Marketers & Business Owners
There was a time when brands controlled the relationship. They chased big follower counts, sent out polished briefs, and expected curated content on demand.
Those days are over.
Today, the influence belongs to the creators. The ones making a real impact are building communities. They are intentional with who they work with because they have spent years earning the trust and loyalty of their audience. They are consistent. They are clear on their values. And when they speak, their audience pays attention.
Sydney influencers are redefining how brands earn attention, build trust, and drive action in 2025.
We reviewed the data and tracked the conversations. What follows is a curated list of the Top 10 Sydney creators shaping what influence looks like today. These are the voices people trust. And when they promote something, it’s because it aligns with who they are. Money is a byproduct of being able to make a living out of what they’re passionate about.
If you are a brand planning your next campaign in Sydney, this list is your starting point. These creators are partners, and they choose brands that give them something meaningful to say.
If you are a creator, take this as a reminder that your voice matters. You decide what shows up on your feed. Your audience follows you for a reason, and your authenticity is what sets you apart. And if you’re ready to take things further, scroll down to grab a free template you can use to confidently reach out to brands.
Ready to meet the ones leading the shift?
Follower Count Still Matters, Just Not in the Way You Think
Follower categories still have a place. Each one plays a different role in a strategy. The key is matching the right type of creator to your goal.
Mega Influencers (1M+ followers)
These are celebrity-level creators with huge reach. If your goal is national visibility, media coverage, or cultural relevance, they deliver fast attention. Just be ready for higher costs and lower engagement.
Macro Influencers (100K to 1M followers)
Macro influencers offer a strong mix of scale and connection. Their audiences are big, but still feel focused. Many are seasoned creators with polished content and strong alignment to specific regions or lifestyles.
Micro Influencers (10K to 100K followers)
This is where trust is strongest. Micro influencers speak to tightly defined groups across niches like food, fitness, fashion, or parenting. Their followers pay attention and act on recommendations.
Start by getting clear on what success looks like. Are you aiming for awareness, sales, sign-ups, or foot traffic? Every campaign supports a different business goal, so define that first.
From there, choose the right category. Some influencers offer scale. Others offer deep trust. Your outcome decides who you need. Use this matrix as your reference:
| Campaign Objective | Recommended Category | Why This Works |
| Build national or global awareness | Mega Influencer | Captures attention fast and adds cultural weight to your message |
| Reach a region-wide or city-wide audience | Macro Influencer | Scales visibility while keeping audience relevance |
| Reach a targeted lifestyle or interest group | Micro Influencer | Speaks directly to engaged communities with built-in trust |
| Activate a local audience or in-person event | Micro or Macro Influencer | Combines community impact with campaign flexibility |
| Test a product idea or marketing message | Micro or Macro Influencer | Provides affordable and fast feedback from a responsive audience |
| Build a long-term brand story | Micro, Macro, or Mega Influencer | Sustains momentum and deepens connection over time |
Follower Count VS Engagement Rate
One million followers might look impressive at first glance, but if the audience is not paying attention, those numbers mean very little. You could be spending more and getting less. Some influencers have massive followings without the engagement to back it up.
That is where engagement rate comes in. It is one of the clearest signals of real influence. It shows how well a creator holds attention, builds trust, and drives action. If your campaign needs to perform beyond surface-level impressions, this is the number to watch.
The graphic below focuses on micro influencers to highlight how engagement shifts in relation to follower count. You will see why smaller, more responsive audiences often deliver bigger impact, and how this can guide you toward more effective collaborations.
Engagement Rate in Action
When comparing similar creators, engagement rate reveals who delivers more value.
Formula:
Followers × Engagement Rate = Average interactions per post
Example:
- @amylthequeen: 11.2K × 5.55% = ~622 interactions
- @ellakingofficial: 10.8K × 7.19% = ~776 interactions
Despite having fewer followers, Ella generates more audience activity, making her the better pick if engagement is the priority.
What Counts as a Strong Engagement Rate?
It depends on the category. Here is what you should expect on platforms like Instagram:
- Micro Influencers (10K–100K): 2% to 5%
- Macro Influencers (100K–1M): 1.5% to 3%
- Mega Influencers (1M+): 0.8% to 2%
Creators on our list are above these benchmarks usually have stronger relationships with their audience, better content performance, and higher potential for conversions.
They prove that the most engaging creators are not always the biggest names. They sit at the top of their categories when it comes to audience connection, and you will learn more about each of them in the sections below.
