It may be the most controversial, hated yet desired to many ‘job’ in the world and the truth is, being an influencer can make the big bucks.

It all starts with making some videos, or content, gaining followers then a once private life becomes the spotlight for the world to comment on.

But what makes an influencer successful?

Morgan Barta, a long time industry expert and managing director of talent agency Atarimae said influencer success is not purely based on cash earnings.

“I believe it comes down to authenticity,” Barta told Confidential.

“Which is that an influencer that remains authentic to the person they were when they started. “This helps build a strong personal brand.”

While anyone can make a video that could potentially go viral, having a long standing career that expands beyond just social media is highly competitive and requires an in depth strategy to be implemented and executed.

Barta also said successful influencers, like everyone listed in Confidential’s 30 under 30 list, are gaining followers and making big bucks due to “a point of difference or unique voice ad perspective.”

To many in the industry, the word ‘influencer’ is considered a negative and many of the people deemed influencers themselves avoid the title at all costs.

Content creators and key opinion leaders (KOLs) are more palatable terms used to soften the blow in an industry that rightly so has been called out as the wild west for its unchecked antics.

Often, we see ‘influencers’ exhibiting a lack of strategic thinking by promoting a brand to their audience one week and then collaborating with their competitor the following week.

And of course punters need to continue to be wary, which is why strict government regulations have been put in place to whittle out the fakes from the real deal and also not to mislead consumers.

It is a legal requirement for an influencer to disclose that a post on social media for example is an advertisement with #ad. If not this can fall under misleading and deceptive conduct which carries a maximum penalty of $2.5 million for an individual in NSW.

Head of marketing at Macquarie University, Professor Cynthia Webster also said these influencers can make a major impact, more than many assume.

“Influencers have such a strong impact on their audiences due to their ability to build trust, create emotional connections, and set trends,” Webster told Confidential.

“Their success in part is driven by a combination of expertise, creativity, relatability, consistency, and active engagement.

“They create value for their audiences – whether that is providing informational, educational content, recommendations, motivation, inspirational content or pure entertainment.”

Confidential has pulled together a list of our top influencers in market, poring over their data, brand relationships and potential earnings to come up with the 30 Under 30 list of young Aussies who we think are the most successful influencers making millions.

1. Sophia Begg (Sopha Dopha), 21, 1.3 M TikTok, 607K Instagram:

Australia went crazy when Sophia Begg, 21, known online as Sopha Dopha wore a blue Glassons corset in 2021, sparking a nationwide craze that led to the top selling out and influencing millions of teens. From the biggest brand deals, including a recent collaboration with Ralph Lauren, to creating her own fashion business All For Mimi, Begg tops our list as the most successful Aussie influencer.

Despite her influence, Begg told Confidential that she doesn’t spend a lot of time thinking about ‘success’ in her career.

“It’s more about the daily process of showing up, creating content, and connecting with my audience,” Begg said.

“If I am able to bring a smile to someone’s face, inspire them, or make them feel seen, then I feel like my job is done.”

The 21-year-old also said the stigma around influencers work “needs to change.”

“People underestimate the amount of work and dedication it takes to become a sucessful influencer.

“It’s a full-time job and at times can get very emotionally draining.

“It’s not just about posting a few photos. It’s about building a brand, understanding analytics, negotiating deals, and constantly engaging content.

“There’s this idea that we’re all out of touch or just trying to sell something or make a quick buck, but that’s a massive assumption.

“There are many different types of influencers, and a lot of us are just trying to share our passions and connect with our audience.”

Begg also said “figuring things out” as a young adult has it’s hardships.

“It can be a lot of pressure growing up in front of everyone. Every mistake, every awkward phase, it’s all out there.”

Begg spent most of March traveling, with mostly work-related trips to New York, Perth, Melbourne, and Thailand.

“I remember being 16 and thinking I’d be lucky enough to ever be able to trave;, let alone at such a young age,” she said.

“Now it’s part of my job! Every trip feels like a ‘pinch-me’ moment. It’s truly been the biggest and most unexpected perk.”

