First up, Creator Partnerships: Driving Unprecedented Audience Engagement

The CORQ data study revealed that creator partnerships by technology and media brands were instrumental in driving the highest audience engagement rates in January 2024. Brands such as Sky, Dyson, and Kia emerged as frontrunners, leveraging creator partnerships to capture consumer interest and drive meaningful engagement.

The analysis of the top 50 most engaging adverts on Instagram unveiled that creator partnerships featuring talents such as Emma Walsh, Harry Pinero, and Tomi Adebayo resulted in an average engagement rate of 12.2%. Notably, all of these creators have a sustained and increasing presence in mainstream media, with Pinero producing two of the top ten adverts.

Diverse Representation and Emerging Creators

The study highlighted the success of emerging creators, with 41% of the most engaging adverts being produced by those with audiences under 100K followers. Furthermore, the data underscored the pivotal role of diversity, indicating that ‘people of colour’ POC creators were behind 27.4% of the most engaging content in January, with 50% of the top ten best performing posts. Additionally, the majority of high-performing commercial posts were by female creators, aged 25- to 34-years-old.

Industry-Specific Engagement Rates

In addition to the above findings, the study also revealed that interiors campaigns achieved an average engagement rate of 7%, while fashion saw an average of 6.4%. These industry-specific engagement rates provide valuable insights for brands looking to understand and improve their performance in these sectors.

Addressing Industry Challenges

While celebrating the power of creator partnerships, the study also brought attention to industry challenges. It revealed that 51% of adverts posted were inaccurately tagged as ‘PR’, ‘gifted’, or ‘affiliate’ instead of ‘ad’, highlighting the need for improved commercial signposting. Additionally, the study emphasised the imperative of promoting a more diverse and inclusive landscape within the industry.

Implications for Brand Communications and PR Strategies

It is evident that creator partnerships are a driving force behind audience engagement. At Vista Public Relations, we recognise the significance of embracing emerging creators and championing diversity in our collaborations. Additionally, we are committed to ensuring transparent and accurate commercial signposting.

The CORQ data study serves as a compelling testament to the transformative potential of creator partnerships in shaping brand communications and consumer engagement.

Stay tuned for more insights and updates as we continue to lead the way in connecting brands to families and driving meaningful connections in the ever-evolving landscape of brand communications.

If you need further information or have any questions, please feel free to reach out to us.