Influencer advertising and marketing has turn out to be one of the highly effective techniques for manufacturers on social media, enabling them to leverage creators’ current attain and credibility. If your corporation isn’t already embracing influencer advertising and marketing, the social media statistics in Australia might persuade you of its energy in elevating your technique.
In accordance with The 2025 Sprout Social Index™ Australia, 91% of Aussie social media customers use it to remain abreast of developments and cultural moments. The Index additionally discovered that 24% of customers plan to extend their social media use in 2025. With practically 1 / 4 of Aussies planning to ramp up their social presence, manufacturers want to fulfill customers the place they’re and develop campaigns that resonate—lots of which can embody influencers.
On this article, you’ll achieve the data it is advisable to create a profitable influencer advertising and marketing marketing campaign in Australia. From the trade’s present panorama to marketing campaign sorts to real-life influencer advertising and marketing examples, we cowl all of it.
The present panorama of influencer advertising and marketing in Australia
Valued at greater than AU$21.1 billion, influencer advertising and marketing in Australia is reworking not solely how folks interact however how they spend. Listed below are a couple of Aussie influencer advertising and marketing statistics showcasing the nation’s present state of influencer advertising and marketing:
- Per Sprout’s Q2 2025 Pulse Survey (which assessed shoppers in Australia, the UK and the US), 76% of all social customers say social media (together with influencer posts) has influenced a few of their purchases within the final six months.
- Additional, youthful generations are probably the most impacted, with 90% of Gen Z and 84% of Millennials saying a few of their purchases inside this era had been influenced by social.
- The survey additionally revealed that 64% of social customers are extra keen to purchase from a model if it companions with an influencer they like.
- Equally, this determine will increase amongst youthful customers (76% of Gen Z and 74% of Millennials).
As a result of creators maintain such sturdy affect over shoppers, influencer advertising and marketing in Australia is rigorously regulated. Three of probably the most integral regulatory our bodies and their roles are outlined under.
Australian Affiliation of Nationwide Advertisers (AANA)
The AANA is answerable for growing a strict Code of Ethics that Australian advertisers, together with influencers, should comply with. It goals to make sure that all ads and advertising and marketing communications are authorized, truthful and respectful of human dignity.
One of many clauses most straight related to influencer advertising and marketing is clause 2.7, which states that promoting should be distinguishable as such. Put merely, influencers should explicitly disclose their sponsored posts. That is significantly essential as a result of paid social content material usually seems in the identical feed as natural social content material, making it arduous for customers to distinguish the 2 at a look.
Because of this, influencers who settle for fee (i.e. cash or free services or products) to advertise manufacturers should clearly talk this enterprise relationship to their viewers. The commonest strategies are to incorporate hashtags equivalent to #advert within the caption or use native social toggles like Branded Content material, Paid Partnership or Paid Promotion. Per the AANA, hashtags and labels like #sp, #gifted, Affiliate or Collab are sometimes too unclear for audiences to simply decide that the submit is an advert.
Australian Competitors & Client Fee (ACCC)
The first position of the ACCC is to guard the pursuits and rights of shoppers by making certain companies comply with honest buying and selling practices. Particularly, it manages violations and verifies that corporations abide by the Australian Client Regulation.
One of many ACCC’s key remits is social media. The organisation advises companies on find out how to abide by shopper regulation on social, together with find out how to keep away from false or deceptive posts. The ACCC can even conduct investigations, because it did in December 2023, into untruthful or deceptive content material and take compliance or enforcement motion if obligatory.
Audited Media Affiliation of Australia (AMAA)
In its early days, the AMAA primarily audited conventional media, equivalent to newspapers and magazines, to make sure accuracy and transparency.
In response to the social media increase, the organisation based the Australian Influencer Advertising and marketing Council (AiMCO) in 2019. The council is made up of companies and people concerned within the influencer advertising and marketing sector. Collectively, they search to foster transparency and accountability within the trade by way of best-practice advocacy, growth and training.
One instance of AiMCO’s easy-to-understand sources is the cheat sheet under, which guides readers on figuring out if a submit is an advert and should be labelled as such.
Sorts of influencer advertising and marketing campaigns
Influencer advertising and marketing campaigns are available numerous sizes and styles. It may very well be a single sponsored TikTok with a nano-influencer or a long-term model ambassadorship with a mega influencer.
Whatever the creator, platform or length, all campaigns have one factor in widespread: they leverage the influencer’s credibility, authority and real reference to their followers.
Right here’s a breakdown of some common influencer advertising and marketing marketing campaign sorts:
- Affiliate internet marketing: When an influencer promotes a model, services or products and receives a fee for each conversion, that’s thought-about affiliate internet marketing. Sometimes, influencers’ commissions are tracked by way of low cost codes or referral hyperlinks. If a creator is commonly selling a enterprise through affiliate internet marketing, they might be a model ambassador.
- Sponsored posts: Content material {that a} enterprise pays an influencer to create and submit is taken into account sponsored. In Australia, sponsorships should be disclosed to foster transparency.
- Contests and giveaways: On this model of marketing campaign, manufacturers present free, unique or discounted services or products to influencers. The creators then reward these items or providers at random to a number of of their followers. Giveaways and contests usually function entry guidelines—equivalent to following model accounts or sharing the submit—making them perfect for manufacturers trying to improve their social attain, following or engagement.
- Product collaborations: A model might accomplice with an influencer to create or develop a particular product or assortment. As a result of they’ve a hand in creating them, the influencer’s promotion of the merchandise feels extra genuine. That is significantly essential to youthful generations as our Q2 2025 Pulse Survey revealed, the place 19% of Gen Z customers stated they’re prone to name out manufacturers for disingenuous influencer campaigns. In distinction, older generations have completely different priorities. The survey confirmed 31% of Boomers are likelier to name out manufacturers for failing to answer customer support questions.
