Why Effective Marketing Must Be Creator-Led
According to a new report from CreatorIQ, 69% of brands increased their influencer marketing investment over the past year, and 86% suggested that creator marketing has been either somewhat or very effective at driving awareness for their brand or clients.
Gone are the days when influencer marketing was merely a wish list line item in a budget — it’s now a foundational necessity for maximizing efforts. Creator-led marketing helps brands produce content at scale by outsourcing the work to influential experts with both the passion and the following to connect deeply with consumers. Assets that feature creators perform better than traditional digital advertising, with greater ROI and improved engagement.
Brands are acknowledging this and pivoting appropriately: According to a new report from CreatorIQ, 69% of brands increased their influencer marketing investment over the past year, and 86% suggested that creator marketing has been either somewhat or very effective at driving awareness for their brand or clients.
One example of how effective creator-led marketing can be comes from Tiffany & Co. As a global company, vibrant, synchronized postings are critical for drawing attention to its collections — as is working with a creator known worldwide.
To that end, Tiffany teamed up with superstar Beyoncé for the Lose Yourself In Love Campaign. Queen Bey’s 296 million Instagram followers were treated to a showcase of the Tiffany HardWear collection, while Tiffany released a video accompaniment to Beyoncé’s latest album set to the track “Summer Renaissance.” Both shared the video across their respective social channels.
All in all, the campaign generated:
- 197.5 million impressions
- 4.8 million likes
- An estimated social media value of $9 million
Get more insights from Tiffany & Co., Crocs, and Foodie Tribe, as well as data-backed stories from Doritos and Moët & Chandon, by downloading the full Effective Marketing Report for free.