2. Abbie Chatfield, 29, 621.8K TikTok, 529K Instagram:

She’s Australia’s most ‘controversial’ influencer, so of course Abbie Chatfield made our top three. The 29-year-old first appeared on Aussie screens during the 2019 season of The Bachelor, but it’s her bold political views that truly solidified her influence.

Her left-wing opinions have sparked countless debates on everything from politics to pop culture. Her social media success led to a radio show, a podcast, and even the hosting of a reality show. Chatfield also won I’m a Celebrity … Get Me Out of Here!, and her recent conversation with Prime Minister Anthony Albanese about the upcoming election racked up over 600K views on TikTok.

3. Michael Finch, 28, 2.6 M TikTok, 699K Instagram:

There was no world of YouTube without Michael Finch but now he’s made success in a total switch up on TikTok. Finch, 28, was a major influence in the makeup community, with millions of Aussie teens inspired by his looks back in 2018. But the beauty days are over for Finch who has gained a whole other community for his food and cooking videos. With 2.6 million TikTok followers, and taking home the win for last year’s TikTok Food Creator of The Year, he has established an influence in the food community by collaborating with major companies in the industry.

For Finch, the most rewarding part of being an influencer is “making people laugh, someone smile and teaching something new.”

He also told Confidential that success is “subjective” in the influencer world.

“Everyone has different niches and different goals with their platforms,” he said.

“For some it might look like getting big brand deals and getting heaps of followers, while others work on their own personal brands which lots of influencers do.”

4. Deja Clark, 14, 3.3 M TikTok, 1.6 M Instagram:

The youngest in our list and making our top five is 14-year-old Deja Clark. It was Clark’s mother Kat Clark who first rose to influencer fame when she went viral for looking like her then teen daughter Latisha’s “twin” sister in June 2021. The family then established themselves as a well known name in the influencer industry with Deja now making her own influence with swimwear brand Sunny De which launched in January.

Clark told Confidential that her success is “being able to wake up everyday and work with companies I love.”

“I am very lucky I have the most supportive followers who cheer me on everyday as I work towards my ultimate goal and having that community by my side makes everyday successful.”

The 14-year-old says travelling with her family is the most rewarding part of being an influencer.

“We have a very exciting life and get to experience lots of things together. We’ve made so many memories together that I’ll remember for a lifetime,” she said.

5. Sam Fricker, 22, 2.1M TikTok, 163K Instagram:

Sam Fricker may be an Olympian, but with his large social media following, he could just as easily be called an influencer — though he would probably argue against the label. The 22-year-old diver made waves when he earned a spot on the Tokyo 2020 Olympic team, but it was his viral TikTok vlogs that also caught the public’s attention. At 17, Sam launched an environmentally sustainable company focused on single-use wheat straws. Since then, his entrepreneurial spirit has continued with the launch of his podcast Diving Deep, where he interviews high achievers about their success strategies. Notable guests have included Peter Dutton, Scott Tweedie and Scott Morrison.

For those that say “influencers don’t work,” Fricker puts them to shame with his extremely busy schedule which includes diving training for hours each day and making content for his socials or podcast.

“I’ve been making videos for a very long time. I think I started on YouTube 11 years ago and I always enjoyed it,” Fricker told Confidential.

“I post about 10 videos a day on TikTok so it’s around 70 a week, it’s a lot and I have a team who help out now as well.”

For Fricker, success is staying consistent and achieving goals “no matter how big or small.”

6. Indy Clinton, 27, 2M TikTok, 643K Instagram:

Indy Clinton often dubbed Australia’s favourite mum, is known for sharing authentic glimpses of her everyday life and her journey raising three kids — Navy, Bambi, and Soul. She first made her mark as an influencer at 16 by securing brand deals and major collaborations. Today, her vlogs documenting her “crazy and chaotic” life with her kids have struck a chord with Australians, earning her a large following. The 27-year-old’s videos consistently attract more than one million views daily, and in 2023 she was crowned Creator of The Year at the TikTok Awards.

7. Millie Ford, 28, 1.5M TikTok, 240K Instagram:

Millie Ford is known in the comedy and skit world for her depictions of teachers, parents and shop assistants. The 28-year-old’s success extends beyond TikTok and she has ventured into acting, securing roles in Australian television series such as Bump and Home and Away. By the end of 2021, she had gained more than a million followers on TikTok.

