We took our Influencer Aspirations research report to Australia in partnership with Hoozu to look at who considers themselves influencers, who aspires to become an influencer, and what role influencer marketing plays in consumers’ daily lives.
A quarter of Australians between the ages of 18 to 44 already consider themselves influencers, and more half (55%) of adults ages 18-60 are willing to leave traditional employment to pursue full-time influencer roles, demonstrating the allure and impact of this industry.
Influencer marketing is not just a passing trend. It’s a cultural phenomenon shaping the future of work and commerce.
Insights for influencers
What insights does our Influencer Aspirations-Australia edition offer for influencers? Let’s explore:
Influencer aspirations
While 25% of Australians have already embraced the role of social media influencer, many aspire to become one. Our research shows the younger generation, specifically those between the ages of 18 to 29 are the most likely candidates, followed by those in their 30s and early 40s.
Of those willing to quit their regular 9 to 5 to become a full-time influencer, 54% are men and 46% are women.
How many people get to turn their dreams into reality? Our research shows that 58% of Australian influencers work full-time.
Influencer compensation
Sixty-nine percent of Australian social media users are willing to promote products for a brand in exchange for compensation and free products. Many are eager to set up brand collaborations because 33% of people know someone doing just that — earning money as an influencer.
While you might assume that many influencers trade products for posts, our research shows that 36% of influencers have received monetary compensation for creating content.
With “influencer” as a job title, this group invests significant time on social media, spending at least five hours daily on various channels. During that time, they research trends, create content, engage with their followers, and continually plan content to share. Those making the five-hour per-day commitment are four times more likely to earn compensation from brands.
Research shows another 23% consider influencing a part-time gig, meaning they’re able to bring in some extra income to supplement what they’re making in their regular position.
Insights for marketers
Brands can also glean valuable insights from the Australia report:
Influencers expect payment
While some influencers may consider a free product suitable compensation for a promotional post, research suggests many expect the product and compensation. About 26% of influencers have exchanged a post for a freebie, but 36% of influencers get paid.
As your organization plans its influencer campaigns, budget should be a point of discussion. How do you know how much influencers charge? Compensation varies based on audience size, experience, and the type of content you request. Generally, video content is more expensive than static content because it requires a more significant time commitment.
If you use an influencer marketplace, you can search for influencers, review profiles, and see their rates. Some platforms empower brands to buy content right on the spot, with the platform providing communication and payment tools for both parties. An experienced influencer marketing team can also negotiate and guide compensation conversations with influencers.
Type of content
What kind of content are Australian influencers producing? Our research shows many Aussie creators generate short-form videos and rely on platforms like TikTok, Instagram, and YouTube that encourage bite-sized video clips. Seventy-five percent of influencers lean heavily on videos, compared to 55% of average social media users.
Live video is also becoming increasingly popular. Thirty-four percent of influencers in The Land Down Under turn to Twitch, YouTube Live, or Facebook Live to connect with their audience.
Influencer audience sizes
Australian influencers tend to have smaller audience sizes. Our research shows 66% of creators have 10,000 followers or less, putting them in the influencer tier or nano-influencer.
If you look at the metrics more closely, 19% have 500 followers or less, 17% have between 501 and 1,000 followers, and 30% have 1,001 to 10,000 followers.
While some brands may see that as a downside, research shows nano-influencers usually have a strong engagement rate. While they may not be able to offer the reach of millions, nano influencers usually have a tight-knit group of followers, which often bolsters trust and purchasing power.
Just 2% of Aussie creators have more than a million followers.
The study, based on responses from 1,006 social media users in Australia over 18, is part of IZEA’s ongoing series of research studies focusing on influencers’ key roles in influencing consumer behaviors and trends. Influencers and brands alike can benefit from the insights gathered in these reports and make informed decisions in the future.
Want to learn more? Download the report for free: Australia Influencer Aspirations.
Influencers:
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Marketers:
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IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
