Wondering how to reach local Australians and create influencer marketing campaigns that convert? You’re not alone.
Chasing trends is exhausting, and what works globally doesn’t always land locally. Still, influencer campaigns are highly effective in Australia, where 46% of residents purchase products that creators have promoted.
The most important thing to understand when finding influencers to work with, though, is that audience size isn’t the be-all, end-all anymore. Many top Australian influencers have built highly engaged followings, both large and small, across networks like TikTok and Instagram by sticking to their values and collaborating with like-minded brands.
Keep reading to learn how you can partner with influencers whose values match your brand’s and achieve greater return on investment (ROI) as a result.
The top 5 Australian influencers to collaborate with in 2025
The best Australian creators range from macro to mega influencers and represent a mix of networks and niches. This makes the following five influencers powerful choices for a wide range of brand partnerships and social media content:
1. Lachlan Power (@lachlan)
- YouTube: 15.3M
- Instagram: 1.5M
- TikTok: 4.9M
Source: Instagram
Brisbane-born gamer Lachlan Power, who founded the gaming organisation PWR, gained initial fame for his Minecraft and Pokémon Go content before skyrocketing on Fortnite. His millions of subscribers know him for his high-energy, family-friendly videos, making him one of the country’s top gaming influencers.
2. Tammy Hembrow (@tammyhembrow)
- Instagram: 16.9M
- TikTok: 2.3M
- YouTube: 1.27M
Source: Instagram
Australian fitness influencer and entrepreneur Tammy Hembrow has built a massive following by sharing her fitness routines, post-pregnancy transformations and honest family life. Her brand now includes the activewear line Saski Collection and the Tammy Fit app.
3. Kayla Itsines (@kayla_itsines)
- Facebook: 27M
- Instagram: 15.6M
- YouTube: 416k
- TikTok: 94.9K
Source: Instagram
Global fitness icon Kayla Itsines co-created the popular Sweat app. Audiences know her for her accessible workout programs and empowering approach. Her massive following makes her an ideal partner for brands that are promoting health and body positivity. In the past, she collaborated with international brands like Powerade, which promoted her app on its bottles.
4. Chloe Morello (@chloemorello)
- YouTube: 2.56M
- Instagram: 1.1M
- TikTok: 151.7k
- Facebook: 1.6M
Source: Instagram
Leading Australian beauty influencer Chloe Morello has built a massive following on YouTube and Instagram with her genuine approach and expertise, making her a powerful voice in the beauty community. Audiences have trusted her makeup tutorials, honest product reviews and lifestyle vlogs for over a decade.
5. Michael Finch (@michaelfinch)
- TikTok: 2.7M
- YouTube: 878k
- Instagram: 790k
- Facebook: 503k
Source: TikTok
Michael Finch is a prominent Australian male beauty and lifestyle creator. He rose to fame on YouTube with makeup tutorials and product reviews, and consequently became a key figure for male beauty influencers. He’s since pivoted his content to food and home cooking, which earned him TikTok’s Food Creator of the Year in 2024.
Top 3 Instagram influencers in Australia
In Australia, Instagram success is about resonance rather than just reach. That’s because audiences value authentic connection over follower counts.
These three Australian Instagram creators prove that genuine engagement is key to success on this platform:
6. Sarah Stevenson (@sarahs_day)
- Instagram: 1.3M
- YouTube: 1.55M
- TikTok: 300.7k
Source: Instagram
Sarah Stevenson (“Sarah’s Day”) is a health, wellness and lifestyle influencer who shares everything from holistic health advice to home renovations. As a result, she’s earned a reputation for her authentic vlogs. Her focus on self-care and a balanced lifestyle makes her a great partner for wellness, beauty and home brands.
7. Shani Grimmond (@shanigrimmond)
- Instagram: 1.3M
- YouTube: 1.42M
- TikTok: 458.2k
Source: Instagram
Shani Grimmond is a well-established beauty and lifestyle creator with a massive following on YouTube and Instagram. She’s built a reputation for being relatable through her makeup tutorials, honest product reviews and fun vlogs. Her long-standing presence in the beauty community makes her a trusted voice for beauty and lifestyle brands.
