Streaming and Fashion Brands Dominate Creator Marketing on Social Media
Streaming and fashion brands are leading the way in creator marketing on social media, according to a new report by influencer marketing platform CreatorIQ. These brands are generating the most conversation and impact among influencers, based on CreatorIQ's data.
The report analyzed thousands of brands globally using several metrics, including EMV (earned media value). EMV measures engagement, reach, and other impacts of creator content mentioning a brand. CreatorIQ looked at all branded content, including both organic and sponsored mentions, from influencers tracked in its creator databases. It measured content across Instagram, TikTok, YouTube, and other platforms.
Top Brands in Creator Marketing
Spotify: $6.2 billion in EMV, up 31% year over year
$5.1 billion in EMV, up 42% year over year
$4.9 billion in EMV, up 27% year over year
$4.8 billion in EMV, up 35% year over year
$4.7 billion in EMV, up 29% year over year
Spotify's Success in Creator Marketing
One key to Spotify's success was its high creator retention rate. Spotify's 83% creator retention rate in 2024 was 13% higher than the average among other top-ranked brands, and second only to Fashion Nova's 89%. This means that a high percentage of creators who mentioned Spotify in 2023 continued to do so in 2024.
Netflix Dominates on Instagram and TikTok
While Spotify topped the overall ranking of brands in creator marketing, Netflix was No. 1 on Instagram, followed by apparel brands Fashion Nova and Adidas. Netflix also dominated on TikTok, with $718.9 million in EMV, up 103% year over year.
Leading Brands on YouTube
The leading brands on YouTube were mostly media and entertainment platforms, including Spotify, Apple Music, Netflix, and HBO Max. One exception was energy drink company Gamer Supps, which ranked sixth on YouTube with its small but loyal creator community.
Fast-Growing Brands
Among the fast-growing brands working with creators, the K-beauty brand Tirtir topped the charts. Tirtir's EMV grew 1,044% year-over-year in 2024 to $148.6 million.
Celebrity-Backed Brands
Celebrity-backed brands came out on top among the brands launched in 2024. Rihanna's Fenty Hair, launched in June, was No. 1, followed by Beyoncé's Cécred, launched in February 2024.
8 Comments
Answer
These data points seem cherry-picked to make the brands look amazing – it doesn’t capture the whole picture.
The Truth
This study just shows how influencer marketing is getting too commercialized – where’s the authenticity?
Answer
I appreciate the detailed analysis of different platforms – it helps us understand where marketing efforts are most effective.
The Truth
It’s exciting to see analytics backing up the creative strategies that are transforming digital marketing. Kudos to the teams involved!
Cerebro
It’s inspiring to see data that validates the creative effort put in by influencers and the power of authentic collaborations.
Michelangelo
Using EMV as the measure of success ignores the nuanced relationship between creators and their audience.
Raphael
This is exactly the type of analysis we need to understand the evolving dynamics of influencer marketing.
Donatello
The data confirms what I’ve noticed – big brands are setting new standards in targeting and engaging audiences.