Leading APAC influencer marketing platform Fabulate has unveiled its inaugural Fab 100, revealing the creators Australian brands are most actively searching for and considering in 2025.
The Fab 100 ranks the 100 most searched creators on Fabulate’s platform, offering a data-led snapshot of brand behaviour based on real search and shortlisting activity, rather than follower counts or fleeting cultural hype.
Food and lifestyle creators dominated the ranking, with Jessica Nguyen emerging as the most searched Australian creator on the platform last year.
Nguyen’s approachable recipes, entertaining ideas and home-focused content have made her a consistent favourite among brands.
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A data-led snapshot of creator demand
Lucy Ronald, head of strategy and talent at Fabulate, said the strong showing of food and lifestyle creators reflects a broader shift towards relatability and authenticity.
Lucy Ronald
“People want to see lives like their own, food they could cook themselves, and creators who feel familiar,” Ronald told Mediaweek.
Comedy was the next strongest-performing genre, driven by the growth of short-form video platforms.
“Social media is no longer just about keeping in touch,” Ronald said. “Entertainment is now a huge part of it, and that’s reflected in the genres performing best.”
Mid-sized creators take the cake
Ben Gunn, chief revenue officer at Fabulate, said one of the clearest trends to emerge from the data was the dominance of mid-sized creators.
Ben Gunn.
The majority of creators featured in the Fab 100 sit within the 50,000 to 500,000 follower range, particularly on Instagram.
“It’s a real sweet spot for brands looking to drive middle-of-the-funnel activity,” Gunn told Mediaweek.
Gunn said the shift reflects changing expectations of creator partnerships.
“It’s showing how creative budgets have shifted from previously viewing creators as ambassadors to now seeing them as full-funnel solutions for marketers on social media,” he said.
“Creators excel in that consideration stage better than almost any other channel.”
Instagram leads discovery, TikTok adds momentum
The data also shows that Instagram remains the primary discovery platform within Fabulate, where brands begin searches and form shortlists.
“It’s really a reflection of which platforms have been talking most actively about influencers,” Gunn said.
In Australia, Instagram continues to anchor creator evaluation, while TikTok plays a complementary role by driving cultural relevance and momentum.
Creators who appeared most consistently in the Fab 100 tended to have strong, native presences across both platforms, rather than duplicated content.
What brands want beyond reach and rates?
Beyond follower numbers and pricing, brand fit remains a critical factor in creator selection.
Brands are closely assessing whether a creator’s aesthetic, values and tone align naturally with their own, as well as reviewing performance history and previous partnerships.
“With our number-one creator, Jessica, she has a proven track record of high-quality content that performs well and strong past collaborations,” Ronald said. “Brands are paying close attention to that history.”
Ronald said authenticity remains central to long-term success for both creators and brands.
“Creators like Abby Chatfield or Nguyen succeed because their brand partnerships align naturally with their content and genre. That authenticity builds trust and allows creators to balance commercial success with audience loyalty,” She said
Top 10 most searched Aussie creators on Fabulate in 2025
- @jessica_nguyen_ (Instagram)
- @stephluck (Instagram)
- @kaylajbrannan (TikTok)
- @seanszeps (Instagram)
- @the_real_dads_of_melbourne (Instagram)
- @saritaholland (Instagram)
- @geebungalow (Instagram)
- @matthewdavidjohnson (Instagram)
- @stephluck (TikTok)
- @saritaholland (TikTok)
The full Fab 100 list is available here.