Who is Morgan Riddle?
US-based fashion and travel creator who built her following on outfit videos from the professional tennis tour
Morgan Riddle is a US-based creator who grew up in St. Paul, Minnesota, and posts fashion, travel and sports content as @moorrgs from New York City. One of her first viral videos, in January 2022, asked viewers to help style her Australian Open outfit, and she built her audience on outfit videos from the professional tennis tour. She hosted Wimbledon's fashion video series in 2023 and 2024 and is co-founder and chief brand officer of The 400 Club, a community for women in sports and female sports fans. Her TikTok held 613,100 followers on 11 September 2026, her Instagram 500,598 on 3 September 2026 and her YouTube channel 116,000 subscribers on 4 September 2026.
| Click Analytic grade | 62.9 / 100 Morgan Riddle's Instagram audience scored 62.9 on credibility on 3 September 2026, which leaves 37.1% of her 500,598 followers, about 186,000 accounts, below the screen. Measured on its own, the follower-type split puts 12.9% of the followers, about 64,700, in the suspicious class, beside 42.3% real accounts, 38.1% mass followers and 6.7% other influencers. |
|---|---|
| Known as | Morgan Riddle |
| Based in | United States |
| Category | Fashion / Travel / Tennis and sports |
| Top platform | TikTok |
| Audience | Morgan Riddle's Instagram audience, measured 3 September 2026, is 51.1% men and 48.9% women, led by the United States at 44.6% and Australia at 6.8%, with 40.2% aged 25 to 34. |
| Average engagement rate | Unlock free with a trial |
| Estimated value per post | Unlock free with a trial |
| Fake followers | Unlock free with a trial |
Who is Morgan Riddle?
Raised in Minnesota, posting from New York
Morgan Riddle is a US-based fashion, travel and sports creator who posts as @moorrgs on TikTok, Instagram and YouTube. She grew up in St. Paul, Minnesota, studied English at Wagner College in New York and graduated in 2019, and her Instagram bio now opens with "nyc". TikTok is her largest account, opened in June 2019 and holding 613,100 followers in September 2026, ahead of 500,598 on Instagram and 116,000 YouTube subscribers, all measured that month.
Outfit videos from the tennis tour made her name
In January 2022 she posted one of her first viral videos, asking viewers to help her style an outfit for the Australian Open. A TikTok the following month, captioned "on a personal mission to make tennis cool again", had 4,700,000 views by September 2026, and by August 2022 she had more than 274,000 TikTok followers. Wimbledon hired her in the summers of 2023 and 2024 to host Wimbledon Threads, its fashion series on the outfits at the tournament. In October 2023 she signed with the talent agency UTA, when her three accounts added up to about 650,000 followers.
Co-founder of The 400 Club and a TIME100 Creator
Her work now runs beyond her own feeds. She is co-founder and chief brand officer of The 400 Club, a community for women in sports and female sports fans, and her Instagram bio tags its account, @the400club. In July 2026 TIME named her to its TIME100 Creators list, and its entry points to her fashion, travel and sports content and to feminist commentary on pop culture. Her captions carry that second thread, from a March 2025 post quoting "for most of history, anonymous was a woman" to an August 2026 video of women's safety tips.
An even Instagram split and a mostly female TikTok and YouTube
The three accounts reach different people. On Instagram 51.1% of her audience is men, while women make up 82.8% on TikTok and 80.4% on YouTube, all measured in September 2026. Instagram holds 30 of the 53 sponsored posts we can see, from Vuori and Kérastase to American Express; TikTok holds her largest single reach, a June 2026 video at 19,400,000 views; and YouTube holds her long tournament and city vlogs. She has also partnered with Miu Miu, and with Wilson on its clothing line.
Brands Morgan Riddle has worked with
Morgan Riddle's paid work runs across beauty, activewear, hospitality and technology, and much of it ties back to tennis or travel. The sponsored posts we can see number 30 on Instagram, from June 2025 to August 2026, and 23 on TikTok, from January 2025 to September 2026.
The partners with the most posts we can see are Vuori, with six Instagram posts from October 2025 to January 2026 including a trip to Sydney, and Kérastase, with five posts across both platforms in September 2025, three of them captioned around a match. American Express appears in two posts at The Manner hotel in New York in April and May 2026, Google in a Devil Wears Prada 2 get ready with me in May and a soccer video in July, and ISDIN and belif in skincare posts on both platforms.
Many placements sit on the tennis calendar. She took viewers to the MECCA Summer Club at the Australian Open in January 2025, posted for Tennis Channel in March and May 2025, and pointed New York tennis fans to the Grey Goose Last Serve Bar at Grand Central in August 2025. FP Movement had her host a class at its SoHo store in September 2025, and her own collection with Beginning Boutique went live for the Australian Open in January 2026.
