Influencers have become an integral part of marketing and brand awareness campaigns in Australia. With the rise of social media, influencers provide brands with the opportunity to reach wider audiences and drive engagement. Selecting the right influencers to represent a brand can lead to increased sales, website traffic and overall growth.
But who are the top influencers that brands should look to partner with in Australia? Here we profile the top 10 influencers based on their reach, engagement levels and area of expertise.
How did we determine the top 10 influencers?
There are a few key factors we considered when selecting the top 10 influencers in Australia:
- Total followers across Instagram, YouTube, TikTok and other major platforms
- Engagement rates on posts including likes, comments and shares
- Area of expertise and authority in their niche
- Demographics of their audience
- Partnerships with major brands
- Longevity and consistency in creating engaging content
Influencers with over 1 million followers, high engagement rates and established authority in their field made the top 10 ranking. Their content spans across lifestyle, fashion, travel, fitness, parenting and more.
1. Celeste Barber – Comedy/Entertainment
With 8.2 million Instagram followers, Celeste Barber is one of Australia’s most popular comedians and content creators. She is best known for her parody posts poking fun at celebrity culture and unrealistic body image expectations. Her down-to-earth personality and hilarious posts have earned her a massive following.
Key stats:
- 8.2 million Instagram followers
- 633k YouTube subscribers
- Partnerships with major brands like Samsung, Tourism Australia and more
2. Isaac Butterfield – Comedy
Stand-up comedian Isaac Butterfield has gained a huge following thanks to his no holds barred comedic style and funny rants on life. His YouTube videos generate millions of views. He also has a popular podcast called The Butterfield Effect.
Key stats:
- 1.16 million Instagram followers
- 1.6 million YouTube subscribers
- Created online comedy courses
3. Natalie Roser – Model
Australian model Natalie Roser is known for her work with Guess Jeans and her appearance in the Sports Illustrated Swimsuit Issue. She shares fashion, swimwear and lifestyle photos on her social media.
Key stats:
- 1.2 million Instagram followers
- Model for Guess, Bonds, Lovable lingerie
- Ambassador for Maybelline cosmetics
4. Nicole Warne – Fashion
One of Australia’s top fashion influencers, Nicole Warne shares daily outfit inspiration, styling tips and designer content. She started blogging in 2009 and has collaborated with global brands like Dior, Cartier, Calvin Klein and more.
Key stats:
- 2.1 million Instagram followers
- Author of social media marketing handbook
- Partnerships with Sephora, Dior Beauty, Louis Vuitton
5. Anna Paul – Model
At just 23 years old, Perth-based model Anna Paul has quickly emerged as a top Aussie influencer. She is popular on TikTok and creates vlogs, challenges, dancing videos.
Key stats:
- 5.6 million TikTok followers
- 2 million Instagram followers
- Partnerships with Fashion Nova, BOOHOO, Lounge Underwear
6. Alex Hayes – Lifestyle
Alex Hayes is a lifestyle, travel and fashion blogger based in Sydney. She shares daily outfit inspiration, beauty tips and has worked with many fashion and tourism brands.
Key stats:
- 583k Instagram followers
- brand partnerships with Aveda, Marc Jacobs, experienceoz
- shares lifestyle, beauty, fashion and travel content
7. Emily Davies – Fitness
Emily Skye is a health and fitness influencer with a focus on strength training and healthy eating. She is the creator of online workout programs and helps inspire women to feel more confident.
Key stats:
- 2.5 million Instagram followers
- Creator of FIT multi-platform training programs
- Launched Emily Skye activewear label
8. Sally Mustang – Fashion/Lifestyle
Micro-influencer Sally Mustang shares feminine fashion, decoration inspiration and lifestyle content. She has her own Mustang Sally clothing label and homewares range.
Key stats:
- 104k Instagram followers
- Launched Mustang Sally clothing and Velvet Story homewares
- Brand partnerships with Discover Tasmania, Loving Earth
9. Matilda Dods – Wellness
Matilda Dods is a holistic nutritionist and wellness blogger based in Byron Bay. She shares healthy, plant-based recipes, mindfulness tips, yoga videos and natural health advice.
Key stats:
- 251k Instagram followers
- Author of cookbook Nourish
- Launched online wellness programs
10. Lauren Curtis – Beauty
One of Australia’s top beauty influencers, Lauren Curtis creates makeup tutorials, reviews and styling content for her millions of subscribers. She has her own cosmetics line Lauren Curtis Beauty.
Key stats:
- 3.4 million YouTube subscribers
- 1.1 million Instagram followers
- Launched Lauren Curtis Beauty cosmetics
Key Takeaways
Some key takeaways on Australia’s top influencers:
- Comedians like Celeste Barber and Isaac Butterfield have gained huge followings through funny, engaging content.
- Fashion is a popular niche with influencers like Nicole Warne and Alex Hayes leading in this space.
- Health and wellness is also big with influencers like Emily Skye and Matilda Dods.
- Young stars like Anna Paul are rising in popularity on TikTok.
- Influencers partner with major brands from tourism, fashion, beauty, activewear and more.
- Most top influencers have over 1 million followers and high engagement.
For brands looking to boost their visibility and connect with Australian audiences, partnering with the right influencer can provide great value. This list of the top 10 influencers across different categories provides a starting point for discovering impactful collaborations.