August has seen a notable shift among Australian content creators towards feel-good storytelling, says creator network and platform provider Fabulate.

As we move into Spring, it has highlighted that content characterised by authenticity and a focus on human connection has seen creators move beyond private, micro-moments to celebrate collective experiences such as nature, community, and human connection.

Conor Smith, a former Australian Idol contestant and Netflix star, has reached 142,000 followers on TikTok. His content, driven by music, has captured the attention of a growing audience. Another creator, Birding with Cob, has grown to 40,000 followers on TikTok, boasting a 16.8% engagement rate. His content appeals particularly to young male audiences.

Kiki & Toby, known for their candid storytelling on life with Tourette's, have surpassed one million likes and 68,000 followers on TikTok. Their content resonates with audiences seeking authentic narratives. Dylan Brown's TikTok content, which features affirmations and acts of kindness, has found a connection with millennial women, increasing his following to 45,000.

On Instagram, musician Mason Watts has achieved a 23.4% engagement rate, with 78% of his audience based in Australia. Portrait photographer Josh Ball has amassed 44,000 followers on the platform. Meanwhile, Disney stage performer MK has achieved a 28% engagement rate on Instagram, indicating a strong connection with her audience.

On YouTube, stylist Anna Rova continues to grow her audience by empowering women to "dress for their next level self." The Lambros brothers have garnered over 1.6 million views on YouTube Shorts by documenting their run across the UK for cancer research.

Lucy Ronald, Head of Strategy & Talent at Fabulate noted, "This theme builds on a shift we first noticed back in June, where Aussie audiences on the platforms were turning towards comfort content."

Ronald added, "What’s different now is that we’re seeing creators move beyond private, micro-moments and instead celebrate collective experiences - whether that’s getting back into nature, embracing community, or simply the joy of human connection."

She said, "It may be the state of the world, and a sense of global uncertainty that has driven us here, but for marketers the takeaway is clear. Audiences are craving positivity, authenticity, and a reminder of what makes life meaningful. Brands that can align with this mood have the opportunity to build deeper resonance and trust at a time when people are seeking more than just entertainment from their feeds."