Beyond the posts we can see, she has partnered with Miu Miu, Hermès, Ralph Lauren and Kendra Scott, and with Wilson on its clothing line, released a jewelry line with Lottie in 2023, and has worked with Thom Browne. On Instagram @thombrowne is the account she tags most after her own, ahead of @vuoriclothing, and @wilson and @miumiu also rank among the six accounts she tags most often.
Her sponsored posts earn fewer likes than her average post on both TikTok and Instagram. On TikTok the 23 sponsored videos we can see average 5,015 likes, half the account's 10,050 average in September 2026, and the 10 from 2026 average 5,516, or 55% of it. On Instagram the 28 sponsored posts that show a like count average 8,788, 39% of the account's 22,416, but paid Reels carry reach: the 19 with a view count average 396,912 views, and a Kérastase Reel from September 2025 reached 1,755,514.
Ranked by brand affinity, her Instagram followers lean first to Walt Disney, Apple, Nike, Starbucks and Adidas, with Netflix, Amazon, Coachella, Zara and Travelgram completing the top ten. Nike and Adidas put sportswear in the top five, the category of her Vuori, lululemon, FP Movement and HOKA work, and Zara is the one fashion chain in the ten.
Per-platform analytics
Followers, engagement and audience quality on each platform, free tiles below, full breakdown with a trial.
Instagram is Morgan Riddle's second-largest account and the one with the most sponsored posts we can see. Its 500,598 followers get courtside outfits, Formula 1 weekends and a foster dog, and its Reels, paid ones included, travel well beyond that following.
The verified creator account had 500,598 followers and 688 posts in September 2026. Posts average 22,416 likes and 159 comments, an engagement rate of 4.48%, and Reels average 530,256 views, 1.06 times the follower count.
The follower count held between 499,269 and 503,300 in every monthly reading from March to September 2026. Over the same months average likes went from 8,395 in April to 27,167 in July, 3.2 times higher, and stood at 22,416 in September.
The feed follows her calendar. Tennis appears as courtside outfits, such as a July 2025 photo at Wimbledon captioned "one serve, two serve" with 71,429 likes. Formula 1 weekends appear too, in Las Vegas in November 2025 and in Mexico City in October 2025, where her paid posts were for Ritz-Carlton. In August 2026 she introduced Bagel, her 17th foster dog and, in her words, her first foster fail, in a post with 56,865 likes and 657 comments.
Reels are where the reach sits, and much of it is paid. Five of the eight Reels with a view count among her top posts are brand work. A January 2024 Reel captioned as a partnership with Chipotle has 57,528,358 views, about 115 times her current follower count. Reels for Acuvue in October 2025, Sonos in June 2024, ISDIN in June 2026 and Dove at the US Open in September 2025 each passed 4,000,000 views.
Those paid Reels draw views more than likes. The ISDIN Reel has 4,938,065 views and 1,346 likes, and the Dove Reel 4,167,031 views and 1,865 likes, while a May 2024 Reel with no brand in its caption, "do u think michelangelo had this in mind", reached 5,546,921 views and 357,988 likes.
TikTok is where Morgan Riddle broke through in 2022, and it is still her largest account, even though its bio reads "my youtube is better". Tennis outfits, a packing video and a World Cup joke carried its biggest numbers, and its paid videos from 2025 and 2026 range from 23,700 to 3,800,000 views.
In September 2026 the verified account held 613,100 followers across 314 videos and 27,200,000 lifetime likes. Its average video drew 167,200 views, 10,050 likes and 38 comments, an engagement rate of 4.82%, so average views came to 27.3% of the follower count.
Between March and September 2026 the follower count moved little. It read 606,183 in March, peaked at 614,151 in July and stood at 613,100 in September, a gain of 6,917, or 1.1%. Average views swung much harder, from 349,132 in May to 542,479 in August and down to 167,200 in September, while average likes fell from 18,546 in April to 10,050.
Her most-liked video we can see went up in June 2026. Filmed in the stands at a FIFA World Cup 2026 match, captioned "watching with the confidence of a man" and carrying an on-screen joke about simply kicking the ball into the net, it has 19,400,000 views, 3,400,000 likes and 245,300 shares. The account's lifetime likes rose from 23,100,000 in March to 27,200,000 in September, and that one video's likes equal 83% of the 4,100,000 rise. A May 2023 packing video captioned "painfully type A" has 8,200,000 views and 178,431 saves, the most saves among her top videos.
Tennis runs through the account's history. The February 2022 video about making tennis cool again, whose cover reads "TENNIS TOUR 101", has 810,400 likes and 4,847 comments, and a June 2022 get ready with me asking viewers to pick her Wimbledon outfit has 3,200,000 views and 577,700 likes. Soccer joined the mix in 2026: besides the World Cup video, a paid get ready with me for Google in July set up what she called her soccer era.
