From Creator Economy to Creator Infrastructure

From Creator Economy to Creator Infrastructure

In this episode of Influencing Outcomes, the team explores two major signals that the creator economy is maturing fast: Accenture Song’s acquisition of Whalar and LinkedIn’s launch of its Creator Marketplace. They discuss why investors are increasingly backing creator-led businesses, the growing role of creators in B2B marketing, and the rise of AI-generated influencers as regulators begin demanding greater transparency. The episode also features a deep dive with Intender CEO Phil Ohren  on the future of search, unpacking how TikTok, Instagram, AI platforms, and changing consumer behaviour are reshaping discovery. From social search and creator SEO to AI-driven context marketing, the conversation examines how brands, creators, and marketers need to adapt to stay visible in an increasingly fragmented digital landscape. Timecodes: (02:21) Accenture Song acquires Whalar: What it signals for the future of creator marketing (08:16) LinkedIn launches its Creator Marketplace and the rise of B2B creators (14:54) AI influencers, disclosure laws, and the future of digital trust (19:14) Phil Oren joins the podcast: How search is changing (22:55) Social search explained: Why TikTok and Instagram are becoming discovery engines (31:10) Creator authority, expertise, and the role of topical relevance (36:04) AI search, LLMs, and how brands should think about discoverability (39:19) Intent-based creator marketing and the future of creator SEO (44:38) Predictions for search, context marketing, and what comes next (48:51) Closing thoughts and key takeaways from the episode Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: ⁠⁠LinkedIn⁠⁠ [https://au.linkedin.com/company/fabulate] | ⁠⁠Instagram⁠⁠ [https://www.instagram.com/fabulatehq/?hl=en]| ⁠⁠TikTok⁠⁠ [https://www.tiktok.com/@fabulatehq] | ⁠⁠Youtube⁠⁠ [https://www.youtube.com/channel/UCgV8_zAKSCaVVj9SZhomZQQ] Visit our website:⁠⁠ www.fabulate.co [https://www.fabulate.co/?utm_source=Podcast&utm_medium=description&utm_campaign=Ep1]

TikTok World & The Great Instagram Purge

In this episode of Influencing Outcomes, the team unpack key insights from TikTok World in New York, including major developments in generative AI, TikTok Shop’s rapid growth, and what it all means for brands and creators. They also dive into three major industry stories: Meta’s massive Instagram follower purge and what it reveals about fake audiences, growing government pressure to control platform algorithms in Europe, and the real-world consequences of social media history after an Australian artist is denied US entry. It’s a wide-ranging discussion on where the creator economy is heading—and the risks that come with it. Timecodes: * (00:41) TikTok World recap: AI, Symphony, and the future of creator content  * (05:32) TikTok Shop growth and what it means for social commerce  * (12:48) “The Great Purge”: Instagram deletes millions of fake followers  * (22:28) Governments vs platforms: Who controls online visibility?  * (30:11) Social media scrutiny: When online content affects real-world access Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: ⁠LinkedIn⁠ [https://au.linkedin.com/company/fabulate] | ⁠Instagram⁠ [https://www.instagram.com/fabulatehq/?hl=en]| ⁠TikTok⁠ [https://www.tiktok.com/@fabulatehq] | ⁠Youtube⁠ [https://www.youtube.com/channel/UCgV8_zAKSCaVVj9SZhomZQQ] Visit our website:⁠ www.fabulate.co [https://www.fabulate.co/?utm_source=Podcast&utm_medium=description&utm_campaign=Ep1]

The future of news, AI and creator trust

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis unpack one of the biggest tensions shaping the digital economy right now, the growing collision between governments, platforms, media companies and the audiences caught in the middle. The conversation kicks off with a look inside TikTok World in New York and the IAB Video Summit, exploring how far creator marketing has come and why many brands are still early in understanding the space. From the fragmentation of traditional media to the rise of creator led entertainment, the episode looks at how audience behaviour has fundamentally shifted and why old systems are struggling to keep up. From there, the discussion turns to the Australian Government’s proposed social media levy and the latest evolution of the News Media Bargaining Code. What starts as a conversation about journalism quickly expands into a bigger debate around taxation, platform power, algorithms and the future of news itself. The team explores whether these policies are genuinely protecting journalism or simply acting as short term fixes for declining media models. Later in the episode, Nathan revisits Fabulate’s “Dead Creator Theory” presentation from the AIMCO Summit, exploring how AI is reshaping trust, authenticity and the future of online content. As generative AI floods the internet with synthetic content, the conversation asks a bigger question: what happens when audiences no longer know what’s real? Across the episode, a clear theme emerges, the systems designed to govern media and content are evolving far slower than the platforms and technologies reshaping them in real time. In this week’s conversation, they unpack platform regulation, creator marketing growth, AI generated content, digital trust and the shifting balance of power between audiences, creators and platforms. This episode is designed for marketers, brands and creators looking to better understand where media, platform policy and creator marketing are heading next. Timecodes: 1. Setting the scene: TikTok World & IAB Summit – (0:03) 2. How we got here: News Media Bargaining Code 101 – (3:37) 3. Is this journalism support or just a tax in disguise? – (6:06) 4. Dead Creator Theory: bots, AI content & collapsing trust – (21:09) 5. Are creators safe? The future of trust and creator jobs – (49:03) Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn [https://au.linkedin.com/company/fabulate] | Instagram [https://www.instagram.com/fabulatehq/?hl=en]| TikTok [https://www.tiktok.com/@fabulatehq] | Youtube [https://www.youtube.com/channel/UCgV8_zAKSCaVVj9SZhomZQQ] Visit our website: www.fabulate.co [https://www.fabulate.co/?utm_source=Podcast&utm_medium=description&utm_campaign=Ep1]

