Fabulate - 2025 Design

Creator Marketing Needs Measurement That Matches Its Influence

Creator marketing is delivering real commercial impact, but measurement has not evolved at the same speed. The next growth phase depends on integrating creators into formal media planning, forecasting and performance models rather than treating them as a standalone tactic.

February 24, 2026

Beyond ROI: Why Attention, Context and Format Strategy Are Defining the Next Era of TikTok Performance

ROI is no longer the full story. As econometric data sharpens our understanding of TikTok performance, a new framework is emerging, one built on attention quality, contextual relevance and deliberate format strategy. This piece explores why sustainable growth depends on engineering impact, not just reporting efficiency

February 20, 2026

YouTube Is the New Prime Time

YouTube is no longer competing with television. It has become it. From 200 billion daily Shorts views to record breaking living room watch time, Alphabet’s latest earnings call confirms a structural shift in how video is discovered, watched and monetised. Prime Time has gone vertical, and creators are at the centre of it.

February 11, 2026

Are Creator-Led Super Bowl Ads the Next Evolution of Talent Strategy?

As audiences rethink fame and influence, creators are stepping into the Super Bowl spotlight. This piece unpacks why creator-led talent is gaining ground, where it works, where it doesn’t, and how brands can balance cultural relevance with mass reach on the biggest advertising stage of the year.

February 4, 2026

A practical guide to building Meta ads people actually stop for

Meta advertising is not about polish. It is about behaviour. Facebook and Instagram are habit platforms, opened reflexively and judged in milliseconds. After analysing thousands of high performing ads and creator led campaigns, this guide reveals the unspoken creative rules that decide whether ads disappear or scale. From why the first frame matters most to why creator style content consistently outperforms traditional brand creative, this is a practical playbook for building Meta ads that feel native to the feed and earn attention where it already lives. If your ads look good but do not perform, this explains why and how to fix it.

January 30, 2026

Disclosure is how creators protect their credibility, their audience, and their future

Creator marketing runs on trust. As the industry scales and scrutiny increases, disclosure is no longer a box to tick but a core part of a creator’s career infrastructure. This piece breaks down why disclosure matters, where creators get caught out, what regulators actually look for, and how clear, upfront transparency protects audience trust, brand relationships, and long term earning potential. Practical, global, and written for creators navigating a rapidly maturing industry.

January 30, 2026

Creator Economy 2025: What the IAB’s Latest Report Really Means for Brands

Creator marketing has moved from experiment to expectation. Using insights from the IAB’s 2025 Creator Economy report, this piece explores how creators are now planned and funded like a core media channel, alongside the challenges brands still face around discovery, measurement, and AI. The focus has shifted from proving whether creator marketing works to proving how well it performs at scale.

January 16, 2026

Disclosure is not optional. It is the price of credibility in influencer marketing

Disclosure underpins trust in influencer marketing, but it’s still widely misunderstood. This guide explains why disclosure is a legal requirement, how it’s regulated across major markets, and what brands and creators need to do to operate transparently and compliantly at scale.

January 13, 2026

What the UK’s Junk Food Advertising Ban Means for Influencer Marketing

The UK’s HFSS advertising rules are reshaping how food and drink brands work with creators. This article breaks down what’s changed, how the restrictions apply to influencer marketing, and what brands, agencies and creators need to consider moving forward.