Australia’s top 20 family influencers: How to build authentic partnerships in 2026

Looking to build real connections in Australia? Family influencers are more than content creators, they’re trusted voices for parents and families. Leveraging their engagement helps you build genuine brand loyalty and drive real business results. But choosing the right partners means finding creators whose values align with your brand, not just those with high follower counts.

This guide simplifies the process. It features a curated list of Australia’s top family creators by niche and a complete strategy for vetting partners and tracking the impact of your influencer marketing campaigns.

The top 5 family influencers in Australia

The Australian family creator space is diverse. To help you find potential partners who fit your brand’s values and goals, this list categorizes top influencers by niche, covering areas from fitness and lifestyle to large-family logistics and conscious parenting.

1. Hannah Polites (@hannahpolites)

Niche: Fitness and lifestyle

• Instagram: 1.3M
• Facebook: 271.5k
• YouTube: 20.8k
• TikTok: 1.5k

(Source: Instagram)

Gold Coast-based Hannah Polites is a mother of four who’s built a massive community around her fitness lifestyle and candid motherhood journey. She shares a mix of sponsored content, family vlogs and personal fitness updates that resonate with a broad audience of young mothers, blending aspirational health and wellness with relatable everyday experiences.

2. The Norris Nuts (@norrisnuts)

Niche: Gen Z and Alpha entertainment

• YouTube: 8.1M
• TikTok: 4.4M
• Instagram: 1.2M
• Facebook: 93.7k

(Source: Instagram)

As a family of six from Newcastle, The Norris Nuts have become a global YouTube phenomenon. Led by siblings Sabre, Sockie, Biggy, Naz and Disco, their high-energy content focuses on challenges, vlogs and fun family skits. Their genuine, collaborative approach and humour resonate with younger audiences, making them a powerful partner for brands targeting Gen Z and Gen Alpha.

3. Jeni Bonell (@thebonellfamily_)

Niche: Large family logistics and relatability

• YouTube: 39.6k
• Facebook: 23.5k
• Instagram: 16k

(Source: Instagram)

With 16 children, Jeni Bonell is the matriarch of Australia’s largest family. Her content offers an honest, often humorous glimpse into the challenges and joys of raising a supersized family. She has built a community around her practical tips for managing a big household, from meal planning to everyday logistics. Jeni’s warmth and relatability make her a trusted authority for brands that focus on family-oriented products or services.

4. Courtney Adamo (@courtneyadamo)

Niche: Conscious parenting and slow living

• Instagram: 263.4k

(Source: Instagram)

Courtney Adamo is a US-born mother of five now based in Lennox Head, Australia. She’s built a community around her passion for slow living, conscious parenting and travel through her visually stunning and thoughtful Instagram content. To accompany her new book, “The Family Life,” she launched a mini-podcast exploring its themes with experts who’ve built thoughtful homes of their own. Her authentic storytelling and grounded perspective make her an ideal partner for brands that share a similar ethos.

5. Sean Szeps (@seanszeps)

Niche: Modern fatherhood and inclusivity

• Instagram: 637k
• Facebook: 3.9k
• TikTok: 607

(Source: Instagram)

A leading voice in Australia’s parenting landscape, Sean Szeps is a husband and a father of twins. Known for his candid, humorous and often emotional take on fatherhood, he tackles a wide range of topics from mental health to the realities of raising toddlers. His content is both relatable and refreshing, offering a much-needed perspective that resonates with a diverse audience.

LGBTQA+ Australian family influencers

Building an inclusive strategy means working with creators who reflect the true diversity of modern families. These LGBTQA+ family influencers share their daily lives with honesty and authenticity, creating deeply engaged communities. For brands, they offer a meaningful way to connect with audiences who value representation.

6. Jessi & Millie Poutama (@jessi_and_millie)

Niche: Queer parenting and sustainable family living

• Instagram: 56.9k

(Source: Instagram)

Jessi and Millie Poutama are a queer couple raising two children off the grid. Their content offers a light-hearted and honest look into their family life, showcasing the unique challenges and joys of being a two-mum household committed to slow living. They’ve built a strong community on Instagram through genuine, raw storytelling that makes them a perfect fit for brands that value sustainability, diversity and inclusivity.

7. Moana Hope (@moanahope)

Niche: Parenthood journey and mental health advocacy

• Instagram: 117.6k
• TikTok: 24.3k
• Facebook: 19.4k

(Source: Instagram)

Former professional Australian rules footballer Moana Hope is a mother of two who shares her family’s everyday life with her wife, Isabella Carlstrom. Her content blends personal anecdotes, family photos and updates on her life after football. Hope’s authenticity and openness about her journey to motherhood have resonated with a wide audience, making her an influential voice in both sporting and parenting communities.