8. Larry Lim (@larrylim)
- Instagram: 40k
- YouTube: 2.85k
Source: Instagram
As a men’s lifestyle and travel influencer, Larry Lim is renowned for his stylish content and aspirational aesthetic. He also shares tips on photography, fashion and travel to create a curated feed, which resonates with an audience that’s interested in a modern, sophisticated lifestyle.
Top 3 TikTok influencers in Australia
TikTok drives Australian cultural conversations by connecting influencers and brands with audiences through short-form video. These three TikTok creators have mastered the platform’s fast-paced, authentic style to build massive, engaged communities:
9. Sarah Magusara (@sarahmagusara)
- TikTok: 18.2M
- Instagram: 1.1M
- YouTube: 347k
Source: TikTok
Sarah Magusara built her massive TikTok following on viral dance and lip-sync videos. Her content also often features her family, which adds a relatable, heartwarming element. As one of Australia’s most-followed creators, she’s an excellent choice for brands that are aiming to reach a broad, Gen Z-leaning audience.
10. Bridey Drake (@brideydrake)
- TikTok: 3.9M
- Instagram: 2.3M
- YouTube: 3.91M
Source: TikTok
Lifestyle and comedy creator Bridey Drake connects with her audience through humorous vlogs and relatable skits about daily life. She’s built a strong following by sharing candid, funny moments, which makes her a compelling partner for brands that want a genuine, authentic voice.
11. William Gibb (@will_yum_gibb)
- TikTok: 1.7M
- Instagram: 173k
- YouTube: 2.22k
Source: TikTok
Australian comedian William Gibb has earned his large TikTok following with his satirical and observational humour. His clever skits and comedic takes on everyday situations resonate with a broad audience, both young and mature. As a result, he’s a unique, engaging partner for brands that want to take a lighthearted, humorous approach to their content.
3 best beauty influencers in Australia
The Australian beauty community thrives on trust. Audiences seek creators with proven expertise, from professional makeup artists to skincare educators.
These three Australian beauty influencers have built loyal followings by demonstrating real authority:
12. Isabella Quinn (@issyquinnxo)
- Instagram: 62k
- TikTok: 47.1k
Source: Instagram
Professional makeup artist Isabella Quinn is well-known for her transformative looks and high-quality beauty content. She’s built a large following with her creative, clean aesthetic and has become a trusted authority for beauty tips and product recommendations as a result. She’s also a go-to inspiration in the home decor and lifestyle spaces.
13. Brandon Scott (@itsbybrandon)
- TikTok: 1.1M
- Instagram: 199k
Source: Instagram
Melbourne-based makeup artist Brandon Scott gained popularity through his viral beauty videos and strong production values. His creative content often draws inspiration from social media trends and pop culture, making him a compelling partner for beauty brands.
14. Max May (@maxmade)
- Instagram: 115k
- TikTok: 877
- Facebook: 12k
Source: Instagram
Makeup artist to the stars and beauty educator Max May has worked with some of Australia’s biggest names. Along with glam photos, he shares expert tips, product reviews and masterclasses in his content. This expertise makes him a highly respected and trusted voice in the beauty industry.
3 best fashion influencers in Australia
From street style to high fashion, Australian fashion influencers’ content runs on aesthetic alignment. These three creators move beyond simple trends to curate a distinct brand voice, making them powerful partners for brands that are seeking an artistic or luxury identity:
15. Maxine Wylde (@maxinewylde)
- Instagram: 479k
- TikTok: 221.4k
Source: Instagram
Maxine Wylde inspires fearless self-expression with her maximalist, vibrant style. She blends bold colours, statement accessories and unexpected layering to create playful looks that blur street style with high fashion. Her content radiates positivity, which encourages her followers to embrace creative styling in both their fashion and home decor.
16. Odell Mun (@odellmun)
- Instagram: 20.7k
- TikTok: 302.2k
Source: Instagram
Model and fashion creator Odell Mun curates unique, editorial-style content. His Instagram Feed is a portfolio of creative fashion shoots and collaborations with leading brands. This distinct aesthetic makes him an ideal partner for brands that value artistic, high-end fashion.
17. Jane Lu (@thelazyceo)
- Instagram: 280k
- TikTok: 149.7k
Source: Instagram
Jane Lu founded Showpo, a massively popular online fashion retailer for young Australian shoppers. On social media, she shares behind-the-scenes insights, business tips and style inspiration, in which she positions herself as a relatable figure for entrepreneurs and fashion lovers.
