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What is Influencer Marketing?
Influencer marketing is a paid arrangement with a creator who has built an audience on Instagram, TikTok, YouTube or Facebook to make content about your product and publish it, or hand it to you, or both. It works because the recommendation comes from someone the audience chose to follow, in a format that looks like everything else in their feed rather than an ad.
For an Australian business it usually means one of 3 things, and the difference decides what you pay for and what you own afterwards.
Influencer campaign
A creator with an audience publishes content about your product to their followers. You pay for the reach and the endorsement.
UGC (user-generated content)
A creator makes the content and hands it to you. You pay for the video and the rights to run it yourself.
Creator content in your ads
Either of the above, licensed and run as a Meta or TikTok ad from your own account. Usually the best-performing creative in the account.
Where it runs
Commission creator content once, and run it in 6 places.
The creator’s own post is the starting point, not the end. With the rights contracted, the same video runs as your Instagram reel, a TikTok Spark Ad, a Meta ad in your account and a cut-down on YouTube Shorts. That reuse is where the campaign pays back.
- InstagramReels, stories, collabs
- TikTokNative video, Spark Ads
- YouTubeShorts, reviews, long form
- FacebookGroups, pages, Meta ads
- LinkedInFounder and expert creators
- Your own adsWhitelisted creator content
Creator work
Reels from campaigns we have run.
What creators cost
Follower count is the wrong unit.
Australian creators are quoted on followers. The number that matters is how many of those followers are your buyers, whether the creator can make a good piece of content, and whether you own it afterwards. We price on content rights and reach into your audience, not on the creator’s vanity metric. The bands are market orientation only; every brief is scoped on its own.
Micro
Under 25k followers
Product plus a modest fee per post or bundle. Best local reach per dollar; often the best content too.
Mid
25k to 250k
Fees per post or campaign. Worth it when the audience is your category, not just your city.
Macro
250k plus
Agency-managed rates. A brand-awareness buy; rarely the first campaign for a Q client.
UGC
No audience needed
You pay for the content and the rights, not the reach. Runs in your ads for months.
Our Influencer Marketing Strategy
The brief and the contract are where campaigns are won or lost, so they get the most time. Production is the creator’s job; approval and measurement are ours.
- 01
Brief and shortlist
Who the buyer is, what one thing the content must land, and what it must not say. Then a shortlist of creators whose audience overlaps yours, checked for real engagement and past brand work, with a fair fee range against each.
Result: You are choosing between people who can reach your buyer, not between follower numbers.
- 02
Contract and rights
Deliverables, dates, exclusivity, usage rights for your own channels and paid ads, and the disclosure rules under the AANA code and ACCC guidance, in a short agreement both sides can read.
Result: You own content you can run for a year, and nobody gets a fine for a missing #ad.
- 03
Production and approvals
Creators film in their own idiom with our shot list; you see and approve before anything posts. Where the brand needs it, our studio supplies product, locations or edits.
Result: It sounds like them and still says what you needed said.
- 04
Measurement and reuse
Tracked links, codes and pixel events per creator, reported beside your ads and social in one dashboard. The pieces that work become Spark Ads and Meta creative the following week.
Result: You learn which creator sold, not which one got likes, and the content earns twice.
Doing it yourself, or through us
Do it yourself, or with an agency.
Plenty of brands run their first creator post themselves, and should. The difference shows up in the contract, the measurement and what you can do with the content afterwards.
Is it for you
Is influencer marketing right for your business?
It suits some businesses and wastes money for others. Based on what has worked and what has not; if you land in the second column we will say so on the call.
Run it now if
- You sell a consumer product, a venue, a course or an experience that people show off.
- You need content for ads and your own feed and do not have a studio day booked.
- A launch, a season or an event needs reach in a specific city or scene, fast.
- Your Meta or TikTok ads are working and need fresh creative that does not look like an ad.
Wait if
- You sell B2B services with a long, considered purchase. LinkedIn content from your own people will do more.
- The website or store cannot convert the traffic yet. Fix the page before buying attention for it.
