These Brands Are Winning on TikTok
Amazon leads the list with a TikTok EMV of $1.03 billion, a 20% year-over-year increase, per CreatorIQ.
There’s no doubt that TikTok has become an integral ingredient for influencer marketing campaigns and now, a new report reveals the brands seeing the most success on the platform. TikTok worked with CreatorIQ to analyze the 12-month period from March 2023 through February 2024, surfacing the top 100 brands based on Earned Media Value (EMV). EMV is CreatorIQ’s proprietary metric for quantifying the value of social media content.
A few highlights from the study, which you can view in full here:
- Beauty is the No. 1 category, accounting for over 30 of the top 100 brands by EMV, followed by fashion, sports and retail.
- Amazon leads the list with a TikTok EMV of $1.03 billion, a 20% year-over-year increase. The NBA is in second place ($894.6 million, +154% YoY), followed by the NFL ($688.2 million, +209% YoY).
- Among the top ten brands, Barbie sports the highest year-over-year increase in EMV (+960%), fueled in part by the Barbie movie debut in July 2023.
- Of the top 25 brands, 14 have a creator retention rate over 25%, underscoring the importance of retention especially in regard to authenticity — consumers find credibility with creators that post about a brand time and again.
