CreatorIQ, in collaboration with TikTok, has conducted an in-depth analysis of brand performance on the platform, highlighting the most successful strategies and approaches.

Their comprehensive report, available for download with an email sign-up, offers useful insights into effective tactics when working with creators and showcases which brands are driving the highest engagement and interest.

While the report centres on TikTok, many of these findings are likely broadly applicable to other social media channels (note: Instagram) given the increasing commonalities.

The Importance of Authenticity and Creator Partnerships

The report reveals that after watching creator content on TikTok, 41% of users agree that it feels authentic.

What’s more, that authenticity is transferred to brand partners: 55% of TikTok users say they are more likely to trust brands when they hear about them from creators, compared to other ads in their feed.

This underscores the critical role creators play in building brand trust and credibility. Other studies suggest that authenticity is not just a marketing buzzword for Gen Z; it is a foundational element of effectively reaching younger cohorts via social media marketing.

Long-Term Creator Relationships Pay Off

The analysis highlights that long-term partnerships with creators are more effective than short-term collaborations. Brands that establish ongoing relationships with creators see higher credibility and better engagement.

For instance, research indicates that a consumer’s likelihood of purchasing a product increases when a creator consistently shares their experiences with that product or brand. This suggests that brands should invest time in identifying creators who align with their values and audience and foster long-term collaborations.

The report also emphasises the significance of engagement rates in maximising brand messaging. Brands in the beauty and fashion sectors, for example, are leading the way on TikTok, driven by their high engagement metrics. Which, given TikTok’s user demographic, is hardly surprising.

Analysing the top 100 brands on TikTok provides further insights into successful strategies. These brands prioritise creator authenticity, alignment, and retention.

Notably, 14 of TikTok’s top 25 brands boast a creator retention rate of over 25%, meaning these creators consistently posted about the brands over consecutive 12-month periods. This retention is crucial for maintaining authenticity and building a loyal audience.

Engagement Drives Earned Media Value (EMV)

Finding creators that naturally align with your brand is critical.

According to the report, 55% of users feel more connected to brands when they see content from creators who have authentic relationships with those brands. Ads featuring creators associated with the brand’s vertical are 1.5 times more likely to engage users compared to those with creators not aligned with the vertical.

Therefore, brands should focus on partnering with creators who demonstrate a genuine affinity for their products or are already organically posting about their brand’s industry.

Engagement is a key driver of Earned Media Value (EMV). The top brands on TikTok don’t just focus on follower count; they partner with creators who have a proven track record of engaging the right audiences.

To maximise the impact of your creator marketing strategy, the report advises prioritising engagement rates during creator evaluations. Pay particular attention to creators who are already generating organic engagements related to your brand – where practical to do so.

Frequency of Posts & Community 

The frequency of posts also plays a significant role in perceived authenticity.

Creator IQ Report, July 2024

“This isn’t just about scale: the more often a creator posts about a brand, or is featured in a brand’s ads, the more authentic the brand-creator relationship is perceived to be.”

A creator who only posts about your brand a few times before moving on is likely to be viewed as transactional by the audience. Consistent posting by creators helps reinforce the authenticity and reliability of the brand message.

TikTok creators excel at building communities around shared identities, experiences, and interests. The report claims that 40% of users feel like part of a creator’s community after watching their content.

Creator IQ Report, July 2024

“Users are more engaged with TikTok brand communities compared to communities on other social/video platforms.

TikTok users are 1.2x more likely to watch more of a brand’s content, and 1.2x more likely to direct message the brand (compared to other leading social/video platforms).”

By partnering with creators, brands benefit from these communities. 40% of TikTok users also say watching branded creator content makes them feel like part of the brand’s community.