10 Sydney Influencers with the Highest Engagement Rates in 2025
We have gathered 10 Sydney influencers who consistently outperform in their category. These are the creators who go beyond surface-level reach and deliver the kind of engagement that moves the needle.
If your campaign is focused on real results, this is where to start.
Mega Influencers (1M+ Followers)
Nagi Maehashi (@recipetineats)
Platforms: Instagram, Blog
Followers: 1.6M
Engagement Rate: 40%
Nagi Maehashi left a 16-year career in finance to launch RecipeTin Eats, now one of Australia’s most trusted food blogs. Her no-fail, flavour-packed recipes have built a global following. She also runs RecipeTin Meals, a not-for-profit that cooks thousands of meals each week for vulnerable communities in Sydney.
Tara Whiteman (@taramilktea)
Platforms: Instagram, Blog
Followers: 1.4M
Engagement Rate: 20%
Tara Whiteman, known as Tara Milk Tea, is one of Sydney’s most recognisable lifestyle and travel creators. With a background in digital media and design from UNSW, she has built a distinct visual identity that blends soft colour palettes, editorial storytelling, and elevated styling. Her content connects with both luxury audiences and creative millennials, making her a trusted partner for brands that want to inspire with style and substance.
Macro Influencers (100K–1M Followers)
Lily (@biteswithlily)
Platform: Instagram
Followers: 878K
Engagement Rate: 210%
Lily Huynh tops the list with an eye-popping 210% engagement rate, a rare number that means her posts spark more reactions than her actual follower count. (Yes, viral content can skew the stats, but the ability to go viral still matters.) She may not have celebrity status, but her influence is impossible to ignore. Most would not expect a street food creator, whose content feels hyper-local, to lead the pack. But Lily has built a loyal audience through energy, honesty, and consistency. Her reviews are quick, expressive, and unfiltered, turning each post into a shared food adventure that keeps people coming back.
Cherie Tu (@thrivingonplants)
Platforms: Instagram, YouTube
Followers: 868K
Engagement Rate: 80%
Cherie Tu is the creative mind behind Thriving on Plants, a platform that makes plant-based living feel vibrant, doable, and inspiring. A self-taught recipe developer and author, Cherie has built a dedicated community by sharing practical vegan meals through rich visuals and easy-to-follow tutorials. Her content brings together food, lifestyle, and wellness, and her influence stretches from kitchens to cookbooks to daily choices her audience makes.
Demas Rusli (@demasrusli)
Platforms: Instagram, YouTube
Followers: 672K
Engagement Rate: 60%
Demas Rusli is a photographer and designer known for turning everyday scenes into cinematic moments. His work blends architecture, travel, and lifestyle with a signature editing style that feels both polished and personal. With a background in design and a sharp eye for perspective, Demas creates visuals that tell a story in a single frame.
Bryn Chapman Parish (@bryncp)
Platform: Instagram
Followers: 136K
Engagement Rate: 7.96%
Bryn Chapman Parish is known for bringing edge and emotion to every project he takes on. Best recognised for his role as Spider in Netflix’s Heartbreak High, Bryn’s career spans stage, screen, and sound. He began performing in France before moving into film and television, and now also leads the alt-rock band Mac the Knife. Bryn’s work reflects a strong sense of identity, intensity, and creative range.
Micro Influencers (10K–100K Followers)
Steve Lamante (@stevelamante)
Platform: Instagram
Followers: 11.3K
Engagement Rate: 7.82%
Steve Lamante is a drummer who has spent the past three years performing as the drummer for the Australian and international tours of Hamilton. His content blends performance clips, touring moments, and creative insights, earning high engagement from musicians, theatre lovers, and fans of live performance. For brands in music, entertainment, or lifestyle, Steve brings authenticity, artistry, and a loyal, responsive audience.
Ella King (@ellakingofficial)
Platform: Instagram
Followers: 10.8K
Engagement Rate: 7.19%
Ella King, also known as “King the Drag Queen,” is a rising fashion creator turning heads with every post. Her feed is a bold, high-concept mix of drag, style, and unapologetic self-expression, where fashion becomes both statement and art. With sharp humour, strong visuals, and fearless individuality, Ella has built a loyal, style-driven community that shows up and engages. For brands seeking creativity with edge and authenticity, Ella offers a presence that is impossible to ignore.
