Over the past year, we've tracked over 10,000 creator posts across TikTok and Instagram. What started as a way to help brands measure creator performance has turned into a treasure trove of insights about what actually drives engagement, conversions, and revenue.
The data reveals patterns that challenge conventional wisdom about creator marketing. Here are five key insights that could reshape how you think about creator partnerships and campaign strategy.
The Numbers That Matter
Across TikTok and Instagram
Posts with strategic timing
Between top and bottom performers
Optimal time between creation and share
Insight #1: Engagement Doesn't Equal Revenue
This is perhaps the most important finding: posts with 100K+ views don't automatically drive more sales than posts with 10K views. In fact, we found that posts in the 20K-50K view range have a conversion rate that's 40% higher than posts with 500K+ views.
The reason? Highly viral content often attracts broad audiences that aren't your target customers. Meanwhile, posts that resonate with a smaller, more engaged audience tend to drive actual purchases. When evaluating creators, focus on conversion rates, not just follower counts.
CPM Performance by Creator Type
| Feature | CPM | Revenue Share | Hybrid |
|---|---|---|---|
| Creator Size | 10K - 50K followers | 50K - 250K followers | 250K+ followers |
| Average Views per Post | 5K - 20K | 25K - 100K | 150K - 500K+ |
| Typical CPM Rate | $8 - $12 | $4 - $8 | $2 - $5 |
| Cost per Post (CPM) | $40 - $240 | $100 - $800 | $300 - $2,500 |
| Engagement Rate | 8-12% | 4-6% | 1-3% |
| Cost per Engagement | $0.40 - $0.60 | $0.80 - $1.20 | $2.00 - $5.00 |
Insight #2: Optimal Posting Times Vary by Platform
Timing matters more than you think. Here's what the data reveals about when creator posts perform best:
Insight #3: The Creator Consistency Factor
Creators who post consistently (3-5 times per week) drive 60% more revenue over time than creators who post sporadically, even if those sporadic posts occasionally go viral. Consistency builds trust and keeps your brand top-of-mind.
We also found that creators who post about your product multiple times over a month convert 4x better than creators who post once. The sweet spot? 3-4 posts over a 30-day period creates optimal brand recall without audience fatigue.
Insight #4: Video Length Isn't What You Think
Conventional wisdom says shorter is better, but our data tells a different story. For TikTok, videos between 45-60 seconds perform best for conversions, not the ultra-short 15-second clips. For Instagram Reels, 30-45 seconds is the sweet spot.
The key difference: longer videos give creators time to establish context, show product benefits, and build trust. Ultra-short videos get views but don't convert because there's no time for persuasion.
However, there's a catch: videos longer than 90 seconds see engagement drop significantly. The optimal length balances information with attention span. Work with creators to find that balance for your specific products.
Insight #5: Micro-Influencers Outperform Macro Creators
This might be the most counterintuitive finding: creators with 10K-50K followers drive higher ROI than creators with 500K+ followers. Here's why:
Micro-influencers have more engaged audiences, charge lower rates, and typically have better conversion rates. They also tend to be more authentic and have stronger relationships with their followers, leading to higher trust in their recommendations.
The data shows that brands achieve better results by working with 5-10 micro-influencers than investing in one macro-influencer. The total reach might be similar, but the conversion rates and ROI are significantly higher.
Revenue Share Performance by Platform
Breaking down revenue share performance by platform reveals important patterns. TikTok posts generate the highest revenue share payouts when content feels authentic and drives immediate purchases. Instagram posts convert better when visually polished with clear product demonstrations, leading to higher average order values. Each platform rewards different content styles: TikTok favors authenticity while Instagram rewards polished visual quality.
When analyzing revenue share models, TikTok creators earn an average of 12% more per post than Instagram creators due to higher conversion rates. However, Instagram posts drive 35% higher average order values, making them more valuable for revenue share when products have higher price points. The key insight: revenue share models work best on platforms where creators can drive immediate, trackable purchases.
Optimizing Revenue Share Models
These insights have practical implications for how you structure revenue share partnerships. Start by evaluating creators based on conversion rates, not just follower counts. Creators who consistently drive sales are more valuable in revenue share models than those with high engagement but low conversions.
Revenue share models work best when creators post consistently and their audience aligns with your target customers. The data shows that creators who post 3-5 times per week drive 60% more revenue share payouts over time than sporadic posters. This consistency benefits both brands and creators: brands get steady revenue, creators get predictable earnings.
Consider offering tiered revenue share rates based on performance. Top-performing creators who consistently drive sales can earn higher percentages, incentivizing quality over quantity. Track revenue attribution closely to identify which creators deserve revenue share increases and which partnerships should transition to flat fees or be phased out.
The Future of Creator Analytics
As we continue tracking more posts and gathering more data, patterns will emerge that challenge even these findings. The key is to stay data-driven and flexible. What works today might not work tomorrow as platforms evolve and audiences change.
The most successful brands are those that use data to inform strategy but remain open to experimentation. Track your creator performance, analyze what's working, and iterate based on results. The creators and campaigns that succeed are the ones backed by real performance data, not just assumptions.
Start Tracking Your Creator Performance
These insights come from analyzing thousands of creator posts across multiple platforms. To get similar insights for your creator program, you need to track performance data consistently.
Start tracking your creator posts today and see which creators, content types, and posting strategies drive the best results for your brand. Connect your Shopify, RevenueCat, or Superwall integration to see revenue attribution in real-time.
Every creator program is different, but the principles remain the same: measure what matters, focus on conversions not just views, and use data to guide your decisions. The insights above are a starting point: your own data will reveal what works best for your specific audience and products.
