TikTok users trust creators more than ads. That is why creator-led campaigns keep taking a bigger share of brand budgets.
A personal-care brand picked 8 mid-tier creators (50k–300k followers) instead of one big KOL. Each creator told their own experience in their own style, keeping just 3 core brand messages. The content was then boosted as Spark Ads to expand delivery while keeping the native context of the original video.
Compared with a control group running studio-made ads only, the creator-led group achieved 41% higher brand recall, double the video completion rate, and 28% lower cost per engagement.
Tips for execution: choose creators whose audience overlaps your target customers rather than judging by follower count alone; give creators room to create; and always use Spark Ads so the original engagement (likes, comments) stays on the promoted video.