107. What Australian Influencer Research Says About Creator Marketing in 2026 w. Impact Agency’s Trish McGee

About this episode

The episode discusses how Australian marketers should adapt their influencer strategies in light of evolving digital landscapes and creator preferences.

Episode Description: How should Australian marketers adapt their approach to influencers and content creators as algorithmic changes, platform shifts and changing audience expectations reshape the landscape? Host James Lawrence sits down with Trish McGee, Group Account Director at Impact Agency, to unpack the findings of Impact's 2026 Influencer Pulse Check, Australian research that goes straight to the source, surveying local content creators from micro to mega. From platform preferences and AI concerns to what good measurement looks like, this is a valuable listen for any marketer working in or considering the influencer space. Key Takeaways: Why authenticity and long-term partnerships remain the foundation of effective influencer marketing How creators are using AI, and why they're cautious about brands that rely on it too heavily Which platforms creators prefer for paid collaborations versus organic content Why giving creators genuine creative control leads to better outcomes, and why it's harder than it sounds How measurement is evolving beyond reach, with saves, shares and quality comments becoming stronger indicators of success Why white-listing is still meeting resistance…

People in this episode

Host: James Lawrence

Guest: Trish McGee

Topics covered

• influencer marketing
• content creators
• algorithm changes
• platform shifts
• audience expectations
• measurement evolution
• AI in marketing

Keywords

• influencer research
• creator marketing
• AI concerns
• platform preferences
• creative control
• measurement metrics
• global influencer landscape

Mentioned in this episode

Organizations: Impact Agency

Places: Australia

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