30 under 30: Meet SA’s up and coming stars of Instagram
From fashionistas to pranksters to fishos, here’s 30 South Aussie influencers taking Instagram by storm.
Love or hate it, there’s no denying the power of social media in connecting people from all walks of life.
With their innovative content and charm, influencers are the new trendsetters, turning likes and shares into full-time jobs and captivating audiences across the globe.
From tres chic fashionistas to pranksters to professional gamers, South Australia is not only home to fantastic wine but a dynamic talent pool of content creators.
Meet 30 young South Aussies taking Instagram by storm.
Isabelle Petzl-Duncan, 21, & Mitch O’Leary, 24
Handles: @isabellepetzl @jumbleteeth
Followers: 73.2k, 17.9k
From the moment Isabelle Petzl-Duncan, 21, and Mitch O’Leary, 24, first met, they knew it was meant to be.
Since they began dating in August 2023, the pair have solidified themselves as Adelaide’s unofficial influencer IT couple.
“Funnily enough, it all started way back in early 2022 when I commented on one of Isabelle’s videos,” Mr O’Leary said.
“We had a few light conversations over the years, but it wasn’t until I flew up to the Gold Coast for a visit that things clicked.
“We spent a few days together, and since then we’ve been attached at the hip.”
Between them, the Glenelg-based couple have close to 100,000 Instagram followers and share a mix of lifestyle, fashion and relationship content.
“I’m an open book and I’ve always loved creating content, taking photos, and posting TikToks,” Ms Petzl-Duncan, who hails from Brisbane, said.
“It’s definitely not for everyone but I absolutely love sharing my life with other people.”
For Mr O’Leary, who is the founder of clothing brand Outdated Collective, social media is a way to build community.
“I love giving people a peek into what it’s like building a business from the ground up, mixed with everyday moments, fun campaigns, and my life with my partner Isabelle,” he said.
“It’s all about sharing things that feel honest, lighthearted, and a bit love-filled.”
While they’re grateful to have built careers online, dealing with the stigma that comes with being an influencer can be tough.
“I definitely feel it most when I meet someone new and tell them that I work in marketing to save myself explaining what I actually do,” Ms Petzl-Duncan said.
“This industry is still so new that it isn’t fathomable that this can be a legitimate job.
“A lot of people still see influencers as people just posting selfies, without realising the strategy, creativity, and workload behind it,” Mr O’Leary said.
“We break the stigma by being transparent, uplifting others in the space, and continuing to create meaningful content that adds value.”
As partners and collaborators, their relationship isn’t only supportive but “silly, honest, and full of love.”
“We’re each other’s biggest cheerleaders,” Mr O’Leary said.
“We’ve been lucky to build a really lovely little community who come along for the ride with us — from the mundane moments of everyday life to the bigger milestones.
“Of course, like any job, there are days where filming doesn’t feel natural or motivation dips.
“But when we zoom out and remember that this is our job — sharing life with each other — it quickly puts things in perspective. We’re so grateful.”
Jordi Rendell, 24
Handle: @jordirendell
Followers: 8.2k
Jordi Rendell, 24, is new to the influencer scene but already boasts over 8,200 Instagram followers and almost 18,000 TikTok followers.
Nine months ago, the Camden Park local quit her nine-to-five marketing job to become a full-time UGC creator, sharing her journey online along with tips to help others “break into this world.”
“I’ve always been a creative person, and with my marketing background, I naturally gravitated toward this space,” she said.
“ I love the freedom — being able to take a walk when I want, catch up with friends during the day, and just live life on my own terms.
Oh and also hopping on planes whenever I want to go somewhere! I’m truly living my best life.”
A typical day of work for the “hustle queen,” starts with admin followed by content creation, editing and research.
“I’m usually up at 6am, checking emails and DMs from brands or fellow creators,” she said.
“Then I spend most of the day filming content, and usually edit into the evening.
I’m always looking into new trends and strategies — whether it’s for clients or my own pages. It’s a full-on lifestyle, but I genuinely love it.
As a UGC creator, she’s worked with many brands including Vodka Cruiser, The Oodie, and Adairs, and is now making $15,000 a month.
But she also loves collaborating with small South Aussie brands as “there’s something so special about supporting your local community.”
