Australia’s most powerful influencer revealed as Kmart tops list of biggest influencer brands

Kmart Australia is the country’s top user of influencer marketing, according to a report from Hype Auditor, which found the retailer had 2790 influencer mentions during the first six months of the year.

With 717 influencers posting about Kmart between January 1 and June 30, the retail giant had a mammoth overall reach of 6.11 million people, the report found.

The big grocers went hard on influencer marketing too: in second place was Woolworths (230,890 followers), which had 2050 mentions by 616 influencers for an overall reach of 3.75 million, while Coles (219,230 followers) had 1710 mentions by 521 influencers for an overall reach of 2.6