UGC is reshaping creator marketing by giving brands scalable, social-first content while helping creators build careers without huge followings.

With the FIFA World Cup underway, the team explores how creators are reshaping sport, digital discovery and the future of the internet. From FIFA's creator-first strategy and Google's Search Profiles to Meta's paid subscriptions, this episode examines where the creator economy is heading next.

A strong creator media kit does more than showcase followers. It proves audience fit, creative value and why a brand should say yes faster.

Fans are no longer just watching the World Cup, they’re choosing who to watch it with, creating new opportunities for creators, platforms and brands.

AI is transforming creator marketing by helping brands streamline campaign management, reduce risk and turn every campaign into a learning opportunity. Explore the eight AI applications powering SparQ and how they help marketers scale creator programs without replacing the human judgment and creativity that drive great results.

Live streaming is moving beyond gaming as personality-led creators on Twitch, YouTube and Kick become prime-time entertainment for brands.

How interest-led algorithms gave rise to niche creators and made specialist expertise more discoverable, influential and commercially valuable.

New research reveals why engagement can misdiagnose creator campaign success and how brands can use attention, brand memory and fit to optimise.

Fabulate explains how brands can run influencer marketing campaigns that work, from strategy and creator briefs to approvals, KPIs and live tracking.

Creator burnout is rising as content demands grow. Fabulate explains how creators and brands can build healthier, more sustainable partnerships.

Fabulate’s Nathan Powell explains how brands can give creators clear direction without scripting the content, overloading the message or killing what makes it work.

As creator-generated, AI-generated and user-generated content reshape marketing, Fabulate’s Nathan Powell explains how brands should use CGC, AIGC and UGC across the funnel.

In Episode 17 of Influencing Outcomes, the team explores two major signals that the creator economy is entering a new phase of maturity: Accenture Song's acquisition of Whalar and LinkedIn's launch of its Creator Marketplace. The discussion examines why investors are increasingly backing creator-led businesses, the growing role of creators in B2B marketing, and the rise of AI-generated influencers as regulators begin demanding greater transparency. The episode also features a deep dive with Intender CEO Phil Ohren, unpacking how social search, AI-powered discovery and changing consumer behaviour are transforming the future of search.

In Episode 16 of Influencing Outcomes, the team unpacks the rapid evolution of generative AI, the rise of TikTok Shop and the growing global tension between platforms, governments and digital identity. From Meta’s mass removal of fake followers through to debates around algorithmic control and social media scrutiny at international borders, the conversation explores how trust, visibility and influence online are becoming increasingly interconnected.

In Episode 15 of Influencing Outcomes, the team unpacks the growing tension between platforms, governments, AI and audience trust. From TikTok World and the rise of creator led entertainment through to the News Media Bargaining Code and the impact of synthetic content, the conversation explores how media systems are struggling to keep pace with the technologies reshaping them.

This is what took over feeds in April. From “hallelujah” gratitude posts to AirPods swaps and painfully relatable “horror” moments, these are the trends creators couldn’t stop making and audiences couldn’t scroll past.

This episode unpacks three stories shaping the creator economy, from platform power shifts to failed creator deals and the growing impact of AI on how audiences engage with content. It explores what is changing across platforms, creators and brands, and what marketers should be rethinking as the space continues to evolve.

Finfluencers aren’t just a trend, they’re quietly rewriting how financial decisions get made. This piece explores the shift in trust from institutions to creators, why brands are leaning in, and what it actually takes to make influencer marketing work in a category where every word carries risk.

As EOFY becomes more considered, creators are playing a bigger role in how decisions are made, shaping the thinking behind purchases, not just the outcome.

Prospect lists just got a quiet upgrade. More control, clearer ownership, and collaboration that actually makes sense, without the usual mess.

Fabulate was represented at the YouTube Global Partnerships Summit in New York, sharing insights on creator partnerships and highlighting the growing influence of APAC-led innovation on the global stage.

Creator culture isn’t just for the young anymore. This episode looks at the rise of midlife creators, unpacking what drives growth, why consistency matters, and how experience, trust and relatability are opening up new opportunities for both creators and brands.