8. Nicila Costello (@nicila)

Niche: Active motherhood and authentic lifestyle

• Instagram: 103k

(Source: Instagram)

Nicila Costello is a former professional boxer and mother who shares her life with her partner and daughter. Her content offers a candid look at motherhood and her active lifestyle, embracing her self-described “tomboy” persona. Costello’s authenticity and no-frills approach resonate with audiences who value strength, honesty and a real-world approach to parenting, making her a great partner for brands that champion fitness, activewear and genuine family values.

9. Jarrad Duggan-Tierney (@the_real_dads_of_melbourne)

Niche: Modern fatherhood and LGBTQ+ family perspectives

• Instagram: 120.4k
• Facebook: 4.4k

(Source: Instagram)

Melbourne-based dad Jarrad Duggan-Tierney shares his life with his husband and their adopted son. Known for his candid and often humorous posts about the realities of fatherhood, he provides a refreshing perspective that resonates with a broad audience. His content is a mix of family vlogs, home styling, renovations and sponsored collaborations. Duggan-Tierney is a valuable voice for brands looking to connect with a diverse and engaged community.

Single-parent Australian influencers

Single-parent creators often share some of the most powerful stories of resilience, honesty and transformation on social media. Their content resonates deeply with communities that value vulnerability and real-world advice. Partnering with them allows brands to align with these core values and connect with an engaged audience.

10. Jamie Perkins (@jamieperkins)

Niche: Single-parent fatherhood and honest family storytelling

• YouTube: 1.7M
• Instagram: 265k
• X: 32.1k

(Source: Instagram)

Jamie Perkins is a single father of two girls who has built a massive community through his candid and often emotional vlogs about his journey rebuilding his life after a public separation. His content blends personal updates, parenting tips and family vlogs using authenticity and vulnerability that resonate deeply with his followers, making him an influential voice for resilience, self-care and single parenting.

11. Tammy Hembrow (@tammyhembrow)

Niche: Fitness and lifestyle

• Instagram: 17M
• TikTok: 2.3M
• YouTube: 1.3M

(Source: Instagram)

Global fitness and lifestyle influencer Tammy Hembrow is also a mother of three. Her content is a mix of fitness tips, lifestyle insights and glimpses into life as a single parent. As a powerful force in the digital space, her influence extends far beyond Australia. Her dedicated following and ability to seamlessly integrate her personal life with her brand make her a unique and valuable partner for brands that champion women and authenticity.

12. El Pulling (@ellidy_)

Niche: Bereavement and authentic storytelling

• Instagram: 358.9k
• TikTok: 20.8k
• YouTube: 6.4k

(Source: Instagram)

El Pulling is a single mother and digital creator who shares her journey of grief and motherhood after the sudden passing of her partner. She’s built a community around her raw and honest approach to life, offering a relatable voice for many who have experienced loss. Her content is a blend of personal reflections, family photos and collaborations. Pulling’s authenticity and ability to connect with her audience on a deep emotional level make her an influential voice.

Australian motherhood and lifestyle creators

This niche is a cornerstone of the Australian creator economy. These types of influencers combine candid parenting moments with lifestyle, wellness and entrepreneurship, offering brands a unique opportunity to integrate their products into a complete and authentic life story rather than single-product placements.

13. Mel Watts (@melwatts)

Niche: Candid motherhood and mental health awareness

• Instagram: 226k
• Facebook: 127k
• TikTok: 14.2k

(Source: Instagram)

Mel Watts is a mother of four and co-owner of OLA The Label. She’s built a community around her candid, humorous take on motherhood and is known for her no-holds-barred discussions on topics like mental health, parenting struggles and body image. Her content is a blend of personal anecdotes, family vlogs and sponsored collaborations. Watts’s authenticity and deep connection with her audience make her a compelling presence for brands that value honesty and relatability.

14. Brooke Iseppi (@brookeiseppi)

Niche: Family lifestyle and practical home organisation

• Instagram: 694.2k

(Source: Instagram)

A mother of two, Brooke Iseppi is a digital creator who shares life with her husband and three daughters, Isabella, Mia and Quinn. Her content blends family vlogs, home organisation tips and lifestyle insights. She’s known for her positive energy and knack for making everyday life fun and organised. Iseppi’s aesthetic and practical focus make her a perfect partner for brands aligned with home organisation, family products and lifestyle content. She’s also been a long-term brand partner for Just Jeans.