Paid videos run through 2025 and 2026, and their views spread widely. The ISDIN video of June 2026 drew 3,000,000 views and the lululemon video of July 2,100,000, while the 7UP and Native Pet videos of late August and early September drew 34,900 and 23,700.
For a paid TikTok, her own 2026 record is the range to plan against: 761 to 11,600 likes and 23,700 to 3,000,000 views across the ten sponsored videos from 2026 we can see. Likes do not follow views on the paid side. The belif video of May 2026 reached 2,000,000 views with 1,503 likes, one like per 1,331 views, while the Native Pet video, the paid one with the most likes for its views, took one like per 14.3 views, and the World Cup video one per 5.7.
YouTube is the smallest of Morgan Riddle's three accounts by count and the one her TikTok bio calls better. Its 116,000 subscribers watch week-in-my-life vlogs from tournaments and cities, and the newest upload in view is from January 2026.
By September 2026 the channel had 116,000 subscribers, 98 videos and 8,923,225 lifetime views. Its videos average 96,239 views, 2,753 likes and 114 comments, a 3.04% engagement rate, and average views equal 83.0% of the subscriber count.
Fifteen of the 19 videos we can see are vlogs titled in capitals after a tournament or a city, and the thumbnails for Tokyo and the Australian Grand Prix are collages of her outfits and the setting. Indian Wells in March 2023 has 294,307 views, the most of the 19, and a packing video for a month in Europe from May 2023 has 237,560. A Tokyo vlog from September 2024 holds the highest like count, 8,824 on 211,950 views, and a week at Wimbledon in July 2024 drew 196,831 views.
The locations follow the tennis and Formula 1 calendars. Uploads from 2024 and 2025 cover the Australian Grand Prix, Monte Carlo, London, Aspen, the Australian Open, Miami, Rome, Tokyo and the Mexico City Grand Prix. The Australian Open vlog of January 2025 drew 146,146 views, Rome in May 2025 drew 93,208 and Mexico City in October 2025 drew 67,502.
The newest upload we can see is a Sydney vlog from January 2026, at 99,271 views, more than seven months before early September 2026. The back catalogue kept drawing views in the meantime: lifetime views rose by 186,643 between March and September 2026, average views went from 84,244 to 96,239, and the subscriber count read 116,000 in every month.
On YouTube the brand work sits in the video descriptions. The May 2023 packing video carries a CASETiFY discount link tagged #CASETiFYPartner, the January 2025 Australian Open vlog tags Bondi Sands with #bondisandspartner, and an April 2025 upload for La Roche-Posay, tagged #LaRochePosayPartner, drew 18,382 views. Thirteen of the 19 video descriptions we can see link her ShopMy and Revolve pages, so a brand placed in a vlog sits beside her own shopping links.
Top postTOKYO VLOG: exploring japan, favorite neighborhoods, cat temple, & places to eat ₊˚✩彡211,950 views · 8,824 likes
Top postTHE ULTIMATE PACK WITH ME: packing for a month in europe, travel tips, beis luggage review237,560 views · 5,245 likes![Morgan Riddle: AUSTRALIAN GRAND PRIX: a formula 1 vlog 🏎️✨ [race day, grid walk, glamour on the grid & more]](https://i.ytimg.com/vi/iLVPFL9VOwY/hqdefault.jpg)
Top postAUSTRALIAN GRAND PRIX: a formula 1 vlog 🏎️✨ [race day, grid walk, glamour on the grid & more]161,094 views · 5,487 likes
Top postMONTE CARLO: exploring monaco, vintage shopping & rolex masters 🌷🎾174,041 views · 4,316 likes
Top postLONDON: cozy fall days, borough market & tower of london, airbnb storytime120,153 views · 4,371 likesWho follows Morgan Riddle?
Audience data measured on Instagram, 3 Sept 2026.
Where Morgan Riddle's Instagram followers are, as a share of the audience we measured.
44.6% of them are in United States and 6.8% in Australia. The 5 markets shown cover 62.3% of the measured audience.
How old Morgan Riddle's Instagram followers are.
The largest group is 25-34 at 40.2%. With 18-24 that is 76.3% of the measured followers. 6.4% sit in the 13-17 bracket, which matters if what you are selling is age-gated.
The gender split of Morgan Riddle's Instagram followers.
51.1% male48.9% female
48.9% female, 51.1% male. Close to even, so neither side is a niche here.
What Morgan Riddle's Instagram followers are made of: real accounts, suspicious accounts, mass followers and other creators.
Unlock free with a trialWhat Morgan Riddle's Instagram followers care about, beyond this account.
We track more of Morgan Riddle's audience interests than the ones shown here. See full profile insights
Each of Morgan Riddle's three accounts draws a different crowd. Her Instagram followers split almost evenly between men and women, while her TikTok and YouTube audiences are more than four-fifths women, all measured in September 2026.
