Fabulate - 2025 Design

Insights & strategy

posts

As creator marketing scales, the need for credibility becomes structural

Creator marketing is no longer experimental spend. It is infrastructure. As budgets surge and the channel embeds itself into core media plans, credibility has shifted from nice to have to non negotiable. This piece explores why trust, disclosure, and shared industry standards are becoming structural requirements and what that means for brands, creators, and the future of influence.

February 23, 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

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

What CES revealed about where creator marketing is heading

CES offered a clear signal that creator marketing is entering a more considered phase, one shaped by intent, behaviour and context rather than surface level metrics.

January 12, 2026

Influencer Marketing in 2026: How Creator-Led Media Is Reshaping Advertising

Influencer marketing has outgrown the experimental phase. This piece breaks down how creator led media is reshaping advertising in 2026, the role of trust and proximity, and what brands must do to scale with confidence.

January 12, 2026

Your December menu of trends, prompts and silly season moments ready to jump on

To make your December planning easier, we pulled together ideas that are taking off right now, plus formats that brands are using successfully when they work with creators!

All the trends and content formats filling feeds like Christmas stockings!