A recent collaboration between VisitCanberra and travel creator @lolahubner attracted almost 1 million views, tens of thousands of shares and saves, plus a library of images and video for future use. Photo: Supplied.
You may have noticed them in restaurants as they document their meal. Or spotted them setting up a tripod under autumnal canopies by Lake Burley Griffin. Perhaps you’ve narrowly avoided them in the street as they deliver a quick piece-to-camera.
It’s the Canberra influencer. A relatively new cohort with a fast-growing population.
A far cry from their origins sharing selfies in return for free food, influencers and content creators have evolved into a legitimate industry and valued advertising stream.
CEO of The Australian Influencer Marketing Council (AiMCO), Patrick Whitnall, says the influencer marketing sector is maturing quickly and becoming more professional, with research continually underscoring its importance as an advertising stream.
“People are increasingly looking for recommendations through video format and short-form content,” he said.
“Today, many audiences will automatically go to social platforms like TikTok or Meta to search for the best places to eat in Canberra.”
Research reflects that shift, particularly among millennial and Gen Z shoppers.
A 2025 Australian and New Zealand Commerce Report by IAB Australia and Pureprofile found that 59 per cent of 18- to 39-year-olds reported that social media is important in how they find products to buy.
Three-quarters reported having discovered brand information through an influencer or content creator they follow.
Launched in 2019, AiMCO is the industry body for the content creator economy in Australia, developing national standards for influencer marketing, a “world-first” Code of Practice, and an official accreditation program.
“We try to help both sides of the coin – the agencies, the brands, the talent agencies – but also help the creators understand how to practice in this space safely,” said Mr Whitnall.
“Creators get into this space because they’re creative people who love their niche,” he said.
“But when brands want to work with them, they suddenly need to understand how to handle disclosure, tax, compliance and legislation.”
Part of the “gig economy”, there are no award wages and limited benchmarking data around typical pay rates – something AiMCO has on their radar.
“The media and advertising industry have worked with rate cards for a very long time, but with influencer marketing there can be many variables to a contract, in terms of exclusivity, inclusions and formats.
“It can be anywhere from a gift to a few hundred through to tens of thousands for some.”
While accepting gifts, trips or experiences in return for promotion has been a traditional starting point, Mr Whitnall says this is becoming more considered as the sector professionalises and influencers weigh up tax implications.
“It’s something that creators may potentially consider not accepting in the future, as brands may need to account for GST on the market value, and creators may need to declare the value of a gift or experience as income.
“AiMCO encourages creators to seek their own professional tax advice.”
Creators have become a valuable part of the marketing mix for Canberra tourism, with VisitCanberra engaging both local and out-of-state creators to showcase Canberra at different levels.
“With out-of-state creators, the focus is often on showcasing a curated experience of the destination. With local creators, VisitCanberra aims to capture genuine, everyday experiences,” said a VisitCanberra spokesperson.
“We focus on how creators can support the full visitor journey, from inspiration through to planning and validation.”
One recent collaboration with national travel creator Lola Hubner resulted in over 900,000 views, 60,000 interactions, 13,000 shares and 8500 saves – and also produced a series of images and videos for further use by VisitCanberra.
While interstate visitors tend to capture Canberra’s picture-perfect hot-air balloons, bushwalks, national institutions and autumn foliage, homegrown content is fueling a burgeoning sense of Canberra pride.
Local Daniel Morton-Jones (aka @themortz) has amassed a 60,000-strong Instagram following with his relatable content, offering an authentic and unpolished view of Canberra’s true identity.
“When people think of Canberra, they think of the Parliamentary Triangle – but there’s so much more than what you can see,” he said.
“You have to stay more than two days to appreciate the lifestyle.”
An administrative worker by day, Morton-Jones says content creation is a creative outlet and a way to champion local businesses.
“Canberrans love supporting other Canberrans,” he said.
He believes changes to social media algorithms have also helped local creators reach new audiences.
“Social media platforms are no longer just a social experience – they’re heavily interest-based now,” he said.
“That’s giving a lot more exposure to different types of creators, and local businesses as well. I’ve seen so many starting to jump on board.”
He hopes more Canberrans will share their passions online, saying there are “plenty of categories and niches” unique to the capital.
But as content creation becomes more professional, Mr Morton-Jones says creators also need to recognise the value of their work.
“For me, it’s very much about reaching out to businesses or services that I personally use and offering to bring some exposure because I actually enjoyed their product,” he said.
“I get many requests to help, and I’d love to, but unfortunately I only have so much time to give, so I just have to be clear with them that I can’t do things for free because I have to feed my kids.”
“People love creative talent until it comes with an invoice.”
