Research from TikTok shows that ads done by influencers have three to seven times more clicks than traditional advertisements. (Note: "70%" appears to be a typo and has been interpreted in the translation as "three to seven.")

A recent report released by TikTok indicates that ads led by content creators, so-called “creator-led ads,” generate 70% more clicks (click-through rate, CTR) than traditional campaigns produced by brands, while maintaining the same cost per thousand impressions (CPM). Furthermore, these campaigns deliver 159% more engagement than ads not created by influencers.

The report, which analyzed campaign data from February 2024 to January 2025, attributes the difference primarily to three factors: the creators' mastery of the platform's culture and format, their ability to generate high-frequency content agilely, and, above all, the level of trust they have built with their followers.

For Fabio Gonçalves, director of Brazilian and North American talent at the agency Viral Nation and a veteran in the influencer marketing market, these numbers confirm an already noticeable trend.

“What we are seeing is that campaigns with influencers deliver more than visibility; they deliver results. The equal CPM shows that the cost does not increase; what changes is the effectiveness. An ad made by a creator genuinely connects with the audience, speaks their language, and has authority. This generates clicks, conversions, and real value for the brand,” he states.

In the context of TikTok, CPM — that is, the cost per thousand impressions — continues to be used as a media planning benchmark. However, the report highlights that, even while maintaining this parameter, ads created by influencers perform significantly better. This redefines how brands should evaluate return on investment in digital advertising. 

The TikTok report also demonstrates that many internal marketing teams struggle to replicate the production agility and authentic format of creators. Influencers' ability to conceive, record, and publish as part of their daily routine delivers scale and agility that would be difficult to achieve through conventional brand scripts.

“In the traditional model, you suffer from bureaucracy, layout approvals, production, long deadlines. A creator masters the entire cycle, from idea to publication. This accelerates results. Moreover, they deliver this content within the context of trust already built with their community, which greatly increases the message's effectiveness,” reflects Fabio.

For agencies in the market, this data reinforces the importance of integrating content creation by creators into brands“ strategic planning. According to Fabio, this is the new era of advertising: ”It's not enough to have the best product or the largest budget; it is essential to have authentic and genuine voices. At Viral Nation, we understand that our role now is to connect brands with creators who genuinely engage with their audience, provide the necessary support, and ensure the campaign is scalable, qualified, and efficient."

With significant results and competitive cost, “creator-led ads” on TikTok point to a future where influence and individual creativity redefine online advertising performance.

The complete research can be accessed at: https://ads.tiktok.com/business/en-US/blog/tiktok-creator-advantage?redirected=1.