Self-educational content surges in January: Fabulate

Australian self-educational content, from history, faith, or champagne, saw a surge in January across TikTok, Instagram and YouTube, according to Fabulate.

Each month, Fabulate uses data from its Discovery Platform to help marketers and agencies identify the best up-and-coming Australian creators on TikTok, Instagram, and YouTube. The company also secured a spot in the top 10 of the prestigious Deloitte Tech Fast 50 last month.

Dr Esme Louise James’ YouTube channel, which explores the evolution of sexuality - from scandalous stories from the Ancient World to the saucy secrets of famous figures, has grown to more than 100,000 followers (and more than 500,000 on Instagram).

Meanwhile, over TikTok, Ken Tja has been cutting through with his faith-based content that advocated for self-improvement through Christianity. With videos debating topics such as whether or not Christians can swear, Tja has grown his account to 123.9K followers with an incredibly high engagement rate of 19.04%. Over 60% of his audience falls into the 18-24 demographic.

Over on Instagram, Kyla Kirkpatrick – who posts under the handle @thechampagnedame – has been on the rise this month. Kirkpatrick is a champagne educator, the CEO and founder of Emperor Champagne, and a star of Real Housewives of Melbourne. Growing her account to 86.3K followers, almost 65% of her audience is Australian, and 70% of them are women.

Nathan Powell, chief product and strategy officer at Fabulate, said: "Perhaps it’s the time of year but January definitely saw Australians looking for self-educational content across all the platforms."

Powell added: "Need advice on the best champagne? Kyla Kirkpatrick has you covered, want some entertaining history check out Dr Esme’s channel. Likewise, on the faith side, Ken Tja’s TikTok shows how people of faith use social apps for self-expression and to connect with others who might share their faith."

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