51.1% men on Instagram, over 80% women on TikTok and YouTube
On Instagram the split is 51.1% men and 48.9% women, a gap of 2.2 points, so a brief can speak to either side. TikTok is 82.8% women and YouTube 80.4%. Ages differ as much: 40.2% of the Instagram audience is 25 to 34 and 36.1% is 18 to 24, while TikTok is younger, with 57.5% aged 18 to 24, and YouTube older, with 68.7% aged 25 to 34. Teenagers aged 13 to 17 account for 6.4% of the Instagram audience, about 31,900 accounts, and 8.1% of the TikTok audience, about 49,900.
The United States holds 44.6%, and Minneapolis is the third audience city
Instagram followers in the United States make up 44.6%, ahead of Australia at 6.8%, the United Kingdom at 4.0%, Italy at 3.9% and Germany at 3.0%, and English is the language of 72.9%. New York City leads the cities at 4.1% and Los Angeles follows at 3.6%, but Minneapolis is third at 2.9%. With St. Paul at 0.7%, the Twin Cities hold 3.6%, and Minnesota is the third state at 5.8%, behind California and New York. Australia is second on all three accounts, at 7.3% on TikTok and 9.1% on YouTube.
About 186,000 Instagram followers fall outside the credibility screen
Instagram audience credibility is 62.9%, which leaves 37.1% of the following, about 186,000 accounts, outside the screen. Sorted by follower type instead, 42.3% of the followers are real accounts, about 211,500, and 38.1% mass followers, about 190,900. The suspicious class holds 12.9%, about 64,700 accounts, and other influencers 6.7%, about 33,500. Credibility is not measured for her TikTok or YouTube audiences.
Clothing and sport lead her Instagram followers' interests
The interests measured for her Instagram audience lead with clothes, shoes, handbags and accessories at 33.3% and sports at 31.5%, then travel at 28.1%, the same three subjects her feed is built on. The 6.4% of Instagram followers aged 13 to 17 matters for age-gated categories: her August 2025 paid post for Grey Goose was a spirits placement, and a similar brief has to plan around that bracket.
How we analyse creators
Every figure on this page is drawn from Click Analytic platform data and verified public sources, assessed across six signal categories.
Reach & relevance
Followers on every platform the creator actually runs, weighted by how much of that audience sits in your target market. A big number in the wrong country is reach you cannot buy, so the weighting comes first.
Audience profile
Age brackets, gender split, top countries and languages of the people who really see the posts. This is the part that decides whether a creator fits a brief, and it is measured on the account, not guessed from the content.
Engagement signals
Average likes, comments and views on recent posts, compared with creators of the same follower size on the same platform. The comparison matters more than the raw rate: a 2% rate can be strong at 2M followers and weak at 20K.
Audience quality
The share of followers that look like real people versus suspicious, inactive or mass-following accounts, scored 0 to 100 with fake-follower detection on every profile. It is the number that tells you how much of the reach is actually there.
Activity & consistency
Posting cadence over the last weeks and follower growth over 30 days. An account that has gone quiet or is shedding followers performs differently from one that is live and climbing, whatever its size.
Commercial readiness
Sponsored-post history, the brands already mentioned, category fit for your industry and an estimated cost per post. Together they say whether the creator is used to working with brands and roughly what a collaboration costs.
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Morgan Riddle, frequently asked questions
How many followers does Morgan Riddle have?
Her TikTok, @moorrgs, had 613,100 followers in September 2026, her Instagram 500,598 and her YouTube channel 116,000 subscribers, all measured that month. That is 1,229,698 combined, and the three followings overlap, so it is not a count of separate people.
What is Morgan Riddle known for?
She is known for outfit and travel videos from the professional tennis tour, and one of her first viral videos, in January 2022, asked viewers to style her Australian Open outfit. Wimbledon hired her to host its fashion video series Wimbledon Threads in 2023 and 2024, and in July 2026 she was named to the TIME100 Creators list.
Where is Morgan Riddle from?
She grew up in Minnesota and graduated from Wagner College in New York in 2019. Her Instagram bio now places her in New York City, and the United States is the largest audience country on all three of her accounts.
What is The 400 Club?
The 400 Club is a community for women in sports and female sports fans, and Morgan Riddle is its co-founder and chief brand officer. Her Instagram bio tags the club's account, @the400club.
Which brands has Morgan Riddle worked with?
Her sponsored posts since January 2025 include Vuori, Kérastase, American Express, Google, lululemon, ISDIN, belif, FP Movement and Tennis Channel. She has also partnered with Miu Miu and Wilson, and released a jewelry line with Lottie in 2023. Her 23 sponsored TikTok videos we can see average 5,015 likes, about half her 10,050 average measured in September 2026.
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