Influencer advertising will likely be pivotal in most manufacturers’ advertising techniques in 2025. Current analysis reveals a exceptional improve in Australian influencers, prompting digital entrepreneurs and types to pour vital assets into this strategy.
This technique reaps rewards with increased conversions, engagement charges and connectivity, whereas elevating model consciousness and permitting tailor-made methods to forge stronger shopper connections.
On this article, we’ll dive into some vital statistics overlaying progress stats, return on influencer investments and shopper belief. You’ll additionally discover the newest progress charge developments and most well-liked platforms.
Statistics on the expansion of influencer advertising in Australia
Influencer advertising is booming in Australia, and the longer term seems vivid:
- A quarter of Australians aged between 18–44 take into account themselves influencers. Whereas 55% of adults aged between 18–60 say they’d be keen to surrender their careers to change into an influencer, based on the Influencer Aspirations report.
- Influencer advertising will seemingly be price over US $800 million (AUD$1257m) by 2028, with an 11% year-on-year progress charge. Influencer suggestions and word-of-mouth advertising are components fueling this progress.
- Forty-six p.c of Australians have bought an merchandise after seeing an influencer put it up for sale. For instance, Chef Adam Liaw usually showcases merchandise on his Instagram, together with the Samsung Sensible Fridge and Noritake kitchenware.
- In line with Hoozu’s Belief in Influencer Advertising report, customers belief influencers over celebrities, with 59% saying they belief influencers’ sponsored posts.
- Fifty-two p.c of Australians aged between 18 and 29 are likelier to buy a product promoted by an influencer. An instance is influencer Michaela Ludlow, who works with Olay.
- The Australian market offers fertile floor for influencer campaigns, with excessive web and social media utilization. As of January 2024, Australia has 25 million web customers and 20 million social media customers. Statista additionally predicts a contemporary peak in Australian social media customers by 2029, rising customers to 26 million.
- Advert spending within the Australian influencer promoting market is more likely to attain US $589 million (AUS $929 million) in 2025.
- Statista predicts the typical advert spend per web consumer within the Australian influencer promoting market will likely be US $22 (AU $35).
The takeaway: Influencer advertising in Australia exhibits speedy progress and a need for authenticity, excessive social media engagement and shopper belief. As social media utilization continues to rise, influencer advertising will likely be a key software for manufacturers to gas confidence and engagement. Manufacturers ought to use this shift to evaluation how they join with their clients and adapt their methods accordingly.
Statistics on the platforms Australians choose for influencer advertising
Australian influencers are discovering their most well-liked platforms, and ladies are main the way in which within the influencer discipline. Listed below are some stats round favorite platforms and demographics.
- Australian Android customers spend 38 hours and 51 minutes per thirty days on TikTok, based on We Are Social’s Digital 2025 report.
- Nano-influencers (1k-10k followers) make up 78% of Instagram customers in Australia and have the best engagement charges (12.6%) amongst all tiers. These increased engagement charges are seemingly because of their area of interest audiences, authenticity and relatability.
- Fifty-five p.c of TikTok influencers in Australia are nano-influencers. Regardless of their smaller audiences, they’ve increased engagement charges and a deeper reference to their viewers.
- Instagram Influencer Advertising is gigantic. Some 78% of Australian entrepreneurs selected Instagram posts as the best for influencer advertising. Instagram Tales had been the runner-up, adopted by YouTube movies (56%) and Instagram movies (54%).
- The 2025 Sprout Social Index™ Australia discovered that 24% of customers intend to extend their social media use in 2025.
- Ninety-four p.c of Australian social media customers agree most manufacturers’ content material does a superb job of maintaining with on-line tradition. That’s based on Australians interviewed for The 2025 Sprout Social Index. Some 93% additionally mentioned they really feel it’s vital that manufacturers maintain tempo with on-line tradition.
- Eighty-nine p.c of entrepreneurs really feel their TikTok influencer ROI is akin to or higher than different advertising channels.
