Gay, sporty and retail-obsessed: Most mentioned Aussie brands on Instagram revealed
Special events, department stores and supermarkets are some of the most mentioned Australian brands on Instagram, according to data from AI analytics platform HypeAuditor.
Sydney World Pride, a global event held every two years and hosted for the first time Down Under earlier this year, topped the number of mentions and unique influencers, while Woolworths had the most reach and highest earned media value.
[Click to enlarge] HypeAuditor’s top ten most mentioned Australian brands on Instagram
Other top brands in the top 10 were Coles, the Australian Open, Melbourne Fashion Festival, Adelaide Fringe, Sydney Mardi Gras, Bunnings Warehouse and Target Australia.
HypeAuditor said sporting events and festivities have taken over fashion brands in the top ten, with Glassons and Princess Polly Boutique falling out from last year’s list.
“This year’s analysis of the brands with the most mentions from influencers in Australia reflect a shift in how Aussies have fun,” HypeAuditor chief executive Alexander Frolov said.
“Major events such as WorldPride, Melbourne Fashion Festival and Australian Open receiving the most mentions on social media is an indication that travel, whether overseas or interstate, is back to normal following the 2-year hiatus and so are events that attract big crowds, and brands are working with influencers accordingly.
“During the first half of 2022 where people were still unsure about the state of the pandemic, shopping was considered one of the safest activities that you could do without leaving your home. Therefore fashion brands, department stores, supermarkets were capitalising on this trend with their influencer marketing efforts.”
HypeAuditor found that content creators still have a higher engagement rate compared to a retailer’s own posts, saying posts published by influencers mentioning the brands would be 15 times more engaged.
The data was based on analysis of 14,198 posts shared by Instagram influencers based in Australia, gathered from 1 January 2023 to 30 April 2023.
