Who is Ellie Millar?

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Ellie Millar: Comedy Meets Cosmetics in a Bold TikTok Takeover

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Ellie Millar is a UK-based TikTok content creator known for blending humor with lifestyle commentary, primarily through beauty and fashion. With a catchphrase “’ELLO MY DARLINS 👋🏼” and a distinct comedic voice, she transforms everyday experiences into exaggerated, meme-worthy sketches. Her unique brand of satire—often set against iconic Y2K trends or chaotic makeup routines—has made her a relatable figure to her Gen Z and Millennial audience.

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What sets Ellie apart isn’t just her humor—it’s her confidence in embracing imperfection. Instead of idealized beauty standards, she often parodies them, resulting in viral hits that resonate with viewers tired of curated influencer feeds. Her exaggerated expressions, absurd punchlines, and deadpan delivery give her content a signature style that’s instantly recognizable.

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Collaborating frequently with brands such as Amazon, Garnier, and Caudalie, Ellie’s content bridges the gap between influencer marketing and pure entertainment. She understands her audience’s appetite for authenticity and leverages her comedic style to organically integrate product features without sounding overly promotional.

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By fusing fashion, beauty, and personal nostalgia into short-form sketches, Ellie Millar has built an online identity rooted in joy, sarcasm, and cultural references. Her rise is a testament to the power of personality-driven content in today’s creator economy.

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An Influencer Active on Social Media

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With 2.6M TikTok followers and presence across Instagram and YouTube, Ellie Millar dominates the comedic lifestyle niche, particularly among UK-based Gen Z audiences.

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Ellie Millar's Social Media Strategy Analysis

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TikTok: Where Comedy Meets Culture

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Ellie Millar's TikTok presence is the cornerstone of her influence. With 2.6 million followers, she’s carved out a niche by blending self-deprecating humor, trend parodies, and nostalgic throwbacks that resonate deeply with a millennial and Gen Z audience. Her tone is lighthearted yet sharply observant, creating content that’s both culturally relevant and unmistakably her own.

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She posts at a high frequency of 8.8 videos per week, keeping her content cycle fast and consistently visible on the For You page. Despite TikTok’s algorithmic volatility, Ellie has maintained a very good engagement, boasting an average of 51.1K engagements per post and 525.6K average views. Her comedic skits, like her viral “chav makeup” anniversary post, show an acute sense for timing and topic relevance.

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Each video is infused with Ellie’s signature personality — expressive, exaggerated, and unapologetically goofy. Her visual branding is also tight: pink-toned backdrops, dramatic makeup, and throwback props help her create memorable, scroll-stopping content. She doesn’t just follow trends — she distorts and elevates them, which is why her skits often spark conversations in the comment sections.

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Notably, Ellie is a reliable creator for brand partnerships, frequently tagging sponsors like Amazon, Garnier, and Caudalie in her TikToks. These integrations are subtle and clever, embedded seamlessly into her humorous format rather than interrupting it. This strategy makes her content authentic even when monetized — a rare balance on the platform.

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• Username: @elliemillar96
• Influence Score: 89.8/100
• Followers: 2.6M
• Activity: 8.8 videos/week
• Engagement Rate: 1.96%
• Growth: 0%
• Average Engagement: 51.1K
• Posting Habits: Everyday at 3 PM EST

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Instagram: Comedy with a Polished Twist

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On Instagram, Ellie Millar (@elliemillarxo) offers a more polished, curated version of her humor. With 63.9K followers, she maintains a consistent comedic tone but leans into high-quality reels that mirror her TikTok style. Her presence here is less frequent, but strategically engaging.

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Ellie posts around 12 times a month, balancing reels with static images and short captions. Despite fewer uploads, her engagement rate sits impressively at 6.5%, with reels often reaching over 360K views — a strong signal of content resonance. Posts like “Who else had this iconic jacket?” leverage nostalgia to strike emotional chords.

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She repurposes content from TikTok but adapts it to fit Instagram’s slightly older, more lifestyle-oriented audience. This involves tidier visuals, crisper thumbnails, and shorter punchlines — reflecting an understanding of how humor functions differently across platforms. It’s not just about being funny; it’s about timing and context.

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In terms of brand presence, Ellie maintains her aesthetic while tagging sponsors like Maybelline and Garnier. Instagram allows for richer product shots and swipe-through stories, which she uses effectively to boost campaign visibility. This refined approach positions her as both a humorist and a beauty influencer.

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• Username: @elliemillarxo
• Influence Score: 83.2/100
• Followers: 63.9K
• Activity: 12 posts/month
• Engagement Rate: 6.5%
• Growth: 0%
• Average Engagement: 4.2K
• Posting Habits: 3 times a week at 3 PM EST

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YouTube: A Light Touch with Room to Grow

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Ellie’s YouTube presence is minimal compared to her other platforms, with just 30.5K subscribers and an influence score of 47.4/100. Here, she posts sporadically — around 2.6 videos per month — suggesting that YouTube is more of a secondary outlet for now than a central focus of her strategy.

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The engagement rate on YouTube sits at just 0.02%, with average engagements at 7 — indicating low interaction per post. While her comedic Shorts mirror TikTok content, the platform’s slower discovery curve and less reactive audience make it less effective for her format. Nonetheless, this presence helps extend her digital footprint.

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Her YouTube Shorts offer quick laughs and recycled bits from TikTok, but without the same viral traction. Videos like “Who else did this?” and “The girls toilets is so fun” show that her personality translates — just not as explosively. This channel could be an area of future investment if approached with platform-specific strategy.

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Currently, Ellie’s YouTube serves more as a portfolio piece — showing versatility across formats and maintaining visibility in the Google ecosystem. While it doesn’t yield the engagement her other platforms do, it reinforces her brand presence and opens up potential for future long-form comedy or collaborations.

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• Username: @elliemillar96
• Influence Score: 47.4/100
• Followers: 30.5K
• Activity: 2.6 videos/month
• Engagement Rate: 0.02%
• Growth: 0%
• Average Engagement: 7
• Posting Habits: Once a year at 8 PM EST

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Ellie Millar's Social Media Influence Summary

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Ellie Millar ranks in the top 1% worldwide for both TikTok and video entertainment, securing her position as a leading comedic voice in the UK’s creator scene.

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Learn more about the Favikon Methodology here

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Content Strategy: Humor, Hyperbole, and Nostalgia

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Ellie Millar’s content revolves around exaggerated throwbacks, comedic beauty reviews, and fashion satire. She understands the TikTok format intuitively—opting for quick, punchy videos with strong facial reactions and exaggerated delivery. Unlike polished beauty creators, she revels in chaos, intentionally botching tutorials to make a point or get a laugh.

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Reachability and Partnerships

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Ellie is highly reachable for collaborations, having already worked with major names like Amazon, Garnier, Caudalie, WANDERDOLL, and TK Maxx. Her ability to blend humor with sponsored messaging makes her an appealing partner for brands seeking high visibility with a Gen Z/young Millennial female audience.

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Her campaign ripeness indicators confirm a strong alignment with beauty, lifestyle, and fashion sectors. She is likely to accept sponsored posts and product reviews, especially those that allow her creative freedom. The comedic tone she maintains ensures brand messaging feels natural rather than forced.

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Conclusion: Comedy, Confidence, and Creative Influence at Its Peak

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Ellie Millar is not your typical beauty influencer. Her comedic spin on makeup, fashion, and cultural commentary has created a distinctive voice that cuts through the noise on TikTok and beyond. By leaning into humor, nostalgia, and authenticity, she’s built a community that values laughter just as much as aesthetics.

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