Australia's Brown Influencers: finding success in a Fragmented Space

By Kireth Sandhu - September 2024

The growth of social media, people’s access to smartphones, and brand recognition has led to a new career emerging in the last decade — the influencer. This industry is often glamourised as an accessible career path where anyone can make their mark with the right content. But for brown influencers in Australia, the experience is far from straightforward. Influencers of all backgrounds seem to be thriving in places such as the UK and the USA, enjoying robust communities and rapid growth. Unfortunately, in Australia it seems we are lagging behind our global counterparts in both collaboration, industry and perceptions.

Dance Influencer at YoYo Honey Singh's Concert - Manisha Dagore

What is it really like to be a brown creator down under?

Across Australia’s influencer landscape, many brown content creators are finding it difficult to establish themselves and build a strong, supportive community. The ANZ brown population continues to grow each year, yet it is creators from the UK, USA, Canada, and other western nations who seem to make a significant impact with the power of their communities. Brown influencers in Australia often face isolation within their own demographic, despite producing similar high-quality content and attracting engagement.

This sentiment was aptly summarised by South Asian Australian influencer @avaaninandan, who stated: "I have a handful of girls who comment or message me who don’t ever follow me, and I know that applies for so many of us. There is not a supportive community. All other influencers seem to grow intensely, but within the brown community, we’re torn apart." This reflects the growing competitive pressures among influencers rather than fostering connections, which negatively impacts their success and visibility.

Why are we fostering competition instead of community?

Firstly, Australia’s smaller, more dispersed population of brown individuals, particularly in the influencer scene, creates a more competitive environment. Unlike the UK or US, where a larger and more established South Asian and broader ethnic community exists, Australia's brown influencers may feel pressured to compete for limited opportunities.

@shraya_a describes her observations within the fashion and influencer space. “We don’t really have large brand trips, brand collaborations happening. In fact, influencers are collaborating with global brands and going that way.” A fellow anonymous influencer also shared her perspective: “While there is growing awareness and support for influencers, the landscape is still developing... we’re in baby level.” This influencer noted the lack of platforms and events that support influencers in Melbourne compared to Sydney, which hosts an annual TikTok gathering.

Finally, there is a structural bias within the Australian media market. Shraya shares her intense career experience, “I moved to Melbourne from Perth because there is more happening on the East Coast. But even then, you have to go overseas to truly grow your career.” Influencers of colour may find themselves working twice as hard for half the recognition, further intensifying feelings of isolation within the community.

Miss World Finalist & Creator - Avaani Nandan 2023

Only together can we make a difference

The responsibility shifts to us as consumers of social media to support our brown creatives. If you feel misaligned with one creator’s values or representation, you may not be the right audience for that person, but you will find someone who embodies what you believe. The key is that both can co-exist.

For brown influencers in Australia, there needs to be a shift toward collective growth and open support for one another. The issue isn’t that Australia’s brown influencers lack talent or drive; it’s that they are navigating an industry that isn’t structured to support their success in the same way it does for other influencers or even their global counterparts. Until inclusivity and community-building become priorities, brown influencers will continue to feel overlooked. We should also look at the media system to take lessons from successful influencer communities across the globe. Only by fostering collaboration and embracing diverse capabilities can brown influencers truly carve out their space in Australia’s digital landscape.