Australian ad dollars ‘shifting directly to creators’
Jessica Nguyen, with 104,000 Instagram followers, topped Fabulate’s list of most-searched Australian creators.
Almost a quarter of social media budgets in Australia now go to content creators, according to influencer marketing platform Fabulate.
Fabulate’s chief revenue officer Ben Gunn said 20–30% of media budgets are now being allocated directly to creators, as the local influencer economy approaches $1 billion and creators become a standard line item in media schedules.
In particular, Gunn said a “disproportionate amount of Tiktok media dollars” is going straight to creators, rather than through the platform’s own marketing tools.