Amber Wadham, 29
Handle: @itspaladinamber
Followers: 73.7k
Amber Wadham has made a career out of something most people are only able to do as a hobby and built an impressive following while doing it.
Known by her thousands of fans online as PaladinAmber, the popular Adelaide gamer boasts more than 112,000 followers on Twitch along with 73,900 on Instagram.
“I have been in content creation professionally now for around 8 years and I honestly stumbled into it like most people do with their careers,” she said.
Her larger than life personality shines through her content which ranges from FPS playthroughs to comedy skits.
On Instagram, she shares her life outside of streaming, including her work with brands such as Xbox and Red Bull Australia.
“I enjoy the lifestyle but I really enjoy the ability to create, I think the freedom to be creative and have it be called my job is an incredible privilege,” she said.
Being a content creator can be hard work but it’s worth it, she said.
“There’s so many moving parts and skills you need to constantly work on to make it a successful career so make sure you’re willing to spend a lot of time working and working on yourself too.”
Zahra McDonald, 24
Handle: @endoitwithzahra
Followers: 15.5k
Endometriosis advocate Zahra McDonald, 24, has built a “safe space for people with pelvic pain” made up of almost 15,000 followers online.
Diagnosed with endo and adenomyosis at 22 in mid 2023, the podiatry student created her account @endoitwithzahra to raise awareness and educate others about the condition.
Her diagnosis came 10 years after she first went to the doctor for symptoms, an experience she says is shared by many.
“Since being diagnosed, I have realised how under researched this chronic illness is, and how little information there is,” she wrote on Instagram.
“But I LOVE to raise awareness and create education for others surrounding endometriosis and adenomyosis.
“So they don’t have to suffer as long as I did, and I create the content I wish I could’ve seen.”
Paris Hedger, 21
Handle: @parishedger
Followers: 28.8k
Travel content creator and author Paris Hedger has always loved capturing the world around her.
“I (have) always had a passion for taking photos and videos of every little thing I did, so it happened naturally,” she said.
“One year my family went away for Easter and I vlogged it and that was my first ever YouTube video, and it just took off from there into health and fitness, to lifestyle vlogs.
“So when I go away it’s second nature for me to pack my camera. Plus, I love inspiring others to get out there and live life.”
As an Adelaide-based creator, the lack of opportunities here compared to the eastern states is challenging, however there’s “a few hidden gems in SA that will surprise you,” she said.
The 21-year-old has been a content creator for the past five years and has used her platform to share her story of survival and resilience.
As a content creator, she says it’s important “to not let the opinion of others stop you from putting yourself out there.”
“I saw the biggest growth when I was completely vulnerable, and you can’t let the fear of what your friends will think stop you from posting, because true friends will support you,” she said.
She has also written a book, Things I Realised As I Lost Everything, about her journey.
Ella Maegraith, 28
Handle: @smileycitrus
Followers: 98.3k
Ella Maegraith is a lifestyle and personal finance influencer known for her budgeting tips.
An internet big sister of sorts, the “money conscious” 28-year-old documents her life online, offering advice on everything from daily life hacks to dealing with breakups to buying a house.
Known for her authenticity, her Instagram acts as a digital diary sharing both the highs and lows of life as a 20-something-year-old.
Her feed features regular budget breakdowns, travels, and life with her husband Nick and their fur babies, Elsie and Mabel.
Matilda Baxter, 21
Handle: @tildssearch
Followers: 708k
If you’re a regular in town, chances are you’ve come across Matilda Baxter strutting down Adelaide’s CBD in full glam.
Boasting over 710,000 followers on Instagram, the 21-year-old influencer and OnlyFans creator has built an impressive following sharing her luxurious travels around the world and modelling work.
She’s also built a strong following of over 219,000 on TikTok where she posts mini vlogs.
Hailing from Normanville on the Fleurieu Peninsula, she occasionally shares her favourite spots across the state, including restaurants and local businesses.
Elena Tea, 26
Handle: @elena_tea
Followers: 47.6k
Elena Téa’s Instagram grid is every coquette girl’s Pinterest board come to life.
The Italian Australian artist has built her following by romanticising the everyday, sharing her art, hobbies and snippets of life online.
