A marketplace for creators and brands

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

BLS Benchmark Hero Image
@peternguyen standing in front of CN tower in toronto
@peternguyen
@samanthalu posing while a project displays flowers on the wall behind her
@samanthalu
@alenpalander standing in front of a black car parked on the street
@alenpalander
A small bulldog call @vixbull
@vixbull
@calsnape sitting on a chair in the wilderness
@calsnape
portrait of @the.truth.doctor
@the.truth.doctor
Portrait of Sierra Zagarri
@sierra_zagarri
Photo of @aleeyahutchins sitting on a bench in work out gear
@aleeyahutchins
@shanrizwan wearing blue jeans overalls outside
@shanrizwan
@the_oddity smiling with her hands on her face and a poodle on her head
@the_oddity
@joeykidney wearing a white Lonely Hoodie
@joeykidney
A portrait of @timmchiusano outdoors
@timmchiusano
@ava.tocloo side profile
@ava.tocloo
A noisy photo of @withwendy where she's holding a white purse
@withwendy
@jaekicho having dinner
@jaekicho
@lenalemon posing in a hallway
@lenalemon
@dannylovespasta making some colorful pasta.
@dannylovespasta
A double exposure of @zarooza
@zarooza
@peternguyen standing in front of CN tower in toronto
@peternguyen
@samanthalu posing while a project displays flowers on the wall behind her
@samanthalu
@alenpalander standing in front of a black car parked on the street
@alenpalander
A small bulldog call @vixbull
@vixbull
@calsnape sitting on a chair in the wilderness
@calsnape
portrait of @the.truth.doctor
@the.truth.doctor
Portrait of Sierra Zagarri
@sierra_zagarri
Photo of @aleeyahutchins sitting on a bench in work out gear
@aleeyahutchins
@shanrizwan wearing blue jeans overalls outside
@shanrizwan
@the_oddity smiling with her hands on her face and a poodle on her head
@the_oddity
@joeykidney wearing a white Lonely Hoodie
@joeykidney
A portrait of @timmchiusano outdoors
@timmchiusano
@ava.tocloo side profile
@ava.tocloo
A noisy photo of @withwendy where she's holding a white purse
@withwendy
@jaekicho having dinner
@jaekicho
@lenalemon posing in a hallway
@lenalemon
@dannylovespasta making some colorful pasta.
@dannylovespasta
A double exposure of @zarooza
@zarooza

Introduction

We’ve conducted a meta-analysis of creator campaigns to understand the impact of creator marketing and set benchmarks for the industry.

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.

Two Corgi dogs called Hammy and Olivia
@hammyandolivia
Portrait of Mallory Rowan in front of a purple background
@malloryrowan
Portrait of @vintagedolls
@vintagedolls
Photo of Enola Bedard in front of a red wall
@enola.bedard
Drea Wheeler posing in front of a lush green tree
@drea_wheeler
Chris Olsen headshot
@chrisolsen
Jasmine Fares posing with a drink from Lune
@jasminefares
Zachariah Porter sitting on a couch with a cocktail in hand
@zachariahporter
@lavishkrish in a pink dress posing in front of a building
@lavishkrish
Photo of @heyemmanventura with a starbucks coffee in hand
@heyemmanventura
Photo of JT Barnett taken outside
@jtbarnett
@tingmystyle posing in front of a glass wall in a white and blue pinstriped shirt
@tingmystyle
Two Corgi dogs called Hammy and Olivia
@hammyandolivia
Portrait of Mallory Rowan in front of a purple background
@mallyrowan
Portrait of @vintagedolls
@vintagedolls
Photo of Enola Bedard in front of a red wall
@enola.bedard
Drea Wheeler posing in front of a lush green tree
@drea_wheeler
Chris Olsen headshot
@chrisolsen
Jasmine Fares posing with a drink from Lune
@jasminefares
Zachariah Porter sitting on a couch with a cocktail in hand
@zachariahporter
@lavishkrish in a pink dress posing in front of a building
@lavishkrish
Photo of @heyemmanventura with a starbucks coffee in hand
@heyemmanventura
Photo of JT Barnett taken outside
@jtbarnett
@tingmystyle posing in front of a glass wall in a white and blue pinstriped shirt
@tingmystyle
@conor-mckenzie wearing a peach suit and posing in front of a pink wall
@conor_mckenzie
Spencer Barbosa portrait
@spencerbarbosa
Saif Shawaf portrait outside
@saifshawaf
@nastia-liukin wearing a pink shirt posing in front of a glass door
@nastialiukin
A portrait of @basement-gang taken outside
@basementgang
@mattjames919 Crouched down in front of a wall with graphitti designs on it
@mattjames919
CJ Eats Standing in a kitchen with arms crossed
@cj.eats
Krager posing with a youtube play button award and a small pug
@krager
Portrait of @trystane overlooking a city at night
@trystane
@karinabnyc holding a bottle of perfume and a bouquet of red roses
@karinabnyc
angelaliggs posing in front of a lake in fall
@angelaliggs
@hemali.mistry posing on a red couch in a lounge
@hemali.mistry
@conor-mckenzie wearing a peach suit and posing in front of a pink wall
@conor_mckenzie
Spencer Barbosa portrait
@spencerbarbosa
Saif Shawaf portrait outside
@saifshawaf
@nastia-liukin wearing a pink shirt posing in front of a glass door
@nastialiukin
A portrait of @basement-gang taken outside
@basementgang
@mattjames919 Crouched down in front of a wall with graphitti designs on it
@mattjames919
CJ Eats Standing in a kitchen with arms crossed
@cj.eats
Krager posing with a youtube play button award and a small pug
@krager
Portrait of @trystane overlooking a city at night
@trystane
@karinabnyc holding a bottle of perfume and a bouquet of red roses
@karinabnyc
angelaliggs posing in front of a lake in fall
@angelaliggs
@hemali.mistry posing on a red couch in a lounge
@hemali.mistry
Strapped for time? Here's a quick summary

