Meet the Top 10 Game-Changing Creators Dominating Social Media Right Now

Creators are fast becoming the cultural pulse of marketing, so this week in our Best of the Best series, we’re spotlighting the Creators themselves.

As usual, we consulted our Best of the Best nominations form below, as well as a suite of agency leaders in the space—the people who work with these creators daily and recommend them to clients.

This is not a list of who has the most followers, views or longest running HiSmile or WhiteFox brand partnership. Instead, it’s a list reflecting those that the industry thinks deliver the most consistent results for brands and is the easiest to work with. The result is a highly subjective, lovingly debated list of creators.

It’s also worth noting that we do not consider everyone with a large social media following to be a creator. This list focuses on creators whose main source of income comes from producing content for and in partnership with brands. Each inclusion reflects consistent, innovative brand work and a deep understanding of what moves audiences in the modern social landscape.

There are countless brilliant creators out there building communities and shaping culture in their own way. But this list is who the advertising and media industry thinks is truly the Best of the Best.

Before you go any further, make sure you nominate suggestions for future B&T Best of the Best lists. We read all of your suggestions and we take them into account. Next week, we’re looking at the consumer PR agency leads. Let us know who you think should be on the list by submitting a nomination below:

10. Dan Gorringe – @danielgorringe_

Dan Gorringe has made a career out of not taking himself too seriously, and that’s exactly why audiences can’t get enough of him. A former AFL player for the Gold Coast Suns and Carlton, when recurring injuries ended his career, Gorringe turned in the footy boots, carving out a position for himself as a comedian, podcaster and all-round entertainer.

His quick wit and self-deprecating humour made him a standout on Big Brother Australia in 2020, where he finished runner-up, and have since fuelled a thriving digital presence that’s raw and relatable.

Whether he’s hosting Dan Does Footy, roasting the week’s headlines or creating comedic content that taps into Australia’s sporting culture, Gorringe brings an infectious authenticity that keeps fans coming back. He’s also proven himself a savvy businessman, co-founding Sippy Lager, the self-described “extremely sippable” beer born from a pub chat with mate Nick Graham, and partnering with brands like Gatorade as the “AFL Chief Hydration Officer.”

Equal parts larrikin and entrepreneur, and a guest at 2025’s Cairns Crocodiles, Dan Gorringe has built a brand on doing what he does best, and he comes highly recommended from across the industry.

9. Lily Huynh – @biteswithlily

Lily Huynh, better known as biteswithlily, has built a global community through her passion for food, culture and connection. What began as sharing street food discoveries has evolved into a full-blown culinary adventure that spans continents, from bustling night markets to hidden local gems.

With more than 8.8 million followers across TikTok, YouTube, Instagram and Facebook, Huynh’s engaging storytelling and infectious enthusiasm have made her one of Australia’s most influential food and travel creators. A former product marketing manager at Microsoft, she brings a rare mix of creativity and strategy to everything she does, whether that’s taste-testing snacks in Tokyo or championing small eateries close to home.

Her work has earned her accolades like AiMCO’s Best Food & Beverage Creator and a finalist spot for TikTok’s Food Creator of the Year, alongside collaborations with brands including Google, KFC, Audible, MasterFoods, Fanta, Coles and Accor and sees her highly recommended from across the industry.

8. Ilai Matangi – @havea_676

Few creators can make everyday life feel as joyful as Ilai Matangi. Known to the internet as @havea_676, Matangi turns family moments into laugh-out-loud entertainment that resonates far beyond his own household.

Whether he’s recreating viral trends, sharing glimpses of Tongan culture or roping his wife and four daughters into a perfectly chaotic skit, Matangi’s content radiates warmth, humour and authenticity.

What sets him apart for the experts we consulted is his ability to connect; his storytelling blends family love with universal relatability, drawing in an audience of over a million across TikTok and Instagram.

From brand collaborations with JD Sports, Selley’s and Amazon to appearances at major events like the NFL launch in Australia, and work as an MC, Matangi’s charisma translates seamlessly beyond the feed.

7. Indy Clinton – @indyclinton

Indy Clinton has built an empire on messy, hilarious and unfiltered honesty. Considered “Insta-famous” at just 16, her profile took off once she became a mother.

In a sea of spotless, perfect families, Clinton broke the mould, swapping curated perfection for chaos and comedy. Her mantra is to show parenthood as it really is: rewarding, exhausting and occasionally revolting.

That raw authenticity has struck a chord. Today, her 1.8 million TikTok followers tune in for her no-filter humour, pyjama-clad realness, and the kind of storytelling that makes every mum feel seen. Yet Clinton has evolved far beyond social media personality; she’s now an entrepreneur with a real seat at the table, an accolade that the experts said earned her a position on this list.

Her partnership with haircare brand Bouf began as an ambassador deal and grew into an equity stake, a move that’s seen her step confidently into the corporate world. With Bouf’s first-year revenue projected between $8–10 million and products flying off shelves across Australia and New Zealand, Clinton’s business instincts are proving just as sharp as her comedic timing.

6. Luke and Scott O’Halloran – @lukeandsassyscott

Luke and ‘Sassy’ Scott O’Halloran are the kind of duo you can’t help but watch, and laugh along with. The Melbourne-based brothers have turned their sibling rivalry into a full-blown entertainment brand, amassing millions of followers across TikTok, Instagram and Facebook with their quick-witted banter, pranks and unapologetically sassy humour.

