A new study by creator marketing platform CreatorIQ outlines the strategies employed by top-performing brands on TikTok, revealing key insights into what drives success on the platform.
The research analyzed the top 100 brands based on its proprietary Earned Media Value (EMV) metric, which quantifies the estimated value of social engagement with digital earned media.
The metric assigns unique values to content based on engagement factors such as likes, comments, shares, and video views, as well as the publishing platform.
CreatorIQ conducted the research from March 2023 through February 2024, uncovering a surprising factor that sets the most successful TikTok marketing campaigns apart from the rest.
Creator Retention: A Key to Success
New research reveals that creator retention is a key factor in brand success on TikTok. Fourteen of the platform’s top 25 brands maintain a creator retention rate of over 25%.
The study found that brands with higher creator retention rates – meaning at least 25% of their creators posted about the brand in consecutive 12-month periods – tend to perform better on the platform.
According to CreatorIQ, this strategy enhances credibility, as consumers are more likely to trust creators who consistently share experiences with a product or brand over time.
User Engagement
User engagement data highlights TikTok’s effectiveness as a marketing platform.
The research indicates that TikTok users are 1.2 times more likely to watch more of a brand’s content and 1.2 times more likely to directly message the brand than users of other leading social and video platforms.
Creator authenticity emerges as a central theme in the findings. After viewing creator content on TikTok, 41% of users report that it feels authentic.
This perception extends to brand partnerships, with 55% of TikTok users stating they are more likely to trust brands when they hear about them from creators than other ads in their feed.
Brand Alignment
The study also highlights the importance of brand alignment in creator partnerships.
Ads featuring creators associated with a brand’s vertical are 1.5 times more likely to capture user attention than those with unrelated creators.
Additionally, 55% of users agree that TikTok creators help them feel connected to brands.
According to the research, engagement rates, rather than follower counts, correlate closely with EMV.
Top brands focus on partnering with creators with a track record of engaging the right audiences, often prioritizing those who generate organic engagements with the brand.
Post Frequency and Industry Success
The frequency of creator posts about a brand also influences perceived authenticity.
The study suggests that more frequent posts by a creator about a brand or more frequent appearances in a brand’s ads contribute to a stronger perceived brand-creator relationship.
TikTok’s effectiveness spans various industries.
While beauty and fashion brands lead in the top 100 rankings, retail, professional sports, gaming, media, and food and beverage brands are also well-represented.
Community Building Through TikTok
Another key finding is the platform’s ability to foster community engagement.
After watching creator content on TikTok, more than two in five users report feeling part of the creator’s community.
This sense of community extends to brands, with two in five users stating that watching branded creator content makes them feel part of the brand’s community.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
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A new study by creator marketing platform CreatorIQ outlines the strategies employed by top-performing brands on TikTok, revealing key insights into what drives success on the platform.
The research analyzed the top 100 brands based on its proprietary Earned Media Value (EMV) metric, which quantifies the estimated value of social engagement with digital earned media.
The metric assigns unique values to content based on engagement factors such as likes, comments, shares, and video views, as well as the publishing platform.
CreatorIQ conducted the research from March 2023 through February 2024, uncovering a surprising factor that sets the most successful TikTok marketing campaigns apart from the rest.
Creator Retention: A Key to Success
New research reveals that creator retention is a key factor in brand success on TikTok. Fourteen of the platform’s top 25 brands maintain a creator retention rate of over 25%.
The study found that brands with higher creator retention rates – meaning at least 25% of their creators posted about the brand in consecutive 12-month periods – tend to perform better on the platform.
According to CreatorIQ, this strategy enhances credibility, as consumers are more likely to trust creators who consistently share experiences with a product or brand over time.
User Engagement
User engagement data highlights TikTok’s effectiveness as a marketing platform.
The research indicates that TikTok users are 1.2 times more likely to watch more of a brand’s content and 1.2 times more likely to directly message the brand than users of other leading social and video platforms.
Creator authenticity emerges as a central theme in the findings. After viewing creator content on TikTok, 41% of users report that it feels authentic.
This perception extends to brand partnerships, with 55% of TikTok users stating they are more likely to trust brands when they hear about them from creators than other ads in their feed.
Brand Alignment
The study also highlights the importance of brand alignment in creator partnerships.
Ads featuring creators associated with a brand’s vertical are 1.5 times more likely to capture user attention than those with unrelated creators.
Additionally, 55% of users agree that TikTok creators help them feel connected to brands.
According to the research, engagement rates, rather than follower counts, correlate closely with EMV.
Top brands focus on partnering with creators with a track record of engaging the right audiences, often prioritizing those who generate organic engagements with the brand.
Post Frequency and Industry Success
The frequency of creator posts about a brand also influences perceived authenticity.
The study suggests that more frequent posts by a creator about a brand or more frequent appearances in a brand’s ads contribute to a stronger perceived brand-creator relationship.
TikTok’s effectiveness spans various industries.
While beauty and fashion brands lead in the top 100 rankings, retail, professional sports, gaming, media, and food and beverage brands are also well-represented.
Community Building Through TikTok
Another key finding is the platform’s ability to foster community engagement.
After watching creator content on TikTok, more than two in five users report feeling part of the creator’s community.
This sense of community extends to brands, with two in five users stating that watching branded creator content makes them feel part of the brand’s community.
The full report is available here.