YouTube’s been in the game forever, so why does it feel like the biggest opportunity right now? This episode unpacks what’s changing behind the scenes, and why brands should be paying closer attention

These are the trends that dominated feeds in March. From playful edits to instantly recreatable formats, this is what actually stopped the scroll.

What does it actually take to last in the creator economy? This episode moves past growth metrics to unpack the mindset, structure and decisions behind building something that holds its value over time.

Instagram just dropped a wave of updates creators have been asking for. Subtle shifts that will change how we build, refine, and get results from content.

Eliza Lewis has been recognised at the 2026 B&T Women Leading in Tech Awards, following three years of rapid growth, global expansion and a leadership approach that’s reshaping creator-led sales at Fabulate.

Creators are no longer just part of the media mix, they’re reshaping how it works. This episode looks at the growing tension between sports rights and digital influence, how AI could redefine product discovery, and why the industry is being pushed to finally standardise how creator marketing is priced.

February’s feeds were full of drama, disco throwbacks, bold beauty transformations, and painfully relatable humour. Here are the social trends creators used to stop the scroll.

This episode of Influencing Outcomes explores the strategic tensions shaping creator marketing today, from global brand investment decisions to the expanding role of AI in scaling creator ecosystems, and what that means for the future of talent, trust and long term creator strategy.

Creator marketing is delivering real commercial impact, but measurement has not evolved at the same speed. The next growth phase depends on integrating creators into formal media planning, forecasting and performance models rather than treating them as a standalone tactic.

Creator marketing is no longer experimental spend. It is infrastructure. As budgets surge and the channel embeds itself into core media plans, credibility has shifted from nice to have to non negotiable. This piece explores why trust, disclosure, and shared industry standards are becoming structural requirements and what that means for brands, creators, and the future of influence.

Instagram may be rethinking what social credibility looks like. In a quiet global test, the platform is replacing “following” with “friends,” highlighting mutual connections over one way attention. If this shift expands, it could redefine how creators build influence and how brands evaluate it, moving the focus from scale to real connection.

ROI is no longer the full story. As econometric data sharpens our understanding of TikTok performance, a new framework is emerging, one built on attention quality, contextual relevance and deliberate format strategy. This piece explores why sustainable growth depends on engineering impact, not just reporting efficiency

Fabulate integrates the YouTube Creator Partnerships API into its platform, giving brands verified first-party audience intelligence, structured workflows and measurable performance visibility across every YouTube creator campaign.

This episode of Influencing Outcomes examines how platform convergence, embedded commerce and AI infrastructure are accelerating the next phase of the creator economy, and what that means for how brands monetise, measure and scale creator-led strategies.

Symphony, TikTok's suite of generative AI tools, is integrated into leading APAC influencer marketing platform Fabulate. New tools will give users access to Symphony’s AI dubbing tool, video generator and digital avatars

YouTube is no longer competing with television. It has become it. From 200 billion daily Shorts views to record breaking living room watch time, Alphabet’s latest earnings call confirms a structural shift in how video is discovered, watched and monetised. Prime Time has gone vertical, and creators are at the centre of it.

The Fab 100 is more than a list. It reflects a year of real discovery behaviour from brands using Fabulate. By looking at who was searched and shortlisted, clear patterns emerge around what actually drives creator discoverability and why some creators show up again and again.

January set the tone for 2026 with trends that leaned into nostalgia, humour, and emotion. From throwback aesthetics to playful persuasion, these are the social moments that actually stopped the scroll and why they mattered.

As influencer marketing in Australia continues to mature, Fabulate has reaffirmed its commitment to the industry by continuing its partnership with the 2025 AiMCO Awards. With record submissions, new categories and the launch of the AiMCO Summit, the program reflects a shift toward structure, standards and long-term thinking across creator marketing.

As audiences rethink fame and influence, creators are stepping into the Super Bowl spotlight. This piece unpacks why creator-led talent is gaining ground, where it works, where it doesn’t, and how brands can balance cultural relevance with mass reach on the biggest advertising stage of the year.

Meta advertising is not about polish. It is about behaviour. Facebook and Instagram are habit platforms, opened reflexively and judged in milliseconds. After analysing thousands of high performing ads and creator led campaigns, this guide reveals the unspoken creative rules that decide whether ads disappear or scale. From why the first frame matters most to why creator style content consistently outperforms traditional brand creative, this is a practical playbook for building Meta ads that feel native to the feed and earn attention where it already lives. If your ads look good but do not perform, this explains why and how to fix it.

