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 last half of the year.
The data from the influencer marketing platform reveals that department stores such as Kmart, Target and Big W and Australia’s top supermarkets Woolworths and Coles lead the pack when it comes to influencer marketing.
At the top of the list is Kmart Australia with 2.79k mentions by more than 700 influencers, followed by Woolworths raking in 2.05 mentions from 616 influencers.
The influencer marketing industry, according to HypeAuditor data, is set to be worth over $22 billion by 2025, therefore presenting an enormous opportunity for brands and influencers alike.
Out of the top 10, only three of the brands are from the fashion category with with Glassons, Princess Polly Boutique and Aimn Oceania ranked 7th, 8th and 9th respectively.
It’s a sharp contrast to the UK for example where 9 of the top 10 brands are fashion retailers including ASOS, Zara, H&M and Shein.
Rounding out the list at 10th is Bunnings Warehouse with 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.
HypeAuditor was founded in 2018 and is a leader in AI-powered analytics for transparent and fraud-free influencer marketing, and its platform includes Instagram, TikTok and YouTube analytics.
The platform has a suite of discovery tools and reporting features that integrate an advanced AI-based fraud-detection system that safeguards authenticity in influencer marketing.
HypeAuditor applies AI and machine learning to determine behavioural patterns, identifying fake followers and ascertaining engagement on influencer accounts and sponsored posts.
The HypeAuditor platform has more than 500,000 users, and key customers include Dior, GroupM, Influence4You, L’Oréal, Ogilvy, TAKUMI, Traackr, and Unilever.