8. Angelo Marasigan, 21, 15.6M TikTok, 2.5M Instagram:

Angelo Marasigan is best known for his videos that blend humour, relatable scenarios, and creative skits. In 2023, Angelo’s influence was recognised with a nomination for Creator of the Year at the TikTok Awards. Over the years, he has partnered with top brands including DoorDash.

9. Bridey Drake, 24, 3.4 Million TikTok, 2.2 M Instagram:

Bridey Drake first gained popularity on social media when she started promoting her sleepwear business at 18. Her ability to blend entrepreneurship with her online persona has contributed to her widespread appeal. She also co-hosts a podcast where she shares insights on achieving success in one’s 20s, discussing topics like launching a business, building a substantial online following, and maintaining a work-life balance.

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10. Lily Huynh, 27, 3.3M TikTok, 866K Instagram:

Lily Huynh (biteswithlily) is a food influencer who takes her followers on an adventure to discover the “best food around the world.” Whether she’s diving into local street food or recreating mouth-watering recipes at home, her vibrant content has won the hearts of foodies.

Huynh told Confidential that her success as an influencer came as a “huge shock,” with her content now her main source of income.

“It’s something that I never really expected,” she said.

“Brand deals are a key part of my income but I also have revenue streams through various platforms.”

11. Sammy Robinson, 28, 318K TikTok, 615K Instagram:

Sarting on YouTube as Australia’s ‘beauty guru’, Sammy Robinson has made her way onto TikTok with lifestyle and beauty content and has since made a mark by starting her own fashion label, One Mile.

12. Tina Provis, 29,: 112K TikTok, 165K Instagram:

She became the “Scream Queen” of this year’s I’m a Celebrity … Get Me Out of Here! and gained influencer fame through her appearance on Love Island 2022. Since then, she has built a dedicated and loyal following.

13. Elle Ray, 21, 665.3K TikTok, 117K Instagram:

It’s already been a huge year of opportunity for influencer Elle Ray, 21, who first gained attention for her red carpet interviews with Margot Robbie and at the Brownlow Medal Awards. Ray who is also a journalism student, has scored several brand deals including her recent edit with Jaggad. She also hosted the Bluezone at the Australian Open.

14. Will Gibb, 26, 1.7M TikTok, 132K Instagram:

Will Gibb made waves on TikTok through his ‘funny content’ as a comedian.

Known for his beloved skits, he has partnered with several brands, including Menulog and Bumble. The 26-year-old has also teamed up with fellow comedian Tilly Oddy-Black on numerous collaborations.

15. Kayla Jade, 30, 2M TikTok, 550K Instagram:

Kayla Jade gained attention with her candid insights into her career as a full-service sex worker. Originally from New Zealand, the influencer who now lives in Queensland first gained attention for her confessional videos about her work. With millions of views and people intrigued, Jade has secured her position as a successful influencer and even sold out Gem’s $10 deodorant which “flew off shelves” after she made a video.

16. Olly Bowman, 24, 808k TikTok, 857k Instagram:

Olly Bowman first gained attention for his ‘unique’ dance moves, specifically his shoulder injury dance where he encouraged his followers to “not care about what others think” as well as open conversations with his sobriety. His success on TikTok got him nominated for Digital Creator of the Year at the AACTA awards.

17. Leah Halton, 24, 13.6M TikTok, 4.1M Instagram:

Leah Halton’s video of her lip syncing in a car became the most watched TikTok of all time. The video has now reached over one billion views and 63 million likes. It also saw her take home Video of The Year at the 2024 TikTok Awards. She has since worked with luxury brands Tiffany and Co and Louis Vuitton.

18. Riley Hemson, 29, 557K TikTok, 646K Instagram:

From her viral running diaries on TikTok to the launch of her inclusive fashion label, Remmie by Riley, the 29-year-old has crafted a brand that champions confidence, self-expression, and style. Her approach to blending fitness, fashion, and empowerment has resonated with a wide audience.

19. Tilly Oddy-Black, 28, 981.8K TikTok, 287K Instagram:

Tilly Oddy-Black is a comedy content creator, actor and writer. She has built more than a million followers and one billion views across TikTok, Instagram and YouTube. She is known for her array of online characters and skits. The 28-year-old has collaborated with major streaming services: Netflix, Stan, Binge, ABC Iview and Amazon Prime Video.

