A new study exploring the emotional impact of creator content has revealed the profound influence that creators have on consumer actions including brand consideration, purchase intent, and recommendation. Titled “Emotional Intelligence: The Power of Creators in Evoking Emotion and Why it Matters,” the research was conducted by influencer marketing agency Influencer, in collaboration with creator economy research specialists Element Human.

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This extensive study, the largest of its kind, delves into how creator content extends beyond authenticity, relevance, and trust, driving results across the entire marketing funnel by capturing attention and evoking emotional responses. In an era where brands struggle to stand out on crowded social platforms, the study offers a framework for fostering deeper, more meaningful connections through creators.

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The study encompassed 50 tests involving over 9,000 respondents in the UK and US, who were shown content on TikTok and Instagram from 17 brands spanning beauty, personal care, FMCG, tech, fashion, health, and travel sectors.

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Key Findings

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Attention Retention: Respondents spent approximately 13.8 seconds engaging with branded creator content on average, leading to significant increases in both Unaided Awareness and Top of Mind Awareness.

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Emotional Engagement: On average, 12% of the audience exhibited an emotional response throughout the content, with peaks reaching 33%. Notably, a quarter of the content tested exceeded a 25% emotional response, and one-third achieved peaks above 50%.

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Brand Memory and Consumer Action: The ability of creators to evoke emotion enhances brand memory, a crucial factor in driving consumer action. Emotional connections formed through creator content make it easier and faster for audiences to recall brands during purchasing decisions.

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The study also highlighted that creating a higher association with relevance boosts consideration, making brands more likely to be chosen. Authenticity in content increases purchase intent as consumers view the brand as trustworthy and relatable. Additionally, content that conveys quality elevates both consideration and purchase intent.

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For brands aiming to maximise success in creator campaigns, it is essential to choose creators who resonate with the target audience and exhibit high engagement rates. Engaging content that includes interactive elements such as polls, questions, or challenges can further enhance audience involvement and connection.

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Ben Jeffries, Co-Founder and CEO of Influencer, emphasised the importance of meaningful relationships between brands and creators. “This study proves that when creators grab and hold attention in social feeds, it generates an extended emotional reaction that fosters deep connections with the brand, driving brand memory and making it easier and faster for audiences to recall brands when making purchasing decisions,” Jeffries said. He also highlighted the integration of insights from emotional and facial tracking to uncover the full spectrum of creators' influence.

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Dr. Hamish McPharlin, Managing Director of Element Human, stressed the need for large-scale, standardised measurement in the creator economy. “We’re on a mission to bring standardised, quality measurement to the creator economy, and in Influencer we have a partner who understands this challenge, shares our vision, and has the scale and capability to work with us to achieve it,” McPharlin stated.

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This study not only sheds light on the powerful role of creators in modern marketing but also provides actionable insights for brands seeking to leverage emotional engagement to drive consumer behaviour and brand success. 

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Read the full report here.