In 2026, Australia’s influencer marketing industry continues to expand, with average influencer rates rising due to increased brand competition and content quality. The total marketing spend has reached AUD 1.2 billion, reflecting strong digital adoption among Australian brands. Influencers remain a vital part of advertising strategies, especially on Instagram, which holds over half of the market share.
Australian influencers are highly engaged audiences, with an average engagement rate of 4.8%. The influencer landscape includes around 150,000 active content creators, spanning various niches like fashion, fitness, and travel. Brands increasingly leverage local influencers to target specific demographics, making influencer marketing a cornerstone of digital advertising in Australia.