State of Instagram Influencer Marketing in Australia

Nick Baklanov

Marketing specialist at HypeAuditor. Connect on Linkedin.

There were 10 640 000 Instagram users in Australia in November 2020, which accounted for 41.3% of its entire population.

Instagram was launched in 2010 and rapidly gained its popularity.
With its 1 billion monthly active users (June 2018) Instagram becomes not only one of the leading social networks but also the most important platform for Influencer Marketing.

In this report, we will provide you with the most current Instagram influencers insights and benchmarks and give a data-driven look into the state of Instagram in Australia.

Key Findings:

  • The majority of Australian Instagram influencers are Micro-influencers with 5K – 20K followers(46.1%).
  • Core influencers in Australia are women aged between 18 and 24 years old (30.9%)
  • The most popular Category in Australia is Lifestyle. 16.4% of Instagram influencers in Australia post in the category Lifestyle.
  • Core Instagram audience in Australia are women aged between 18 and 34 years old (40.6%).
  • The average engagement of Australian influencers is higher than the worldwide average.
  • Macro influencers (100K – 1M) can earn up to $1200 per one post.
  • The most influential creator in Australia is Chris Hemsworth, his account @chrishemsworth has 45.5M followers.
  • The most mentioned Brand account in Australia is an Aussie suicide prevention charity @ruokday that inspires people to meaningfully connect & support those struggling with life. @ruokday was mentioned 1250 times by 1110 influencers for the last 90 days.

Instagram influencer Landscape in Australia

We break down influencers into five main influencer tiers by the number of Instagram followers

Mega-influencers & Celebrities (over 1M followers)
they often have a very mixed audience with various topics of interest.
Their relationships with them are more distant compared to other groups
of influencers. They have the biggest reach but the lowest trust.

Macro-influencers (100K – 1M followers)
they are famous in a local community, you can think of them as a “mini-celebrity.” Their content is usually high-quality and is comprised of a certain passion or topic.

Micro (5K-20K followers) and Mid-tier influencers (20K-100K followers)
they have more niche audience that is highly engaged with the deeper connection. Micro-influencers present in almost any sector: health and fitness, food, entrepreneurship, fashion, and beauty to name just a few prominent categories.

Nano-influencers (1K-5K followers)
They are regular consumers who are passionate and willing to share, but have little influence.

Distribution of influencers by Tiers

For this report we have analyzed 56 260 Instagram accounts from Australia.
The number of Macro and Mega-influencers is limited. There are only few Australian Mega-influencers with over 1 million followers.
The majority of Australian Instagram influencers are Micro-influencers (46.1%).

Who are these influencers?

Core influencers in Australia are women aged between 18 and 24 years old (30.9%). The highest ammount of men occurs within people aged 25 to 34 – 21.5%.

Distribution of Influencers by Categories


16.4% of Instagram influencers in Australia post in the category Lifestyle. It is the most popular Category in Australia.

Influencer’s audience in Australia

Core Instagram audience in Australia are women aged between 18 and 34 years old (40.6%).

Instagram Engagement Rate


For many marketers engagement is the most important metric and a popular KPI of brand awareness. But what exactly does it mean?

What is Engagement Rate?


Engagement Rate or ER is a commonly used benchmark of success on Instagram as it can determine if an influencer is connecting with their audience.

Highly engaged content with many likes and comments often stand a better chance of organically appearing on an Instagram feed.

Average Instagram Engagement Rate by Tiers in Australia

Nano-influencers have stronger connections with their audience thus, their ER is higher. On the chart below you can see that nano-influencers have the highest ER (4.51%).

It is also worth noting that the average engagement of Australian influencers is higher than the worldwide average for all influencer tiers beside Nano-influencers. Users in Australia are more engaged in influencers’ content.

Average interactions per post by Tiers in Australia

Compare the number of likes and comments between influencers with the similar followers number. Pay attention to Likes to Comments Ratio, this metric indicates how strongly influencer’s followers are involved in a dialogue.

How much do influencers earn in Australia?

Average reward per Instagram post in Australia

Influencers reward for a post or story depends on many factors, such as creator’s niche, engagement rate, content production cost and so on.
In the graph above we provide market average prices in USA dollars for a post, but you must remember that there are always exceptions.

The price does not include the production of complex content, exclusive rights and other extras that brands often inсlude in a contract with an influencer.

Top 10 Most Mentioned Australian Instagram Brand accounts

We have analyzed millions of posts made by Australian influencers for the last 90 days to find out which Brand accounts are the most mentioned in Australia.

The most mentioned Brand account in Australia is an Aussie suicide prevention charity @ruokday that inspires people to meaningfully connect & support those struggling with life. @ruokday was mentioned 1250 times by 1110 influencers for the last 90 days.

