Fabulate has released its June Fabulate Five, highlighting the fastest-growing creators across social platforms in Australia, with winter’s chill driving a surge in comfort-seeking, self-help and lifestyle content.
According to the creator tech platform, TikTok saw standout growth from From Scratch with Bob (276K followers), Rohan Brown (129.9K), and Aimee Chia (181.1K), with each tapping into what Fabulate describes as the seasonal “comfortcore” trend, content focused on warmth, food, fitness, and self-care.
On Instagram, humour and hands-on content led the charge. Satirical gym influencer Evan Bodycomb broke the 100K mark, while renovator Dane Taylor drove double-digit engagement through his behind-the-scenes DIY clips.
YouTube followed suit with growth in relatable comedy and homemade meals. Filing Meals saw continued traction, while Granny Flat Comedy climbed to 58K subscribers, bolstered by a youthful fanbase, half of whom are aged 18–24.
“We’re seeing comfortcore and self-help content take off because it speaks to how people are feeling right now,” said Lucy Ronald, Head of Strategy & Talent at Fabulate. “The creators who are really cutting through aren’t about perfection — they’re showing up with humour, honesty and a realness that’s clearly resonating with audiences.”
Seasonality emerges as a creator strategy driver
Fabulate’s report reinforces that audiences needs and emotional states evolve with the seasons. Winter’s slower pace and shorter days tend to prompt a shift toward reflective and mood-based content.
“It’s the middle of the year, the weather’s cooler, and there’s this collective pull toward slowing down, recharging, and resetting,” Ronald added.
Fabulate suggests that for marketers, a uniform, year-round content strategy may miss key emotional cues. Aligning creator partnerships with seasonal mindsets is more likely to result in stronger performance and deeper audience relevance.