TikTok has shared tips on how creator-led content drives stronger performance, helping brand marketers boost engagement, increase click-throughs, and scale storytelling that resonates.

Insights:

• The platform analysed TikTok campaign data for brand marketers and found that creator-led content yields stronger outcomes at the same cost per thousand impressions (CPM).
• According to the analysis, creator ads drive a 70% higher click-through rate and 159% higher engagement rate than non-creator ads for the same CPM.

Why creator content performs:

At their core, creators bring three key advantages to a brand marketing campaign on TikTok:

• They are cultural translators  - When creators tell a brand's story, they do it through the lens of TikTok culture and how that brand naturally fits into community conversations.
• They can make a lot of (good) content, quickly - Creators concept, produce, and publish their own work, which means they can deliver a high volume of content at speed. And when brands scale through creators, they also scale quality. By distributing creative responsibility across multiple unique voices, marketers increase the likelihood of receiving quality content that reflects the diverse range of real perspectives on TikTok.
• They lend brands their halo effect - Audiences are more likely to trust and engage with messages from creators they already follow, so content performs better when it's posted to a creator's account, not an advertiser's account. According to a study, ads posted to a creator's account have a 59% higher engagement rate and a 16% higher six-second view-through rate than those that aren't.

A balanced activation strategy:

For brand marketers on TikTok, what's worked is a balance of both buzzy campaign moments and always-on storytelling.

• Buzzy campaign moments drive attention and help brands introduce new products, enter new markets, or make a statement during cultural or seasonal events. This is the time to deploy new messages, reinforce the most important ones, and make a statement about a brand.
• Always-on storytelling sustains presence between launches. Iterate on launch messaging, target incremental audiences, and maintain strong brand perception with a steady supply of content from TikTok creators.

Both are essential because attention alone doesn't build equity. Buzzy moments create excitement, but always-on storytelling turns that interest into recognition and trust. And creators make both possible. They give campaign bursts cultural credibility and bring long-term consistency without creative fatigue.

For more information, visit tiktok.com.