Influencer Advertising - Australia & Oceania

Ad spending in the Influencer Advertising market in Australia & Oceania is forecasted to reach US$572.50m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 10.15%, leading to an estimated market volume of US$1.02bn by 2030.
The average ad spending per internet user in the Influencer Advertising market is projected to be US$16.04 in 2024.
When compared globally, the highest ad spending is anticipated China (US$19.16bn in 2024).
In Australia & Oceania, Influencer Advertising is rapidly expanding, with brands leveraging local creators to reach niche audiences effectively.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in Australia & Oceania has been experiencing significant growth in recent years.

Customer preferences: Customers in Australia & Oceania have shown a strong preference for influencer advertising due to its ability to reach a targeted audience and provide authentic recommendations. Influencers have become trusted sources of information and recommendations for consumers, and brands are leveraging this trust to promote their products and services. Additionally, customers in this region appreciate the creativity and entertainment value that influencers bring to their content, making it more engaging and memorable.

Trends in the market: One of the key trends in the Influencer Advertising market in Australia & Oceania is the rise of micro-influencers. These are individuals with a smaller but highly engaged following, typically within a specific niche or industry. Brands are recognizing the value of micro-influencers in reaching a highly targeted audience and generating more authentic and relatable content. This trend is driven by the increasing demand for personalized and niche-specific recommendations from influencers. Another trend in this market is the growing importance of video content. With the rise of platforms like YouTube and TikTok, video has become a dominant form of content consumption. Influencers in Australia & Oceania are leveraging this trend by creating engaging and entertaining video content that resonates with their audience. Brands are capitalizing on this trend by partnering with influencers to create video campaigns that showcase their products or services in a visually appealing and engaging manner.

Local special circumstances: Australia & Oceania is a region with a diverse and multicultural population. This presents both opportunities and challenges for influencer advertising. On one hand, brands can tap into the unique perspectives and cultural insights of influencers from different backgrounds to connect with specific target audiences. On the other hand, brands need to ensure that their influencer campaigns are culturally sensitive and inclusive to avoid any potential backlash or negative impact on their brand reputation.

Underlying macroeconomic factors: The Influencer Advertising market in Australia & Oceania is also influenced by macroeconomic factors such as the overall economic growth of the region and the disposable income of consumers. As the economy grows and consumers have more disposable income, they are more likely to engage with influencer advertising and make purchasing decisions based on influencer recommendations. Additionally, the increasing internet penetration and smartphone adoption in the region have also contributed to the growth of the influencer advertising market, as more consumers have access to social media platforms where influencers are active. In conclusion, the Influencer Advertising market in Australia & Oceania is experiencing growth due to customer preferences for targeted and authentic recommendations, the rise of micro-influencers and video content, the diverse population presenting opportunities for targeted marketing, and the underlying macroeconomic factors such as economic growth and internet penetration.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.