Feel-good content drives growth in Fabulate’s August Fab 5
From birdwatching to music and candid storytelling, Australian creators leaned into positivity and authenticity in August, according to Fabulate’s monthly creator insights.
Australian creators leaned into uplifting, authentic storytelling in August, with Fabulate’s latest Fab 5 spotlighting a surge in “feel-good” content across TikTok, Instagram and YouTube.
The monthly report found that audiences are increasingly engaging with creators sharing moments of positivity and connection, from nature content to acts of kindness. Lucy Ronald, head of strategy and talent at Fabulate, said the trend reflects a shift in audience appetite. “What’s different now is that we’re seeing creators move beyond private, micro-moments and instead celebrate collective experiences – whether that’s getting back into nature, embracing community, or simply the joy of human connection.”
Fabulate's Fast Five for August
TikTok highlights
Former Australian Idol contestant turned Netflix star Conor Smith crossed 142,000 followers in August, driven by music-led content. Birding with Cob grew to 40,000 followers with a 16.8 per cent engagement rate, resonating particularly with younger male audiences. Meanwhile, Kiki & Toby passed one million likes and 68,000 followers through candid storytelling on life with Tourette’s, and Dylan Brown connected strongly with millennial women through affirmations and acts of kindness, building his following to 45,000.
Instagram momentum
On Instagram, musician Mason Watts achieved a 23.4 per cent engagement rate, with 78 per cent of his audience based in Australia. Portrait photographer Josh Ball reached 44,000 followers, while Disney stage performer MK saw 28 per cent engagement across his content.
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YouTube growth
Stylist Anna Rova continued her growth with videos empowering women to “dress for their next level self,” while the Lambros brothers accumulated more than 1.6 million views on Shorts documenting a UK charity run for cancer research.
Ronald said the trend reflects broader cultural shifts: “It may be the state of the world, and a sense of global uncertainty that has driven us here, but for marketers the takeaway is clear. Audiences are craving positivity, authenticity, and a reminder of what makes life meaningful. Brands that can align with this mood have the opportunity to build deeper resonance and trust.”
