Outback adventures that led Matt Wright to become NT’s top influencer

He’s the NT’s most powerful influencer - and Matt Wright has done it by showcasing his outback adventures. See the full list.

Meet the “croc guy” whose social media snaps have more impact than even celebrity wildlife warrior Robert Irwin.

Sharing images and videos of his outback adventures has made National Geographic presenter Matt Wright the Northern Territory’s most popular influencer.

In fact, he’s one of the most impactful in the entire country, according to a game-changing index that for the first time reveals which of Australia’s thousands of “influencers” really make a difference – leaving some well-known names floundering behind newer, younger stars of social.

The Oz Top 100 Influence Index, published exclusively today (August 25) at theoz.com.au, goes beyond follower counts, using behavioural science to quantify and rank content creators according to their overall impact.

While excited to be on the list of internet movers and shakers, Wright – who sits at 35 nationally, ahead of the legendary Steve Irwin’s on Robert, in 44th place – didn’t set out to

become a social media sensation.

Matt Wright is the NT's highest-ranked social media content creator on The Oz Top 100 Influence Index.

The 43-year-old initially started posting on platforms such as Instagram and TikTok (where he has amassed 5.5 million followers) to show his friends and family what life in the bush was like.

“I think people in the city, like to escape the hustle and bustle with otherworldly content,” he said of his posts’ growing popularity.

“I just started filming myself with my phone, posting a morning croc feed, or driving my airboat on the flood plains. It’s real and different to what most people get up to. It’s just like I love seeing people working with lions or exploring the Rockies.” 

Wright said the only sort of “influencing” he is interested in is conservation awareness.

“I don’t really see myself as an influencer, I just like to have fun with my crocodiles and show people how beautiful the Northern Territory is, so it’s a bonus that people like seeing what I get up to,” he said.

Matt Wright has 5.5m TikTok followers.

“If I spot something epic from the chopper or come across a snake in the wild, I naturally want to share that with everyone.” 

Despite his immense popularity, Wright said his primary focus was still his adventure tourism business and his TV work for Foxtel’s Nat Geo channel, Netflix and Channel 9.

He admits, though, that his social media success has brought him a certain amount of notoriety, with a video posted to Instagram and TikTok of his three-year-old son Banjo handling a 12ft snake one of the more recent clips gaining attention.

“You’re that croc guy” is an increasingly familiar salute from people in the street, he said.

“I’ve been lucky to have a few of the clips go viral, I think one had over 500 million views which is pretty wild, and I must gain a bit of a following off that. I’m always grateful for anyone who has watched my TV shows or social content”.

Matt Wright said he never set out to be a social media star.

Wright’s success is representative of many talents highlighted by the Influence Index.

Editor of theoz.com.au, Elyse Popplewell, said the index for the first time “legitimises those in the industry who are having such a big impact on our lives – until now there has been no way to actually measure the effect they have.”

Of Wright, she added: “One of Australia’s top influencers is a croc wrangler? You cannot make this up. This is a truly Australian list and Matt is a master of engaging his audience.”

See the full Top 100 Influence Index today atTheOz.com.au