A new report from social media management platform Dash Hudson reveals significant performance improvements for brands leveraging AI and creator partnerships in their social media strategies.
The study analyzed data from multiple industries and platforms, showing that AI-powered content selection and creator collaborations drive higher engagement rates and sales growth.
The report’s findings are based on analyzing brand activity across major social platforms in the first half of 2024, examining average growth rates across key metrics and posting frequency.
Dash Hudson also analyzed cross-industry results from brands using Vision AI to plan Instagram posts between 2023 and 2024.
AI Drives Content Performance
Dash Hudson’s proprietary Vision AI tool, which predicts content performance based on historical data, demonstrates substantial improvements across key metrics.
Brands using the tool saw their top-predicted content outperform low-predicted content by:
66% higher engagement rate
30% higher effectiveness rate
29% more video views
40% greater reach
The research spans multiple industries: beauty, media, home goods, publishing, fashion, consumer packaged goods, retail, and food and beverage.
Each sector experienced varying degrees of improvement, with publishing seeing a 109% boost in engagement rate for top-predicted content compared to low-predicted content.
Creator Partnerships Outperform Brand Content
The report also highlights the growing importance of creator partnerships in social media marketing.
On Instagram, creator content significantly outperforms brand-only posts:
3.5% average engagement rate for creators vs. 0.3% for brands
6,700 average engagements for creator posts vs. 3,000 for brand posts
65.4% effectiveness rate for creator content vs. 4.8% for brand content
These findings align with broader industry trends, as EMARKETER estimates U.S. influencer marketing budgets will grow 16% year-over-year to reach $8.14 billion in 2024.
TikTok Shop Emerges as E-Commerce Contender
The report also tracks the rapid growth of TikTok Shop, which launched in the U.S. at the end of 2023.
According to data from NielsenIQ, TikTok Shop has quickly become the 9th largest beauty e-commerce retailer in the U.S. market and the 2nd largest in the U.K. market.
Entertaining Content Drives Sales Growth
Dash Hudson’s analysis, conducted in partnership with NielsenIQ, reveals a correlation between entertaining TikTok content and sales growth.
The study examined 150 beauty brands on TikTok over 52 weeks, finding that brands with an Entertainment Score (a proprietary metric measuring engagement and retention) of 5 or higher on a 10-point scale achieved 67% sales growth.
Platform Updates and AI Advancements
The report details recent AI-driven updates from major social platforms:
Meta is introducing AI-powered tools for ad creation and catalog optimization
TikTok launched Symphony, an AI suite for ad partners, and is testing AI-generated virtual influencers for TikTok Shop
YouTube now offers AI-assisted content ideation for creators
Pinterest has implemented AI-driven search filters to promote inclusivity
Social media consultant Matt Navarra contributes insights on the evolving creator economy, noting a shift towards “creator-preneurs” – micro-businesses with management teams and business plans.
Navarra emphasizes the importance of long-term brand-creator relationships and value alignment in successful partnerships.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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A new report from social media management platform Dash Hudson reveals significant performance improvements for brands leveraging AI and creator partnerships in their social media strategies.
The study analyzed data from multiple industries and platforms, showing that AI-powered content selection and creator collaborations drive higher engagement rates and sales growth.
The report’s findings are based on analyzing brand activity across major social platforms in the first half of 2024, examining average growth rates across key metrics and posting frequency.
Dash Hudson also analyzed cross-industry results from brands using Vision AI to plan Instagram posts between 2023 and 2024.
AI Drives Content Performance
Dash Hudson’s proprietary Vision AI tool, which predicts content performance based on historical data, demonstrates substantial improvements across key metrics.
Brands using the tool saw their top-predicted content outperform low-predicted content by:
The research spans multiple industries: beauty, media, home goods, publishing, fashion, consumer packaged goods, retail, and food and beverage.
Each sector experienced varying degrees of improvement, with publishing seeing a 109% boost in engagement rate for top-predicted content compared to low-predicted content.
Creator Partnerships Outperform Brand Content
The report also highlights the growing importance of creator partnerships in social media marketing.
On Instagram, creator content significantly outperforms brand-only posts:
These findings align with broader industry trends, as EMARKETER estimates U.S. influencer marketing budgets will grow 16% year-over-year to reach $8.14 billion in 2024.
TikTok Shop Emerges as E-Commerce Contender
The report also tracks the rapid growth of TikTok Shop, which launched in the U.S. at the end of 2023.
According to data from NielsenIQ, TikTok Shop has quickly become the 9th largest beauty e-commerce retailer in the U.S. market and the 2nd largest in the U.K. market.
Entertaining Content Drives Sales Growth
Dash Hudson’s analysis, conducted in partnership with NielsenIQ, reveals a correlation between entertaining TikTok content and sales growth.
The study examined 150 beauty brands on TikTok over 52 weeks, finding that brands with an Entertainment Score (a proprietary metric measuring engagement and retention) of 5 or higher on a 10-point scale achieved 67% sales growth.
Platform Updates and AI Advancements
The report details recent AI-driven updates from major social platforms:
Social media consultant Matt Navarra contributes insights on the evolving creator economy, noting a shift towards “creator-preneurs” – micro-businesses with management teams and business plans.
Navarra emphasizes the importance of long-term brand-creator relationships and value alignment in successful partnerships.
The full report is available here.