This independent review of influencer adverts and organic posts in September 2024 reveals the content formats and creators driving the most audience engagement for brands. Keep scrolling to get the full report.
It contains:
- Data analysis of and statistics from the top 50 most engaging creator adverts of September 2024.
- Top 50 most engaging creator adverts of September 2024.
- Strategic advice for brands based on the conclusions of this data analysis.
Key findings include:
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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.
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26% of adverts documented experiences rather than explaining products. This has been a macro trend of top influencer adverts throughout 2024 and it continues to drive audience engagement. 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.
Additional reading:
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Christmas 2024: Four shopping trends retailers and tourism boards should adopt to drive footfall
- How creator-led travel disruptor Love and London grew its TikTok audience by 450% YOY
