Influencer ads drive 159% more engagement, TikTok data shows

Creator-driven advertising is increasingly shaping digital marketing decisions, with new data from TikTok and industry researchers indicating that influencer-led content delivers significantly stronger results than traditional branded ads.

TikTok’s latest analysis shows that ads produced or fronted by creators generate a 70% higher click-through rate and 159% higher engagement compared with non-creator ads purchased at the same CPM. The platform attributes the lift to creators’ ability to produce culturally relevant narratives and high-volume content that aligns with user behavior on TikTok.

Additional research reinforces this shift. A report from BBB National Programs’ National Advertising Division indicates that 58% of consumers over 18 have purchased a product following an influencer recommendation. Kantar data also suggests that users spend more time with creator-driven ads, which hold attention for an average of 17.8 seconds, more than double the duration of traditional branded content. These ads also deliver 1.4× higher visibility, according to the firm.

Influencer marketing maintains a favorable cost-to-engagement ratio, particularly among nano-, micro-, and mid-tier creators. Marketers cite broad strategic value in these partnerships: 66% use creator marketing for awareness, 59% for engagement, and 55% each for trust-building and revenue generation, per Sprout Social.

The rise in creator-led advertising also comes with new consumer expectations. As influencer content becomes more common, transparency and authenticity have become central concerns. According to NAD, 64% of consumers distrust influencers who do not disclose brand partnerships, and 70% react negatively after discovering undisclosed paid collaborations. Eight in ten consumers say they do not trust influencers perceived as insincere or misaligned with the products they promote.

Studies from TikTok also suggest that creator content performs best when delivered directly from a creator’s own account. Ads posted on creators’ profiles report a 59% higher engagement rate and 16% higher six-second view-through rate than those shared from brand accounts.

TikTok’s report outlines two main approaches that advertisers rely on: short-term campaign spikes and ongoing, always-active storytelling. Campaign pushes deliver high visibility during launches and seasonal moments, while constant creator output helps brands stay visible without exhausting audiences.

To scale these efforts, TikTok has developed tools under TikTok One, which connects brands to creators and agencies via Creator Marketplace and Partner Exchange. In one example highlighted by the platform, cross-creator output increased Felix Pago’s daily creative production by nearly threefold and drove higher conversions at a more efficient cost. Hyundai’s creator-driven initiative generated 53.5 million impressions and an 80% lift in click-through rate compared with baseline industry metrics.