Neglected, experimental and niche – that’s how influencers were viewed only a few years ago.
But the tables have turned.
Creator work is no longer an add-on or a quirky media line; it’s become essential.
According to Statista’s Influencer Advertising market data report, Australia’s ad expenditure on creators is set to surpass AU$1 billion by the end of this year, with the market projected to reach AU$2.46 billion by 2030.
Agencies have swallowed the red pill, pouring serious budget into creator strategies and those who haven’t are now scrambling to scale in ways that still feel authentic.
Shift from “nice to have” to essential
For Fabulate co-founder Nathan Powell, the B-Word (billion) represents more than a symbolic milestone, it’s a moment where “people really start to sit up and take notice.”
Talking to Mediaweek, he spoke about the rapid transformation of creator marketing.
“It signals that creative marketing has now shifted from a nice to have to really an essential part of how brands communicate as part of their campaigns,” He said
He adds that the shift is changing the way holding companies and agencies build their plans.
“For agencies, it means that creative thinking needs to now be embedded into every plan, rather than being bolted at the end.”
Why creator ads work
Industry points to three major drivers behind the category’s expansion.
First, creator-made content consistently outperforms traditional brand spots. As Nathan explains:
“Creative content outperforms brand ads in attention and recall, platforms themselves have been built off the back of user-generated content. So it’s not foreign for a user to see an ad featuring creators.”
Second, consumer behaviour has changed.
“People are now preferring to discover products from the people that they trust. It’s the power of people-based selling, creator marketing is the closest thing that brands can get to word-of-mouth at scale.”
And third, brands now have more robust tools – particularly around brand safety – that reduce friction and risk.
“Brands want to have automated checks and balances, before tools like our SparQ AI brand safety tool, brands had to sit there and do it physically and go through every video.”
Micro-influencers are rising but…
While many marketers and reports might talk about a shift to micro-creators due to engagement rates with diverse audiences, Nathan argues that the narrative is too “misleading”
“It’s less about funneling spend into specific types of creators, and more about choosing the right creator for the right tactic.”
Different tiers serve different roles across the funnel:
“Celebrities and megas deliver cultural reach. Mid tiers build trust and depth. And micros and nanos excel at persuasion and action.”
The real sophistication, he points, lies in selecting creators with purpose not trend-chasing.
“No brand actually sits down and says we only want to engage micros. At the end of the day, brands that match objectives to the right creator tier with intent,” He calls the real winners.
How to stand out?
Across Fabulate’s work with APAC’s four major holding groups, Nathan notices a strong differentiating factor:
“The strongest momentum is coming from the groups that are embracing technology,” said Nathan.
He gives the example of Unilever, who are going all out on an influencer-led strategy, investing 20x on collaborations.
“Tech allows agencies to uncover cultural insight faster, build a genuine competitive edge, and prove to clients why creator marketing deserves a bigger share of the plan.”
Without the embracement of tech, there is no “scalable capability”
Adland’s best friend, AI
Looking toward 2026, the biggest shift will be the collision of AI and creator content but not in a replacement sense.
“Authenticity is the golden goose of creator marketing,” Nathan said. “The time we kill that is the time we do ourselves a disservice.”
“The smart brands will use AI to reduce their workflows and build smarter audience models.”