Creator marketing brand lift benchmark report 2024
Make relatable content with creators to drive brand impact
In the report you'll find:
Creator marketing benchmarks and insights
Factors that drive brand impact
Attributes of top-rated creator content
Introduction
We’ve conducted a meta-analysis of creator campaigns to understand the impact of creator marketing and set benchmarks for the industry.
Brand lift studies measure the impact of advertising campaigns across several metrics like brand awareness, familiarity, perception, and sales.
We’re excited to share creator marketing benchmarks from some of the world’s top brands. We trust they’ll give you an advantage as you plan and execute your 2024 creator marketing programs.
How creator content drives brand lifts →
Brand lift norms for creator content vs. branded ads
Brand lift data shows that creator ads outperform branded ads in every metric: familiarity, affinity, consideration, and purchase intent. Notably, creator ads increase purchase intent 3.5x more than branded ads, which shows that creator ads are effective in driving mid funnel metrics.
1Source: DISQO’s Normative Benchmarks for Advertising Effectiveness, Overall Benchmark Data.
Average brand lift from creator content across all verticals
Next, we looked at the brand lift norms across different industry verticals. The education sector showed the highest overall brand lift, with an average increase of 26 points. Pharmaceutical and automotive sectors followed, with 14 and 13 point increases respectively.
1Source: #paid Meta Analysis of Brand Lift Study Responses n=+18,000
1Source: #paid Meta Analysis
Creator content outperforms branded content
12020 #paid Creator Content Study
Credible content increases brand consideration and purchase intent
1Source: #paid Meta Analysis of Simulated Social Media Environment, n=1,325 (2019 to 2021)| *Average Ad Visibility* (seconds) | Relatability (score 4 or 5) Please use the sliders below to indicate to what degree you feel this social media campaign skews towards either end of each scale.
Relatable content increases visibility brand consideration, and purchase intent
1Source: #paid Meta Analysis of Simulated Social Media Environment, n=1,325 (2019 to 2021)| *Average Ad Engagement* (Likes, Comments, Saves, Shares) | Authenticity (score 4 or 5) Please use the sliders below to indicate to what degree you feel this social media campaign skews towards either end of each scale.
Realistic content increases clicks, brand consideration, and purchase intent
1Source: #paid Meta Analysis of Simulated Social Media Environment, n=1,325 (2019 to 2021)| *Average Ad Visibility* (seconds) | Relatability (score 4 or 5) Please use the sliders below to indicate to what degree you feel this social media campaign skews towards either end of each scale.
Authentic content leads to higher engagement
1Source: #paid Meta Analysis of Simulated Social Media Environment, n=1,325 (2019 to 2021)| *Average Ad Engagement* (Likes, Comments, Saves, Shares) | Authenticity (score 4 or 5) Please use the sliders below to indicate to what degree you feel this social media campaign skews towards either end of each scale.
Creator ads have higher visibility than branded ads
Creator content was viewed 2.5 times longer than branded ads, resulting in an average visibility duration of 10 seconds for creator content compared to 4 seconds for branded content. In addition, creator ads were viewed 2 seconds longer than average personal and popular posts from family, friends, and celebrities that people may follow.
Simulated environment behavioural metrics
Base: Respondents exposed to creator campaign (n = 300), respondents exposed to control (n = 150), creator media norm is based on 16 creator media ads tested (n = 1,800)
Consumers want to see brands work with creators over a long period of time
1Source: #paid Meta Analysis of Brand Lift Study Responses n=+18,000
Consumers love creator content
1Source: #paid Meta Analysis of Brand Lift Study Responses n=+18,000
1Source: Deloitte’s Digital Media Trends, 15th edition
Attributes of strong creator content
It can be challenging to quantify why content performs well or what attributes really resonate with a creator’s audience—so we asked. 18,000 respondents were shown creator marketing content across a variety of industry verticals and then asked to select why they liked the content from a list of attributes, selecting as many or as little as they’d like.
Not surprisingly, the leading attributes of likable creator content were that it was visually appealing(44%), creative (37%), and genuine(36%).
1Source: #paid Meta Analysis of Brand Lift Study Responses n=+18,000
1Source: Deloitte’s Digital Media Trends, 15th edition
Attributes of low performing content
In contrast, 18,000 respondents were shown a variety of creator marketing content and then asked to select why they disliked the content. No surprisingly, content that feels posed or staged was the most common attribute among low performing content. Collowing closely behind was irrelevant messaging and video length.
With an iterative approach to creator marketing you can test different messaging, video lengths, storytelling, and captions to fine tune content that responates best with your target audience.
1Source: #paid Meta Analysis of Brand Lift Study Responses n=+18,000
Top performing content attributes of Instagram content
We examined 300 of the highest-rated Instagram creator ads to identify common attributes that attract consumer engagement. Our goal was to better understand what elements consumers find appealing. We found consumers are most drawn to Instagram content that is educational and uses a hook to capture their attention.
1Source: #paid Content Analysis
Top performing content attributes of TikTok content
1Source: #paid Content Analysis
Take a multi-campaign approach
Creator marketing takes time. Brands that achieve the highest return on investment for creator marketing approach it with a testing mentality. Over time, brands can refine messaging, content style, and creator partnerships to gain a better understanding of what resonates best with their audience.
1Source: #paid Meta Analysis of Multi-Flight Campaigns n=1800
The data is clear: creator content wins
Our meta-analysis show that creators consistently elevate brand metrics—in a big way. Creator marketing is both an art and a science, and with the right creators, campaign strategy, and measurement capabilities, your brand can establish meaningful connections with consumers and drive real measurable impact.
Unlock results with creators
Campaign after campaign, creators consistently increase brand metrics, from familiarity to purchase intent. Creators have a deep understanding of their audience and know how to establish authentic connections that yield results.
