Tiktoker James Chapman, comedian He Huang and independent chain Drakes Supermarkets were among the fastest growing Australian creator accounts in June, according to discovery data from influencer marketing platform Fabulate.
While the creators are a varied collection, they each connect with Australians and overseas audiences in a compelling way, says Fabulate head of strategy and talent Lucy Ronald.
“When you look at a TikToker like James Chapman, who had videos that last month generated videos with up to 55m views, you see why he is connecting with audiences,” Ronald said.
“It’s not just that James does light hearted dance routines but it’s his use of the TikTok platform to give a fun, sometimes comical, and always authentic snapshot of his life that is engaging the audience.
"Similarly comedian He Huang’s Instagram videos are also a lesson for creators in how to build a large audience, with some of her videos from the Melbourne Comedy Festival garnering 12M plus views thanks to her hilarious stand up gigs.
“This month we also loved the growth of the Drake Supermarkets YouTube account. While still relatively small on subscriber numbers, compared to its bigger competitors it’s really providing a lesson for brands in how to use YouTube shorts to grow and connect particularly with younger audiences - when some of its content is getting 10m views."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.