When creators share information about a brand on social media, how much value does that content drive for the brands mentioned?
That’s the question that influencer marketing platform CreatorIQ—the go-to software partner for brands like AB InBev, Disney, Sephora, and Unilever—aims to answer on a monthly basis through its monthly Tribe Top 10 report.
Created by its recently acquired Tribe Dynamics subsidiary, the Tribe Top 10 ranks social media’s top brands by Earned Media Value, a proprietary metric that quantifies the estimated value of social engagement with digital earned media. These rankings serve as a snapshot of how brand/creator partnerships are resonating with audiences, and place a numerical value on the results.
The report examines the top brands for U.S. and EMEA cosmetics and skincare, as well as U.S. haircare, luxury fashion, and apparel. For example, this February:
- Gucci led the luxury fashion vertical with 5.9k creators generating $57.7M EMV—a 77% month-over-month increase.
- Fashion Nova led the apparel vertical by collecting $111.9M EMV from 2.8k ambassadors.
- MAC led the U.S. cosmetics space with $43.0M EMV, a 76% month-over-month growth.
EMV assigns a unique value to a piece of content based on the platform it was published on and engagement received from followers and consumers. This value is then attributed to the specific brands mentioned within the post. EMV can be used to evaluate the earned performance of individual marketing campaigns, and benchmark brands within their broader competitive landscape.
For more insights, download the full report here.