Next Gen 10: The influencers set to take Australian social by storm in 2025
In our Next Gen Influence report, we identified the emerging trends shaping the future of influencer marketing in Australia and beyond. Now, we’re spotlighting the breakout creators set to dominate the social landscape in 2025.
Predicting the future is never easy, especially in the fast-paced world of social media. But leading from the front and staying ahead of trends (rather than just following them), is key to brands making an impact.
So with #bratsummer now a distant memory, we’re turning our attention to the year ahead, and in particular, the Australian creators who look set to take social by storm.
Using a mix of contextual desk research, analytic reporting (shout-out to Tagger), and several rounds of healthy in-office debate, the We Are Social editorial department has landed on a top-10 list of the individuals we think are primed for the big time across a range of verticals.
Building on the insights from ourNext Gen Influence report—where we explored the emerging trends shaping the future of the influencer economy—our Next Gen 10 list highlights the local creators we believe are set to ride those waves of change.
So although we don’t have a crystal ball, we do know this cohort is indicative of a new generation of influence. And with our understanding of this evolving landscape, our collective feeling is that these creators are not to be slept on.
Imagine cooking up fresh, hot content while simultaneously feeding hundreds of hungry locals on the daily. This is the reality for Bondi’s wholesome bakery bestie @cherrysgoods, whose snackable TikTok and Instagram content is almost as tasty as her trendy baked goods and drinks.
So what’s the recipe to her success? She gives her followers a peek behind the curtain (or, inside the oven) with BTS vlogs, day-in-the-life updates, experimental new recipes and tips on the reality of running a bakery. Another key ingredient? Consistency. She posts regularly, with ownable formats and a distinctive voice that a range of fans have come to crave.
And if her content alone doesn’t whet your appetite, she’s cleverly paired up with microcreators to expand her presence and earn her the coveted crown of “Best Açaí spot in Bondi.” Consider that a Sydney Michelin Star.
The best part? She’s young, hungry, and just getting started. After only a couple of months of serving up fresh content, she’s risen faster than dough. And once brands start catching onto her, we have no doubt she’ll be rolling in it, too. – MD
Ben Stubbs, aka @stubbaa, is a Wangkatha man from Kalgoorlie. He makes videos about family life, with his toddler playing a starring role. There was a time when family influencers were tightly curated — living in mysteriously clean homes and sharing windows into a beige linen wonderland of life, but with the Stubbs family, we see parents muddling their way through chaos that will be familiar to anyone with a toddler. Mountains of laundry. A child determined to run a marathon through the airport. It’s authentic and real in a way that’s a hallmark of what audiences expect from family creators in today’s age. – ZD
Louis Phillips is one of Australia’s fastest-growing fitness creators, playing a key role in the rising popularity of run clubs across the country.
As the founder of the INTVL app, designed to help beginner runners, and the host of The Louis Phillips Podcast, where he interviews extraordinary individuals, Louis has cultivated a community of like-minded people. His weekly run clubs now attract up to 300 participants, demonstrating the explosive growth of running culture in Australia and his influence within it.
Louis’ ability to motivate and teach people how to run, while boosting their confidence, sets him apart as a leader in the fitness space. His engaging presence, both online and in person, makes him highly relatable. And his ability to share valuable insights, while taking on online hate like a champ, only amplifies his potential for further growth. As running continues to gain popularity, Louis is expected to become one of the key figures in the Australian fitness scene, leaving his mark every step of the way. – FP
Travel Seoul solo, thrift Prada, have dress-up dinner parties, go viral, unbox a PR package — all in a day’s work for Lizzie Cao. For the unfamiliar, the Sydney-based fashion creator is a thrifting enthusiast who is probably already featured in every Australian cool girl’s Pinterest board. Whether leaning more femme or tomboy, her trend-driven style has garnered a sizeable following across TikTok and Instagram.
Beyond living and projecting an aspirational life for other 22-year-olds, her audience also finds moments of vulnerability and self-deprecation in Lizzie’s content. She’s shared her nerves when travelling solo, sadness at the loss of a pet and some (unfortunately) relatable dating observations. With work for Hinge, MG, Levi’s already under her designer belt, she’s definitely one to watch. – MR
Multi-hyphenate talents are inescapable on social media. You probably know at least three DJ-designer-models — but how about a lawyer-skinfluencer-podcast host? In a sea of dewy-skinned beauty content creators, @theroject stands out. Though she’s no stranger to voicing over a skincare routine video or product demonstration for her social channels, Roj Torabi is doing some of her best work behind the scenes.
