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The Fab 100 Australia: A Year of Creator Discovery, Revealed
The Fab 100 is a data led snapshot of the creators brands seriously considered throughout 2025. Based on real discovery, search, and shortlisting behaviour inside Fabulate, it reveals who consistently stood out and why.
The Fab 100 Australia: A Year of Creator Discovery, Revealed
All year, brands and agencies have been actively searching for creators who make sense commercially, culturally, and creatively. Not just scrolling for inspiration or saving profiles for later, but deliberately viewing, shortlisting, and returning to the same names as they built campaigns throughout the year.
That behaviour leaves a trail.
When you step back and analyse a full year of discovery activity inside the Fabulate platform, patterns begin to emerge. Certain creators appear again and again. Certain categories rise to the surface. Certain platforms play very distinct roles in how decisions are made.
That’s where the Fab 100 comes from.
The Fab 100 is a data-led snapshot of the creators' brands didn’t just notice, but seriously considered throughout 2025. It reflects real search behaviour, real shortlisting activity, and real signals of intent, rather than hype or momentary visibility.
The Fab 100: Top 10 Creators
Before diving into the full list, it’s worth calling out the creators who consistently rose to the top.
These creators appeared most frequently across searches, profile views, and shortlists, making them some of the most sought-after names on the platform over the past year.
- @jessica_nguyen_ (IG) - A food and lifestyle creator celebrated for approachable recipes and entertaining ideas, paired with beautifully styled home content that balances aspiration with everyday ease.
- @stephluck (IG) - A leading mum and lifestyle creator known for sharing family life with honesty and heart, creating content that speaks openly to the realities of motherhood.
- @kaylajbrannan (TT) - A lifestyle and mum creator whose content centres on relatable daily moments, blending beauty, fashion and real life with an effortless, grounded feel.
- @seanszeps (IG) - A comedy creator recognised for sharp observational humour and cultural commentary, offering distinctly Australian takes on pop culture and modern life.
- @the_real_dads_of_melbourne (IG) - A dad led account capturing modern fatherhood through humour and heartfelt storytelling, spotlighting the chaos and joy of family life.
- @saritaholland (IG) - A lifestyle creator with a strong personal presence, blending fashion, family moments and food content in a way that feels confident, warm and highly relatable.
- @geebungalow (IG) - Home and lifestyle creators known for interior design and renovation content, presenting aesthetic everyday living through a refined and visually led lens.
- @matthewdavidjohnson (IG) - A media personality and creator combining family life and humour with polished lifestyle content, delivered with an easy, personable tone.
- @stephluck (TT) -With placements in the top creators on both Instagram and TikTok, Steph’s consistent performance reflects the strength of her authentic storytelling, sharing motherhood and family life with honesty that genuinely connects
- @saritaholland (TT) – Landing in the top creators across both Instagram and TikTok, Sarita’s big personality and lifestyle led content spanning fashion, food and family life continues to resonate across platforms.
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What stands out from the Fab 100
Discovery has moved beyond follower count.
Creators with large followings still feature, but a significant share of the Fab 100 sits in the 50K-500K range, particularly on Instagram. These creators deliver a balance brands are actively seeking. They offer scale, but still feel accessible, trusted, and commercially realistic, with engagement that holds up over time. This signals a clear move away from reach for reach’s sake.
Instagram drives discovery. TikTok drives momentum.
Instagram remains the primary discovery platform inside Fabulate, where searches begin and shortlists are formed. TikTok plays a complementary role, driving cultural relevance and growth. The creators who appear most consistently across the Fab 100 are active on both platforms, showing up in ways that feel native rather than repetitive. Cross platform presence now plays a critical role in creator selection.
Family, lifestyle, and comedy dominate.
These three categories appear most frequently across searches. Family creators resonate through content that reflects modern households and real life decision making. Lifestyle creators stand out for their flexibility, moving easily across wellness, beauty-adjacent content, home, and everyday routines. Comedy and skit creators continue to punch above their weight, delivering high shareability and attention that doesn’t feel like advertising.
Engagement is beating strict niche definition.
Search behaviour shows that people are filtering less by category alone and more by signals like average views, consistency, and audience response. As a result, many creators in the Fab 100 blur category lines. Creators who build broader worlds and evolve their content are being searched more frequently than those who stay tightly boxed in.
Australian audience relevance matters.
A strong Australian audience skew appears consistently across the Fab 100. Audience quality and geography are increasingly prioritised over headline numbers.
Consistency is outperforming virality.
Many creators on the Fab 100 didn’t grow through a single viral moment. Instead, they built steady momentum through consistent posting, clear themes, and long term trust. Reliability continues to outperform one-off spikes in attention.
The Full Fab 100
The Fab 100 brings together creators across platforms, categories, and audience sizes, all connected by one thing: they were actively searched for and shortlisted by brands throughout 2025.
Below is the complete list of the Fab 100, presented in order.
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The bigger picture
Taken together, the Fab 100 reflects a creator economy that’s becoming more considered and commercially grounded. Discovery is being driven by engagement rather than scale alone, by audiences that make sense geographically, and by creators who show up with intention across platforms.
This is what creator discovery looks like when it’s led by data, not guesswork.
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