Influencing Outcomes

Fabulate
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  • Marketing
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Welcome to Influencing Outcomes, the podcast that gets real about what drives success in influencer marketing. Each episode, we break down the latest headlines, share smart takes, and chat with the people shaping the creator economy. From brand marketers and agency leads to creators and talent managers, we explore what’s working, what’s changing, and how influence is turning into measurable results. If you care about the mix of creativity, strategy, and performance, this is your place to learn, laugh, and stay ahead of the curve. Hosted by Nathan Powell and Ben Gunn, Co-Founders of Fabulate, this duo knows the influencer world inside out. Nathan brings a strategic mind that connects creativity with data, while Ben’s experience in business development and digital media fuels his passion for building partnerships and driving growth. Together, they bring smart conversations, fresh insights, and genuine curiosity to every episode of Influencing Outcomes. New episodes Thursdays.

  1. 3d ago

    How Do You Know You’ve Got the Wrong Creator Marketing Partner?

    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 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 | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co

  2. Aug 19

    Are We Entering the Post-Influencer Era?

    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. The conversation then looks at how influence itself has evolved, from early creators built around expertise, through the lifestyle-driven influencer era, to today’s algorithm-led attention economy. As distribution becomes easier and AI makes content increasingly abundant, the team argues that trust, perspective and genuine human credibility could become the most valuable currencies in creator marketing. Rather than a post-influencer era, the next chapter may look surprisingly similar to where it all began: people with something genuinely worth listening to. 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 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 | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co

    Are We Entering the Post-Influencer Era?

  3. Aug 13

    Is the Future of Innovation Coming From the East?

    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. The discussion also explores why Southeast Asia's complexity is forcing marketers and technology companies to solve problems earlier, from localisation and brand safety to AI-powered compliance and campaign automation. With creators already embedded across entertainment, education, live shopping and conversion, the team argues that Southeast Asia offers a preview of where creator marketing globally could be heading next. 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 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 | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co

    Is the Future of Innovation Coming From the East?

  4. Aug 6

    Can Influencer Marketing Actually Be Measured?

    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 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 | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co

    Can Influencer Marketing Actually Be Measured?

  5. Jul 30

    Has AI Changed Marketing, or Are We Just Using Better Tools?

    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: (00:04) AI hype versus AI transformation: what marketers are getting wrong (07:23) From proving the technology to solving real marketing problems (10:37) Why AI shouldn't be judged against television commercials (13:30) The return of strategy: why better briefs matter more than ever (17:19) Can AI replace creators, or does it make them even more valuable? (24:03) Why AI adoption looks different across Asia and Western markets (28:09) What the history of CGI teaches us about the future of AI (32:27) Final thoughts: what marketers should actually be doing differently 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 | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co

    Has AI Changed Marketing, or Are We Just Using Better Tools?

  6. Jul 22

    Has Australia's Under-16 Social Media Ban Actually Worked?

    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: (00:03) Six months on: revisiting Australia's under-16 social media ban (05:35) What the data says: 4.7 million accounts removed and did it make a difference? (09:03) New research reveals how young Australians are bypassing the restrictions (15:18) Ban versus education: should digital literacy be the real priority? (21:25) What happens when young people lose access to news and information? (26:07) Parenting, resilience and preparing children for the digital world (29:43) Final report cards: did Australia's social media ban actually work? 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 | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co

    Has Australia's Under-16 Social Media Ban Actually Worked?

  7. Jul 15

    Creators, Sport and the Future of Digital Discovery

    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 (05:38) How FIFA is embracing creators and changing sports coverage (10:57) FIFA vs the NRL: comparing creator strategies (14:45) Does social media complement or cannibalise live sport? (21:10) Google's new Search Profiles and what they mean for creators (24:39) Search, trust and the rise of creators as the new discovery layer (27:42) Meta's paid creator subscriptions and the future of social media (30:47) Algorithm transparency and the future of organic reach (33:19) Closing thoughts and key takeaways. 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 | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co

    Creators, Sport and the Future of Digital Discovery

  8. Jun 25

    Building Audiences Through Authentic Storytelling with Amy Dickinson

    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: (01:05) Amy Dickinson's journey from marketer to creator and entrepreneur (07:57) The Amsterdam dating story, authenticity, and building an audience online (14:02) The "Make Me Feel Important" philosophy and creating community at scale (17:42) The rise of Social Summit and lessons from the creator economy (24:36) Honeymoon Island: reality TV, editing, and life after the show (34:09) Using influence for impact, domestic violence awareness, and what's next for Amy 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 | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co

    Building Audiences Through Authentic Storytelling with Amy Dickinson
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About

Welcome to Influencing Outcomes, the podcast that gets real about what drives success in influencer marketing. Each episode, we break down the latest headlines, share smart takes, and chat with the people shaping the creator economy. From brand marketers and agency leads to creators and talent managers, we explore what’s working, what’s changing, and how influence is turning into measurable results. If you care about the mix of creativity, strategy, and performance, this is your place to learn, laugh, and stay ahead of the curve. Hosted by Nathan Powell and Ben Gunn, Co-Founders of Fabulate, this duo knows the influencer world inside out. Nathan brings a strategic mind that connects creativity with data, while Ben’s experience in business development and digital media fuels his passion for building partnerships and driving growth. Together, they bring smart conversations, fresh insights, and genuine curiosity to every episode of Influencing Outcomes. New episodes Thursdays.

Information

  • Creator
    Fabulate
  • Years Active
    2025 - 2026
  • Episodes
    25
  • Copyright
    © All material is owned by Fabulate
  • Show Website
    Influencing Outcomes

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