Marketers & Business Owners
Influencers Are Taking Social Media by Storm
Social media has become a breeding ground for a new kind of celebrity: The authentic Australian Influencers.
Known for being digital tastemakers, these influencers leverage their online presence and bubbly persona to shape trends, build a following and make a generous income.
Using their online talent, these influencers have become catalysts in enhancing the digital marketing strategy of countless businesses, including their own.
But what exactly defines a “top influencer” in the vast landscape of Australian social media, how much do they cost, and who should you try to collaborate with? Here, we will delve into these critical aspects to help you navigate a potential collaboration with an influencer.
How do you select the right Influencer for your business?
Influencer marketing is not just about reach; it’s about precision and strategy. True marketing mastery lies in understanding that each influencer tier serves a distinct purpose in the customer journey. Mega-influencers excel at top-of-funnel activities, creating unparalleled brand visibility and awareness, particularly during product launches or when penetrating new markets.
However, the real power in influencer marketing often lies in the long tail—micro-influencers and brand advocates. These individuals may not have massive followings, but their niche authority and high engagement rates make them indispensable for driving conversions, specifically short-term campaigns aimed at generating sales. For brands looking to drive action, it’s essential to focus on the depth of the relationship, not just the breadth of the audience.
Expert marketers understand that data-driven alignment is non-negotiable when selecting influencers. Don’t be lured by vanity metrics like follower counts; instead, scrutinize engagement rates, audience demographics, and content authenticity. Tools like audience sentiment analysis and advanced campaign tracking can help determine which influencers genuinely move the needle for your objectives. Another pro tip: leverage a mix of influencer tiers within your strategy.
For instance, use mega-influencers to amplify brand awareness while simultaneously activating micro-influencers or brand advocates to drive engagement and conversion. This layered approach ensures that your campaign not only garners attention but also translates into measurable ROI and long-term brand loyalty.
Top 10 Influencers in Australia
1. Celeste Barber – “The Queen of Comedy Satire”
Instagram Followers: 9.6 million
YouTube Subscribers: 74,100
Facebook Likes: 3.8 million
TikTok Followers: 1.1 million
Australian comedian Celeste Barber gained popularity with her hilarious and relatable content.
Instead of displaying picture-perfect lifestyles, Celeste uses satire to poke fun at unrealistic celebrity portrayals on social media, like the Kardashians, Beyoncé, and Katy Perry, to name a few.
Her signature move? Recreating celebrities’ seemingly effortless poses in her own gloriously “normal” way, highlighting the absurdity of chasing unattainable perfection.
With millions of followers across platforms, Celeste has become a social media icon and a voice for body positivity, all while keeping audiences in stitches.
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2. Leah Halton – “The Glamour Guru”
Instagram Followers: 3.1 million
YouTube Subscribers: 1.59 million
TikTok Followers: 11.1 million
Leah Halton has carved a space for herself in the influencer world as a multi-platform star, captivating audiences on TikTok, YouTube, and Instagram. She started with uploading ‘get ready with me’ videos and clips that showed her doing her makeup or showing off her fashion hauls.
Leah’s content is a vibrant mix of fashion inspiration, makeup tutorials channelling 90s supermodel vibes, and glimpses into her jet-setting lifestyle.
In April this year, she garnered a lot of attention for a TikTok video of herself in the car lip-syncing to “Praise Jah in the Moonlight” by YG Marley. The video, originally posted in February, became one of the most liked videos on the platform.
She also tackles relatable topics like friendships and relationships on her podcast “Sleepover Party,” making her a well-rounded influencer who connects with her audience on a deeper level.
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3. Emily Skye – “The Fitness Powerhouse”
Instagram Followers: 2.5 million
YouTube Subscribers: 77,000
Facebook Likes: 10 million
TikTok Followers: 58,000
Australian influencer Emily Skye is popular in the health and wellness space, specifically targeting women seeking to improve their overall health and cultivate a positive body image. Her success stems from a unique approach that goes beyond just weight loss.
A qualified personal trainer with a massive online following on Facebook and Instagram, Skye leverages her app and social media channels to provide users with workout plans, meal guides, and motivational content.
However, her message centres around a comprehensive approach to health and fitness, emphasising strength training, mental well-being, and building self-acceptance.
This resonates with her millions of followers who have found success with her programs, solidifying her reputation as a leading figure in the fitness influencer world.
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4. Wengie – “The DIY Diva”
Instagram Followers: 2.1 million
YouTube Subscribers: 14.2 million
Facebook Likes: 252,000
TikTok Followers: 5.7 million
Wengie, real name is Wendy Jie Huang, is a multi-talented Australian influencer who has taken YouTube by storm. Her channel boasts over 13 million subscribers, with content that spans a wide range of niches.
From beauty tutorials and fashion hauls to DIY projects and life-saving hacks, Wengie offers something for everyone. She’s even become a pop star, collaborating with Korean star Minnie from (G)IDLE, and Brooklyn-based producer David Amber. This versatility has helped her cultivate a large and international audience, and she is particularly popular with young adults and teenagers.
