Fabulate - Fastest growing Australian influencers

By AdNews | 16 May 2024

Married at First Sight brides Lucinda Light and Tori Adams are Australia's fastest growing Australian creators in April, according to Australian influencer marketing platform Fabulate.

Fabulate uses its proprietary technology to provide a new lens on each of the 10 fastest growing creators across TikTok, Instagram and YouTube.

Fabulate head of strategy and talent Lucy Ronald said what is most clear is the sheer diversity of the Australian creator space.

“You have extraordinary stories like Leah Halton from Melbourne who came close to breaking the worldwide TikTok record for most watched TikTok video," Ronald said.

“But what our list shows is also the significant breadth of the Australian ecosystem - you get a bit of everything.  From MAFS brides and food influencers, to unusual animatronics, to the Melbourne band whose new album pays tribute to the band’s Indian heritage - bead masks and all.

“The Aussie creator economy has long since matured beyond simple follower counts, likes and comments.

“We believe this adds real value for any marketers, brands and agencies who are considering working in the Australian creator space.”

Among the most prominent Australian creators to garner global attention last month has been Leah Halton.

The Melbourne based model came close to breaking the record for the most watched Tiktok in history after her 12 second lip sync video to YG Marley’s “Praise Jah in the Moonlight” went viral and to date has had more than 790m views on the platform. 

Since her video went viral Halton’s following on TikTok has grown threefold to some nine million followers. Fabulate’s Discovery tool shows her audience is primarily 18-24 year olds and 25-34 year old based in the US (some 21.17% of her audience), followed by the UK (12.90%) then Australia which represents 12.12% of her followers.  

While Leah Halton’s growth has been notable given how close it came to breaking TikTok records, other Australian creators who also saw strong major follower growth on the platform include professional runner Shkyiah Upson, influencer Crystal Belotti, food TikToker Stefan Torress, fashion creators Millie and Chloe and animatronics creator Danny Huynh.

The Australian Instagrammers who saw significant growth in April include MAFS brides Lucinda Light and Tori Adams, professional fruiterer Thanh Truong, well known skincare influencer Jhyll and the Lambros brothers who last week set the record for two brothers running across Australia.

Their run across the continent has helped the pair garner a following of more than half a million on Instagram with 44.71% of that audience in Australia with the majority of the audience being male.

YouTube saw Melbourne band Glass Beams also surge in subscribers on the back of their new album featuring their unique music, which pays tribute to their Indian Heritage, with their newest song ‘Mahal’ now at some 3.5m views. 

According to Fabulate’s Discovery tool around a quarter of Glass Beam’s Youtube audience is American and skews male and under 34. 

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