This independent review of influencer adverts in January 2024 reveals the content formats and creators driving the most audience engagement for brands.
It also features four data charts:
- Data analysis of and statistics from the top 50 most engaging creator adverts of January 2024.
- Top 50 most engaging creator adverts of January 2024.
- Data analysis of and statistics from the top 50 creators who posted the most ads in January 2024.
- Top 50 creators who posted the most adverts in January 2024.
Key findings include:
– Technology, entertainment and media brands drove the highest engagement rates with their creator partnerships scoring an average of 12.2%. This was followed by interiors (7%) and fashion (6.4%).
– 50% of the top ten most engaging creator adverts were produced by POC creators. Overall, 27.4% of the top 50 were made by POC creators yet this group only made up 8% of the creators who won the most brand work.
– 51% of creator adverts were signposted incorrectly as #PR, #gifted or #affiliate.
Additional reading:
- Influencer data analysis: Ramadan and Eid campaigns for January 2024
- Creators, consumers and artificial intelligence in 2024
- Mother’s Day 2024: Campaign data analysis and 12 creators to work with
