Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

TikTok data reveals what viewers want from creator ads

Key stat: Nearly 60% of TikTok viewers are more likely to trust a brand after hearing about it from a creator compared with hearing about it from a standard, in-feed ad, said Sam Kimmel, global creator partnerships lead at TikTok, during a CreatorIQ webinar.

We forecast half of all US marketers will use influencer marketing on TikTok, with $989.6 million in US influencer marketing spend going to the platform this year. Here are four specifications TikTok’s own data found improves creator content.

1. Follow basic best practices

“A good creator ad looks like a good TikTok video,” said Rachael Ryan, global research and insights lead at TikTok. The best creator ads will do all of the following, according to Ryan:

  • Highlight the product
  • Use music or a TikTok sound
  • Feature branding and logos subtly to drive brand awareness
  • Include a call to action to make sure viewers know what they’re being asked to do

2. Be informative and solution-oriented

“People want to learn from creators,” said Ryan. Some 49% of TikTok viewers agree creators make them want to learn more about the products they are using and the brands they are engaging with, Ryan noted.

That means creator content should solve a specific problem or detail on how to use a product. For example, a sponsored post for a cleaning product might show a dirty oven and then quickly show the product in action and end with a clean oven.

3. Be credible and believable

Creator authenticity is “a key theme motivating purchase,” said Ryan. Creators don’t need to be specialists, but they do need to be believable product users.

For example, a sponsored skincare post doesn’t need to feature a dermatologist (although it could) but should at least feature someone who plausibly uses that product.

4. Feature active and sustained brand use

This goes a step beyond credibility. Viewers are more comfortable with products that creators use and feature consistently, said Ryan. “People want to know that the creators are actually using the products and have a sustained connection to the brand or the product themselves.”

Some 54% of TikTok users believe that the brands shared by creators are supportive of those creators, and they’re receptive to that sustained partnership, said Ryan.

This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.