Top 10 Australian Instagram influencers by number of followers

We have analyzed thousands of creators and ranked them by number of followers.
According to our ranking as of December 2020 the most influential creator in Australia is Chris Hemsworth.

Christopher Hemsworth is an Australian actor. He first rose to prominence in Australia playing Kim Hyde in the Australian television series Home and Away before beginning a film career in Hollywood. 

1. @chrishemsworth

Followers: 45.53M
Engagement Rate:
2.56%
Brands (mentioned for last 180 days): @centrfit, @netflix, @agbofilms, @wild.ark, @boss, @tagheuer, @ebresearch, @marvel, @aussieark, @variety, @lotus_caravans, @auschildhood, @wbpictures, @youtube, @avminaircharter, @emerysurfboards, @ikorodu_bois, @davefranciosaart, @global_wildlife_conservation


2. @thehughjackman

Followers: 29.4M
Engagement Rate:
0.51%
Brands (mentioned for last 180 days): @laughingmancoffee, @christiesinc, @laughingmancafe, @quibi, @wckitchen, @televisionacad, @samsclub


3. @margotrobbie

Followers: 22.5M
Engagement Rate:
3.41%
Brands (mentioned for last 180 days): @chanelofficial


4. @katherinelangford

Followers: 18.2M
Engagement Rate:
4.35%
Brands (mentioned for last 180 days): @lorealparis, @netflix, @pppiccioli, @maisonvalentino


5. @rubyrose

Followers: 16M
Engagement Rate:
1.48%
Brands (mentioned for last 180 days): @williamssonoma, @crocs, @cosmopolitan, @bodyfriend, @chinatownmarket, @buzzfeed, @glaad, @surfair, @phenomenal, @shape, @eightsleep, @rebbl


6. @thenewclassic

Followers: 14.1M
Engagement Rate:
5.25%
Brands (mentioned for last 180 days): @fashionnova, @skims, @krecoa, @glamnetic


7. @liamhemsworth

Followers: 13.68M
Engagement Rate:
5.34%
Brands (mentioned for last 180 days): No brand mentions for last 180 days


8. @kayla_itsines

Followers: 12.73M
Engagement Rate:
0.12%
Brands (mentioned for last 180 days): @sweat, @thebitingtruth


9. @mirandakerr

Followers: 12.43M
Engagement Rate:
0.45%
Brands (mentioned for last 180 days): @koraorganics, @onekingslane, @revolve, @universalfurn, @britishvogue, @allure, @spacenk, @wsjmag, @royalalbertengland, @shape, @lovesquad, @cultbeauty, @dannijo, @yalelawschool, @kinrgy, @therabody, @selfmagazine, @vogue, @harpersbazaarus, @voguerussia, @elleusa, @nike, @modernluxury, @vogueitalia, @bodyandsoul_au, @vogueindia, @voguemexico, @naacp, @byrdiebeauty, @vogueparis, @dominomag, @louisvuitton, @wsj, @phillystylezine, @voguespain, @voguegermany, @thesculptsociety, @voguejapan, @hamptonsmag, @voguechina,@revolvebeauty, @voguemagazine, @hellogiggles, @environmentalworkinggroup


10. @tammyhembrow

Followers: 11.87M
Engagement Rate:
2.26%
Brands (mentioned for last 180 days): @saskicollection, @fitjeans, @ohpolly, @womensbest, @loungeunderwear, @boohoo, @wildfireshoes, @ohpollyswim, @hardrockhotelmaldives, @trendingtravel.co.uk, @lahanaswim, @mermade.hair @alysiabridgerevents, @eveandcostationery, @coalnterryvintage, @influencer_giveaways, @jaggerandstone

Methodology

The report uses data from a wide variety of sources, including market research agencies, internet, and social media companies, news media, and our internal analysis.
We have collected and aggregated open data from a variety of sources: social platforms, catalogs, websites, crowdsourcing, and many more. After that, we processed the data by anonymizing, sorting and structuring, cleaning and removing any irregularities, and enriching the data.
Then we transformed the data into intelligent estimations by using best-in-class estimation and machine learning algorithms developed by our team of leading data scientists and influencer marketing experts.

About HypeAuditor

This report was made by HypeAuditor

HypeAuditor is an AI-powered Instagram and Youtube analytics tool that helps to get insights about the creator’s audience, increase advertisers’ ROI and safeguard authenticity in influencer marketing. It sets a standard for the Instagram analytics by providing the most accurate data.

HypeAuditor applies machine learning to determine behavioral patterns and identify fake followers and engagement on influencer accounts. It presents users with a breakdown of demographic data for an influencer’s audience and brings benchmarks for each metric for influencers with a similar number of followers.


For questions or details contact 

Nick Baklanov

marketing specialist at HypeAuditor

nick@hypeauditor.com

+13477080034




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