Wengie’s success can be attributed to the high-quality, informative videos presented in a fun and engaging way. Her bubbly personality and genuine connection with her viewers have won her a loyal following.
As a result, Wengie collaborates with various brands like fashion powerhouse Dior and mission-first school supplies brand Yoobi, promoting products that align with her content and resonate with her audience.
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5. Shani Grimmond – “Beauty Maven Extraordinaire”
Instagram Followers: 1.4 million
YouTube Subscribers: 1.54 million
Facebook Likes: 36,000
TikTok Followers: 461,500
Shani Grimmond is a name that became synonymous with beauty and style. She started her creative journey on YouTube in 2011, which blossomed into a haven for makeup enthusiasts, brimming with product reviews, informative tutorials, and captivating fashion hauls.
Shani’s dedication to her passions resonated with a global audience, amassing a massive fanbase. This success attracted major brands like Clinique and Pretty Little Thing, which collaborated with her, thanks to her growing influence.
Beyond the digital realm, Shani’s impact extended to the fashion world – she has now established her own clothing line, SG The Label, solidifying her position as a multifaceted creative force.
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6. AJ Clementine – “Trailblazing Trans Advocate”
Instagram Followers: 498,000
YouTube Subscribers: 55,700
TikTok Followers: 2.3 million
AJ Clementine is a force to be reckoned with. Beyond the stunning looks, she is a vocal advocate for transgender rights and representation.
She’s now breaking barriers as the first transgender model for Australian clothing giant Bonds and has used her platform to share her inspiring journey in her memoir “Girl, Transcending: Becoming the woman I was born to be.”
AJ is a multi-talented influencer who uses her social media presence to inspire, educate, and entertain, making her a true role model for her followers.
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7. Mishti Rahman – “Shade Diversity Advocate”
Instagram Followers: 557,000
YouTube Subscribers: 2.2 million
Facebook Likes: 1.2 million
TikTok Followers: 87,500
Mishti Rahman was born in Adelaide, Australia to Bengali-Muslim immigrants. She joined Instagram in August 2015 with a selfie and has grown her account ever since.
Today, her popularity stems on her being a fashion and lifestyle blogger on Instagram with over 550,000 followers.
Her account highlights her modelling photos, travel adventures, and collaborations with fashion brands, including footwear brand EVERAU. However, her biggest accomplishment might be her own makeup brand, Mishti Makeup, which she started for sheer lack of lipstick shades that fit her skin tone.
“I saw the lack of shade diversity within lip products as a problem that I could help solve,” she said.
Her lip shade supports the local Australian manufacturing industry. She also gives back to her roots: $1 of every Mishti Makeup sale goes to ESSD school in Bangladesh, to help alleviate poverty.
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8. Tanya Hennessy – “Comedy’s Triple Threat”
Instagram Followers: 242,200
YouTube Subscribers: 125,000
Facebook Likes: 1.2 million
TikTok Followers: 358,600
Born in 1985, Tanya Hennessy carved a niche for herself as a digital content creator, comedian, writer, and television presenter. She started in theatre, where she worked as a drama teacher and stage manager. However, she eventually transitioned into media, finding success in radio announcing.
Since then, she’s expanded her reach to digital content creation and stand-up comedy, using her wit and humour to entertain audiences across various platforms.
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9. Nalopia – “TikTok’s Comedy Star”
Instagram Followers: 209,400
YouTube Subscribers: 357,000
Facebook Likes: 222,500
TikTok Followers: 2.3 million
Nalopia is a social media influencer from Perth who has gained fame for her comedy videos on TikTok. Her account has amassed a large following of 2.3 million followers and 76 million likes.
She is also active on Instagram, where she shares modelling photos and pictures with friends. She is primarily on Twitch – she is also part of a girl group called TOS and is a NVIDIA-sponsored streamer.
For those who are not on the platform, Nalopia is also active on YouTube – her channel now boasts over 385k subscribers, where she mostly shares lifestyle vlogs and commentaries of viral videos, sometimes sponsored by brands Intel, OperaGX, and PrimeVideo.
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10. Joshua Paine – “Fitness Enthusiast and Model”
Instagram Followers: 134,000
YouTube Subscribers: 3,500
Facebook Likes: 5,500
TikTok Followers: 705,200
Joshua Paine is an Australian influencer who rose to fame on TikTok by sharing glimpses into his daily life, with over 700,000 followers on the platform.
Beyond TikTok, he is active on Instagram where he showcases modeling content, sometimes posting sponsored ads like L’Oreal Paris, ASOS, ASICS x Athletes Foot, and Cotton On Men. He is represented by Vivien’s Model Management.
Also a gym enthusiast, he developed his own app, PaineFit to share his passion for fitness. The app offers exclusive access to his Discord channel, regular live workouts, and even cooking sessions to help people get onboard with their fitness journey.
