Creator partnerships by technology and media brands drove the highest audience engagement rates in January 2024, a new CORQ data study has found.
This analysis of the top 50 most engaging adverts on Instagram revealed brands such as Sky, Dyson and Kia drove the most consumer interest. Creator partnerships featuring talents such as Emma Walsh, Harry Pinero and Tomi Adebayo resulted in an average engagement rate of 12.2%.
It is worth noting all of these creators have a sustained and increasing presence in mainstream media, and Pinero produced two of the top ten adverts.
Interiors campaigns followed with an average engagement rate of 7% while fashion saw an average of 6.4%.
Data suggests January was also a successful month for emerging creators with 41% of the most engaging adverts being produced by those with audiences under 100K followers. The majority of high-performing commercial posts were by female creators, aged 25- to 34-years-old.
CORQ analysed 1,595 adverts across 15,000 creator accounts and found commercial signposting remained an issue with 51% of adverts posted being tagged as PR, gifted or affiliate instead of ad.
Lastly, the lack of diversity in campaigns is a glaring problem and, according to the data, bad for business. POC creators produced 27.4% of the most engaging content in January and 50% of the top ten best performing posts.
However, CORQ’s analysis of the 50 creators who posted the most adverts during the month found that only 8% were POC suggesting this group is still not winning a fair share of the work available.
By Sara McCorquodale, CEO and founder of CORQ.
