Retail and grocery dominate influencer marketing: HypeAuditor

Influencer marketing platform HypeAuditor has released new data revealing the brands that have received the highest number of organic and paid tags or mentions on Instagram from influencers during the first half of the year.

According to the findings, retail departments and groceries stores are out front when it comes to influencer marketing, with Kmart Australia coming out on top with 2790 mentions by more than 700 influencers, followed by Woolworths which had 2050 mentions from 616 influencers.


In putting together the rankings, HypeAuditor analysed more than 1.5 million Instagram posts made by 135,000 Australian Instagram influencer accounts in the first half of 2022.

Also joining the top five were Coles, with 1710 mentions by 521 influencers, as well as Target Australia with 940 mentions from 469 influencers, and Big W with 1280 mentions from 462 influencers.

Only three fashion brands made the top 10, with Glassons, Princess Polly Boutique and Aimn Oceania ranked 7th, 8th, and 9th respectively. By contrast, in the UK  nine of the top 10 brands are fashion retailers including ASOS, Zara, H&M, and Shein.

While Bunnings Warehouse is ranked 10th for the first half of 2022 with 367 influencers sharing 863 mentions on Instagram, the hardware giant may climb up that list for the second half of the year following its recent influencer marketing push to target Gen Z Australians amid soaring house prices.

Commenting on the findings, Alexander Frolov, CEO, and co-founder of HypeAuditor said:

“The adoption of influencer marketing in Australia is still in its infancy compared to other countries. According to our data, Australia engages with far fewer influencers than other markets, such as the UK and the US for example. Kmart Australia tops the Top 10 list with 717 influencers posting about the brand in 6 months and that’s in contrast with UK’s number 1 brand, Zara which partnered with 2,680 influencers, or the top brand in the US Target which partnered with 12,110 influencers in the same time period.

Aussie brands have some catching up to do when it comes to influencer marketing and we predict that in the next couple of years, more and more brands will turn to influencer marketing as they increasingly turn to e-commerce”.


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