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How Much Do Australian Influencers Cost?
Below is an estimation of influencer rates per post in Australia for Instagram, YouTube, Facebook, and TikTok.
| Follower Range | YouTube | TikTok | ||
| Nano (1,000-10,000) | $10-$100 | N/A | $25 | $5-$25 |
| Micro (10,000-50,000) | $100-$500 | $20-$200 | $250 | $25-$125 |
| Mid-Tier (50,000-100,000) | $500-$5,000 | $200-$5,000 | $2,500 | $125-$1,200 |
| Macro (100,000-500,000) | $5,000-$10,000 | $5,000-$10,000 | $25,000 | $1,200-$2,500 |
| Mega (500,000+) | $10,000+ | $10,000-$20,000+ | Varies | $2,500+ |
Actual rates for influencer marketing can vary depending on several factors like engagement rate, content type, and even brand budget.
Compared to other platforms, YouTube is more stringent in its influencer marketing. To be part of the YouTube Partner Program (YPP) – which allows content creators to enable ads on their videos to earn revenue – there needs to be at least 1,000 subscribers with 4,000 watch hours in the past 12 months.
Moreover, the Australian government has regulations that, while not directly limiting influencer fees, have indirectly affected influencer marketing:
Australian Competition and Consumer Commission (ACCC) enforces consumer protection laws that mandated influencers to be transparent about sponsored content and any potential conflicts of interest. They typically achieve this by using hashtags like #ad or #sponsored.
Australian Association of National Advertisers (AANA) has a Code of Ethics that outlines best practices for advertising, including influencer marketing. While not mandatory, adhering to the code helps ensure responsible marketing practices.
These regulations were created to protect consumers from misleading advertising, ensuring that they can make informed decisions about their buys to build trust among brands, consumers, and influencers alike.
How to Get the Most of Influencer Marketing
With so much to consider, how do you get the most out of your influencer marketing strategy? Let’s go through a step-by-step process to help you gain the full potential for your brand:
Step 1: Define your goals and target audience
Define campaign goals: What do you want to achieve for this campaign? Is it to improve brand awareness, increase sales, increase website traffic, or something else?
Specify target audience: Who are you trying to reach? Understand your demographics; their interests and online behaviour is important to move forward in your campaign.
Step 2: Research and select influencers
Choose platform(s): Start with choosing the platforms where your target audience spends their time. Are they niche audiences on YouTube, older individuals on Facebook, millennials on Instagram, or Gen Zs on TikTok?
Select influencer: Don’t just focus on follower count. Look for influencers who resonate with your brand and have a genuine connection with their audience.
Decide influencer type: Consider a mix of macro-influencers with larger followings to get your brand out there, and micro-influencers who have smaller but highly engaged communities.
Step 3: Build long-term relationships
Foster authenticity: Focus on building genuine connections with influencers. Engage with them and don’t rely on purely transactional partnerships. If your selected influencer has an agent, reaching out to them can establish a professional connection and open the door to future collaborations.
Establish transparency: Be upfront about campaign expectations and compensation to build trust and ensure everyone is on the same page.
Step 4: Develop a clear campaign strategy
Create campaign brief: outline your goals, target audience, messaging, and desired content format.
Give creative freedom: Give influencers some creative freedom to ensure their content is authentic and resonates with their audience.
Provide guidelines: Establish brand guidelines to ensure content aligns with your message.
Step 5: Negotiate terms and contracts
Discuss compensation: Negotiate fees or product exchanges that are fair for both parties.
Specify deliverables: Clearly define what content is expected from the influencer.
Consider disclosures: Ensure influencers comply with FTC guidelines regarding sponsored content.
Step 6: Execute and monitor campaigns
Create content: Collaborate with influencers on content creation but allow for their creative voice.
Launch campaign: Promote the influencer content through your own channels.
Track performance: Monitor key metrics like engagement, reach, and website traffic to measure campaign success.
Step 7: Analyse and optimise
Evaluate results: Analyse the data and see what’s working and what’s not.
Refine strategy: Based on the results, adapt your influencer selection, content strategy, or campaign goals for future campaigns.
Australian Influencers Can Build Your Brand
Influencer marketing can be a powerful tool to reach new audiences and achieve your brand goals.
In fact, some brands grew their businesses by leveraging influencer marketing. The brand Gymshark, for instance, already collaborated with fitness enthusiast to showcase their products even before the term “influencer marketing” was used. Their authentic approach resonated with their target audience, so their collaborations felt genuine and relatable.
Other brands that leveraged on the power of influencer marketing are Daniel Wellington, which succeeded in creating a buzz for their affordable, minimalist watches; and the “skincare but better” approach of brand Glossier, which partnered exclusively with influencers who aligned with their values.
Despite the success stories of this rapidly-growing brands, navigating the influencer marketing landscape can be complex. This is why partnering with a digital marketing agency can help you develop a data-driven influencer marketing strategy that aligns with your brand objectives and maximizes your return on investment.
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