Written by Trish McGee
When it comes to content creation, authenticity rules.
In the ever-evolving landscape of digital marketing, influencer partnerships remain a powerhouse for driving brand awareness and tangible results.
But with a sea of creators out there, how do you pinpoint the ones who truly deliver and connect with audiences?
At The IMPACT Agency, we have over a decade’s worth of experience collaborating with influencers across diverse industries, witnessing firsthand the magic they can create.
We believe in the power of influencers for our clients; those who dare to be different, push boundaries, grounded in authenticity, and who create ‘thumb-stopping’ content.
That’s why we’ve compiled our definitive list of the top 8 influencers and creators who are redefining their industries and shaping the future of influencer marketing.
From creators we work with daily to those we follow closely, here’s who to look out for in 2025.
PRINCESS HONEYBELLE @princesshoneybelle | Pet
It’s safe to say that Princess Honeybelle is Australia’s most influential cat. Creating hilarious and heartwarming content with her human, Nicole Wade, Princess Honeybelle’s account of over 365,000 Instagram followers delights fans with baking videos and stylish outfits (tiny cat berets included).
Our feline Princess was recognised as Australia’s Most Influential Creator and also won the Best Family/Parenting/Pet Content Creator award at the 2024 Australian Influencer Marketing Council’s (AiMCO) annual awards.
IMPACT worked with Princess Honeybelle, her late sibling Kody (via Nicole!) on a recent campaign for oat drink brand, Oatly. Kody was the purrfect barista, dealing out oat milk coffees and Oatly key messages in an adorable “scroll-stopping” take on the campaign brief. At Christmas time, Kody then switched from barista to bartender, making his very own Oatly GOAT slide cocktail as part of a festive gifted campaign.
MARIKA DAY @marikaday | Health & Wellbeing
For nutritional expertise combined with compelling content, look no further than Marika Day. As an Accredited Practising Dietitian and Nutritionist with over a decade of experience, and a mother herself, Marika creates delicious, accessible, and healthy recipes.
We recently partnered with her to develop exclusive recipes for a new eBook by Nestlé Baby & me, titled Nourishing Bumps, designed for new parents seeking tasty and healthy pregnancy-friendly meals.
Marika’s engaging Instagram and TikTok posts, blending aesthetic appeal with relatable ease, made her the perfect ambassador, resonating deeply with her audience of expectant and new parents.
NICK WHITE @missnickiewantie | Comedy
After following comedian and macro-content creator Nick White for some time, IMPACT recently had the pleasure of working with him alongside Oatly.
Nick was a great fit for Oatly’s tongue-in-cheek brand tone of voice, and we really leant into his hilariously offbeat, relatable yet, at times, outright bizarre humour. When we brought them together, Nick was able to craft content that felt genuine and engaging. This strategic approach transformed a typical sponsored ad into a must-watch video, driving more than 1.2 million views on TikTok with over 14,000 likes.
The success of this partnership is proof that when brands trust in the creative vision of their partners and allow them to remain authentic to their personal style, sponsored collaborations can lead to genuine customer engagement and compelling user-generated content.
MATTY J @matthewdavidjohnson | Parenting
Known for his time on The Bachelor, Matty J has since carved out a new niche with his hilarious and relatable parenthood skits. Whether he is sharing the funny chaos of raising his two daughters, Marlie-Mae and Lola, or cracking jokes about the everyday challenges of parenting with wife Laura Byrne, Matty J keeps it real and down to earth.
What makes his content so engaging? It is the authenticity he brings to every post. He doesn’t shy away from the messy moments of family life, and that is what makes him so relatable to his audience. His humour is sharp, but it is his honesty and vulnerability about parenthood that really connects to his followers.
Matty J’s growth isn’t slowing down anytime soon, and with his genuine personality and heart for charity work, there is no doubt he’s continuing to build a community of fans who appreciate both his humour and his authenticity. If you’re looking for a daily dose of laughs and a behind-the-scenes look at family life, Matty J is definitely someone you’ll want to follow.
RILEY HEMSON @rileyj | Lifestyle
Riley Hemson is more than an influencer; she’s a body positivity pioneer. From her early days as a fitness influencer, she’s evolved into a powerful voice for authenticity and size inclusivity. Nearly a decade ago, her health journey on Instagram (@healthychick101) transformed into a mission of self-acceptance, resonating with followers seeking genuine connection. This authenticity shines in her engaging content, showcasing both triumphs and vulnerabilities.
We saw this firsthand when we partnered Riley with Modibodi, Australia’s original leak-proof brand. Her relatable content expertly communicated the need for inclusivity and broke taboos, demonstrating her ability to connect deeply with her audience while driving meaningful brand messaging. Her entrepreneurial spirit, exemplified by her size-inclusive clothing brand Remmie by Riley, launched in 2020, further solidifies her commitment to empowerment and self-love.
ANDREA HOBBS @andreamichelleindy | Automotive
For all things automotive and technology, Andrea is the creator to follow. As a self-described tech addict that is car obsessed, you can catch Andrea trackside at major motorsport events, such as the recent Melbourne GP, jetting to new car launches or showing us her skills as a Michelin ambassador. Based in Victoria, you’ll find her feed full of stunning car content to rival high-scale production shoots alongside the latest product recommendations from the technology world.
IMPACT has recently worked with Andrea on a series for home access solution brand, Merlin. Andrea highlighted the convenience of the Merlin accessories and her new garage door opener, while authentically demonstrating how the products support her lifestyle as a car lover.
Andrea is extremely considerate ensuring branded content lands well with her audience i.e. sharing teasers to build engagement with the brand.
TILLY ODDY-BLACK @tillyoddyblack | Comedy
As an actress and comedic content creator, Tilly Oddy-Black has amassed over one million followers across TikTok and Instagram. Her hilarious observations, sketch videos and impersonations lead to Tilly being nominated for two TikTok Awards in Australia last year including Creator of the Year and Comedy Creator of the Year.
In September 2024, Tilly used her outstanding talent for impressions and observations on Aussie coffee culture to support Oatly’s Oat Dealer campaign.
Her hilarious impression of a ‘try hard’ customer ordering their oat milk coffee left us in stitches in the office at IMPACT and shows how allowing the creator the freedom to personalise the brief makes for engaging and authentic content.
FYONA @yonaeast | Food & Travel
Melbourne food blogger and UGC creator, Fyona (@yonaeast), epitomises the power of micro-influencers.
Specialising in local Melbourne events, restaurants and must-try culinary experiences, her engaging and authentic content resonates deeply with her audience. In the past year, her follower growth has surpassed 10,000, a testament to her consistent posting and genuine connection.
IMPACT partnered with Fyona to promote the BBC Earth Exhibition in Melbourne, where her compelling content generated significant excitement and drove engagement among her followers.
Ready to elevate your brand with impactful content creator collaborations? Contact Trish McGee at trish@impactagency.com.au to discover how we can help you achieve your influencer marketing goals.
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