- There is no budget to run the content in ads afterwards. The post alone is the most expensive way to use it.
- You cannot say who your buyer is. The brief will be vague and so will the creator.
Google reviews
What our clients say
on Google.
225+ 5 star reviews
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Highly recommend Q Agency. They set up the branding for our small business and managed to execute our vision perfectly. They take the time to really listen to what you are after and have excellent attention to detail. We would be lost without their team.
Q Agency understood the reason why we exist and as a marketing agency is helping us get the messaging across. High five to Cassandra and Michael, they and the agency really care.
We are extremely pleased with the work done on our website. The team demonstrated professionalism and expertise throughout the process, we could not be happier with the outcome.
Josh and the team are very professional, friendly, and work hard to ensure you are happy and get exactly what you are after. Very happy with the website Q Agency delivered and will continue to use their five star service.
Consistently blown away by the speed, quality and cost-efficiency of the team at Q Agency. They have levelled up the humii website 10x since we started with them and we're stoked with the outcome.
I can't tell you the impact that working with Q Agency has had on my business. They don't just do marketing, they become part of your business, understanding your goals and driving real results.
Exceptional team to work with. We have used their services for web design, SEO and email marketing so far and the quality of work has been great and timely.
Steph has been awesome to work with on our Google Ads. Super professional, transparent, and actually delivers results. She genuinely cares about the business and always keeps me in the loop.
Q helped us upgrade our website, developing best practice UX and UI for better user journeys and to drive lead volume. They care about our results and know the right levers to pull to get us the outcomes we need.
Steph and the team at Q Agency are amazing to work with. Excellent communication and very helpful from start to finish, and delivered our project to a high standard.
Came to Q for a Shopify refresh and they absolutely delivered. The new website is faster, cleaner, and way easier for customers to use.
The head of digital at Q Agency has legitimately been the best to work with. Actively tries to grow our business and gives common sense advice rather than marketing jargon.
It has been great to work with the team at Q Agency. Smooth and fast process, we love our new website.
Our paid ads are performing better than ever, and communication has been clear and proactive throughout. Highly recommend them for anyone wanting real results from their ad spend.
The SEO team were amazing to work with and took the time to understand me and my business. I have already had great feedback about the new website and just could not be happier.
Q Agency and Steph have been excellent to work with. Steph has been very knowledgeable, understanding and thorough in assisting with our new website build.
Could not ask for anything more from this incredible company. They come to you with innovation, commitment and consistency. Their knowledge and implementation is helping me to scale my business beyond what I ever thought would be possible.
The team went above and beyond to understand our business goals and create a digital marketing strategy that truly delivered results.
Highly recommended, very professional.
Thanks for the dedicated and tailored work to create exactly what we were after.
Michael and his team have been excellent in design and support throughout our project. They understood exactly what we wanted, and nailed it.
Michael and his team have been excellent in design and support throughout our project. They understood exactly what we wanted, and nailed it.
Thanks for the dedicated and tailored work to create exactly what we were after.
Highly recommended, very professional.
The team went above and beyond to understand our business goals and create a digital marketing strategy that truly delivered results.
Could not ask for anything more from this incredible company. They come to you with innovation, commitment and consistency. Their knowledge and implementation is helping me to scale my business beyond what I ever thought would be possible.
Q Agency and Steph have been excellent to work with. Steph has been very knowledgeable, understanding and thorough in assisting with our new website build.
The SEO team were amazing to work with and took the time to understand me and my business. I have already had great feedback about the new website and just could not be happier.
Our paid ads are performing better than ever, and communication has been clear and proactive throughout. Highly recommend them for anyone wanting real results from their ad spend.
It has been great to work with the team at Q Agency. Smooth and fast process, we love our new website.
The head of digital at Q Agency has legitimately been the best to work with. Actively tries to grow our business and gives common sense advice rather than marketing jargon.
Came to Q for a Shopify refresh and they absolutely delivered. The new website is faster, cleaner, and way easier for customers to use.