This episode of Influencing Outcomes explores the growing demand for accountability in creator marketing, examining how rising expectations around performance, pricing and long-term value are reshaping the way brands invest in the channel and measure its impact.

The Fab 100 is a data led snapshot of the creators brands seriously considered throughout 2025. Based on real discovery, search, and shortlisting behaviour inside Fabulate, it reveals who consistently stood out and why.

Creator marketing runs on trust. As the industry scales and scrutiny increases, disclosure is no longer a box to tick but a core part of a creator’s career infrastructure. This piece breaks down why disclosure matters, where creators get caught out, what regulators actually look for, and how clear, upfront transparency protects audience trust, brand relationships, and long term earning potential. Practical, global, and written for creators navigating a rapidly maturing industry.

YouTube has made its position clear: creators are the future, and low-quality AI content is not. This article unpacks why that line in the sand matters for creators, brands and the wider media industry, and why authenticity remains the most valuable currency in modern video.

Creator marketing has moved from experiment to expectation. Using insights from the IAB’s 2025 Creator Economy report, this piece explores how creators are now planned and funded like a core media channel, alongside the challenges brands still face around discovery, measurement, and AI. The focus has shifted from proving whether creator marketing works to proving how well it performs at scale.

Disclosure underpins trust in influencer marketing, but it’s still widely misunderstood. This guide explains why disclosure is a legal requirement, how it’s regulated across major markets, and what brands and creators need to do to operate transparently and compliantly at scale.

The UK’s HFSS advertising rules are reshaping how food and drink brands work with creators. This article breaks down what’s changed, how the restrictions apply to influencer marketing, and what brands, agencies and creators need to consider moving forward.

CES offered a clear signal that creator marketing is entering a more considered phase, one shaped by intent, behaviour and context rather than surface level metrics.

Influencer marketing has outgrown the experimental phase. This piece breaks down how creator led media is reshaping advertising in 2026, the role of trust and proximity, and what brands must do to scale with confidence.

Episode 5 examines how creators are driving full-funnel outcomes with Amanda Bosch, exploring how large organisations use creators as long-term assets, where creator content outperforms brand ads, and what it takes to turn creator investment into measurable commercial results.

December is busy on socials. These are the content formats creators are leaning into this festive season and why they’re working.

Discover Fabulate’s new granular project statuses and get clearer visibility across every stage of your influencer campaigns, from concepting to payment.

Episode 4 explores the rise of structured, commercially rigorous creator pitches with Lydia Feely, revealing what marketers now expect in the pitch room, where capability gaps are emerging, and how transparency, governance and technology are reshaping the next phase of creator marketing.

Your round up of the November trends TikTok couldn’t get enough of, with smart ways creators and brands can jump on these and keep their content feeling fresh.

Learn why Fabulate uses account authentication, how it protects you as a creator and why it matters across Southeast Asia. We explain what we can access, what we can’t and how you stay in full control at every step.

Episode 3 unpacks the new power shift in creator marketing with Genevieve Day, exploring how creators are evolving into full-scale businesses and how agencies deliver value in a fast-changing commercial landscape.

To make your December planning easier, we pulled together ideas that are taking off right now, plus formats that brands are using successfully when they work with creators!

Episode 2 unpacks the evolution of creator marketing with AIMCO’s Patrick Whitnall, examining how governance, regulation and industry maturity are reshaping the way brands, creators and agencies work together.

Episode 1 unpacks the collision of culture, data and creativity with Eugene Healy, offering fresh insights for marketers and creators alike.

Our momentum continues as Fabulate is recognised once again among Australia’s fastest growing technology companies.

Fabulate unveils the next generation of AI built for brands and creators and it’s changing everything.

The Fabulate platform triumphs at Australia’s top creator economy awards for the second year running.

Let's show you how to submit and edit a pitch for jobs with Fabulate

Fabulate wins Gold for "Best Influencer Marketing Platform" at the Marketech APAC Awards.

Fabulate authentication is a secure way to link social accounts so we can automatically pull post performance data from live campaigns.

The most common questions we get asked about payments from creators about working with Fabulate.