Los Angeles has long been known as the entertainment capital of the world. New York City has been the undisputed hub for media and fashion. But when it comes to top Instagram influencers per capita, a new city now leads the pack: Miami.
According to new research shared exclusively with Business Insider, Miami has more top-tier creators relative to its population than any other US metro area—surpassing both LA and NYC.
The Data That Proves Miami’s Rise
Professor Patrick Adler from the University of Hong Kong analyzed metropolitan statistical areas by the number of Instagram creators in the top 10% of followers. The results show:
- Los Angeles – ~12,000 top influencers
- New York City – ~11,000 top influencers
- Miami – over 6,000 top influencers
While LA and NYC still lead in absolute numbers, Miami is only the sixth-largest US market by population. When adjusted per capita, Miami comes out on top. Other creative hot spots like Las Vegas, Atlanta, Houston, and Nashville also ranked high.
Adler noted that similar trends appear on platforms like YouTube and TikTok, confirming that Miami’s influencer boom is not limited to Instagram.
Why Influencers Are Flocking to Miami
Several key factors are driving creators to South Florida:
Warm Weather Year-Round
Miami’s sunny climate allows influencers to produce outdoor content consistently—beach shoots, poolside vlogs, and street style photos—without harsh winters interrupting their schedules.
Zero State Income Tax
Florida has no state income tax, which is a major financial incentive for high-earning creators. Unlike California and New York, where top earners can lose over 10% to state taxes, Miami allows influencers to keep more of their earnings.
A Growing Calendar of Major Events
Events like the Formula 1 Miami Grand Prix, the Miami Open tennis tournament, and Art Basel Miami Beach provide endless opportunities for influencers to network, create content, and be seen by brands.
Strong Brand Presence
Luxury brands like Gucci have a strong presence in Miami’s Design District. According to influencer Vale Genta, “The amount of events in Miami, the amount of people that are there, brands that are present, it’s almost as much as LA.”
The Pandemic-Era Migration
The COVID-19 pandemic accelerated a mass exodus from traditional entertainment hubs. Becca Bahrke, CEO of Illuminate Social, a creator management firm, noted that before 2020, 80% of her clients were in LA and NYC. Since then, the ratio has flipped, with creators now spread across the US—from Hawaii to South Carolina.
Victoria Bachan, an SVP at Wasserman Creators, pointed to the example of MrBeast, the world’s biggest YouTuber, who is based in Greenville, North Carolina—not LA or NYC. “Being in LA or NYC matters less,” she said.
The 2025 wildfires in California also pushed some creators to relocate to more affordable and safer cities like Miami, Atlanta, and Las Vegas.
Are There Still Limits to Miami’s Rise?
Despite its growth, Miami is not without drawbacks. The Genta siblings, Vale and Sebastian, who moved back to Miami after five years in LA, noted that the city still lacks a major TV and film scene. For influencers aspiring to transition into traditional media—such as hosting or acting—LA and NYC remain essential.
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 warn that moving outside the US can hurt brand deal opportunities.
However, for independent creators focused on digital content, Miami offers a compelling alternative to the high costs and taxes of California and New York.
A New Era for Creator Economics
Miami’s emergence as a top influencer city reflects broader shifts in the creative economy. Remote content creation, tax incentives, and lifestyle factors are now as important as traditional industry connections. While LA and NYC remain powerful hubs, Miami has proven that it can punch above its weight—and attract the attention of brands, managers, and creators alike.
As Sebastian Genta put it: “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.” In Miami, that is becoming the new normal.
