2024 creator ad report
Creator content stands out by bringing authenticity and real audience connections to advertising, yet it’s limited by algorithms and saturated audiences.
With creator licensing brands can recreate creator’s ads and have complete control over who the ad reaches and how it performs.
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The value of creator licensing
Creator licensing allows brands to amplify creator’s content through sponsored ads run directly through a creator’s handle.
First-party data
Creates first-party data that brands can leverage in future campaigns.
Targeted
Have complete control over specific audience segments viewing the content.
Customize
Recreate creator’s post as an ad and customize variables not available with Boosting and Spark Ads such as the caption, CTA, placement, and embed a URL/UTM on the ad.
Reach
Audience reach is far greater than organic posts alone and you have the ability to reach a larger percentage of niche audiences.
Creator licensing allows brands to amplify organic creator posts through sponsored ads run directly through the creator's handle.
Creator ads allow you to recreate the organic post as a separate ad, giving you total control over the caption, CTA, Content specs, Placement, and the URL/UTM.
Creator licensing allows brands to reach a larger percentage of their target audience, drive predictable results the surpass a creator's following, and collect first party data to encourage consumers further down the buyer's journey.
Insights from top performers
8
Top performing creator campaigns have a minimum of 8 ads.
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67%
Of creator campaigns run creator licensing.
3.7
On average, top performing campaigns have a minimum of 3.73 weeks of flight time.
Impressions
50%
#paid creator ads are 1.9x more efficient at achieving impressions than display, social, and video ads1.
$3.56
Average creator ad CPM by social platform
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Average creator ad CPM by industry
Clicks
0
%
#paid creator licensed ads are 6x more cost efficient at achieving clicks than brand search ads3.
$0.71
Average creator ad CPC by social platform
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CPC for creator ads vs search ads by industry
Views
$0.06
Average creator ad CPV across all social platforms
Average CPV for creator ads by industry
Engagement
$0.03
#paid creator licensed ads for
Instagram, TikTok, and Pinterest.
Setting your
campaign up for success
First, choose the right KPIs
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Next, choose the right platform based on your campaign KPI
Meta
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TikTok
Snapchat
YouTube
Display Ads
Finally, follow the best practices
Creator licensing + organic creator ads
Pairing organic creator ads with creator licensing is a cost-effective way for brands to share high-engagement content that builds community while achieving targeted reach, a broader audience, and predictable results.
7-8
Top performing creator campaigns have an average of 7.5 creator licensed ads.
67%
Of creator campaigns have creator licensed ads.
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3.7
On average, top performing campaigns have a minimum of 3.73 weeks of flight time.
Methodology
This report aims to evaluate the efficacy of creator licensed ads and to set industry standards for creator licensing.
We conducted an extensive analysis comprising 386 creator marketing campaigns. This dataset included diverse creator licensed ads across platforms such as TikTok, Meta, Pinterest, YouTube, and Snapchat. The data collection process spanned from 2022 to 2024, ensuring a comprehensive analysis of recent trends and advancements in the creator marketing domain.