20. Latisha Clarke- 519K Instagram, 3.3M TikTok

Latisha Clark marks another sibling duo in the influencer world. Like her sister Deja, Latisha first gained recognition through her appearances on her mother Kat’s popular TikToks. Alongside her social media presence, Latisha co-hosts the podcast Basically Besties with Kat, where they talk about life, love and everything in between.

21. Jiny Maeng, 24, 1.9M TikTok, 1.1M Instagram:

The Korean ‘foodie’ is also bestie with number nine on our list Bridey Drake. She was also nominated for an AACTA award this year and went viral alongside Drake for their ‘hilarious’ videos, known for their infectious laughter and playful banter. Their most popular TikTok of them bickering over dumplings has more than 16 million views.

22. Sabre Norris, 20, 4.6M TikTok, 816K Instagram:

Sabre Norris took a unique route to influencer fame, first capturing attention with her ‘hilarious’ interview following a skateboarding competition that went viral on the Today Show in 2016. Her bubbly personality even caught the eye of Ellen DeGeneres. From there, Norris began posting videos on YouTube alongside her siblings, collectively known as The Norris Nuts.

23. Sasha Morpeth, 25, 5M TikTok, 916K Instagram:

Sasha Morpeth first went viral for her videos featuring her mother Therese waking her up with breakfast. Since then, Morpeth has built a strong presence in the influencer world, captivating audiences with her lifestyle, beauty, and relatable content. In addition to her digital influence, she is the founder of the “elegantly crafted” fashion label, Sasha Therese.

24. Jonah Singer (JoJo Asmr), 26, 4.5M TikTok, 560K Instagram:

Jonah Singer, 26, is not like other influencers, and has attracted millions of views and made a full-time living from whispering into a microphone. A part of the top 20 per cent of earners in the country, Singer makes his success from brand deals and collaborations.

25. Lola Thompson, 25, 263K TikTok, 200K Instagram:

Thompson transitioned from a successful career in dance to becoming a model and influential social media star. Known for her striking looks and bold fashion sense, she has partnered with some of the most iconic brands, including H&M, Oh Polly, and Glossier

26. Michael Drake, 21, 534K TikTok, 137K Instagram:

The 21-year-old is another one of the successful sibling duos of the list, with his sister Bridey Drake ranked number nine. However, a bit different to his sisters content, Drake is known for his adventurous and ‘outrageous’ vlogs which have seen him disguise his own billboards in public spaces, making weird food decisions like cereal in the couch compartment, camping in a cave and in general fun vlogs. He has done several brand deals with big companies like Aldi, Garnier and Pump.

27. Sebastian Lazarou, 24, 4.4M TikTok, 101K Instagram:

Sebastian Lazarou known as sebbylaz, gained attention with his engaging point-of-view videos and comedy skits. His content dubbed relatable has earned him collaborations with major brands like Lipton Tea, Oporto, and Coca-Cola. In addition to his growing influence, Lazarou has developed a close bond with the Clark family.

28. Bill Barker, 22, 231.2K TikTok, 47.7K Instagram:

Bill Barker screams ‘authentic’. He is well known among the gen Z audience for his realistic vlogs, fit checks and lip syncing videos. He has done brand deals with big names such as Grilld, Chemist Warehouse and CASETIFY and has a podcast with Holly Muller with a second season on it’s way.

29. Mitch Greer, 24, TikTok: 47.6K, 52.1K Instagram:

Transgender influencer Mitch Greer has gained the eyes of several big beauty brands and attended several events including L’Oréal Paris, Givenchy, and Fashion Week. She is known for her beauty and lifestyle content for those that “feel they don’t always fit in.”

30. Georgie Hansen, 18, 650.5K TikTok, 105K Instagram:

Originally from Hobart, the 18-year-old first went viral at 15 with her lip-synching videos, quickly gaining attention for her lifestyle vlogs. Since then, she has partnered with several leading beauty and lifestyle brands and has now moved to Sydney. Her influence among fellow teens and gen Z saw her invited to Fiji for a schoolies trip.