CreatorIQ: Focus on These Three Things to Increase The Impact of Creator Marketing

Fragrance brand Kayali, a division of Huda Beauty, experienced a spike in YoY EMV growth in the last year, surging over 100% in 2023 to nearly $40 million.

This momentum propelled the small brand to No. 4 on the top EMV performance chart, alongside the likes of such heavy hitters as Dior and Saint Laurent. 

Key to these results are three simple steps any brand can follow: 

Focus on the Product. 

The company worked with creators to highlight specific offerings, rather than more vague brand-overview posts. 

Focus On New Creators  

Nearly half of Kayali’s EMV total was generated by creators who hadn’t mentioned the brand before. In fact, new creators drove more EMV in 2023 than the company earned for the entirety of 2022. 

Focus On TikTok

While Instagram remained the top source of total EMV, with 74%, TikTok is leading the growth charge. EMV gained through the short-form video platform jumped 406% in 2023 over 2022.