Welcome to the key takeaways from CORQ’s analysis of the most engaging influencer adverts in September 2024. To produce this research, we use our technology to identify the top commercial posts across 15,000 creator Instagram accounts. Get the full report here or if you are not a CORQ member, start your free trial.
Top influencer adverts were built around personal milestones
The most engaged advert of September was Emily Blackwell’s Carousel announcing her pregnancy in partnership with Clearblue. She shared her good news and then information about the brand’s pregnancy test product. This generated a 39% engagement rate, 147K likes, 1.7K comments and 207 shares. However, Blackwell’s post wasn’t the only ad that told the story of an influencer’s motherhood journey. Annie Drea produced a Reel documenting intimate moments from her childbirth experience to promote the new series of “Emma Willis: Delivering Babies” on U. This had a 6.5% engagement rate, 141.6K views, 6.8K likes and 401 saves. Both posts are case studies for how integrated brands are becoming in milestone storytelling on influencer platforms. This requires relationship building, but delivers high-performing campaigns.
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26% of top ads documented experiences instead of detailing products
This has been a macro trend of top influencer adverts throughout 2024 and it continues to drive audience engagement. However, brands don’t need to produce big budget trips to tap into this. Evening events which offer a real experience and are attended by influencers who truly align are successfully engaging audiences. Take Nicole Whittle’s Reel from the launch of Allplants’ collaboration with Melissa Hemsley. This riffed on tropes about veganism while showcasing the brand’s new menu. It was relatable and entertaining, generating an engagement rate of 6.4% and 104K views.
Four of the top adverts were for influencer-created products
September saw a flurry of creator-owned and designed product launches, from KSI’s new snack brand Lunchly to freestyle biker Vero Sandler’s collection for adidas Five Ten. Brands should consider how they can capitalise on creators’ fandoms in this way for 2025 as it delivers on niche and macro levels.
By Sara McCorquodale, CEO and founder of CORQ. Get the full September data analysis here.
