Some Changes to Tots100 Charts from June 2021


instagram influencers

If you logged into Tots100 this morning, you might have noticed some changes. 

Since 2009, Tots100 has been the UK’s largest directory of parent blogs, growing to more than 10,000 parent blogs at our peak. 

Times have changed since then and in 2021, it feels as though sharing a monthly chart of top blogs isn’t quite as useful as it once was. 

We know that blogs are still important and the sites in our community are generating more than 5m page views every single week. But when it comes to following individuals, we think that Instagram is now a more accurate way of capturing which people are the most influential and engaging on social media. 

As such, from June 2021 we will no longer be publishing a monthly list of top blogs – rather, we will be publishing a list of the UK’s top 100 parenting accounts on Instagram. 

How the Metrics Work 

We regularly update our metrics to suit the social media landscape, and this is no different. 

From June 2021, we will be weighting the metrics that we collect on the influencers in our community. Instagram will become the biggest element of an influencer’s Tots100 rank. The score will be mostly based on the account size, but we will also consider engagement and audience quality. 

Because we understand the importance of blogs that are still attracting huge audiences, we will also weight current blog traffic (page impressions and unique users) more heavily, although this metric will be around 5x less influential on the total score than Instagram. 

We will continue to measure other metrics that give us an overall impression of an influencer’s reach and engagement. This will include inlinks, domain authority, Twitter followers and average views per video on YouTube. 

What does this mean? 

If you’re an influencer, you’ll probably find that your Tots100 ranking will move quite dramatically this month. 

If you are an active blogger with traffic of 25,000 visits per month or more, then you may see your ranking increase, or remain steady. If you have traffic that is lower than this, you may see your ranking fall. 

If you are an active Instagram user, with a page that has 20,000 followers or more you will probably see your ranking increase. If you have an active Instagram page that is listed as your main account on Tots100, your page will be included in our ranking for the first time. 

If you are a blogger with lower levels of traffic, and a smaller Instagram page you will probably see your overall ranking decline, since the list is more heavily focused on Instagram influencers. 

What Stays the Same? 

Although your ranking as a blogger may now be lower, please don’t worry. 

The brands we work with will still be able to search our community for bloggers, in the same was as always, and will have access to our top 100 bloggers list within our brand platform. The only change is that we are no longer publishing that data publicly each month. 

What we hope is that the new, refreshed chart will allow you to find great new pages on Instagram to follow, and help you to find new followers for your own page. In the coming months, we’ll be offering lots of tips and profiles showing how to make the most of your Instagram page, along with our usual blogging profiles and events. 

As ever, if you have any questions, feel free to ask them here, or send us an email. 



Sally Whittle is founder of the Tots100, Foodies100, Trips100 and the Flea Retreat. When she's not working, she can be found blogging at Who's the Mummy, or having fun with her 13 year old daughter, Flea.

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So You Know...

As you've likely heard and seen, there's an increasing focus on the authenticity of follower growth and engagement on social platforms across the Influencer Marketing community. The platforms themselves have taken measures to deter inauthentic activity and brands now more closely scrutinise the audiences of the influencers with whom they are partnering.

The Flea Network has implemented a system that will detect abnormal spikes in following and engagement, and flag these properties. Of course, such spikes can often be attributed to viral posts or high-profile brands that bring greater exposure to some content.

If one of your social accounts is flagged by our system without an obvious reason, we may reach out to you for assistance in understanding it. If we find any influencer has artificially inflated their audience size or engagement using paid acquisition or automated, third-party tools, we will remove them permanently from our influencer community.

Feel free to reach out to us at with any questions or comments.

Thank you!

The Flea Network Team

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