The 2024 Australian Trust in Influencer Marketing report, a collaborative effort by Hoozu and IZEA, reveals that 55% of Australians would leave their current jobs to become full-time influencers, given the opportunity to earn a living from it. The report also found that 69% of Australians would accept brand deals to post on their channels.

The study surveyed over 1,000 Australian social media users, uncovering intriguing insights into the changing landscape of career aspirations and the growing influence of digital platforms. Notably, one-third of 18-to-29-year-olds aspire to become social media influencers. Among this age group, 48% follow more than 21 influencers, and 31% follow AI-generated or virtual influencers.

"It’s clear that traditional career paths are being redefined and these findings highlight the significant shift in career aspirations driven by the tools of the digital age. The appeal of being an influencer lies in the creative freedom, flexibility, and the ability to connect with a vast audience," says Natalie Giddings, CEO of Hoozu.

Interestingly, the report also found a gender disparity in self-perception as influencers. 20% of male respondents consider themselves influencers, compared to 15% of female respondents. Furthermore, 91% of influencers consider themselves the primary shopper in their household.

The report also sheds light on the preference for content created by social media influencers over scripted advertising, with 53% of respondents favouring the former. This preference underscores the potential for brands to leverage influencer marketing for more authentic and engaging campaigns.

"Our consumer behaviours are constantly evolving, and the emergence of AI influencers is a prime example of this shift. While there are debates about the impact of AI on the influencer industry, it’s undeniable that AI influencers are becoming an integral part of the digital landscape," adds Giddings.