She’s leveraged her university passion project — a skincare podcast she started to answer friends’ questions, along with its Instagram account — into a career consulting for beauty brands. This year Roj was announced as Dermal Therapy’s Creative Director and tasked with leading product development, directing marketing campaigns and ensuring brand consistency. It’s a novel move for an Australian brand to hand over the keys — but given the avid audience Roj has cultivated with her smart beauty content, professional yapping and droll meme dumps, great ROI is likely incoming. – MR
This comedy twin duo has taken TikTok by storm with their hilarious skit-styled content, featuring a whole range of spot-on impersonations, from celebrities to classic Aussie mums.
Both creators in their own right, Hallie channels her creativity into upcycling and DIY clothing projects, which she shares on her dedicated account @itsseeingdouble. Maddi, on the other hand, flexes her skills on the footy field, playing for the Adelaide Crows in the WAFL league. But together? That’s when the magic really happens.
Their content is irresistibly entertaining—they push boundaries, naturally improvise, and aren’t afraid to get goofy. Each piece of branded content feels seamless and authentic to TikTok, tapping into the platform’s love of weird and wacky humour. Having steadily built their roster of brand partnerships, the girls are poised for explosive growth as they continue to captivate audiences, and if they continue on their current trajectory, they’ll be laughing all the way to the bank. – MT
Sick of unattainable wellness influencers making you feel like 💩 about yourself? Look no further than Liz, the unfiltered face behind @prettyprogress23, whose online presence is focused on just that – progress. Not perfection.
As the health, beauty, and wellness spaces are more clogged than unwashed pores, Liz has scrubbed out a niche for herself by creating content that highlights — not hides — her imperfections and shows how she treats them from the inside out. She’s not pushing expensive products or 10-step skincare routines, but rather giving her followers a close-up of her struggles with things like acne, crooked teeth, etc. and normalising these concerns by making them feel not only natural, but treatable.
And it’s not generic advice about slapping on SPF or sculling kale shakes — Liz’s content covers a relatable range of health, wellness, and beauty issues (weight training, skincare, nutrition, running and dentistry) and shows how to take a more holistic approach to addressing them with things like gut health and consistent habits. The best part? She invites us into her life, regularly featuring her partner, friends, travel adventures, and more. She’s the perfect blend of genuine and open, plus knowledgeable and credible. Now that’s beautiful. – MD
Traditionally in Australian culture, it’s considered a bit yuck to talk about money. However as it’s becoming clear that transparency is a real driver of progress, we’re seeing more people sharing their personal experience.
27-year-old Natasha Etschmann (also known as @tashinvests) is licensed to give general financial advice and uses social media to share her experience in growing wealth — from everyday stuff like getting the best value from your daily shopping to the big-ticket items like property investment.
It’s this combination of professional acumen and vulnerability in sharing her own story that makes Tash representative of where the category is going — providing genuine utility to an audience who are hungry for snackable ways to improve their lives.
And with her knack of turning cents into sense, it’s no surprise she’s just earned a spot on Forbes Australia’s inaugural 30 Under 30 list. – ZD
Blaze, a 25-year-old girl from Sydney, has swapped the sandy beaches of Bondi for rugged Aussie dirt roads, now travelling full-time in her van and recently upgrading to a Troopy.
Over the past three and a half years, she’s built a passionate community of vanlife, 4×4, and travel enthusiasts. Blaze inspires her followers, especially young women, to embrace travel and live life on their own terms. She even hosts girls’ trips across Australia, introducing women to the world of solo travel and empowering them to take that first step.
Her infectious positivity and can-do attitude make her content relatable and distinctively Australian. Whether navigating tough terrain or celebrating the small wins by keeping the rain out of her leaking roof, Blaze brings a genuine and upbeat energy that resonates with her audience. As she shifts from vanlife to 4×4 adventures, she’s poised to attract a new segment of the travel community, while continuing to engage her existing followers. Her transparency about her small business ventures and life on the road deepens her connection with fans, making her a rising star in the Australian travel and adventure scene. – FP
Ramal is a tech connoisseur with a knack for staying ahead of the curve, which makes his videos the go-to source for the latest updates on phone releases and cutting-edge gadgets.
Blending fresh tech news with detailed unboxings and comprehensive reviews, Ramal delivers a premium viewing experience, with high-quality production and deep insights offering a mix of expertise and engaging content that sets him apart in the tech world.
With a proven track record of working with major tech brands, Ramal’s unbiased reviews and thorough tips make him a top choice for tech enthusiasts looking for their next big purchase.
So for any brand seeking a tech influencer who combines exceptional content with unmatched expertise, Ramal is a must-watch. – MT
Check out the full Next Gen 10 list:
Nex Gen 10 Contributors: Michelle Tanner, Zoh Dowling, Michele Danno, Francisco Phillips, Monisha Rudhran.
