From lip-syncs to live shows: How ‘big energy’ creators are driving growth

The fastest-growing social creators in July didn’t just post - they performed. Across TikTok, Instagram and YouTube, creators who leaned into theatrical edits, high-energy vlogs and bold reinterpretations saw the sharpest follower growth.

Data from Fabulate shows that on TikTok, Layla Schillert (+137K followers) drew viral attention with operatic takes on Disney classics, while Marcus Vrondas (+153.6K) delivered bold, expressive lip-sync performances.

Instagram’s top climbers included slow fashion designer Veronica Tucker (122K), who kept her community engaged with behind-the-scenes dressmaking, and book vlogger Luke Bateman (61K), whose rural-meets-literary style resonated with young male audiences. Over on YouTube, Richard Lindesay’s recorder antics pushed him to 262K subscribers, with LSdrums’ musical bloopers kept 65K followers hooked.

Lucy Ronald, Fabulate’s head of strategy and talent, said the trend marks a shift away from “quieter ‘day in the life’ clips” toward high-impact storytelling. She said for CMOs, the takeaway is clear: performance-led content doesn’t just stop the scroll - it drives rewatchability.

“It’s all about clever edits, original ideas and creativity as the new currency. Right now, personality and ambition are the magic mix,” she said.