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

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 from creators
• Where Australia sits in the global influencer landscape, and why there's still significant room to grow

Read: The 2026 Influencer Pulse Check Report

Guest:

Trish McGee is Group Account Director at Impact Agency, a full-service communications agency headquartered in Sydney. Trish leads client strategy and partnerships while overseeing Impact's Victorian presence. She was a key driver behind the 2026 Influencer Pulse Check, which surveys Australian content creators across all tiers on how they're navigating AI, changing algorithms, brand partnerships and the road ahead.

You can follow Trish on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.