Vlog-style content, theatrical reinterpretations, flawless lip-syncs, and behind-the-scenes moments surged across social platforms in July, according to content creator discovery platform Fabulate.
Lucy Ronald, Fabulate’s Head of Strategy and Talent, said: “This month’s standouts show just how powerful a good performance can be – and how vlogs are having their moment again.
“We’re moving away from the quieter ‘day in the life’ clips and seeing creators really lean into high-energy, high-impact storytelling.
It’s all about clever edits, original ideas and creativity as the new currency. Right now, personality and ambition are the magic mix.”
Among the content creators to see growth on TikTok included like Layla Schillert (137K followers) with her operatic takes on Disney classics, and Marcus Vrondas (153.6K), who went all-in with bold, expressive lip-sync performances.
Melbourne-based creator Nikki Obispo was one of many Aussie creators leaning into Euro summer vibes, jumping to 37K followers on Instagram. Meanwhile, slow fashion creator Veronica Tucker kept her 122K community hooked with tutorials and behind the scenes looks at how she creates her label’s dresses.
Luke Bateman, the farm boy turned book vlogger, hit 61K followers, with 65.5% of his audience made up of Aussie men under 34. His vlog-style content combines rural charm with smart commentary, making reading look cool for a new generation.
On YouTube, LSdrums hit high hats with his 65K followers thanks to a mix of musical antics and behind-the-scenes stuff-ups from life as a drummer.
Meanwhile, Richard Lindesay and his recorder blew up to 262K subscribers as he gears up for a series of live suburban shows around Sydney. Rounding it out, fitness and fashion creator Desi Johnson hit 36K followers with her fitspo meets fashion vlogs.
Top image: Layla Schillert, Veronica Tucker, Richard Lindsey