Share of Instagram influencers in Australia 2024, by category

Just over percent of Australian influencers on Instagram were categorized as lifestyle influencers in 2024. This category was the largest category segment, followed by music and beauty with and eight percent and five percent share respectively.

 Influencing e-commerce

Apart from promoting their own brand image, popular influencers have the opportunity to cash in on their social media success by partnering with brands and promoting products to their followers. Hence, it is no coincidence that the leading influencer profile categories tend to mirror the top social commerce brand categories. Of all the social media platforms, Australia’s most valuable social commerce platform is Facebook, attracting more than 70 percent of social shoppers. Instagram came in second with almost 50 percent of social shoppers making purchases through the photo-sharing platform.

  Australians more comfortable with ‘traditional’ e-commerce

While the social commerce category has seen significant growth in 2020, this level of growth is unlikely to be maintained. Just over half of Australians do not want their financial information linked with their social media account and cite a lack of trust in the format for making digital purchases. Nevertheless, social media remains a powerful and cost-effective advertising tool for businesses and consumers regularly use it to discover new products and make purchases either online or in physical stores.