Department stores such as Kmart, Target and Big W and the big supermarkets Woolworths and Coles lead the pack when it comes to influencer marketing, according to AI social media analytics platform HypeAuditor.
Kmart Australia tops the list with 2,790 mentions by more than 700 influencers, followed by Woolworths raking in 2,050 mentions from 616 influencers.
The influencer marketing industry, according to HypeAuditor data, will be worth more than $22 billion by 2025.
Only three of the Top 10 are fashion brands (Glassons, Princess Polly Boutique and Aimn Oceania), a sharp contrast to the UK where nine of the top ten brands are fashion retailers including ASOS, Zara, H&M and Shein.
Alexander Frolov, CEO and co-founder of HypeAuditor, said: “As people globally spend on overage two hours and twenty-seven minutes on social media, daily, and with more than half of the world population now on social media, influencer marketing is the most efficient tool for brands to connect authentically with their audiences."
The top ten, including reach, followers, mentions and the number of influencers promoting them:
|
Rank |
Account |
Followers |
Mentions |
Number of influencer posts between 1 Jan-30 June 2022 |
Reach |
|
1 |
1.29m |
2790 |
717 |
6.11m |
|
|
2 |
230,890 |
2050 |
616 |
3.75m |
|
|
3 |
219,230 |
1710 |
521 |
2.6m |
|
|
4 |
680,380 |
940 |
469 |
2.84m |
|
|
5 |
370,730 |
1280 |
462 |
2.34m |
|
|
6 |
116,550 |
1260 |
414 |
2.15m |
|
|
7 |
16,180 |
835 |
408 |
2.36m |
|
|
8 |
2.29m |
856 |
403 |
1.85m |
|
|
9 |
293,060 |
836 |
394 |
1.26m |
|
|
10 |
388,880 |
863 |
367 |
4.12m
|
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