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Most popular Australian brands on social

Most popular Australian brands on social

Australia is home to thousands of renowned brands, many of which have a strong social media presence. With 71% of the country’s total population being active social media users, it is no surprise that the top brands in Australia have strategically chosen to leverage on social media in order to engage their audience and solidify their brand presence. This article lists some of the most popular Australian brands on social, as well as some of the things you can do to boost your brand’s social media presence.

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Other than the follower base of a brand’s owned social media pages, it is worth looking at a brand’s online engagement, reach, impressions, share of voice, as well as brand mentions outside of the brand’s owned pages.


Established in 1973, Billabong has gained international recognition as a trusty retailer of every beach related apparel you can think of. The popularity of the brand is clearly reflected in its social media following. Billabong has 4.2 million followers on Facebook, 221.7k followers on Twitter and 2 million followers on Instagram. The success of Billabong’s social media strategy can be attributed to its use of the latest social media trends, such the use of hashtags, to engage their audience.

billabong hashtag IG feed
billabong engagement and mentions
Mentions and engagement related to Billabong for the past year


Found in 90% of Australian homes, Vegemite, along with the striking yellow and red colors of its logo, are one of the first few things that come to mind when we think of Australia. This iconic Australian brand has a following of 476k on Facebook, 14.8k on Twitter and 43.4k on Instagram. Recently, Vegemite enjoyed a significant boost in its social media engagement due to an incident involving a top Hollywood star. Tom Hanks, who was recently down with Covid-19 in Australia, tweeted a photo of his Vegemite toast, which he had spread too much Vegemite on. Australians were quick to respond and advice on how the uniquely Australian snack should be prepared.

These are the hashtags commonly used in relation to Vegemite:

vegemite hashtag cloud

Hashtag cloud related to Vegemite for the past year


As the national flight carrier for Australia, Qantas Airways has a social media following that is as extensive as the size of its fleet. With 1.5 million followers on Facebook, 500.6k followers on Twitter, and 968k followers on Instagram, Qantas has established itself globally as the face of Australia.

qantas engagement and mentions

Mentions and engagement of Qantas for the past year

Flight Centre Australia

Headquartered in Brisbane, Flight Centre Australia is the largest retail travel agency in Australia. The brand has one of the largest Facebook following in the whole of Australia with 1.4 million followers. It also has 166k followers on Instagram. A notable aspect of the brand’s highly successful marketing strategy is the use of a character known as “The Captain”, across the brand’s marketing efforts.

Here are some of the emojis commonly associated with Flight Centre Australia:

flight centre australia emoji cloud

Emoji cloud related to Flight Centre Australia for the past year

Kmart Australia

Kmart is an Australian retailer of electronics, toys, clothes, and other home products. It is one of the most popular Australian brands on social, with 1.1 million followers on Facebook and 1.1 million followers on Instagram. The brand is huge on user-generated content, as they regularly feature customers’ photos of their latest Kmart buys. Recently, Kmart launched the #KMARTLEGOMASTERSAUS challenge, which is essentially a Lego building competition series that all their Instagram followers can be a part of by voting for the winner through their weekly Instagram poll.

kmart engagement and mentions
Mentions and engagement of Kmart for the past year


Woolworths is one of the leading supermarkets in Australia, known for being The Fresh Food People. The brand has an impressive following of 1.1 million on Facebook, 33.9k on Twitter and 164k on Instagram. The brand’s popularity on social media can be attributed to its frequent engagement with customers, as well as the regular sharing of enticing recipes on Instagram for their followers to enjoy.

woolworths instagram feed

woolworths engagement and mentionsMentions and engagement of Woolworths for the past year


Coles, a leading supermarket chain in the country, has one of the largest social audiences, with 1.3 million followers on Facebook, 43.9k followers on Twitter and 190k followers on Instagram. Other than providing regular updates to their followers, especially in times of crisis, the company also makes it a point to reply to customers’ feedback on its Facebook page. This crucial part of social media management helps the brand boost customer interaction as well as their follower count.

coles engagement and mentions

Mentions and engagement of Coles for the past year


Bonds is an Australian underwear and clothing brand that has established itself as one of the most popular Australian brands on social. The brand has 936k followers on Facebook, 10k followers on Twitter and 289k followers on Instagram. The brand is known to regularly put out engaging content, which explains their huge social media following. In light of World Ovarian Cancer Day, Bonds launched a well-received campaign with a slightly light-hearted twist to it. In order to raise awareness of ovarian cancer, Bonds partnered with Ovarian Cancer Australia to sell “Overies” instead of regular undies, that are meant to be worn over your pants.

Bonds Ovarian Cancer Day

Bonds word cloud

Word cloud related to Bonds for the past year


Domain Australia is a digital property portal that allows its users to look up property for sale or rent on its platform. The brand has a significant social media following of 959k on Facebook, 114.5k on Twitter and 147k on Instagram. Other than regularly sharing home design tips and real estate news updates, the brand’s curated Instagram feed of beautiful homes in the country explains why Domain is one of the most popular Australian brands on social.

Domain word cloud

Word cloud related to Domain for the past year

Lorna Jane

Lorna Jane is an Australian activewear brand with 1.2 million followers on Facebook, 39.5k followers on Twitter and 918k followers on Instagram. By leveraging on social media as a tool to engage their audience, Lorna Jane regularly interacts with their followers to encourage active living. The brand has also hopped onto the latest social media trend, by creating their own TikTok account for their fans to share videos of them donning Lorna Jane activewear.

Lorna Jane emoji cloud

Emoji cloud related to Lorna Jane for the past year

Big W

Big W is an Australian chain of discount department stores that has a huge social media following of 721k on Facebook and 319k on Instagram. Big W has managed to become one of the most popular Australian brands on social media by regularly sharing user-generated content and also engaging influencers to boost the brand.

Big W engagement and mentions
Mentions and engagement of Big W for the past year

Looking at the examples above, it is evident that these brands are going strong in their social media strategies. Here is a summary of the best practices that you can apply to your own business to boost your brand’s social media presence.

Social media strategy - Best practices

Share user-generated content

As seen in the example of Kmart Australia and Lorna Jane, user-generated content is a great way to boost your social media presence, provide fresh content for your feed and obtain valuable consumer insights. Most importantly, campaigns that require followers to submit their own content are a great way to engage with your customers.

Use hashtags

Hashtags are a great way to increase your brand visibility, as social media posts with hashtags tend to generate more engagement than those without. It also makes it easier for your audience to access your content.

Establish an influencer marketing strategy

Influencer marketing is a useful marketing strategy to amplify the reach of your social media content. It also helps to establish trust with consumers, on top of ensuring that your social content reaches the right consumers who are already interested in the product/service offered.

Engage your audience through regular communication and interaction

Social media has increasingly become the choice of platform customers go to for support and to provide feedback. This trend could either boost your brand reputation, or destroy it, depending on how it’s being handled. Hence, it is important to respond promptly to customers’ comments and feedback on your social media pages, as well as keep them updated on any important company updates.

Continuously track and monitor your social media performance through a robust analysis and reporting system

It is important to establish a robust monitoring and reporting system to identify what is being said about your brand and measure your brand reputation. It also helps to identify potential challenges and opportunities in your social strategy. This way, you’ll be able to ensure that your social media campaigns are meeting your objectives.

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