Australia’s top influencers have been revealed in world-first study
The country’s most influential social media stars have been named in a groundbreaking new report - and there’s some names you’ve likely never heard of.
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A list of the country’s top social media stars have been revealed in an explosive new report.
A world-first influence index, published exclusively by The Oz, has revealed the Australians who are shaping the purchase decisions, conversations and opinions of the next generation.
The exciting list’s top 10 names have a collective audience of more than 140 million followers – which is more than five times the country’s population.
While iconic names such as Celeste Barber, Abbie Chatfield, Tammy Hembrow, Robert Irwin and the Inspired Unemployed all made the list, a string of lesser-known influencers managed to leapfrog them this year.
The Influence Index determines effectiveness by analysing six weighted indicators –trustworthiness, attraction, relatability, expertise, content prominence and content frequency – using behavioural science measures in a new way.
According to the index, the country’s top three influencers are 21-year-old Sarah Magusara with 19.3 million followers, 27-year-old Caleb Finn with 16.5 million followers and 21-year-old Hannah Balanay with 18.6 million followers.
Magusara is a Brisbane mother-of-one famous for her relatable travel vlogs and dancing skills, Finn is a former pre-school teacher who blew up on TikTok due to his quirky lip syncs and Balanay is known for her viral dance moves.
OnlyFans star and vlogger Anna Paul sits at number seven on the list, while fitness influencer Tammy Hembrow comes in at number 45.
Editor of theoz.com.au, Elyse Popplewell, said the absence of some of the more popular household names was due to the Index delving beyond vanity metrics, like the number of followers, to unearth those who are truly powerful persuaders.
She said the method used in the Index confirmed the validity of the industry and identified that audience size and cross-platform followings only go so far to truly influence people.
“The Influence Index legitimises those in the industry who are having such a big impact on our lives” she said.
“Until now, there has been no way to actually measure the effect they have on our decision making.
“For the first time, we are also measuring trustworthiness and relatability to understand wha really makes an audience move.
“We follow social media creators who are like the people we aspire to be and even consider them as people we want to include in our circle of friends.”
The report also revealed thato over 10 per cent of the country’s most powerful influencers live on the Gold Coast, while more than 30 per cent are people of colour.
The study also confirmed that TikTok influence reigns supreme, with those on the Index needing to have at least 1 million followers on the platform, with the app accounting for 6 per cent of the total audience of the top 50 influencers.
The Influence Index has been built for theoz.com.au using bespoke technology in partnership with global behavioural science experts The Behavioural Architects, and the world’s leading social intelligence monitoring, Storyful.
Number #1 influencer in each Australian State and Territory.
New South Wales – Junpei Zaki
Queensland – Sarah Magusara
Victoria – Caleb Finn
Western Australia – Hannah Balanay
South Australia – Mully
Tasmamia – Jiemba Sands
Northern Territory – Matt Wright
Australian Capital Territory – Hannah Pengilly
View the entire Influence Index at theoz.com.au/influenceindex.
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