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Influencer Marketing in Australia Is Different. Here's Why.

Influencer Marketing in Australia Is Different. Here’s Why.

Australian Influencer

Influencer marketing is a booming industry, with around 96% of users engaging more than ever with the people they follow on social media.

With so much of our time spent online nowadays, it’s no surprise that web marketing is doing such wonders for brands. The results are undeniable: influencer marketing campaigns earn around $6.50 for every dollar spent on funding them.

That’s the kind of return on investment you want for your brand.

If you want to master digital marketing, it’s important to know how location can affect your success. An influencer agency like Wear Cape has the experience needed to explain why influencer marketing is different in Australia compared to the rest of the world.

Businesses everywhere are being propelled to global success by the latest digital marketing techniques. Read on to find out how you can use influencer marketing to turn your brand into a household name in Australia. 

1. Average Following Size Differs

Most people’s common perceptions of the influencer marketing world are based on what they know about the USA’s market. But what is true for the USA does not necessarily apply everywhere. This starts with the most obvious part of an influencer’s profile:

The follower count.

Population size has a significant impact on the threshold for celebrity status. The USA has around 10x the number of people per km2 of land that Australia has, making the average follower count needed to become an influencer of significance is much lower.

Where accounts with 100k followers are relatively common in the USA, such a follower count can make an influencer a well-known name in Australia.

This changes how brands have to approach looking for an influencer to work with. If you want to team up with an Australian influencer and enter the spheres of a whole new group of potential customers, you can’t write someone off just because they have a follower account that would look small in a country as big as the USA.

Don’t make the mistake of thinking that lower average follower counts mean it’s not worth tackling the Australian influencer marketing world. Having an effective reach is not contingent upon having a certain number of followers: research has shown that real, quality engagement with posts is higher on accounts with fewer followers.

There’s no one-size-fits-all formula when it comes to the ideal follower count for an influencer.

Instead, it’s all about finding out who’s the best fit for your brand. Top tips like these can help you start figuring out which Aussie influencer will work best with you. 

2. Women Dominate the Australian Influencer Marketing World

The ratio of women to men who work as influencers in Australia is nowhere near even. In this 2020 article about Australia’s top 20 influencers, not a single man was listed.

Simply put, it seems that the blokes of Australia just aren’t inclined to grow their followings like men in other countries.

Whatever the reason for this, it is important to be aware of it. Though most products can be marketed well by a good influencer of any gender, the low number of male influencers in Australia could still change your approach to working on an influencer marketing campaign here.

There are influencer accounts run by men to be found, so if you are looking to work with a male brand partner, all is not lost. Though they may not be the biggest accounts, we already know that follower count does not have to dictate the success of a campaign.

No matter who exactly it is you’re looking to work with, all you need is a strategic approach that will help you find the right person. 

When taking your marketing digital, you’re looking to strike a balance. You need to find someone who can promote your brand to your desired audience and make sure that they can do so successfully enough that it is worth paying them to work for you. 

If this sounds a little difficult, there’s nothing to worry about. You can get plenty of help from experts at a digital marketing agency like Wear Cape. They have all of the resources needed to find the right influencer for your brand.

3. So Many Models!

Australia is a fashion-forward place – so it’s no surprise that a big proportion of the influencers here are models. 

If your brand is aiming to promote anything to do with clothing, lifestyle, or accessories, there are an abundance of influencers out there just waiting to strike up a successful partnership with you. 

For brands who are looking to market something different, it can be trickier to decide who to work with.

When this is the case, some good analysis of a potential partner’s audience will help. Find out who follows them and then use information like the audience’s location and age range to figure out what they might enjoy. This will give you a good indication as to whether they will respond to what you have to offer.

Rest assured, there is an Australian influencer who can help you to reach your target audience.

Though it might take a little digging, you can find the way to those new customers. Some of the best influencer marketing campaigns are based on deep-dive audience research rather than a clear cut choice about which influencer to work with, so don’t be afraid that your work will be in vain.

4. Australia Has a Worldwide Audience

Many influencers based in Australia have large numbers of followers who live overseas.

Perhaps this is due to curiosity about how people live in Australia, or maybe having a comparatively small population can account for an unusually high percentage of our influencers’ followers being from elsewhere.

Either way, brands looking for partnerships must be aware of it.

This is why the importance of analysing an influencer’s following cannot be emphasised enough. By having a detailed look into a potential partner’s audience, you can make sure that your campaign will actually reach your target audience.

An Australian influencer doesn’t always mean an Australian audience. If you want to market your brand to people in Australia, make sure your influencer’s audience really do live here.

There are plenty of online tools that can help you with audience analysis. Difficult as it may sound, there’s no need to let it hinder your journey into the Australian influencer market. The tricky bits can always be outsourced to an influencer marketing agency.

5. Australian Influencers Are a Discerning Bunch

Though this might make the world of working with Australian influencers sound daunting, in reality, it’s a good thing.

Australian influencers are put off by the idea of promoting anything that might seem insincere or out of context to their followers. This means that they pick and choose which brands to partner with very carefully.

This might mean that not all influencers will jump at any brand partnership you offer them. But it also means that the relationships that Australian influencers have with their followers are built on trust.

This in turn ensures that the influencers genuinely have some influence.

Having such a positive culture in the Australian influencer world will undoubtedly benefit your brand in the long term. When you find someone to partner with, their recommendation will mean far more to their audience. This is why the influencers like to be discerning rather than take every paid sponsorship they get asked to do.

If an Australian influencer chooses to work with your brand, it means that they have a genuine belief in what you are providing. They feel that it will truly be of use to their audience.

And that is the key to a perfect influencer marketing campaign.

When the influencer you work with wants your brand to succeed just as much as you do, the results will roll in. Audiences can tell when the people they follow are being honest – they will want to invest in things that influencers genuinely recommend.

You truly can’t hope for more than a partnership with someone who believes in your product or service just as much as you do. That’s what makes the Australian influencer market a truly special place to work.

Start Working With a Dedicated Influencer Agency Today

If you’re looking for a digital marketing definition, there’s only one thing you need to know: it’s where the future lies. Though the Australian influencer world might sound miles apart from what you’re used to, it could well be where you strike gold.

It can be difficult to take on new strategies in your marketing when trying to oversee a business. That’s why an influencer agency like Wear Cape is perfect for you. Let them do the hard parts and watch your brand’s popularity soar with Australian audiences.

This is the era of good digital marketing – and no brand should be left behind. Contact Wear Cape today and take your business worldwide.