Creators embrace feel-good storytelling trend in August
August saw a rise in creators leaning into feel-good storytelling – content that’s authentic, uplifting, and human.
The announcement:
August brought a noticeable lift in creators leaning into feel-good storytelling – content that’s equal parts authentic, uplifting, and human. From slow mornings in nature to raw snippets of kindness and community, these creators are cutting through the scroll and sparking a sense of reset among audiences hungry for something real.
“This theme builds on a shift we first noticed back in June, where Aussie audiences on the platforms were turning towards comfort content,” said Lucy Ronald, Head of Strategy & Talent at Fabulate. “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.”
Some of the standout moments on TikTok in August came from creators tapping into very different but equally resonant feel-good themes. Former Australian Idol contestant turned Netflix star Conor Smith crossed 142K followers as his music-driven content gained momentum. Birding with Cob makes bird watching a trend, growing to 40K followers with an impressive 16.8% engagement rate, particularly among young male audiences. Kiki & Toby struck a powerful chord with candid storytelling on life with Tourette’s, pushing past one million likes and 68K followers. Meanwhile, Dylan Brown’s heartfelt affirmations and acts of kindness helped him connect strongly with millennial women, growing his following to 45K.
On Instagram, creators such as musician Mason Watts (23.4% engagement, 78% Australian audience), portrait photographer Josh Ball (44K followers), and Disney stage performer MK (28% engagement) stood out by blending positivity with strong community resonance.
Over on YouTube, stylist Anna Rova continued to grow with content empowering women to “dress for their next level self,” while the Lambros brothers racked up more than 1.6Mviews on recent Shorts documenting their latest epic run across the UK to raise money for cancer research.
“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,” added Ronald. “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.”
Source: Storydisco