- Thirty p.c of Instagram Australian influencers are females aged 18-24 years previous. The most well-liked class for Australian influencers is life-style (16.4%).
The takeaway: Instagram and TikTok advertising are hottest amongst influencers, and types recognise its effectiveness. Because the stats present, eighty-nine p.c of entrepreneurs report a sturdy ROI from TikTok advertising, reinforcing the community’s rising influence. By doubling down on influencer advertising on the suitable networks, manufacturers can join extra immediately with their viewers, whereas rising model consciousness.
Statistics on shopper belief in influencers in Australia
Shopper belief is essential; consumers are assured in accepting influencers’ suggestions. However additionally they need authenticity.
- Authenticity in influencer advertising is the important thing to constructing belief between an viewers and influencers. About 62% of customers who frequently purchase from influencers are additionally extra seemingly to provide the influencer product suggestions.
- Forty-four p.c of Australian customers say transparency is essential to trusting product suggestions from influencers. If an influencer works with a model when endorsing a product, customers anticipate the influencer to be clear about this.
- Followers choose influencers to point out how a product works, quite than merely endorsing it. For instance, Australian chef Michael Finch shares cooking tutorials together with his followers:
- Thirty-six p.c of customers belief an influencer in the event that they’ve offered stable suggestions previously. Australian style influencer Maxine Wylde, for instance has over 450,000 Instagram followers and sometimes provides shout-outs to prime manufacturers like Dulux.
- Nano influencers account for over 53% of brand name collaborations. Though they’ve smaller audiences, they’re thought of extra genuine, and followers usually tend to belief and interact with them.
The takeaway: Shopper belief and transparency are two foremost pillars of influencer advertising that assist foster credibility. That is very true for nano influencers, which can clarify why they prime the board for model collaborations. The stats present us that manufacturers wanting to construct and keep loyalty and belief ought to prioritize nurturing genuine partnerships with nano influencers.
Statistics on influencer choice and return on affect (ROI) in Australia
Influencer advertising delivers a wholesome ROI and compares favourably to extra conventional forms of promoting. Entrepreneurs and types may also get extra bang for his or her buck with cautious influencer choice and dealing with numerous influencers. Let’s have a look at the highest stats.
- Typical prices for a nano-influencer are US $2.50 – $250 (AU $3.03 – $393.09 per submit). Micro-influencers cost something from US $25 – $1,250 (AU $39.31 – $1965.46).
- Fifty-one p.c of 18-29-year-olds analysis on TikTok earlier than shopping for, whereas 38% of 30-44-year-olds choose Fb.
- In The State of the Influencer in 2024 report, 92% of manufacturers surveyed mentioned measuring influencer efficiency is important for understanding ROI. The identical report additionally discovered:
- One in three manufacturers say influencers drive engagement. This is because of their capacity to succeed in area of interest audiences, construct credibility, create dynamic content material and develop social proof.
- Seventy-eight p.c of manufacturers say essentially the most vital good thing about working with influencers is touchdown key messaging.
- Twenty-seven p.c of manufacturers interviewed mentioned influencers assist most with attain.
- By 2029, social commerce in Australia is more likely to attain US $3 billion (AU ($4.6 billion). That is up from $1.63 billion (AU $251 billion) in 2023. This improve in social commerce will gas the necessity for influencers.
- To succeed on-line, manufacturers have to know what their audiences’ most well-liked networks. Analysis exhibits 88% of Australians choose Fb. YouTube is the second favorite, adopted by Instagram and TikTok.
- The State of the Influencer in 2024 report exhibits 81% of manufacturers have labored with influencers. One in 5 say they’ve labored on greater than 20 influencer advertising campaigns. The identical report discovered:
- Eighty-six p.c of manufacturers surveyed say video resonates higher with audiences when in comparison with extra static codecs. By combining influencer advertising with extra conventional sorts, entrepreneurs have a extra full technique.
