In this episode of Influencing Outcomes, Nathan Powell is joined by Eliza Lewis and Ben Gunn to explore the warning signs marketers should look for when choosing a creator marketing partner, and the questions they should be asking before appointing one.

Starting with transparency, the team looks at where creator marketing budgets actually go, the difference between legitimate margins and hidden mark-ups, and why understanding who sits within the supply chain matters. They then turn to technology, asking how marketers can distinguish genuine proprietary platforms and AI capabilities from third-party tools, ChatGPT wrappers and technology claims that fall apart once you scratch beneath the surface.

The conversation then explores why organic creator content alone is no longer enough, how paid media can turn creator content into a harder-working marketing asset, and why organic performance doesn’t necessarily predict paid effectiveness. Finally, the team tackles creator selection and the biases that can shape recommendations, arguing that the right creator isn’t determined by follower count, tier or who happens to sit on a talent roster, but by the objective they are being asked to deliver.

Timecodes:

●      (01:00) The warning signs of the wrong creator marketing partner

●      (03:00) Why transparency should be one of the first questions marketers ask

●      (06:31) Where does your creator marketing budget actually go?

●      (09:11) Legitimate margins vs hidden mark-ups

●      (13:28) What brands should ask about fees and the supply chain

●      (14:11) How to tell whether your partner is really a technology company

●      (18:33) What “AI-powered” should actually mean

●      (23:56) Why organic-only creator strategies are a red flag

●      (25:12) When and how should brands boost creator content?

●      (28:23) Does the best organic content make the best paid ad?

●      (31:10) The hidden biases behind creator selection

●      (33:38) Is there really a “best” creator size?

●      (36:51) Why is this creator being recommended to you?

●      (38:30) Final takeaway: marketers need to ask more questions

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In this episode of Influencing Outcomes, Nathan Powell is joined by Eliza Lewis and Terri Owens to ask whether the influencer as we know it is dying, or simply evolving into something new.

Starting with the backlash to OpenAI’s first influencer brand trip, the team explores what happens when creator relevance, audience trust and brand context fall out of alignment. They unpack why the right creator on paper can still be the wrong partnership in practice, and why brands may need to look beyond audience fit towards values, credibility and the permission a creator has earned with their community.

Timecodes:

●      (01:02) Are we entering the post-influencer era?

●      (02:07) What OpenAI’s influencer trip reveals about audience trust

●      (07:53) Where creator relevance and brand context can fall apart

●      (10:15) Why audience fit may need to become a values match

●      (18:05) The audience always gets a vote on creator campaigns

●      (21:17) Why creators need to be more than a brand megaphone

●      (24:00) What influence actually means in creator marketing

●      (25:08) Influencer 1.0, 2.0 and 3.0: how the category evolved

●      (31:18) Why credibility could become the new currency of creator marketing

●      (38:42) Final takeaway: the influencer is evolving, not disappearing

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In this episode of Influencing Outcomes, Eliza Lewis is joined by Ben Gunn and Terri Owens to explore a major shift taking place across technology, commerce and creator marketing: what if the next wave of innovation isn't coming from the West, but from the East?

From electric vehicles and robotics to AI infrastructure and social commerce, the team explores how China and Southeast Asia are increasingly setting the pace for innovation. They then bring the conversation back to creator marketing, examining Fabulate's own data showing how trends such as the shift towards micro creators, creator-led commerce and large-scale content production emerged in Southeast Asia years before similar patterns began appearing in western markets like Australia.

Timecodes:

●      (00:47) Is innovation starting to move from East to West?

●      (04:30) Why Southeast Asia is becoming an AI infrastructure powerhouse

●      (06:16) From robotics to culture: where the East is setting the pace

●      (10:29) What Fabulate's data reveals about the future of creator marketing

●      (14:39) Why Southeast Asia built creator marketing for scale first

●      (17:16) Solving brand safety, compliance and localisation at scale

●      (22:50) Why social commerce offers a glimpse of what's coming next

●      (26:03) How agentic AI could transform large-scale creator campaigns

●      (28:59) Final takeaway: stop looking West and start looking East

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In this episode of Influencing Outcomes, Eliza Lewis steps into the host's chair, joined by Ben Gunn and Terri Owens, to tackle one of the biggest questions facing creator marketing today: can influencer marketing actually be measured properly?

