Tech platform Fabulate has released the Fab 100, a ranking of the most-searched creators on its platform throughout 2025 based on brand and agency discovery behavior in Australia.
The list tracks real search behavior, profile views, and shortlisting activity, rather than relying solely on follower counts or engagement metrics. The data reflects which creators brands “seriously considered” for campaigns over the past year.
Top Performers Span Food, Lifestyle, and Comedy
Jessica Nguyen (@jessica_nguyen_) leads the list as a food and lifestyle creator known for recipes and home content. Steph Luck (@stephluck) ranks in the top three on Instagram for family and motherhood content, and appears separately in the top 10 for TikTok. Kayla Brannan (@kaylajbrannan) places third overall on TikTok for lifestyle and family content.
Image source: Fabulate
Comedy creator Sean Szeps (@seanszeps) ranks fourth on Instagram for observational humor and cultural commentary. The Real Dads of Melbourne (@the_real_dads_of_melbourne) and Matthew David Johnson (@matthewdavidjohnson) also feature in the top 10 for family-focused content.
Sarita Holland (@saritaholland) appears in both the Instagram and TikTok top 10 lists for lifestyle content spanning fashion, food, and family.
Mid-Tier Creators Dominate Search Activity
A significant portion of the Fab 100 falls within the 50,000-500,000 follower range, particularly on Instagram. Family, lifestyle, and comedy categories appear most frequently across searches.
Instagram serves as the primary discovery platform where searches begin and shortlists form, according to Fabulate. TikTok plays what the company describes as a “complementary role,” driving cultural relevance. Creators appearing most consistently across the Fab 100 maintain an active presence on both platforms.
The data shows that brands filter searches by signals, including average views, consistency, and audience response, rather than solely by category definitions. Australian audience composition appears consistently across the list, with geographic relevance prioritized alongside engagement metrics.
Karina loves writing about the influencer marketing space and an area she is passionate about. She considers her faith and family to be most important to her. If she isn’t spending time with her friends and family, you can almost always find her around her sweet pug, Poshna.
Tech platform Fabulate has released the Fab 100, a ranking of the most-searched creators on its platform throughout 2025 based on brand and agency discovery behavior in Australia.
The list tracks real search behavior, profile views, and shortlisting activity, rather than relying solely on follower counts or engagement metrics. The data reflects which creators brands “seriously considered” for campaigns over the past year.
Top Performers Span Food, Lifestyle, and Comedy
Jessica Nguyen (@jessica_nguyen_) leads the list as a food and lifestyle creator known for recipes and home content. Steph Luck (@stephluck) ranks in the top three on Instagram for family and motherhood content, and appears separately in the top 10 for TikTok. Kayla Brannan (@kaylajbrannan) places third overall on TikTok for lifestyle and family content.
Image source: Fabulate
Comedy creator Sean Szeps (@seanszeps) ranks fourth on Instagram for observational humor and cultural commentary. The Real Dads of Melbourne (@the_real_dads_of_melbourne) and Matthew David Johnson (@matthewdavidjohnson) also feature in the top 10 for family-focused content.
Sarita Holland (@saritaholland) appears in both the Instagram and TikTok top 10 lists for lifestyle content spanning fashion, food, and family.
Mid-Tier Creators Dominate Search Activity
A significant portion of the Fab 100 falls within the 50,000-500,000 follower range, particularly on Instagram. Family, lifestyle, and comedy categories appear most frequently across searches.
Instagram serves as the primary discovery platform where searches begin and shortlists form, according to Fabulate. TikTok plays what the company describes as a “complementary role,” driving cultural relevance. Creators appearing most consistently across the Fab 100 maintain an active presence on both platforms.
The data shows that brands filter searches by signals, including average views, consistency, and audience response, rather than solely by category definitions. Australian audience composition appears consistently across the list, with geographic relevance prioritized alongside engagement metrics.
The full list is available here
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