NEW YORK, July 29, 2024 (GLOBE NEWSWIRE) — Dash Hudson announces the release of its latest social media trends report, “AI and Creators: Shaping the Next Generation of Social Marketing.”
The report highlights the critical role of creators in today's social media environment with new research from Dash Hudson and Nielsen IQ. The study highlights the significant impact of entertainment-driven content on TikTok, with beauty brands seeing an average 67% increase in sales with an Entertainment Score of 5 or above over a 52-week period. Entertainment Score is Dash Hudson's patented technology that scientifically measures how effectively TikTok content engages a brand's audience.
“Over the past two years, the influence of entertainment-driven content on TikTok has surged 16 percentage points, from 51% to 67%,” said Kate Kenner Archibald, chief marketing officer at Dash Hudson. “Creator content is 12x more engaging, 14x more effective, and receives twice as many likes and comments compared to brand-created content. This proves that in today's landscape, creator-first strategies are leading the way, and entertainment content remains the cornerstone of success.”
The study highlights standout companies that have leveraged entertainment-focused TikTok content to grow sales over the past year, including Sol de Janeiro, Rare Beauty, and Starface. TikTok Shops, which launched in select markets in 2021 and expanded to the US in 2023, have become a key platform for turning compelling content into direct sales. By 2024, TikTok was ranked the second largest beauty e-commerce site in the UK and the ninth largest in the US.
In addition to its own research, the report features several key findings from Dash Hudson's social media management platform.
- Evolving Creator Partnerships: Brands are increasingly favoring long-term collaborations with creators, and 51% of creator posts are now Reels, signaling a growing shift towards raw, authentic content.
- Creators achieve outstanding performance metrics: Creator content has 12x higher engagement rates, is 14x more effective, and gets twice as many likes and comments compared to brand-created content.
- AI-enhanced performance: Dash Hudson's Vision AI tool enhances creators' strategies by providing predictive insights and optimizing content performance. On average, “star performer” content identified by Vision AI saw a significant increase in engagement of 66%, effectiveness of 30%, video views of 29%, and reach of 40% compared to below-average predicted content.
To access the full report, “2024 Social Media Trends Report No. 2: AI and Creators: Shaping the Next Generation of Social Marketing,” click here.
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About Dash Hudson
Dash Hudson is a social media management platform that delivers the intelligence and speed that brands need to stay ahead of the curve. Through its advanced cross-channel insights and workflow tools, Dash Hudson empowers brands to create content that entertains, engages, and drives consistent business results. To learn how Dash Hudson can help your brand power social media dominance, visit dashhudson.com.
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