Steph and the team at Q Agency are amazing to work with. Excellent communication and very helpful from start to finish, and delivered our project to a high standard.
Q helped us upgrade our website, developing best practice UX and UI for better user journeys and to drive lead volume. They care about our results and know the right levers to pull to get us the outcomes we need.
Steph has been awesome to work with on our Google Ads. Super professional, transparent, and actually delivers results. She genuinely cares about the business and always keeps me in the loop.
Exceptional team to work with. We have used their services for web design, SEO and email marketing so far and the quality of work has been great and timely.
I can't tell you the impact that working with Q Agency has had on my business. They don't just do marketing, they become part of your business, understanding your goals and driving real results.
Consistently blown away by the speed, quality and cost-efficiency of the team at Q Agency. They have levelled up the humii website 10x since we started with them and we're stoked with the outcome.
Josh and the team are very professional, friendly, and work hard to ensure you are happy and get exactly what you are after. Very happy with the website Q Agency delivered and will continue to use their five star service.
We are extremely pleased with the work done on our website. The team demonstrated professionalism and expertise throughout the process, we could not be happier with the outcome.
Q Agency understood the reason why we exist and as a marketing agency is helping us get the messaging across. High five to Cassandra and Michael, they and the agency really care.
Highly recommend Q Agency. They set up the branding for our small business and managed to execute our vision perfectly. They take the time to really listen to what you are after and have excellent attention to detail. We would be lost without their team.
Influencer marketing agency Sydney
Creator campaigns for Australian brands.
Q Agency runs influencer and creator campaigns from Sydney for venues, consumer brands, stores and launches across Australia. We are not a talent agency and we do not sell follower numbers. We choose creators for the overlap between their audience and your buyer, write the brief, contract the rights and the disclosure, approve the content, and measure what it sold.
The reason it sits inside the social and ads team rather than beside it is reuse. A creator post seen once is the most expensive way to use the content; the same piece run as a Meta or Spark Ad for 3 months is usually the best creative in the account. So every campaign is contracted for the rights, tracked per creator with links and codes, and reported in the same dashboard as your ads and your own posts. Micro and UGC creators do most of the work for our clients; macro campaigns are rare and we will tell you when one is not worth it.
We are honest about fit. Creators do little for a considered B2B sale or for a store that cannot yet convert the traffic, and a single post is the most expensive way to use the content. Where those conditions are not met, we say so and put the budget into your own content or paid instead.
Faqs
Questions we get about influencer campaigns.
Straight answers. If yours is not here, ask on the call.
How much do influencers cost in Australia?
It ranges from product-only for small creators to agency rates for household names, and follower count drives the quote. We brief on reach into your buyer and content rights instead, so a well-chosen micro creator often costs a fraction of a macro one and performs better. Every brief is scoped on its own.
Micro or macro?
Micro for most Q clients: local or category audiences, better content, lower cost, and you can run several to compare. Macro is a brand-awareness buy for a national launch, rarely the first campaign.
What is UGC and how is it different?
User-generated content is made by a creator for you to publish. You pay for the content and the rights, not the audience. It is the cheapest way to get ad creative that does not look like an ad.
Do we own the content?
Only if the contract says so. We write usage rights for your own channels and paid ads into every agreement, with the term and any exclusivity spelled out.
What are the disclosure rules?
Paid partnerships must be clearly disclosed under the AANA Code of Ethics and ACCC guidance, on the post itself, not buried in hashtags. It is in every brief and every contract we issue.
How do you measure it beyond reach?
Tracked links, discount codes and pixel events per creator, reported beside your ads in one dashboard. You see clicks, enquiries or sales per creator, and cost per result, not just impressions.
Do you find the creators?
Yes. Shortlists are built from audience overlap, engagement quality and past brand work, with a fee range against each. You approve the list before anyone is contacted.
Can the content run in our ads?
That is usually the point. With rights secured, creator pieces run as Meta ads or TikTok Spark Ads, often outperforming studio creative because they do not look like ads.
225+ Google reviews
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