Creator marketing is no longer a niche phenomenon, but rather an integral part of modern communication strategies. In our latest study, we examined the role creators play in the effectiveness of communication and sought to determine how creator content compares to traditional social media ads.

Our reality check, “Creator—Hype or Genuine Attention,” examined 2,537 people, 5,709 ad impressions, 18 assets, and five product categories, comparing traditional social ads with promotional creator content. Our research took place right where today’s communication happens—in the feed.

”In a media landscape where attention has become the most valuable—and at the same time, the scarcest—resource, creators provide something that is more important today than ever before: connection. They translate brand messages into genuine relevance… .“

Stefan Schoenherr, EVP Brand & Media, eye square

We found that creator content in the feed generates twice as much active attention as traditional social media ads. However, there are also some pitfalls to be aware of.

Significant differences are also evident in terms of watch time. Among the top-performing Creator Assets, 26 percent of viewers are still engaged after ten seconds, and 17 percent are still engaged after 15 seconds. Strong Creator Assets, in particular, succeed in translating the attention they capture into actual watch time and viewer retention.

Creator content and paid media must be considered together. On average, the cost per organic contact is many times higher than that of traditional social media campaigns. The key question, therefore, is: Is the investment being used efficiently through organic reach alone? However, when high-performing creator content is extended through paid media and scaled to reach larger audiences, it becomes a true powerhouse.

Creator vs. Traditional Social Assets: This is Not a Binary Scenario

The research proofed that more attention does not automatically translate into greater brand impact and further analysis showed that both ad types play distinct roles in the marketing funnel. Creator content is effective in the upper funnel, generating attention and relevance, building emotional connection, and strengthening key aspects of brand image. Traditional social media assets, on the other hand, are most effective in the lower funnel, where concrete calls to action, purchase intent, and engagement are the primary focus.

The Attention Works Initiative

Press online (all articles are in German)

Attention Works: Creator Content – Hype oder echte Aufmerksamkeit?
pressebox.de

Studie von OMD Germany: Creator Content wirkt – aber unter einer Bedingung
campaign.de

Questions? Please Contact the eye square Team

Stefan Schönherr
Executive Vice President Brand & Media Experience and Partner