15. Hannah Sands (@hannahsandsmusic)

Niche: Motherhood storytelling and music

• TikTok: 51.9k
• Instagram: 16.1k
• YouTube: 560

(Source: Instagram)

Hannah Sands is a Brisbane-based musician and mother who’s captivated audiences with her soulful voice and journey as an artist and parent. Her content is a blend of musical performances, family vlogs and personal anecdotes. By sharing her passion for music and her life as a mother, she’s built a loyal following, making her a distinctive voice for brands prioritising creativity, family and authentic storytelling. Hannah also runs Socially Sands, a business that helps female entrepreneurs grow their personal brands on social media.

16. Georgie Stevenson (@georgiestevenson)

Niche: Wellness lifestyle and empowered motherhood

• Instagram: 412.4k
• TikTok: 122.9k
• YouTube: 115k
• Facebook: 4k

(Source: Instagram)

Wellness entrepreneur and mother Georgie Stevenson built a brand around health, fitness and lifestyle, as well as mental health and manifestation. Her content blends workout videos, healthy recipes and personal vlogs, documenting life as a businesswoman alongside her partner, Tim, and their two daughters. With a strong focus on empowerment and self-care, her accounts resonate with a large audience of young women and mothers.

17. Hayley (@motherblue._)

Niche: Honest parenting and homeschooling

• Instagram: 484k
• TikTok: 830

(Source: Instagram)

Known as ‘Motherblue’, Hayley is a mother who has built a dedicated community on Instagram by sharing her honest and raw journey through motherhood and homeschooling her daughter. Her content is a mix of personal reflections, humorous anecdotes and relatable parenting struggles. She’s known for her authentic voice and deep emotional connections with her audience, making her a great partner for brands that value honesty, authenticity and genuine connection.

Multiple-child Australian family influencers

This niche offers a unique look into the logistics and joy of managing a large household. These creators have built highly engaged communities by sharing the candid realities of raising a large brood. For brands, this provides an authentic setting to showcase products that help busy, multi-child families.

18. Chloe Dunstan (@chloeandbeans)

Niche: Large family lifestyle and parenting insights

• Instagram: 463k
• YouTube: 275k
• Facebook: 92.9k
• X: 1.3k

(Source: Instagram)

Mother of ten, Chloe Dunstan has documented her large family’s life for years, offering a fascinating glimpse into the logistics and joys of raising a big household. She’s built a devoted community through her candid vlogs, Q&A sessions and family updates. And her authenticity and dedication make her a respected voice for brands that are aligned with family products and large households.

19. Steph Luck (@stephluck)

Niche: Large family living and positive parenting

• Instagram: 73.8k
• TikTok: 49.6k
• Facebook: 280

(Source: Instagram)

Mother of four, Steph Luck shares her life and her family’s journey through a blend of personal vlogs, parenting tips and lifestyle content. She’s known for her positive energy and ability to find joy in the chaos of raising a big family. Luck’s relatability and her focus on practical tips make her a great partner for brands that align with home organisation, family products and lifestyle content.

20. Jimmy Rees (@jimmyrees_)

Niche: Family entertainment and children’s content

• Facebook: 1.3M
• Instagram: 1M
• YouTube: 218k
• X: 16k

(Source: Instagram)

Jimmy Rees, better known as Jimmy Giggle, is a children’s entertainer and father of three. His content is a blend of comedic skits, family vlogs and behind-the-scenes glimpses into his life. He has a massive following, and his humour appeals to both children and adults, making him a valuable partner for brands that align with family entertainment, children’s products and humour.

What makes a great Australian family influencer partner?

Choosing the right creator is the most critical step in any influencer marketing campaign. The right partner can amplify your message, build genuine trust and drive tangible ROI—but simply looking at follower counts isn’t enough. You need to dive deeper to find creators who are a true fit for your values and goals.

Move past simple discovery to strategic vetting. Using a solution like Sprout Social’s Influencer Marketing platform helps you measure smarter, ensuring every partnership is a strategic investment.

Audience and content alignment

A successful partnership hinges on more than just audience size. Ensure your influencer’s values, tone and demographic align seamlessly with your brand. Ignoring this can lead to backlash and wasted marketing spend. You’ll also want to vet an influencer’s content history to make sure they aren’t associated with past controversies or off-brand topics.

Sprout’s AI-powered search helps you check an influencer’s brand-fit safety scores and key topics. This provides a quick assessment of their content history and gives you the data needed to make informed decisions.

Sprout tip: Millennials are parents to 50% of the world’s children, so working with Millennial creators in the family and parent space is a smart move if your brand is looking to boost conversions.

