Consumers identified which elements of creator-created ads resonated with them the most. Those that made viewers laugh were the winners, with 50% of Americans choosing humor as their number one element. “How-to” videos were cited by 40% of Americans, followed by music (37%), authenticity (34%), storytelling (33%), product recommendations (27%) and influencer connections (12%). Additionally, 9% of consumers enjoy filters as part of the ad experience.
[Read more: Four Key Advertising Factors When Speaking to Gen Z]
“Knowing what consumers like most and what drives their purchasing behavior is important information for brands. Last year, we updated the results of our groundbreaking study, ‘The Five Keys to Better Advertising,’ with a special focus on the leading drivers of sales lift when comparing advertising to specific media,” said McFarland. “We identified that creative is the largest contributor to sales lift, at almost 50 percent. However, brand elements are also very important (21 percent).”
“This new consumer research on creator content shows that pairing brands with the right creators not only amplifies the power of the creative, but also strengthens the connection between brands and helps advertisers make a lasting impression on consumers,” she added. “Furthermore, the findings highlight the importance of measuring these campaign elements to gain the insights needed to improve results.”
NCSolutions commissioned the consumer sentiment survey of 1,124 Americans in May 2024. The full report is available online.
New York-based NCSolutions tracks advertising effectiveness in the consumer goods industry.