- Ninety p.c of entrepreneurs say sponsored influencer content material performs higher in engagement, based on the Q1 2025 Sprout Social Pulse Survey.
- The Q1 2025 Sprout Pulse Survey additionally discovered that 83% of entrepreneurs say sponsored influencer content material delivers extra conversions in comparison with natural posts from model accounts.
- Music and wonder are two of essentially the most widespread classes for influencers in Australia, with 8% of influencers specializing in the music area of interest and 5% on the wonder class.
The takeaway: Influencer advertising makes a sound funding alongside conventional advertising. Social commerce is on monitor to almost double by 2029, which means influencer advertising will change into much more precious. Measuring influencer advertising marketing campaign efficiency is essential if manufacturers are to understand their true influencer ROI. Particularly, manufacturers ought to concentrate on engagement and click-through charges, follower progress, CPA, conversions and lead era.
Statistics on influencer advertising developments in Australia
Lastly, let’s have a look at among the newest influencer developments rising in Australia.
- Previous analysis confirmed that as much as 81% of 118 high-profile Australian influencers might have damaged promoting guidelines. Others failed to notice that their content material was an commercial. Because the sector grows, influencers will face extra scrutiny, resulting in a larger want to make sure authorized compliance when your model explores partnerships.
- A mainstay development is the shift in direction of authenticity, which we talked about earlier. Authenticity creates more practical campaigns and larger engagement. To attain this, manufacturers ought to companion with content material creators who share their values.
- Micro-influencer advertising is an rising Australian development. Manufacturers are turning to micro-influencers, as a result of though their audiences are comparatively small (10,000 – 100,000 followers), they’re extremely influential. It is because they have interaction extra and may share “actual” content material that connects with audiences.
- Social commerce is changing into a agency a part of main social advertising platforms like Instagram, TikTok and Snapchat. By 2030, it’s on track to attain over US $10 million (AU $15) million in revenues. Between 2024 and 2030, it’s forecast that social commerce will present a compound annual progress charge of 21.4%.
- Different rising developments embody utilizing rising platforms, creating and publishing relatable content material, social commerce and contemplating new hybrid fee fashions.
The takeaway: Australia’s influencer advertising panorama is evolving with social commerce, hybrid fee fashions and microinfluencers being core developments. Microinfluencers are the principle winners right here, as their smaller audiences imply deeper engagement and connections. By working with microinfluencers and aligning campaigns with rising developments, manufacturers can get themselves in entrance of their supreme viewers and maximize income.
What rules are in place for influencer advertising in Australia?
The Australian Competitors & Shopper Fee (ACCC) ensures companies adjust to honest buying and selling practices. Additionally, the Audited Media Affiliation of Australia (AMAA) has established an influencer advertising council (AiMCO) to develop a code of observe and ethics for influencers. The code additionally covers influencer vetting, model security and contractural concerns reminiscent of content material and mental property rights. Sociallawco.com.au has a detailed breakdown of what this implies for companies.
As for influencers, one of the important greatest practices is disclosure. The rules from AiMCO are fairly easy: Influencers have to label their posts as an advert in the event that they’re:
- Getting paid for selling a product/model/service.
- Together with a reduction code or hyperlink as a part of an affiliate programme and earn a fee.
- Receiving a free vacation, product or different profit.
Posts should even be labeled as adverts with hashtags, reminiscent of #Advert, #PaidPromotion, #PaidPartnership and #Promotion.
Different potential issues for influencers embody copyright points, deceptive or uniformed statements, compliance with safety legal guidelines and defamation dangers.
Navigating the Australian influencer panorama in 2025
Influencer advertising in Australia is experiencing a substantial surge, and this development exhibits no indicators of stopping. The above statistics function a useful information, highlighting the potential of influencer advertising, most well-liked platforms and the significance of authenticity.
Discovering and constructing relationships and understanding ROI when working with influencers can appear overwhelming. But it surely doesn’t have to be. Try the Sprout Social Influencer Advertising platform to run campaigns with ease.