Authentic engagement over follower count

A high follower count doesn’t always equal high impact. Fake followers and inauthentic engagement are key reasons influencer campaigns flop. That’s why many Australian brands are working with micro-influencers (those with follower counts under 100k) who tend to have higher engagement rates.

To see if an influencer’s audience is genuinely engaged, you need to move beyond the surface level to analyse likes, comments and shares. Sprout’s Influencer Marketing platform makes it easy to surface deep engagement data, which helps assess influencer authenticity and identify creators with a dedicated community, not just a large one.

Consistent storytelling and a brand-safe history

Consistency is key to building trust. An influencer’s past content is a window into their values and their approach to their craft, so look for creators who have a history of consistent storytelling and content that aligns with your brand’s standards.

Sprout’s Influencer Marketing discovery filters help you vet creators based on content history and audience sentiment, ensuring you partner with someone who represents your brand in a professional manner. Once you’ve found the right creators, the platform lets you activate and manage your influencer campaigns seamlessly in one central location, protecting your brand’s reputation while simplifying workflows.

How to partner with Australian family influencers to grow your brand

Successful influencer campaigns are a two-way street, so understanding the creator’s perspective is vital. According to The 2025 State of Influencer Marketing Report, 65% of creators want to provide creative input earlier in the partnership. This makes collaboration and long-term relationships essential for achieving high ROI.

Here are some other tips for campaigns that convert:

Co-create for authenticity and impact

Giving creators a seat at the table empowers them to produce content that feels genuine and resonates with their audience. Because short-form video allows for such creative flexibility, 53% of creators say they enjoy collaborating on it most.

Instead of rigid instructions, provide a clear brief with key points and let influencers tell your brand’s story naturally. This approach leverages their understanding of their community and results in more authentic, impactful content.

Build long-term partnerships that drive results

A one-off post offers quick exposure, but sustained relationships with high-performing creators drive higher ROI over time. The 2025 State of Influencer Marketing Report found 71% of creators offer discount rates for multiple posts, showing their preference for ongoing partnerships.

When a creator consistently features your brand, it builds trust and familiarity, turning them into a genuine brand advocate. Sprout’s Influencer Marketing platform helps you manage these long-term relationships, from communication to payment. It centralizes your workflow and makes it easy to track the ROI of each creator relationship over time.

Measure, report and scale your impact

To prove your influencer marketing ROI, you need to track, analyse and report on results. Sprout’s Influencer Marketing platform provides a unified dashboard for all your campaign metrics, including engagement, reach, conversions and revenue. This eliminates manual tracking and gives your whole team a shared source of truth.

This data also helps you identify which creators are driving the most value. Analysing past campaign performance allows you to confidently reactivate your top performers and turn one-off collaborations into a strategic, long-term asset.

Build your Australian influencer strategy with confidence

Finding the right Australian family influencer is just the first step. Real success comes from building authentic, long-term partnerships. This means co-creating content, measuring impact and proving ROI. It’s how you move from a simple post to a scalable strategy.

Managing this entire lifecycle, from discovery and vetting to reporting and payment, is complex. Sprout Social Influencer Marketing simplifies it, giving you the tools to build authentic partnerships and prove ROI in one platform.

To see how to find, vet and manage your creator partnerships, get a free demo today.

Family influencers Australia FAQs

How do I choose the right family influencer for my brand?

Start by defining your brand’s values and target audience. Look for creators whose content, tone and demographics align with your brand. Don’t just focus on follower count. Prioritize creators with high authentic engagement and a history of positive, brand-safe content. An influencer marketing platform like Sprout can help you vet creators and analyse their brand fit.

Which networks are best for working with parenting creators?

Instagram and TikTok are currently the dominant networks for family creators due to their visual and short-form video formats. YouTube is also a strong network for long-form content like vlogs and product reviews. The best network depends on your campaign goals and your target audience’s habits.

How can I find the right Australian influencers for my brand?

Manual searching, hashtag research and dedicated influencer marketing platforms can help you find the right Australian influencers. A platform like Sprout Social’s Influencer Marketing offers powerful discovery tools that let you search for creators based on specific criteria like audience demographics, content topics and brand safety scores.

How can I track ROI on influencer campaigns?

Tracking ROI requires a clear set of goals and a system to measure them. Use unique promo codes, affiliate links or UTM parameters to monitor sales and website traffic. For brand awareness, focus on metrics like reach, engagement and brand mentions. A platform like Sprout Influencer Marketing automates this process, providing a clear picture of your campaign’s return on investment