As investment in creator marketing continues to accelerate, expectations around accountability have never been higher. The team explores why traditional metrics like reach and engagement are no longer enough, how marketers should think about measurement frameworks rather than chasing a single KPI, and why the industry's conversation has shifted from proving creator marketing works to understanding how it drives real business outcomes.

The discussion also examines the rise of closed-loop attribution, brand lift, predictive analytics and AI-powered measurement, exploring how emerging technology is transforming measurement from a reporting exercise into a strategic planning tool. Rather than simply looking backwards, the future of creator marketing lies in helping brands predict which creators, audiences and creative approaches are most likely to deliver results before campaigns even begin.

Timecodes:

●      (00:03) Can influencer marketing actually be measured properly?

●      (04:18) Why measurement has historically been so difficult

●      (08:35) There's no single metric that defines success

●      (10:52) Matching the right measurement framework to business objectives

●      (13:22) The five stages of measurement maturity

●      (17:15) How AI is changing campaign planning and optimisation

●      (19:27) What influencer measurement will look like by 2030

●      (24:24) Final predictions: from reporting to decision intelligence

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In this episode of Influencing Outcomes, Nathan Powell, Eliza Lewis and Terri Owens explore one of the biggest questions facing marketers today: has AI genuinely transformed marketing, or are most businesses simply using it to work a little faster?

Drawing on new research from Boston Consulting Group and Fabulate's own experience producing more than 100,000 AI-assisted creative assets, the discussion examines the difference between AI adoption and true AI transformation. The team explores why redesigning workflows matters more than experimenting with new tools, how AI is changing the economics of content production, and why better briefs, stronger strategy and human creativity have become even more valuable in an AI-powered world.

Rather than asking whether AI will replace creators or marketers, the episode asks a more important question: what becomes more valuable when production is no longer the constraint?

Timecodes:

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In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis revisit one of the biggest public policy debates of the past year: Australia's world-first under-16 social media ban. Six months after the legislation came into effect, the team explores what has actually changed, separating political intent from measurable outcomes.

Drawing on new research, government data and international developments, the discussion examines whether the ban has reduced harm, why millions of accounts were removed while many young people still found ways around the restrictions, and whether governments are solving the root causes of online harm or simply treating its symptoms. The conversation also explores the growing importance of digital literacy, critical thinking and the changing role social media plays in how young people communicate, learn and consume news.

Rather than asking whether the legislation was right or wrong, the episode asks a more important question: what would a genuinely effective long-term solution look like?

Timecodes:

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 In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and special guest co-host Terri Owens unpack three of the biggest stories shaping the creator economy. With the FIFA World Cup underway, the team explores how global sporting organisations are fundamentally rethinking fan engagement through creators, comparing FIFA's creator-first partnerships with TikTok and YouTube against the NRL's more traditional approach to broadcast rights and copyright. The discussion examines how creator content has transformed live sport from a 90-minute event into an always-on entertainment ecosystem, and what that means for the future of sports broadcasting.

The conversation then shifts to Google's launch of Search Profiles and what it signals about creators becoming a permanent part of the internet's infrastructure, before unpacking Meta's new paid subscription features that allow creators to purchase greater visibility across its platforms. Together, the stories paint a picture of an industry where creators are no longer simply producing content, but becoming central to how audiences discover information, experience live events, and interact with digital platforms. The episode concludes with a broader discussion on the commercial future of creator marketing, social search, and the changing economics of attention.

(00:03) Introducing special guest co-host Terri Owens

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 In this episode of Influencing Outcomes, the team sits down with creator, entrepreneur, and Social Summit co-founder Amy Dickinson (TikTok: @amzdicko) to explore what it really takes to build an audience in today’s creator economy. Amy shares her journey from documenting life abroad in Amsterdam to building a community of more than 195,000 followers across TikTok and Instagram. The conversation dives into the power of storytelling, why authenticity consistently outperforms polished content, and how creators can turn audiences into meaningful communities rather than chasing viral moments.

Amy also reflects on launching Social Summit, Australia’s leading event for creators, marketers, and brands, sharing lessons from building a business around creator culture. The discussion covers creator monetisation, community-building, handling online criticism, the realities of brand partnerships, and the misconceptions many people have about a career in content creation. The episode concludes with stories from Amy’s reality television experience, insights into where the creator industry is heading, and her passion for using her platform to raise awareness around domestic violence.

Timecodes:

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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

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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:

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