These are eight key findings from CORQ’s analysis of the most engaging influencer partnerships and audience trends from 2024. This work was produced independently and is based on our extensive ongoing research into what drives consumer interest in creator content. Download the full 2024 data review here.
1. Creators with under 500K followers produced 79% of 2024’s top #ads
75% are female and 67.7% are based in London. 87% are between 18- and 34-years-old. Regional diversity in creator campaigns has diminished throughout 2024 and data suggests that while the industry is developing in the North and South of England, it requires investment in Northern Ireland, Wales, Ireland and Scotland.
2. Fashion brands accounted for the largest volume of top ads (28.4%)
They did this through GRWM content and Carousels, recognising that post-pandemic consumers are responding more to influencer posts which feature one look rather than multiple styles. Fashion brands also won audience attention through adopting travel narratives and through content from creator trips to annual events such as Coachella. On top of this, many capitalised on the interest in Taylor Swift’s The Eras Tour by taking creators to the event.
3. Creators of colour delivered 33.4% of 2024’s top ads
They also produced 40% of the top 50 commercial posts of 2024. In a year of declining interest in diversity and multiple influencer call outs when brands have not been inclusive in their marketing, the success of creators of colour is worth noting and acting upon in 2025.
4. 53% of influencer partnerships were labelled correctly
On average, from January to November 2024, 47% of commercial posts were signposted using labels the Advertising Standards Authority does not recognise such as gifted, gifted stay, PR and affiliate. 53% were marked with terms the regulator has ruled must be used, most prominently #ad.
5. Audiences want macro talent cameos from sports and entertainment
This was especially potent for sports and media brands. Sky has seen big views in 2024 with its social series Scenes which features creators such as Specs Gonzalez as well as Premier League players. Then there was Billy Wingrove’s partnership with FC Bayern Munich featuring Harry Kane (11% ER) and Rio Ferdinand’s collaboration with Manchester United welcoming Leny Yoro to the club (8.9%). Also worth reviewing is Zainab Jiwa’s humorous Reel for Paramount Pictures, in which she interviewed the cat from the film franchise A Quiet Place to promote its latest instalment (19.2% ER). All of these activations promoted some form of entertainment and allowed influencer audiences to feel closer to macro talents and huge events.
6. Marathon storytelling made the argument for long-term partnerships
Misha Grimes, Milly Pickles and Anna Archer repeatedly drove high engagement for brand sponsors in the run up to their races, proving focused, longer-term brand partnerships can be a clever investment. Creators set to run marathons in 2025 include Love Is Blind UK star Demi Santana Brown who will take on the London race and fitness influencer Hannah Trenches, who will run in the Tokyo event in March.
7. Brand-driven entertainment broke through
Comedic skits, challenges and quizzes with very little explicit commercial messaging were king in 2024. These featured at least two people, utilising the growing trend of “duo” content to widen audience appeal. This increased content relevance through recognisable relationship dynamics. All of this delivered high engagement for Lloyds, Duck, BoohooMan and BOSS. Brands looking ahead to 2025 should consider utilising tried and tested entertainment formats such as “this and that” to drive attention for influencer campaigns. While some “duo” content features two creators, many videos in this style are made by one influencer and a family member or friend who does not have a social audience.
8. Experience-related and inspired content is essential
This was especially prevalent in the summer when 38% of July’s top adverts and 26% of September’s top adverts documented brand experiences rather than products. Creators saw big success through leaning into content aimed at consumers attending Taylor Swift’s Eras Tour. For example, Alice King’s Reel for Glisten Cosmetics showcased Swift-inspired makeup. Trinity also scored a top organic post by creating a Swift-inspired look as did Nicole Whittle, by heading to Swiftie London hang-out The Black Dog to ensure the Vauxhall pub had suitable options for vegans. Any brand linking campaigns to cultural events in 2025 should note Swift content started trending in April even though the UK leg of the tour didn’t begin until June.
By Sara McCorquodale, CEO and founder of CORQ. Download the full 2024 data review here.
