viral prank and reaction content that dominates their short-form channels.
Imjustbait's Instagram and TikTok accounts each have audiences in the multi-millions, far outpacing their YouTube subscriber count despite YouTube being the stated home of their original content. Their YouTube channel functions more as a long-form VOD hub for shows, interviews, and podcasts, while Instagram and TikTok drive the bulk of their daily reach and viral momentum.
Imjustbait operates as a full media company rather than a traditional solo creator account, with parent entity Imjust Media Group overseeing production and strategy. Their Instagram bio explicitly frames them as a "media/news company" and "The Home of UK Gen Z Culture" — a deliberate positioning as a cultural platform rather than a personality-led page.
Despite being explicitly rooted in UK Gen Z culture, Imjustbait draws its single largest country audience from the United States, accounting for more than a quarter of their total following. Prank, public reaction, and entertainment formats tend to travel well across English-speaking markets, and their broad pop-culture coverage — including football and viral moments — likely amplifies that crossover appeal.
Imjustbait is based in the United Kingdom, and their entire brand identity is built around UK Gen Z culture. Despite that, their single largest audience segment by country is actually in the United States, reflecting how widely their entertainment formats reach beyond a purely domestic viewership.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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