Ask someone in Brisbane how they found their new favourite café, and there’s a fair chance the answer is a TikTok. Or an Instagram Reel. Or a 12-part YouTube series ranking every flat white in the inner north.
The people behind those videos are Brisbane’s content creators; the local guides, foodies, photographers and everyday residents sharing the city with their followers. They’re influencing where people eat, what they explore and how they experience Brisbane, whether they live here or have never visited.
And Lord Mayor Adrian Schrinner says Brisbane’s creator community has a bigger part to play than ever as the city prepares to welcome the world.
“Some of the best promotion Brisbane gets is from locals sharing the places and experiences they love on social media,” he says.
“With the world turning its attention to Brisbane ahead of 2032, our local creators have an incredible opportunity to show everyone what makes our city so special.”
Cr Schrinner uses his own Instagram and TikTok to collaborate on content featuring small businesses, local events and community initiatives.
He also joined a panel on Brisbane’s evolving creator community at the 2026 Content Summit, where he revealed research showing there was plenty of room to grow Brisbane’s international profile, and said traditional marketing alone wouldn’t be enough to do it.
So how does he want the world to see Brisbane?
“Brisbane is Australia’s lifestyle capital and I want the rest of the world to see what we already know,” he says.
“From our incredible parks and outdoor experiences, to our thriving arts, music and food scenes, Brisbane offers an unbeatable lifestyle.
“You don’t have to spend a fortune to have a great day out in Brisbane, with so many free and affordable experiences to enjoy.
“But what really makes Brisbane special is its people, and that’s something that can’t be captured quite like our local creators do.”
It’s an ambitious vision, and one that Brisbane’s creators are well placed to bring to life, one local story at a time.
Picture Brisbane from the outside and you might think of the river, the Story Bridge or the jacarandas in bloom.
But the city that locals know is full of places that rarely make the postcard. It’s the Saturday morning markets, family-run restaurants and small-batch breweries that give each suburb its character.
“Some of the best things about Brisbane are right on our doorstep, but sometimes it takes a local creator to help us discover them,” Cr Schrinner says.
“Whether it’s a hidden swimming spot, a new playground, a weekend market or an affordable family day out, there’s always something new to discover in Brisbane.
“They’re also helping local businesses get noticed and encouraging more people to get out and explore our suburbs.”
Each creator brings their own perspective and audience, helping people discover different sides of Brisbane. A foodie’s Brisbane looks different to a fitness influencer’s, a parenting blogger’s or a comedian’s.
“Ask ten Brisbane locals what they love most about our city and you might get ten different answers,” Cr Schrinner says.
“That’s why we want more local creators showing people just how much there is to love about their own backyard.”
Cr Schrinner is taking his support for Brisbane’s creator community a step further by backing the inaugural Content Summit Awards.
Launched by Content Summit, the country’s leading content and brand marketing conference, the awards recognise the people, brands and agencies producing outstanding content.
Cr Schrinner is supporting the awards’ dedicated Creator Track, which celebrates Australia’s content creators across six categories spanning education, entertainment, brand partnerships and more. He’ll also be presenting the awards at Brisbane Powerhouse on 10 March 2027.
Most categories are open to creators nationwide, but one is reserved for locals. Best Brisbane Storyteller celebrates a Brisbane-based creator whose work champions the city’s people, places and communities.
“One of the things I love about social media is seeing Brisbane through the eyes of the people who know and love our city.,” Cr Schrinner says.
“Recognising our local creators acknowledges the important role they play in telling Brisbane’s story and gives them the recognition they deserve.”
Entries for the Creator Track are free and open until 30 November 2026, with work judged by some of the country’s leading content and social media professionals.
The Content Summit Awards also include a Brand & Agency Track, recognising outstanding campaigns, teams and industry professionals.
Think your work deserves recognition? Explore the categories and enter the Content Summit Awards.
Want to be there when the winners are announced? Join us at Brisbane Powerhouse on 9-10 March 2027 for two huge days of content, creativity and industry connections, culminating in the Content Summit Awards presentation.
Featuring two packed days at the Brisbane Powerhouse, you’ll hear from the people and brands doing content best, through inspiring keynotes, real-talk panels and deep thinky sessions across three dedicated content tracks.
