CORQ Data Review 2023: State of the nation on influencer #ads 2023

The branded influencer content that delivered the most consumer engagement over the past 12 months and the data decoding what made it work. A 28-page analysis to inform your social strategy for 2024.

This independent review of influencer adverts in 2023 reveals the rarely seen big picture on what drives consumer engagement for brands via creator content.

CORQ analysed the #ads on 15,000 influencer Instagram accounts to pin down the commonalities of successful campaigns from content formats to high-performing verticals.

Our research also reveals the top 100 influencers who posted the most commercial content and how the data across this group reveals a disparity between where brands are investing budget and what consumers are engaging with.

Key findings include:

– Adverts by influencers producing content in a specific niche, using the same formats repeatedly, drove ten times more consumer engagement than lifestyle generalist creators in 2023.

– Influencers using incorrect labels to signpost advertising has increased by 638% in the past 12 months, with adoption of language such as #gifted, #PR and #affiliate all growing despite these words not being recognised by the Advertising Standards Authority.

– 58% of 2023’s top viral adverts were produced by POC creators. However, there is growing concern from Black influencers that brand interest in working with minority communities has declined. Just 22% of the creators who posted the most #ads this year were POC.

This report is available exclusively to CORQ members. Login to download your copy now or find out more about accessing CORQ here.

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