The new rules of influence: How Australia’s top creators turn followers into fortunes

From Kayla Itsines and Jane Lu to Brooki Bakehouse and Fifty and Fearless, Australia’s leading creators reveal how they built Instagram audiences — and businesses — at scale.

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When Kylie Jones was retrenched in 2024, she was told she was too old to understand social media or artificial intelligence. Two years later, the 53-year-old single mother has built an audience of 1.1 million Instagram followers, embraced AI as a business tool and joined a generation of female Australian creators turning themselves into media companies.