- In-person occasions: Dwell activations (e.g. retailer openings, model journeys or reside panels) provide manufacturers a novel alternative to interact and create lasting recollections with their viewers straight—and influencers can play a giant position in that. For instance, they will create and share content material on the go, increasing the occasion’s attain past its in-person attendees. Their attendance and endorsement of an occasion can even lend credibility to the model and bolster viewers belief.
6 examples of influencer advertising and marketing in Australia
Let’s take a look at a couple of examples of what influencer advertising and marketing in Australia seems like in apply. See how manufacturers within the nation are reducing by way of the noise and partnering with Aussie influencers in memorable and significant methods.
1. Tropeaka
Whereas diet model Tropeaka isn’t any stranger to influencer collaborations, it’s simply unveiled one in every of its most fun but on Instagram: a magnificence matcha powder with Australian creator, Sophia Begg (higher referred to as Sopha Dopha). A prolific life-style influencer and matcha fanatic, Sopha is the right consultant for the product and opens the door to seamless integrations in her content material.
Whether or not she’s travelling the world or vlogging a mean day in her life, matcha is a fixture in lots of Sopha’s movies, which she shares practically daily together with her 1.4 million TikTok followers and 650K Instagram followers.
The important thing takeaway: By collaborating with creators who’ve a longtime historical past of loving the product, manufacturers can faucet into the authenticity audiences crave.
2. Runaway The Label
Though discovering and partnering with the appropriate influencers will be tough, Runaway The Label—an internet ladies’s style model—has executed it fantastically with this marketing campaign.
With over 17 million Instagram followers and a couple of.1 million TikTok followers, Tammy Hembrow, a Gold Coast native, promotes her companies on social, together with her health app Tammy Match and luxurious athleisure model Saski.
Each Tammy’s social following and shopper base consist predominantly of younger Australian ladies (Tammy Match’s consumer base is 98% younger ladies, whereas Saski sells ladies’s clothes solely).
By partnering with Tammy, Runaway The Label gained direct entry to a extremely related viewers: younger, feminine Aussies who already know, belief and relate to her.
The important thing takeaway: When a creator’s model, life-style and pursuits straight mirror these of your goal market, a sponsored submit has the ability to really feel extra like a real advice relatively than an advert.
3. McCain
Based by two brothers within the Nineteen Fifties, McCain has lengthy been related to conventional, comforting and acquainted meals. That’s why it was such a nice shock after they partnered with beauty-turned-food influencer, Michael Finch.
Michael is understood and beloved amongst his 2.6 million TikTok followers for his larger-than-life character, participating voiceovers and distinctive (and mouthwatering) recipes.
By teaming up with Michael—whose content material is entertaining, full of life and distinctly fashionable—McCain breathed new life into its picture.
The important thing takeaway: Influencers can assist modernise a model’s picture and bridge the hole between its legacy and younger, digitally native shoppers.
4. Carolina Herrera
In honour of Mom’s Day, designer style and fragrance model Carolina Herrera partnered with influencer Maria Thattil. Former Miss Universe Australia, Maria’s social content material centres largely round style and wonder, making her a really perfect spokesperson for the model’s GOOD GIRL fragrance.
However this marketing campaign had a particular and well timed twist. As a result of it promoted the fragrance as an ideal Mom’s Day reward, the video additionally featured Maria’s mom. Within the caption, she listed each her and her mom’s favorite scent notes featured within the fragrance.
The important thing takeaway: Strategically timing your influencer campaigns to align with seasonal moments—like Mom’s Day—can add to the emotional resonance and relevance of the content material.
5. tbh Skincare x Cotton On Physique
Two Aussie manufacturers, tbh Skincare and Cotton On Physique, lately hosted a joint “staycation” model journey for a number of influencers on the East Coast. Set in a picturesque mountainside villa, the occasion emulated the final word women’ getaway, full with curated goodie luggage, cosy robes and loads of social-worthy moments.
Between skincare routine movies and candid-moment compilations, the marketing campaign produced content material that made the manufacturers’ merchandise really feel like on a regular basis wellness necessities.
The important thing takeaway: When achieved proper, branded journeys are the right mix of promotion and immersion, giving your viewers an concept of how your merchandise match into their actual lives.
6. Flight Centre
One in all Australia’s largest journey businesses, Flight Centre, is dedicated to creating journey extra accessible to all Australians. To advertise its Large Purple Sale—which slashes costs on flights, vacation packages and cruises—the model partnered with influencer Luke Callaghan, who shares an identical ardour.
Callaghan—higher recognized by his deal with @savvynotstingy—spotlighted the sale to his 154K TikTok followers. The submit aligned seamlessly with Luke’s different content material, which centres round money-saving journey ideas, together with flight offers and level hacks.
As a result of Flight Centre and Luke each need the identical factor for his or her audiences (i.e. seeing the world for much less), the sponsorship felt each pure and genuine.
The important thing takeaway: When manufacturers and creators align of their values, sponsorships really feel extra real, which can assist drive significant engagement and lasting model affinity.
Collaborate with influencers to attach with Aussie audiences
By making use of the techniques specified by these influencer advertising and marketing examples, you may create campaigns that don’t simply attain however actually resonate with Australian social customers. When strategically chosen, influencers can assist you flip passive scrollers into captivated shoppers who belief, interact with and purchase from your corporation.
Able to carry your inventive imaginative and prescient to life? Discover the suite of influencer advertising and marketing instruments it is advisable to get began.
