Meet the social media influencers who are rich and #instafamous

How marketers are tapping into the power of social media marketing to reach their target audience.

They pop up in your social media feed every time you scroll through Instagram, Snapchat or Facebook.

Walking down cobbled, city laneways in the latest eye-catching fashions. Striking a yoga pose in glistening sun on a white, sandy beach. Sipping on a green smoothie at the latest hip cafe.

It’s the new tribe called social media influencers, and their power is exploding at a rapid rate.

Melbourne publicist and agent Genevieve Day noticed the digital media landscape changing about five years ago, with the focus moving to social media channels such as Instagram, Facebook and YouTube.

In 2015, Genevieve started her agency Day Management, which represents social influencers and digital personalities – including former reality TV star and media personality Tully Smyth, who has more than 220,000 Instagram followers.

“The last two to three years especially have seen a rise in the power of the influencer,” Genevieve says. “Brands are recognising this by devoting more budget to social media marketing.”

Instead of relying on the allure of A-list celebrities to market products, brands are increasingly turning to social media influencers because they’re seen as a trusted voice that audiences believe and identify with.

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Husskie Editor Yelena Fairfax shares the dos and don’ts for social media influencers


  • Do build up a tribe of followers that you support and that support you.
  • Do engage with other influencers in your niche.
  • Do always ensure you’re taking good quality pictures that work well in combination with others on your Instagram grid.
  • Do use relevant hashtags in order to help people find you.


  • Don’t presume that just having quality pictures will be enough for people to find you – you have to work hard to get noticed.
  • Don’t buy followers – it’s incredibly obvious.
  • Don’t leave too much time between each post. Nobody wants to be following someone who only puts up new content every couple of weeks.
  • Don’t share content that isn’t on brand. For example, if you’re a wilderness influencer, don’t suddenly start doing posts about your hair and nails.

Written by Erin Miller

Images by Katie Fergus