HypeAuditor uncovers top brands and influencers impacted by TGA ban

Alexander Frolov, Chief Executive Officer and Co-Founder of HypeAuditor

HypeAuditor, the AI analytics platform for brands who want fair and transparent influencer marketing, released data uncovering which Aussie brands and influencers to be most impacted by the Therapeutic Goods Administration (TGA) ruling on marketing influencers.

Under the ruling, announced earlier this month, social media influencers would still be able to provide paid and gifted promotions of the Therapeutic Goods Administration (TGA) regulated goods, so long as they do not speak on their own personal experience with the product.

HypeAuditor data found that the use of influencers is the main marketing channel for specific kinds of therapeutic goods including vitamins, teeth whitening kits, and sunscreens.

How brands advertise using influencer marketing?

Vitamins

Nature’s Way

  • Nature’s Way has engaged with the most influencers in the past six months when compared with other vitamin brands. It engaged 100 Australian influencers on Instagram, who shared 125 posts, with an estimated campaign reach of 646,000 people.

Swisse

  • Although it engaged with less influencers, Swisse’s influencer marketing campaign had broader reach, presumably due to the global popularity of some of its collaborators.

  • It engaged with 76 Australian influencers on Instagram in the past six months, who shared 117 posts, with an estimated campaign reach of 1.1 million people.

  • HypeAuditor’s data estimates a campaign spend of around $AUD270,000.

  • The most popular influencers Swisse engaged with were actor husband and wife duo Elsa Pataky and Chris Hemsworth, and model Lara Worthington (nee Bingle).

Teeth whitening/correcting

  • Brands SmilePro Worldwide, Sparkling White Smile, and Wonder Smile all chose to prioritise the micro influencer and nano influencer categories. This means they engaged with influencers with 10,000-50,000 followers and 1,000-10,000 followers respectively.

This is unlike the vitamin brands, who frequently engaged mid-tier, macro, and even mega influencers, such as Chris Hemsworth, with over 1 million followers.

  • Smile Pro Worldwide was the most active teeth correction brand. It engaged 34 influencers on Instagram who made a total of 37 posts in the past six months. There was an estimated reach of 40,000 people and an estimated campaign budget of $AU250,000.

Sunscreen

Ultra Violette

  • Ultra Violette was the brand that engaged influencers most in the past 6 months.

  • It engaged with 327 Instagram influencers who made 676 posts, reaching an estimated audience of 2.6m people. 163 of these influencers are ‘nano influencers’ with 1,000-5,000 followers, many of whom are home beauty bloggers and beauty enthusiasts.

Natio

  • Natio engaged with 106 Instagram influencers over the past six months, who made 126 posts. These posts reached an estimated 228,000 people.

  • Its highest reach influencer is TikTok make-up star Maria Yousif and its most engaged post came from nano-influencer Casey Middz, a Melbourne-based make-up artist.

According to Alexander Frolov, Chief Executive Officer and Co-Founder of HypeAuditor, the updated ruling is likely to cause confusion and contention based on a lack of clarity around what constitutes both a therapeutic good, and a personal experience.

“While both, brands and influencers, assess what the ruling means for their collaborations, we don’t believe that it will stop brands from working with influencers in this area.”

“Influencer marketing shows excellent return on investment in this particular category and with a few tweaks to how the content is worded, there shouldn’t be any major disruptions.”

Flat Tummy Co, an Aussie brand which falls under the category of a therapeutic good, was one of the first to effectively use influencer marketing globally. HypeAuditor’s data shows its 388 engaged Instagram influencers reached 10.9 million people in June 2021 alone.”

About HypeAuditor

Founded in 2018, HypeAuditor is a leader in AI-powered analytics for transparent and fraud-free influencer marketing. Its platform includes Instagram, TikTok, and YouTube analytics, as well as a suite of discovery tools and reporting features that integrate an advanced AI-based, fraud-detection system that safeguards authenticity in influencer marketing.

HypeAuditor applies AI and machine learning to determine behavioural patterns, identifying fake followers, and ascertaining engagement on influencer accounts and sponsored posts.

The HypeAuditor platform has more than 500,000 users, and key customers include Dior, GroupM, Influence4You, L’Oréal, Ogilvy, TAKUMI, Traackr, and Unilever. Visit HypeAuditor.com.