A talented artist and self-described dreamer, she runs her own ceramic business, Studio Sogni, out of her tiny home studio.
The 26-year-old is also an avid journaler so if you need inspo for your next spread, look no further than her socials.
Maddy Watson, 26
Handle: @justmaddyx
Followers: 48.3k
Over the past five years, content creator and gamer Maddy Watson has built a loyal following with more than 830,000 followers across her social media accounts.
The gaming world has always been an escape for the Adelaide local but it wasn’t until 2018 that she decided to give live streaming a crack.
After two years of casually streaming, she decided to quit her job at Telstra to stream full-time and hasn’t looked back since.
Last year she welcomed her first child, an adorable baby girl named London who is a regular feature on her Insta.
Isabella Chambers, 22
Handle: @izabella.chamberss
Followers: 4.6k
If you’re in dire need of outfit inspo, Adelaide fashionista Isabella Chambers is your girl.
From overseas travels to fashion shows to wine nights with friends, the 22-year-old has loved sharing her life on Instagram since high school.
Having built a following of over 4600 followers, the influencer and content creator still struggles with the fear of judgement.
“It’s really hard to post what you want because there is that fear of being judged,” she previously told The Advertiser.
“As much as I can sit here and be like ‘I post whatever I want’ — I don’t — because there are times where you are going to fear being judged.”
However this is something the social media and influencer specialist at fashion store Serafina hopes to change, expressing her admiration for those who post without fear.
Li Huey Khoo, 21
Handle: @lihueyyy
Followers: 15.3k
Li Huey has always been drawn to fashion so it’s hardly surprising that her Instagram is dedicated to her best outfits.
The 21-year-old, who hails from Kuala Lumpur, hardly if ever has a bad outfit day, pulling together stunning outfits for every style and occasion.
“For me, fashion is self-expression,” the dentistry student said.
“If it doesn’t feel like me, I won’t post it.”
Her feed is sure to inspire travel envy with the influencer’s page featuring Pinterest-worthy scenes from around the world, including China, Turkey and the Maldives.
“It’s not all glam; sometimes I’m editing photos at midnight or chasing good lighting before class,” she said.
Chloe Grayling, 30
Handle: @lovechloejane
Followers: 191k
Influencer and podcaster Chloe Grayling, 30, is South Australia’s own cottagecore queen.
With almost 200,000 Instagram followers, she shares her life in her 140-year-old cottage on the Fleurieu Peninsula with her husband Patrick and their array of animals.
Positivity is at the heart of her content which also includes showing her followers how to harvest wildflowers and renovation tips.
Having welcomed daughter Violet into the world last year, she shares her experience navigating parenthood as a first-time mum.
Chantal Leonhardt, 23
Handle: @chantal.leonhardt
Followers: 111k
South Aussie Chantal Leonhardt has captured hearts around the world sharing her artwork which inspires “your inner child,” online.
The 23-year-old shares her life as an artist working in her studio gallery Bloom on Kangaroo Island.
Her Instagram not only features her stunning watercolour painting but also progress videos and candid posts about what it’s really like to be an independent artist.
“I’m first and foremost an artist and storyteller that uses social media, including TikTok, as a way to share her art and connect with like-minded people,” she previously told The Advertiser.
“However, over the years content creation has become more than that, it is an extension of the art itself, a way I bring people closer to my world.”
She’s currently busy working on writing and illustrating her first children’s book, Adena and Her Star, which will be released early next year.
Gabriella Mila Popovic, 26
Handle: @gabriellemila_
Followers: 16k
From fashion to beauty to travel, Gabrielle Mila Popovic’s Instagram is a love letter to the things she is most passionate about.
The 26-year-old project manager began her influencer journey back in 2017, starting out as a model before moving into content creation.
“(I) did a fashion degree in Sydney and have always loved being creative and (having a) sense of expression through style, fashion and beauty.”
She currently juggles social media with a full-time job and studies but still finds time to document her outfits, routine and lifestyle.
“(It’s) a part of who I am, a sense of expression and connection,” she said.
“Everyday is different. It’s such a fun job and you have to LOVE what you do otherwise it feels like work!”
Her personal highlights so far include “working with some big brands I’ve loved forever like House of CB, Nike, Sephora.”