Trust Issues: AI, Creator Deals & Platform Power

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis unpack three stories shaping the future of the creator economy and what they reveal about where the industry is heading. They kick things off with a closer look at YouTube’s growing role in creator strategy, from its unmatched trust with audiences to the rise of Shorts as a serious discovery engine. The conversation explores why brands should be rethinking platform mix heading into 2026, and how new tools like clickable links and brand mention tracking could reshape how performance and creator discovery work. The episode then shifts into one of the most talked about stories in the space right now, the rise and rapid fall of the Khaby Lame investment deal. What started as a groundbreaking moment for the creator economy has quickly unravelled, raising bigger questions around how creators are valued, the gap between influence and business, and whether audiences are ready to treat creators as investable assets. From there, they dive into a local case making waves, Stax Burger Co, and what happens when brand content pushes the boundaries of humour, regulation and platform rules. The discussion highlights the growing disconnect between what regulators say is acceptable and what platforms actually allow, and what this means for brands navigating risk versus attention. Finally, the conversation turns to AI and the growing shift in how audiences consume and trust content. With more people questioning what’s real online, brands are now starting to position “no AI” as a differentiator, creating a new dynamic where authenticity is no longer assumed but something that needs to be proven. Across all three stories, a clear theme emerges, the gap between how fast content is evolving and how slowly the systems around it are catching up. The episode explores what this means for brands, creators and platforms, and why trust is becoming the most valuable currency in the space. In this week’s conversation, they unpack platform strategy, creator monetisation, paid vs organic, brand safety, AI scepticism and the future of trust in digital content. This episode is designed for marketers, brands and creators looking to better understand where the creator economy is heading and how to stay ahead of the shift.. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn [https://au.linkedin.com/company/fabulate] | Instagram [https://www.instagram.com/fabulatehq/?hl=en]| TikTok [https://www.tiktok.com/@fabulatehq] | Youtube [https://www.youtube.com/channel/UCgV8_zAKSCaVVj9SZhomZQQ] Visit our website: www.fabulate.co [https://www.fabulate.co/?utm_source=Podcast&utm_medium=description&utm_campaign=Ep1] * (00:04) Introduction + YouTube Partner Summit discussion begins * (02:21) YouTube content insights + long-term value of videos * (06:31) New YouTube features: clickable links & “brand mentioned” tool * (11:36) Khaby Lame deal breakdown + creator-as-asset discussion * (30:16) Brands promoting “non-AI” content + trust challenges

The Rise of the Midlife Creator

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis are joined by Carolyn Dicker, content creator and founder of Midlife Creator Club, for a grounded and refreshingly honest look at what it really takes to show up online. From building an audience during lockdown to helping others find the confidence to hit post, Carolyn shares her journey into content creation and how she’s turned it into both a personal outlet and a growing community for midlife creators. The conversation explores the fundamentals that actually drive growth, from the power of consistency and community to why overthinking is often the biggest barrier to getting started. Carolyn breaks down her “3 Cs” approach, content, community and consistency, and why engagement matters more than views when it comes to understanding what’s working. They also unpack the reality of creating at a later life stage, challenging the perception that social platforms are dominated by younger creators. The discussion highlights the value of life experience, relatability and trust, and why there is a growing opportunity for creators who better reflect the audiences brands are trying to reach. The episode dives into the mental side of content creation, from fear of judgment to dealing with online negativity, and why starting before you feel ready is often the only way forward. Carolyn shares practical advice for both individuals and brands, including how to approach TikTok, what makes content resonate, and why entertainment and authenticity go hand in hand. They also touch on a key tension in the creator economy today, the gap between who brands are targeting and who actually holds the spending power, and what this means for representation, opportunity and long term strategy. In this week’s conversation, they unpack confidence, consistency, creator growth, midlife audiences, platform strategy and the evolving definition of who gets to be a creator. This episode is designed for marketers, brands and aspiring creators who want a clearer, more human understanding of what it takes to build momentum in today’s creator landscape. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn [https://au.linkedin.com/company/fabulate] | Instagram [https://www.instagram.com/fabulatehq/?hl=en]| TikTok [https://www.tiktok.com/@fabulatehq] | Youtube [https://www.youtube.com/channel/UCgV8_zAKSCaVVj9SZhomZQQ] Visit our website: www.fabulate.co [https://www.fabulate.co/?utm_source=Podcast&utm_medium=description&utm_campaign=Ep1]