Tommy Armour, Lucy Livin and Charli and Beck among September’s fastest growing Aussie creators
Aussie creators significantly increased their followings in September, with Tommy Armour, Lucy Livin and mother-daughter duo Charli and Beck among the fastest growing accounts last month.
The announcement:
September saw a raft of Aussie creators significantly increase their followings with Instagrammer Tommy Armour (557k followers), YouTuber Lucy Livin (83k followers) and mother-and-daughter duo Charli and Beck (270k followers) among the fastest growing accounts last month, according to Fabulate.
“September was a big month for creator growth, and what’s most exciting is how diverse that growth looks,” said Lucy Ronald, Head of Strategy & Talent at Fabulate. “We’re seeing everyone from local larrikins like Tommy Armour, who’s turned his cheeky Love Island fame into genuine creator credibility, through to creators like Lucy Livin and Charli & Beck who are driving massive engagement through relatable fashion and skincare content. It really shows that the Australian creator economy has range, and audiences are here for all of it.”
Former Love Island Australia contestant Tommy Armour has continued to grow his following well beyond his reality TV stint, proving that the right blend of personality and content can turn short-term fame into a long-term creator career.
“Tommy Armour’s rise is a perfect example of a reality-TV star who’s played the long game,” Ronald said. “He didn’t just have his fifteen minutes of fame – he built a personality that people genuinely want to follow. That ‘everyday Aussie’ humour, mixed with a bit of chaos and charm, has translated into a loyal online audience. It’s a great reminder for marketers that the value of reality-TV creators isn’t just their initial spike in attention, it’s how they evolve that fame into something lasting.”
Among the Australian creators to see significant surges in online followings last month were comedian Harry Junn (150k followers) who shares clips from his comedy routines, often around his experiences as a Korean-Australian. Other notable TikTokers who lifted their followings included snowglobe creator Rhiannon Thatcher (114k followers) and former MasterChef Australia contestant Samira Elkhafir (65k followers) who regularly shares her recipes online.
Over on YouTube and Instagram creators Matt Purcell (110k followers) and Jonny Tarrant (104k followers) also lifted their followings through their advice on business, branding and travel. YouTuber Zilla McCasker (38k followers) appears to be finding online success on YouTube shorts with her videos highlighting where she tests if she’s “too old to try this look”.
“For marketers, September’s creator rankings highlight that there’s no single formula for success anymore,” Ronald added. “From comedy and lifestyle to business and beauty, Australians are engaging with creators who feel authentic to them. Whether they’re testing trends, cracking jokes, or sharing life advice, these creators are building real connections – and that’s the currency brands should be paying attention to.”
Source: Storydisco