Yana (@yanammarks)
Platform: Instagram
Followers: 42.3K
Engagement Rate: 6.08%
Yana is a Sydney-based fitness and lifestyle creator bringing energy, clarity, and authenticity to every post. From surfing and boxing to wellness routines and outdoor adventures, her content celebrates movement in all forms. Her strong engagement rate reflects a community that connects with her balance of strength and style. For brands aiming to reach health-focused, active audiences, Yana delivers influence rooted in real-life action and consistency.
Amyl ⚡️ (@amylthequeen)
Platform: Instagram
Followers: 11.2K
Engagement Rate: 5.55%
Amyl is another drag queen on the list. As a fashion creator whose larger-than-life style commands attention, her feed is a showcase of bold looks, creative costuming, and high-energy self-expression that celebrates the art of drag in all its forms. For brands seeking to align with creativity, performance, and cultural relevance, Amyl brings both power and presence.
If you found a name on this list that feels like the right fit, the next step is simple. Start the conversation. The right outreach sets the tone for a partnership built on respect, alignment, and results. Here is how to do it right.
How to Build Strong Influencer Partnerships (For Brands and Creators)
Finding the right influencer is only the beginning. What happens next, how you reach out, collaborate, and build the relationship, is where the real value comes in.
For Brands: Starting the Conversation
Most creators receive dozens of DMs every week. The ones they respond to stand out for a simple reason: they feel real. If you want to spark a partnership that actually works, start with a message that is thoughtful, respectful, and tailored.
Before you hit send, make sure your message includes:
- A short introduction to who you are and what your brand stands for
- Why you believe this specific creator is a good fit
- A quick idea for how a potential collaboration might look
- An open, no-pressure invitation to connect and chat more
Keep it clear and friendly. This is not a pitch deck. It is a conversation starter.
Brand Outreach Message Template
Subject: Collaboration opportunity with [Your Brand Name]
Hi [Influencer’s Name],
My name is [Your Name], and I’m reaching out from [Brand/Company Name]. We’ve been following your content and really admire the way you [mention a specific strength or post].
We’re working on a campaign for [brief description], and we think your voice and audience would be a perfect match.
We’d love to explore a possible collaboration that feels true to your style and community.
If you are open to it, I would be happy to share more details and hear your thoughts.
Looking forward to connecting,
[Your Name]
[Your Role or Contact Info]
Once the conversation begins, remember: this is a creative partnership. Share your goals, yes, but also make space for the creator’s ideas. Influencers know what works for their audience. The best campaigns are built on collaboration, not control.
For Creators: Reaching Out to Brands
If you are waiting for brands to find you, you are playing a passive game in a fast-moving industry. The most successful creators take the lead. They pitch with purpose, knowing their voice, audience, and value.
If you already have engagement, community trust, and a strong content style, you have every right to start the conversation.
Here is how to do it right:
- Know Your Numbers
Before reaching out, get clear on your analytics. Who follows you? What do they love? Strong outreach starts with confidence in your own value. - Study the Brand
Spend time with their content. Understand their tone, their recent campaigns, and what they stand for. Show them you are serious, not just sending mass messages. - Make It Personal
Mention something specific you love about the brand. Let them know why the collaboration would be a natural fit. Keep it short, but genuine. - Share What You Bring to the Table
Be ready to highlight your strengths. That could be your engagement rate, your storytelling skills, your niche expertise, or your content quality. Tell them what they can expect from working with you.
Creator Outreach Message Template
Hi [Brand Name or Contact Person],
I’m [Your Name], a content creator based in [City]. I’ve been following your brand and really connect with [mention a specific campaign, product, or value].
I think there is a strong overlap between my audience and your brand. They respond well to [type of content you make], and I would love to explore a potential collaboration.
If you are open to it, I can share some insights and content ideas that have performed well for my community.
Looking forward to hearing from you,
[Your Name]
[Your Handle / Media Kit or Website]
How to Build Momentum with Sydney Influencers
Getting a post live on an influencer’s account is just the halfway point.
To know if a campaign worked, you need to look beyond reach. Who paid attention? Who clicked? Who took action?
Start by setting clear goals and choosing the right metrics:
- How many people saw it
- How they engaged (likes, comments, shares, saves)
- Where the traffic went
- What results it drove (sales, sign-ups, bookings)
- What people said about your brand
Some wins show up in the data. Others take time. The best brands treat influencer marketing as a system, not a stunt. They build real relationships, learn what works, and double down on it.
Sydney’s influencer scene rewards consistency and trust. If you are ready to scale your next campaign, we can help, from strategy to partnerships to results.
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