What the Fab 100 tells us about being more discoverable on Fabulate

When we released the Fab 100, it highlighted the creators brands and agencies actively searched for and shortlisted throughout 2025. But once the list was live, the more useful question quickly followed.

What does this data actually tell creators and talent about how discoverability works on Fabulate?

Because the Fab 100 isn’t just a list of names. It’s a full year of discovery behaviour. Every search, every profile view, every shortlist tells us something about how brands are using the platform when they’re making real campaign decisions.

When you step back and look at those patterns, some very clear and very actionable signals emerge.

What discoverability really looks like on Fabulate

Discoverability on Fabulate isn’t driven by a single metric or moment. It’s shaped by how brands search, filter, and validate creators over time.

Creators who appear more frequently in discovery tend to share a few common traits. Not because they’re following a formula, but because they make it easier for brands to understand where they fit and how they could be used.

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1. Consistency builds recognition

One of the strongest patterns across the Fab 100 is consistency. Many of the creators who appeared most often didn’t have one defining viral moment. Instead, they showed up regularly, stayed active on their platforms, and built momentum gradually.

From a brand perspective, this matters. Campaigns are often planned weeks or months in advance, and creators who consistently show up feel more reliable and easier to trust. Familiarity plays a bigger role in shortlisting than most people realise.

What this means in practice:

• Aim for consistency over intensity. Regular posting, even at a manageable pace, is more valuable than short bursts followed by long gaps
• Keep your content themes recognisable so brands can quickly understand what you’re about
• Showing up week after week builds visibility when brands return to search again

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2. Steady performance beats spikes

Another clear takeaway from the Fab 100 data is that steady performance matters more than short-lived spikes.

Creators who perform reliably over time tend to appear more often in discovery because brands can see patterns they feel confident buying into. One viral post can create awareness, but it’s rarely enough on its own to drive repeated shortlisting.

What this means in practice:

• Focus on content that consistently resonates with your audience, not just chasing viral formats
• Don’t be discouraged if a post doesn’t “blow up”. Brands are looking at averages and trends over time
• Reliable engagement and views build confidence for brands planning longer-term campaigns

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3. Audience relevance is a major filter

Creators across a wide range of audience sizes appear in the Fab 100, but what they share is relevance.

Strong Australian audience skews, clear demographic alignment, and engaged communities all play a role in how frequently creators are searched for and shortlisted. Brands are increasingly prioritising who a creator reaches, not just how many people follow them.

Creators with large followings still feature, not because of the number alone, but because their content feels culturally relevant and drives real outcomes.

What this means in practice:

• Be clear about who your audience is and what resonates with them
• Lean into cultural context, local references, and moments that feel familiar to your community
• A smaller but highly relevant audience can be just as valuable as scale

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4. Cross-category creators are easier to place

Fab 100 data also shows that brands are filtering less by strict niche labels and more by signals like engagement, consistency, and versatility.

Many creators on the list comfortably span multiple categories. Family creators lean into humour, lifestyle creators move across beauty, food, and home, and food creators build personality-led brands. This makes it easier for brands to imagine different campaign applications.

What this means in practice:

• Don’t be afraid to create content outside a narrow niche if it feels authentic to you
• If you’re a beauty creator who loves cooking, share it
• If you’re a lifestyle creator with a passion for fitness, home, or humour, let that show
• Building a broader content world makes you more flexible and easier for brands to place

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5. The role of Instagram and TikTok in creator discovery

Platform behaviour matters too.

Instagram continues to anchor discovery and shortlisting on Fabulate. It’s where brands validate creators and make decisions. TikTok plays a different role, driving momentum, cultural relevance, and visibility.

Creators who appear most consistently across the Fab 100 tend to be active on both platforms, creating native content rather than reposting the same ideas everywhere.

What this means in practice:

• Treat each platform as its own space, not a repost channel
• Use Instagram to showcase your style, consistency, and audience connection
• Use TikTok to show personality, creativity, and cultural relevance
• Being present on both increases how often you show up in searches

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What matters less than expected

The Fab 100 data also makes it clear that some commonly assumed signals carry less weight than expected.

Follower count on its own isn’t a deciding factor. One-off viral moments don’t guarantee sustained discovery. And perfectly fitting a single niche label isn’t always an advantage.

Brands are looking for creators they can understand quickly, trust over time, and confidently shortlist.

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The takeaway

The Fab 100 doesn’t offer a checklist or a shortcut. But it does show how discovery is already happening on Fabulate.

Creators who are more discoverable tend to:

• Show up consistently
• Perform steadily over time
• Build relevant, engaged audiences
• Make it easy for brands to understand where they fit

Discoverability isn’t about chasing trends or boxing yourself in. It’s about clarity, consistency, and giving yourself permission to build content that reflects who you actually are.

And the Fab 100 data makes one thing clear: creators who lean into that tend to be the ones brands keep coming back to.

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