Introducing The CreatorIQ Top 100: Brands of the Year 2024

The world of creator marketing is evolving faster than ever, and the brands that stay ahead are those that embrace innovation, foster creator loyalty, and drive authentic engagement. At CreatorIQ, our monthly Top 10 Leaderboards track and analyze shifts in the creator economy throughout the year, spotlighting notable brands and moments.

Now, we’re taking it a step further.

For the first time, we’re unveiling the CreatorIQ Top 100: Brands of the Year 2024—our definitive, data-backed global ranking of the top-performing brands in creator marketing for all of 2024. By analyzing thousands of brands across 13 industries and 16 markets, and evaluating key metrics like total Earned Media Value (EMV), creator retention, engagement growth, and impression growth, this report celebrates the brands that set the standard in authenticity, impact, and success.

Key Takeaways: What We Learned from 2024

Beyond the rankings, the CreatorIQ Top 100 uncovers key trends shaping the future of creator marketing. Here are just a few insights from this year’s report:

1. Sports Teams Are Winning at Creator Retention

Thanks to their built-in community of passionate fans and dedicated media coverage, as well as the rise of athletes as creators and dedicated creators-as-media programs, sports teams have excelled creator retention. In 2024, seven of the Top 10 Brands by Retention Rate were from the NBA, NFL, MLB, and NHL.

• The Minnesota Timberwolves saw YoY EMV growth of 207%, reaching $192.9M.
• The New York Yankees followed closely, growing 206% YoY to $356.8M.
• The Los Angeles Dodgers surged 190% YoY to $502.4M.

2. Beauty Shows No Signs of Slowing Down

While cosmetics brands pioneered creator marketing, the data shows that this vertical is still expanding thanks to increased activity amongst both newcomers and mainstays in the space.

Among the top 100 beauty brands, we saw:

• A 4,700% YoY growth in EMV, fueled by a 7,300% increase in estimated impressions.
• A 6,700% YoY increase in engagements—proving that beauty remains a favorite category for digital consumers.

3. TikTok Fuels Engagement, But Instagram Powers Scale

While TikTok continues to be a powerhouse for engagement, Instagram remains the top platform for large-scale creator impact.

• TikTok’s Top 100 brands by EMV saw 90% YoY engagement growth, far outpacing Instagram (14%) and YouTube (37%), with Netflix leading the way and generating $718.9M EMV and 15.2B impressions through its viral content strategy.
• The beauty vertical dominates TikTok, with six of the Top 10 Brands by EMV and 53% of the Top 100 belonging to beauty brands.
• Instagram’s Top 100 brands by EMV generated 149% more EMV on average than TikTok ($442.1M vs. $177.2M), making it the leading platform for brand-building, especially for fashion brands like Fashion Nova.
• Apparel and luxury fashion brands dominate on Instagram, with six of the platform’s Top 10 Brands by EMV hailing from this space.

4. YouTube is the Go-To Platform for Long-Form Engagement

As podcasts, video essays and reviews, and other long-form content thrive, YouTube has positioned itself as a critical component of the creator marketing landscape.

• Spotify led YouTube’s brand rankings: YouTube contributed $3.9B of Spotify’s $6.2B total EMV—a 39% YoY increase. This was in part due to the rise of video-recorded podcasts and the increased inclusion of personalized playlists.
• Video streaming platforms like Netflix, HBO Max, and Prime Video ranked among YouTube’s top brands, as creators used the platform for pop culture breakdowns, reviews, and fan content.
• Red Bull was the only non-alcoholic beverage brand on the Most Dominant Brands on YouTube leaderboard, leveraging high-performance athlete partners and jaw-dropping content to drive engagement.

The Future of the CreatorIQ Top 100

The CreatorIQ Top 100: Brands of the Year is more than just a ranking—it’s a benchmark for success in creator marketing. This exclusive list features standout brands across multiple industries, from Nike and Adidas in apparel, to Red Bull and AriZona in beverages, to Netflix and Prime Video in streaming.

But this is just the beginning. Starting now, the CreatorIQ Top 100 will be produced annually, providing a data-backed standard for success in creator marketing. Plus, throughout the year, we’ll continue to support this report with actionable insights and trend analyses, helping brands understand where the creator economy is headed and which strategies are driving the greatest impact.

Download the Full Report to explore all 100 brands, and to see who’s driving the future of creator marketing.