What began during lockdown, when Luke picked up a camera to capture his brother’s over-the-top reactions, has since evolved into a global following, a hit podcast and a spot on The Amazing Race Australia: Celebrity Edition 2025, where they made it to the final four.

But behind the chaos is a story built on love and authenticity: Scott’s journey as a proud gay dad to twin boys, with husband Marcus, has resonated deeply with fans who find both representation and joy in the brothers’ ever-expanding world – a feat that our experts said was just as impressive as the professional accolades.

From their hilarious household antics to their collaborations with brands including Shark, CeraVe, Hayu and the Royal Melbourne Hospital Home Lottery, Luke and Sassy Scott’s charm lies in their ability to make the mundane so much more… sassy.

5. Matt Ford and Jack Steele – @theinspiredunemployed

Matt Ford and Jack Steele, together The Inspired Unemployed, have built an empire out of not taking themselves too seriously. What began as two mates making cheeky videos about Aussie life has grown into a full-fledged creative powerhouse.

Their signature brand of humour, equal parts relatable, ridiculous, and perfectly timed, has struck a chord with millions, making them fixtures across social media and beyond.

From their ‘Chief Gummies Officers’ campaign with Swisse Wellness to their ‘HERE FOR IT’ Paris Olympics content, the pair have shown how comedy can drive culture and brand engagement.

From collaborating with Better Beer, to launching their own travel brand, ARRIVAL Travel, and developing a fragrance called ‘Inspiré by No. Emploi’ with all profits going to charity, their knack for turning jokes into business ventures is why they come highly recommended to this list.

4. Princess Honeybelle – @princesshoneybelle

There’s cute, and then there’s Princess Honeybelle! The feline fashionista has captured hearts and clicks across the globe with a wardrobe that would rival any influencer’s (chef hats, tutus and all).

Princess Honeybelle has become a full-blown social media star, charming more than 600,000 followers across Instagram and TikTok alongside her devoted human, Nicole Wade.

What began as a few playful photos quickly turned into viral fame when a compilation of Honeybelle’s chef videos racked up millions of views. Whether she’s whipping up meals or striking a pose mid-photo shoot, this camera-loving cat demands the spotlight. As Wade puts it, “She’s a little bit of a diva”.

Beyond the laughs, Princess Honeybelle’s partnerships with brands like Fussycat, Furbopetcam and Eterneva show just how powerful (and profitable) pet influence can be.

Her AiMCO Award wins for Australia’s Most Influential Creator and Best Family/Parenting/Pet Creator cement what fans already knew, that she’s a full-blown cultural phenomenon. The industry is furry impressed, to say the least.

3. Andy Hearnden – @andy_cooks

Andy Hearnden, or as millions know him, Andy Cooks, has turned the art of cooking into a spectator sport. A chef with more than 20 years in professional kitchens across Auckland, London, Singapore, Sydney and Melbourne, Hearnden swapped the heat of restaurant life for the camera, and hasn’t looked back since.

What began during the pandemic as a way to share his love of food has evolved into one of the most successful culinary creator careers in the world. Named YouTube’s Top Creator in Australia for 2023, Andy has built a devoted following by reminding people that food is about connection, just as much as it is about flavour.

Whether he’s teaching followers to master the perfect steak, collaborating with brands such as KitchenAid, Red Rock Deli and Suntory BOSS Coffee, or sharing heartfelt reflections about home cooking with his partner, Hearnden embodies what makes food content resonate today: authenticity and a genuine desire to bring the passion back to cooking. And it isn’t just fans that love him, our panel of experts adore him as well.

2. Taz & Alessia – @tazandalessia

Taz Zammit and Alessia Allfree have built a movement among their followers. The Melbourne-based couple have become Australia’s most-followed lesbian creators on TikTok by being themselves.

From heartfelt vlogs and candid conversations about love to unfiltered discussions around LGBTQIA+ identity, their content has become a safe space for authenticity, connection and allyship.

What began as a window into their relationship has evolved into a thriving community. Their regular live streams feel more like catch-ups with friends than broadcasts, a testament to the genuine bond they’ve built with fans. That same openness and energy earned them TikTok’s Live Creator of the Year title at the 2024 TikTok Awards.

Beyond the screen, Zammit and Allfree are entrepreneurs and advocates. As co-founders of the TeamTANDA App, they’ve created a digital home for their community, and their collaborations with brands like Popcorners, Garnier, and Meta reflect the trust they’ve built across audiences and industries alike.

1. Bridey Drake – @brideydrake

Bridey Drake has become one of Australia’s most recognisable and relatable online voices. With more than three million followers, she’s built a loyal community by sharing her life as it really is: the wins, the awkward moments and the quiet bits in between. Drake was the undisputed number one among the list of experts we spoke to, praising her authenticity and relatability.

Her signature mix of humour, honesty and charm has made her a standout across TikTok, where she was crowned Creator of the Year at the 2024 TikTok Awards.

From her Central Coast roots, Drake has mastered the art of connection. Whether she’s poking fun at adulthood, reflecting on relationships or giving a glimpse into her creative ventures, her content is grounded in the kind of authenticity that audiences crave.

That same spirit extends beyond the screen. Through her fashion and lifestyle label Night Sweet Thing, Drake has channelled her creative energy into a thriving business. She’s also become a sought-after brand partner, collaborating with major names across fashion, beauty and lifestyle, including Indigenous Australian brand Balgarradesigns.