How creator content drives brand lifts

Stats about 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.

A blue image with the text "Consumers are 3.5x more likely to purchase a product from a creator ad vs a branded ad.".
A blue and yellow graphic shows the differences between paid and branded ads.

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.

A blue table with a list of points and categories.

1Source: #paid Meta Analysis of Brand Lift Study Responses n=+18,000

Average overall brand lift by vertical

The comprehensive analysis of #paid brand lift studies revealed average overall brand lift benchmarks for key industries. In particular, the education sector stood out with a surprising overall brand lift of 26 points. Following closely behind, the pharmaceutical and automotive industry had notable lifts of 14 and 13 points respectively.

A man wearing green sunglasses is holding a cell phone.
A man in a hat is holding a coffee cup.

1Source: #paid Meta Analysis

Creator content outperforms branded content

A blue circle with the text Creator Content vs Branded Content.
A blue circle with the word I in it.

12020 #paid Creator Content Study

Credible content increases brand consideration and purchase intent

A blue box with a picture of a woman and the words "credible content" written on it.
A blue graphic with a yellow line and white dots showing the correlation between post credibility score, 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

A blue box with a picture of a woman eating a pizza and the words "Increase Visibility" written on it.
A blue graphic shows the correlation between post reliability score, visibility duration, 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

A blue box with a picture of a woman and the words "realistic content" written on it.
A blue graphic showing the correlation between post realism score, clicks, 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

A blue box with a picture of two women and the words Authentic Content.
A blue graphic with a yellow line and the words correlation between post authenticity score and 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.

A blue screen with a yellow button that says 10 seconds.
A group of people are on a lake in front of a large rock.

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

A woman and a child are posing for a picture with a box of Cheerios.
A blue circle with a yellow line through it that says "Consider Brand Ambassadors".

1Source: #paid Meta Analysis of Brand Lift Study Responses n=+18,000

Consumers love creator content

A woman reading a magazine while laying in bed.
A blue circle with a white letter I in it.

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

A woman holding a cell phone and a camera.A blue and white website with a list of attributes.

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

A black dog with a blue collar is shown in a picture.A blue screen with a list of attributes ranked.

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.

A blue circle with a yellow camera icon and the words "Top Photo Attributes" written in white.
A blue circle with a woman in a green sweater on it.
A blue box with a yellow circle in the middle that says Top Story Attributes.

1Source: #paid Content Analysis

Top performing content attributes of TikTok content

A blue and white infographic about TikTok top ranking attributes.
A woman is sitting on the ground with a tennis racket and a can of beer.

1Source: #paid Content Analysis

A yellow square with a musical note on it.

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.

A blue and yellow chart with the word "Flight" at the top.

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.

A man holding a phone with an Apple logo on the front.

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.

A man and woman are smiling at each other while holding a bottle of beer.
A man and woman are smiling at each other while holding a bottle of beer.
Ricola case study image and description
Cherrios case study image and description
Inniskillin case study image and description
Infiniti case study image and description

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