Top 3 fitness influencers in Australia
Australia’s fitness community is built on credible expertise. These influencers’ audiences seek proven authority from professional bodybuilders to certified trainers, and the creators in this space deliver.
The following three fitness creators have built trust with their followers by promoting everything from high-intensity workouts to holistic wellness:
18. Tom Mac (@tommacfitness)
- Instagram: 68.3k
- TikTok: 57.2k
- YouTube: 1.13k
Source: Instagram
Professional bodybuilder Tom Mac shares his workout routines, nutrition tips and personal journey. As an IFBB Pro, he’s a highly respected authority in the bodybuilding community and a trusted voice for fitness, nutrition and supplement brands.
19. Tanya Poppett (@tanyapoppett)
- Instagram: 343k
- Facebook: 73k
- YouTube: 1.16k
Source: Instagram
Personal trainer Tanya Poppett inspires followers with functional training and creative, accessible workouts. Since users can do her routines anywhere, she’s a popular choice for brands that want to share a practical, adaptable approach to fitness.
20. Jenna Louise (@jennalouise_jl)
Source: Instagram
Australian fitness influencer Jenna Louise is a dynamic “hybrid” athlete. Her brand, which she’s built on positivity and the belief that “discomfort equals growth,” encourages followers to challenge themselves. She predominantly features “Move of the Week” workouts, mindset tips and honest reflections on personal obstacles in her content.
Top 3 food influencers in Australia
In Australia, food content is a powerful way to connect with highly engaged followers. That’s why food creators move beyond simple reviews to drive specific actions, from restaurant reservations to product sales.
These three creators have built their followings on visually engaging content and trusted recommendations, making them some of the best food influencers in Australia:
21. Lily Huynh (@biteswithlily)
- Instagram: 897k
- TikTok: 3.4M
- YouTube: 2.98M
- Facebook: 2.1M
Source: Instagram
Lily Huynh (“Bites with Lily”) shares culinary adventures and delicious finds from across Australia and the world. Her visually appealing content and engaging reviews have built a large, dedicated following, which makes her a go-to source for food recommendations.
22. Adrian Widjy (@adrianwidjy)
- Instagram: 434k
- TikTok: 414.4k
- YouTube: 301k
- Facebook: 1M
Source: Instagram
Sydney-based food creator and fine dining expert Adrian Widjy reviews luxury restaurants and high-end culinary experiences. Because his content appeals to a sophisticated audience that’s interested in gourmet food and unique dining, he’s a great partner for premium food and hospitality brands.
23. Nagi Maehashi (@recipe_tin)
- Instagram: 1.7M
- TikTok: 333.9k
Source: Instagram
Nagi Maehashi created the popular website RecipeTin Eats, where she shares practical, tested recipes that use affordable, fresh ingredients. Her bestselling cookbook, RecipeTin Eats: Dinner, set Australian sales records, and she also founded the RecipeTin Meals food bank. Nagi’s influence comes from her reliable, no-nonsense approach to promoting affordable home cooking and her Japanese-Australian heritage.
Top 3 Australian travel influencers
Australian travel content is equal parts inspiration and discovery engine. Audiences in this space trust creators to suggest destinations that are worth checking out so they can plan their next adventure.
The three travel influencers below have mastered authentic storytelling, building communities that love to take action after engaging with their social content:
24. Alesha and Jarryd (@nomadasaurus)
- TikTok: 1.5k
- Instagram: 82.8k
Source: TikTok
Alesha and Jarryd, the creators behind NOMADasaurus, have built their brand on adventurous and authentic travel storytelling. In their posts, they explore off-the-beaten-path destinations and share immersive experiences, which is ideal for audiences that seek genuine travel inspiration.
25. Lauren Bath (@laurenepbath)
Source: Instagram
As Australia’s first professional Instagrammer, Lauren Bath has pivoted from chef to pioneering travel photographer. She uses vibrant, bold imagery to capture the excitement of global destinations. And with their bright colours and remarkable natural light, her professional compositions appeal directly to travel enthusiasts and tourism boards.
26. Emma Lambert (@luxefamilytravel)
Source: Instagram
Australian travel influencer Emma Lambert showcases diverse travel experiences with a lifestyle-oriented approach that involves sharing relatable, engaging travel stories. Her content also highlights the cultural and natural aspects of her destinations.
