New Year, New Newsletter!
As the year comes to a close we took a look at the Top Brand Collaborations of the Year on Instagram and compiled them for you.
It goes without saying that 2020 was a year unlike any other and that definitely held true for the creator industry. The year started normally but as the pandemic hit the US, almost all advertising came to a halt. We saw daily sponsored posts from creators on IG drop below 2,000 for the first time since 2017 (normally they are around 4,000-5,000). But as the year progressed and ‘quarantine’ became the new normal, the creator industry rebounded and it rebounded with a bang!
With the majority of the US population held up at home, everyone turned to their favorite type of entertainment: video game playtime skyrocketed, Netflix binging was everywhere and creator content viewership hit all-time highs. For example, we saw TikTokers like Bella Poarch literally join the platform during the pandemic and catapult to 50 million followers in just 8 months, faster than any other creator on the platform.
As Americans were consuming any content they could get their hands on, ad budgets returned and brand collaborations resumed. Most brands focused on TikTok and Instagram as their platform of choice (we saw higher overall campaign spend on Instagram but higher per video amounts on TikTok). You’ll see below that the majority of top Instagram campaigns featured TikTok creators (Charli D’Amelio had 3 of the Top 10).
Here are the Top Brand Collaborations of the Year (on IG in the US & ranked by total likes):
#1 Charli and Dixie D'Amelio w/ @hollisterco - 23.7m+ Likes
#2 Selena Gomez and Lauren London w/ @puma - 13.3m+ Likes
#3 Millie Bobby Brown w/ @vogueeyewear - 10.6m+ Total Likes
#4 Addison Rae w/ @americaneagle - 10.3m+ Total Likes
#5 Charli D'Amelio w/ @invisalign - 9.0m+ Total Likes
And here are the rest of the Top 15:
So what did you think? We would love your feedback.
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