Social media influencers have become an important aspect of marketing in the digital age as companies seek to connect with customers more directly rather than using traditional forms of advertising. Australian influencers are also joining this trend and are some of the most popular creators on social media channels. They represent a wide range of genres and styles including makeup, lifestyle, fashion, comedy, and travel. They are making significant contributions to social media and are recognized both in Australia and across the world.

The majority of influencers in Australia do not have huge million-strong followings like some of their American counterparts (only 0.28% have more than a million followers). In fact the majority of them are micro-influencers (46.1%) that have between 5,000 and 20,000 followers with the second largest group (25.9%)being nano-influencers with between 1,000 and 5,000 followers. Their levels of engagement, however, can be high which means they can still command up to $20,000 per post with the right advertiser.