Fabulate has launched SparQ 2.0, an expanded version of its AI-powered influencer marketing suite, adding five new tools aimed at helping marketers improve decision-making, brand safety, and creator discovery.
The tools are there to help meet the promise of SparQ 2.0, which is to make it easy to find insights into the creator marketplace. It offers prospective agencies seeking to work with talent the ability to determine if talent is a good fit for their message, it gives the metrics to back-up claims about audience engagement, and to identify any brand safety concerns.
Ultimately, it is about speeding up the process: “It is still a real bugbear for the clients… how you can move all of that creative content through approvals towards getting it live and driving business outcomes as quickly as possible,” Nathan Powell told Mediaweek. Powell is Fabulate’s Chief Product and Strategy Officer. “Creator marketing is unlike any other category. There’s so many more steps in that daisy chain.”
“We obviously identify as an AI-led creative marketing business and that gives us the completest picture of this category, setting us apart from everyone else. We’re media people, not tech people, coming in to solve a media problem.”
The platform, used by major brands across finance, retail, travel and telco, has now introduced agentic AI tools named Lens, Compliance Check, Echo, Quality Control and Scout. Together, these tools allow users to gain deeper insights, automate compliance, track social trends, and better understand campaign performance—without needing advanced data skills.
Launched almost 12 months after the original suite, SparQ 2.0 aims to tackle common pain points in influencer marketing, including unclear performance metrics and time-consuming approvals. Research from Influencer Marketing Hub (2024) found that 53 per cent of brands struggle to measure campaign success, and 78 per cent lack automation systems to analyse creator campaign data.
“We’ve got access to 320 million creator profiles across Instagram Tik-Tok and YouTube,” Powell said. Obviously, he is talking about creators globally, with Fabulate currently in 12 countries globally, serviced by a team of 76 professionals. In Australia and New Zealand, that works out to be about 1.2 million creator profiles.
“It’s the one of the vastest data sets, if not THE, vastest data sets of creator data available for marketers to be able to work on their campaigns.”
Mediaweek was impressed by the capability to image search the database to find creators already talking about specific products.
As Powell explained: “We recently did this for an auto brand for a particular model car. We were able to upload that model car picture and then discover creators that already had that car. The logistics for a brand doing that it means you don’t need to go and organise test drives and insurance. They are now in the hands the creator – it becomes much faster.”
What’s new in SparQ 2.0
• SparQ AI Creator Search: A visual and text-based tool that lets users describe the type of content or creator they need in plain language or by uploading an image, returning relevant matches instantly.
• SparQ Lens: An AI analytics assistant that lets marketers ask questions in natural language and receive visualised insights and strategic takeaways from campaign data.
• SparQ Compliance Check and QA: Designed for industries like finance and health, this tool reviews influencer content for regulatory and brand guideline compliance before it goes live, streamlining approvals and reducing legal risk.
• SparQ Echo: A TikTok-trained trendspotting tool that helps brands identify the formats, sounds and topics gaining traction in their niche.
• SparQ Scout: Offers a diagnostic overview of a brand’s social performance, including share of voice, competitor benchmarking, and content strategy insights.
Finding the hidden skeletons
An invaluable brand safety tool SparQ 2.0 offers is the ability to perform due diligence on creator talent being used with searches for prior relevant content. Powell made mention of an anti-vaping campaign that was upended when it was revealed that creators in the campaign had previously filmed content with them vaping. This was despite the talent signing declarations that they hadn’t posted vaping content in the past.
In Asia where Fabulate clients are often concerned about ‘modesty standards,’ searches are often done to find content related to things like alcohol consumption.
Powell explained that this sort of search can be done before signing creators onto a campaign: “Shortlist your creators even further so that you know, not necessarily where all the skeletons are, but for any perceived brand safety risks that might be an issue for your brand. They’re automatically flagged ahead of time for review.”