Top 3 family influencers in Australia
Family content runs on authenticity. These creators are the ultimate guides, helping their audiences make purchasing decisions for everything from groceries to financial planning.
These three creators have built loyal followings by balancing relatable moments with authentic advice:
27. Jeraldine Blackman (@theblackmanfamilyofficial)
- Instagram: 3.1M
- TikTok: 3.7M
- YouTube: 813k
Source: Instagram
Jeraldine Blackman is a Filipino-Australian family influencer who creates highly relatable content that showcases everyday marriage and parenting scenarios. She’s gained traction on YouTube and TikTok with viral videos that have attracted millions of views. Her content emphasises connection and consistency by allowing followers to see themselves in her family’s experiences.
28. Lauren Gallagher (@laurenrgall)
Source: Instagram
Lauren Gallagher shares lifestyle-focused content about her daily family life and parenting journey with a warm, personal approach. Her posts share moments with her daughter and the realities of motherhood in an authentic way, which connects with audiences that are seeking genuine, everyday family stories.
29. Havea Matangi (@havea_676)
- Instagram: 1.6M
- TikTok: 2.6M
Source: Instagram
Havea Matangi is a Tongan-Australian dad from the Gold Coast who creates humourous and authentic content about fatherhood. His comedic skits and dance clips, which feature his three daughters, celebrate Pacific culture and show a witty, relatable portrayal of family life.
How to build high-ROI partnerships with Australian influencers
Finding the right creator to promote your brand is just the start. In Australia, sustained success comes from building trust, not just buying posts.
That’s why you should treat your influencer strategy as a scalable program rather than a transaction. This approach requires collaboration, a long-term view and a commitment to proving business value.
Here are some strategies you can use to find the best influencers for your brand and boost your ROI:
Find partners who align with your audience
A successful partnership starts with a shared audience. But follower numbers are deceiving. A creator with 50,000 engaged followers often delivers a better ROI than one who has 500,000 passive followers.
Instead of focusing only on follower counts, look for creators who spark genuine conversations. Analyse their audience demographics, interests and key engagement metrics to find authentic influence.
Vet for brand safety before you commit
Once you have a shortlist of creators who reach your target audience, the next step is to protect your brand.
Manually review an influencer’s past content and online reputation to spot red flags or values that don’t align with your own. This vetting process is crucial for ensuring a safe collaboration.
Move from creative briefs to co-creation
After vetting a creator for brand safety, the real collaboration begins. Research from Sprout Social’s 2025 The State of Influencer Marketing Report shows that 65% of creators want creative input in their collaborations.
Top brands trust their partners. Instead of restrictive briefs, co-create content that feels authentic to the creator’s voice. This authenticity drives higher engagement and builds a genuine connection with their audience.
Invest in long-term relationships for higher ROI
This collaborative spirit is the foundation for long-term partnerships, which often generate the highest influencer marketing ROI. One-off campaigns are forgettable, but sustained partnerships create familiarity and build deep audience trust. Repeated exposure from a trusted creator builds stronger brand recall and drives a higher return over time.
To build partnerships that last, establish clear expectations, deliverables and usage rights from day one. Treat your creators as true brand partners by providing seamless communication and fair compensation for their work.
Align campaign tracking from day one
Finally, a successful long-term partnership relies on transparent tracking. Establish shared KPIs with your influencer partners from the start. Whether your goal is clicks, conversions or brand awareness, a clear, agreed-upon target is essential.
Managing this entire lifecycle, from discovery and vetting to co-creation and campaign tracking, can become complex. An influencer marketing platform helps streamline this process. For example, Sprout Social Influencer Marketing (formerly Tagger) helps you analyse audience data, manage deliverables and see the cumulative impact of your influencer marketing efforts in one place.
Start building high-ROI influencer partnerships today
In Australia, influencer marketing is your opportunity to build genuine trust and drive conversions in a market that demands authenticity. Do it well, and you’ll connect with highly engaged communities, bypass ad fatigue and achieve a measurable ROI.
Turning that potential into a scalable program requires managing the entire process from creator discovery to campaign performance tracking. Our Influencer Marketing platform provides the tools to manage every step in one central platform.
Ready to find the right Australian influencers for your brand? Request a Sprout Influencer Marketing demo today.