Victoria Pulera, 30
Handle: @vicpap
Followers: 17.2k
Victoria Pulerà began her journey as a content creator four years ago, inspired to create a “digital diary to capture all the special moments in life.”
“I’m passionate about travel, fashion, and of course, food — so I love creating content that inspires others,” she said.
“Whether it’s sharing a favourite outfit, exploring a new destination, or trying out a cool restaurant, I want people to feel excited to experience something new.”
A typical day involves juggling social media and running her two businesses, Coast Tanning and Coast Hire.
“My biggest challenge has been launching my own businesses while trying to find a healthy work-life balance — especially while also staying consistent with posting and creating content on social media,” she said.
Georgia Zadow, 26
Handle: @georgia_zadow
Followers: 13k
A self-confessed “fit check” lover, Georgia Zadow’s feed is dedicated to fashion.
The 26-year-old shares fashion, food, travel and lifestyle content, including snaps of her soaking up the sun at the beach, hanging out at music festivals or island hopping in Europe.
When she’s not online, she works as a speech pathologist.
Charlotte Goodwin, 26
Handle: @lottie_goodwin
Followers: 12.3k
Charlotte Goodwin is the brains behind one of Adelaide’s most popular vintage markets, XChange Markets (@xchangemarkets).
Arguably one of Adelaide’s most stylish individuals, the 26-year-old runs XChange, which is a small, female, queer run business, alongside her partner, Annabel Hartlett, aka Godlands.
“We really wanted to create a space that was welcoming for everyone, a real hub for vintage lovers,” she previously told The Advertiser.
Her Insta offers a behind the scenes at her life, including plenty of cool ‘fit pics and cute couple pics with Hartlett.
Rylee Cooper, 25
Handle: @datenightadl
Followers: 62.9k
With almost 63,000 Instagram followers, it’s fair to say that Rylee Cooper is well on her way to creating an online empire.
Ms Cooper is the brains behind the viral Date Night Adelaide, sharing South Australia’s best date night activities including food recommendations and places to visit.
“I think Adelaide is such a cool place to live, I want people to see Adelaide the way I see it,” the 25-year old previously told The Advertiser.
She also hosts regular events from group hiking sessions to sellout singles nights.
Cali The Kid, 24
Handle: @calithekid_
Followers: 30.5k
Influencer Joshua David, aka Cali The Kid, is best known for doing street interviews around Adelaide.
With more than 155,000 followers across Instagram and TikTok, his content revolves around comedy, relationships and self-improvement.
The 24-year-old is also a YouTuber, sharing longform reaction videos, Q & As and interviews on his channel, Calithekid888.
As a content creator, he aspires to be “living proof that if you have dreams and aspirations you can make anything happen if you work hard,” according to his YouTube bio.
Vanessa Aloi, 23
Handle: @nessaloi
Followers: 11.3k
From vibrant hair looks to effortlessly stylish outfits, Vanessa Aloi’s Instagram feed is all about self-expression and cool vibes.
The South Aussie hair artist is all about bold and colourful hair transformations which are a main staple on her account in between fit pics and photo dumps that show glimpses into her everyday life.
The 23-year-old also shares hair styling tutorials to help her followers replicate her looks.
Ned McHenry, 24
Handle: @sharksstales
Followers: 6.4k
Former Crow Ned McHenry has built a name for himself as one of SA’s top fishos.
Since being delisted by the club at the end of last year, the 70-game forward turned TV host has a combined following of more than 10,000 people across his Instagram (@sharksstales) and YouTube.
From fishing trip vlogs to showing off monster catches, his good sense of humour shines through as he shines a light on the state’s stunning coastline and wildlife.
Elle Barker, 24
Handle: @ellexbarker
Followers: 24.1k
Elle Barker has been creating lifestyle and fashion content since she was 17 but it wasn’t until around 2021 that it became a “job and a source of income” for the 24-year-old who works in marketing.
“The concept that people were interested in what that looked like for me was so surreal when I entered the industry,” she said.
“When becoming a content creator became more real for me – I was in such disbelief that something so enjoyable, flexible and creative could result in a paid career path, and I thought that I would be silly not to work towards making that my reality.”
As a lifestyle influencer, authenticity is at the heart of her content.
