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Kmart named Australia's top influencer brand

Two kids model clothes for Kmart on a fashion show runway.
Kmart is named the country’s top user of influencer marketing in Australia. (Source: Getty) (AFP via Getty Images)

New data has revealed the country’s top users of influencer marketing, with department store chain Kmart leading the major brands, with the highest number of organic and paid tags or mentions on Instagram.

Influencer-marketing platform HypeAuditor found the retailer had 2,790 influencer mentions by more than 700 influencers in the first six months of the year, bringing its overall reach to 6.11 million. It currently has 1.29 million followers.


Supermarket giant Woolworths - boasting nearly 231,000 followers on the platform - came in second place with more than 2,000 influencer mentions by more than 600 influencers, bringing its overall reach to 3.75 million.

Rival Coles was next, with more than 219,000 followers after it garnered 1,710 mentions by 521 influencers for an overall reach of 2.6 million.

The data had Target Australia and Big W in fourth and fifth place respectively, with Target mentioned 940 times by 469 influencers, building its reach up to 2.84 million. Target had a following of more than 680,000 users.

Big W - followed by more than 370,000 Instagramers - was mentioned 1,280 times by 462 influencers, and reached 2.34 million.

Chemist Warehouse, Glassons, Princess Polly Boutique, Aimn Oceania and Bunnings complete the rest of the top 10 list.

Bunnings Warehouse is expected to climb up the list in the second half of the year after the household hardware chain’s recent plans to target GenZ Australians as housing costs soar.

HypeAuditor, which released its State of Instagram Influencer Marketing 2022 report, found that influencer marketing was expected to grow to $31.7 billion by 2025.

Six drivers of influence were measured:

  • Relatability

  • Trustworthiness

  • Expertise

  • Attraction

  • Content prominence

  • Content frequency

Top Influencers

Meanwhile, The Australian also revealed its top 10 influencers, with Brisbane-based mum Sarah Magusara leading the list with 19.2 million social media followers.

Magusara, who hails from the Philippines, said she "accidentally" became an influencer but now worked with fashion, fitness and beauty labels through TikTok and other social media platforms.

Former teacher Caleb Finn followed Magusura in second place with 16.5 million followers, while lip-sync favourite Hannah Balanay came in third with 18.6 million followers.

A photo of Brisbane-based mum Sarah Magusara, who has 19.2 million social media followers.
Brisbane-based mum Sarah Magusara tops the list of Australia's leading influencers with 19.2 million followers. (Source: @sarahmagusara/Instagram) (Yahoo News Australia)

Other top influencers who made the list were Sam and Teagan Rybka - aka the Rybka Twins (Lifestyle) - with 22.6 million followers, Melbourne’s Joel Berg (Comedy) with 11.9 million followers, and Mully (Comedy) with more than 18 million followers across TikTok, Instagram and YouTube.

Also on the list were Anna Paul (Lifestyle) with 7.1 million followers, Daniel Gorringe (Comedy) with 6.8 million followers, NSW-based TikToker Junpei Zaki (Comedy) with 11.9 million followers, and Tommy (Lifestyle) - well-known for sharing unknown facts on a wide variety of subjects without saying a word.

Tommy has 7.8 million followers.

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