Market Insights Advertising & Media Advertising

Influencer Advertising - Australia

Australia

Ad spending in the Influencer Advertising market in Australia is forecasted to reach €484.60m in 2024.
The annual growth rate (CAGR 2024-2029) is anticipated to be 11.08%, leading to a projected market volume of €819.50m by 2029.
The average ad spending per internet user in the Influencer Advertising market is expected to be €18.79 in 2024.
When compared globally, China is expected to have the highest ad spending with €17,770.00m in 2024.
In Australia, the Influencer Advertising market is experiencing a shift towards micro-influencers due to their higher engagement rates with niche audiences.

Key regions: Australia, Germany, France, Europe, United States

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Analyst Opinion

The Influencer Advertising market in Australia is experiencing significant growth and development. With the rise of social media platforms and the increasing influence of online personalities, influencer advertising has become an integral part of marketing strategies for many brands.

Customer preferences: Customers in Australia are increasingly turning to social media platforms for entertainment, information, and inspiration. They are more likely to trust recommendations and endorsements from influencers they follow on social media than traditional forms of advertising. This has led to a shift in marketing strategies, with brands investing more in influencer advertising to reach their target audience effectively.

Trends in the market: One of the key trends in the influencer advertising market in Australia is the emergence of micro-influencers. These are individuals with a smaller but highly engaged following on social media platforms. Brands are recognizing the value of working with micro-influencers as they offer a more authentic and relatable connection with their audience. This trend is driven by the desire for more genuine and trustworthy content, as well as the cost-effectiveness of working with micro-influencers compared to larger influencers. Another trend in the market is the diversification of influencer content. Influencers in Australia are expanding their content beyond traditional product endorsements to include educational content, lifestyle tips, and personal stories. This allows brands to engage with their target audience on a deeper level and build stronger relationships with consumers.

Local special circumstances: Australia has a unique influencer landscape due to its geographic isolation. This has led to the development of a strong influencer community within the country. Australian influencers have a distinct voice and style, which resonates with local consumers. Brands are leveraging this local connection by partnering with Australian influencers to create tailored content that appeals to the Australian market.

Underlying macroeconomic factors: The growth of the influencer advertising market in Australia is also influenced by macroeconomic factors. Australia has a strong economy with a high level of internet penetration and smartphone usage. This provides a fertile ground for influencer marketing to thrive as brands can easily reach a large and engaged audience. Additionally, the increasing popularity of e-commerce in Australia has opened up new opportunities for influencer advertising, as influencers can drive traffic and sales to online stores. In conclusion, the influencer advertising market in Australia is experiencing significant growth and development. Customer preferences for authentic and relatable content, along with the rise of micro-influencers, are driving this trend. The unique influencer landscape in Australia, along with strong macroeconomic factors, further contribute to the growth of the market. As the market continues to evolve, brands will need to adapt their strategies to effectively leverage influencer advertising to reach their target audience in Australia.

Methodology

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.