“I have a lot of young girls following me and I value the importance of sharing the unfiltered side of being in your 20s too,” she said.
A highlight so far includes working with Pepsi at the AFL which she said was a “pretty surreal moment.”
“Attending events for brands alongside so many large creators that I have admired for so many years always feels like a pinch me moment – but if I’m being honest, every opportunity in this industry feels surreal, I always feel like the opportunities we are exposed to are incredible.”
Malaika Pearl, 18
Handle: @malaikapearll
Followers: 17.1k
When it comes to beauty, fashion and lifestyle, Malaika Pearl, 18, has got it all down pat.
“Those are the spaces where I feel most myself,” she said.
“It is where I can truly express my personality, creativity, and the things that make me feel confident and excited.”
Having always had a passion for content creation, she decided to “go after (her) dreams,” two years ago and start posting videos on TikTok where she has built a following of almost 400,000 followers.
Currently studying a Bachelor of Business, she juggles social media alongside her studies with a typical workday involving admin, filming and editing videos in between “cleaning up the chaos” made.
“A lot of people assume it is all just making videos or getting free things, without really understanding the amount of work that goes into it,” she said.
“There is planning, filming, editing, negotiating, managing deadlines, constantly staying creative — and doing it all while sharing so much of yourself online.
“It is a real job, even if it does not always look like the traditional kind.”
Lily Vallelonga, 18
Handle: @lily.vallelonga
Followers: 4.6k
18-year-old Lily Vallelonga is a UGC and fashion influencer.
With over 50,000 followers across Instagram and TikTok, the Adelaide teen shares vlogs from her everyday life from her travels to attending local influencer events.
“For me, creating content is not just about trends, but about expressing who I am without fear of what others might think,” the speech pathology student said.
“Being an influencer allows me to share what I’m passionate about, inspire confidence, and be part of a community that uplifts each other.
“It’s such a rewarding feeling knowing that something I’ve posted has helped someone feel good about themselves.”
Kellie Finlayson, 29
Handle: @kelliefinlayson_
Followers: 69.2k
Since being diagnosed with terminal bowel cancer at 25, Kellie Finlayson has become a passionate advocate for raising awareness on the disease.
With almost 70,000 Instagram followers, the author and podcaster uses her platform to share her message to others to take their health seriously.
While sharing the reality of living with terminal cancer, the mum-of-one also shares snaps of her life with husband, Port star Jeremy Finlayson, and their daughter, Sophia, 3.
Maisie Rozee, 24
Handle: @maisierozee
Followers: 12.5k
From family snaps to date night at the Brownlows, AFL WAG Maisie Rozee’s Instagram has become the unofficial Rozee family photo album.
The wife of Port Adelaide captain Connor Rozee, the University of Adelaide alumni shares her life with her longtime love raising their daughter, Audrey, who born last May.
The pair recently took to Instagram to share that they were expecting their second child, a baby boy.
Georgina Neves, 30
Handle: @georginaneves
Followers: 9.1k
Georgina Neves is an Adelaide-based fashion, beauty and lifestyle influencer.
A make-up artist by trade, the 30-year-old is always serving looks whether it be in the gym by the pool or on a night on the town.
From travelling overseas to attending influencer events, her feed is packed with FOMO-inducing content.
Hugh Lovett, 22
Handle: @hughlovett
Followers: 11.5k
Hugh Lovett, 22, is one half of South Aussie prank duo, Those Fellas (@those_fellasss).
Mr Lovett and his partner in crime, Lachy Batty’s pranks include tricking people with fake snakes and planting fake drugs in crab pots.
Outside of pranking, his Instagram is filled with pictures from camping trips and the gym.
When he’s not busy getting up to mischief, the roof plumber runs his own business, Lovett Roof Maintenance.
Lachy Batty, 23
Handle: @lachy_batty
Followers: 4.1k
Jokester Lachy Batty is part of SA prank duo, Those Fellas (@those_fellasss).
Together with Hugh Lovett, the 23-year-old’s content revolves around playing jokes on unsuspecting South Aussies, recently going viral for autographing how-to-vote cards at polling booths during the recent election
But it’s not all jokes on his Instagram with the tradie often sharing snaps soaking up rays at the beach, spending time with friends or upgrades to his beloved LandCruiser.
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