VML influencer agency Obviously did an analysis of 700 influencer campaigns over the past two years on TikTok and Instagram that found that so-called “quick turn” campaigns are more engaging, cost efficient and improve reach, among other benefits, versus traditional influencer campaigns. 

“Quick-turn” campaigns are defined as efforts that respond to emerging trends and appear within a week or less. In this type of campaign brands typically utilize pre-vetted “creator networks” in order to move quickly. 

Traditional campaigns recruit creators/influencers as needed and the campaign development process can take six weeks and are “trend-agnostic” as the report puts it. 

Engagement improved 20% or more on both TikTok and Instagram using quick-turn vs the traditional campaign approach according to the analysis. Costs-per-post were lower (mid-20% range) on both platforms for quick-turn campaigns.  

The report notes that by 2025 the creator market will reach $41.8 billion in value, up from $27.5 billion in 2003.  

And today, 80% of brands now spend more on influencer marketing than on traditional creative.  

“Relatively few brands today have direct experience with quick-turn creator content, largely because the techniques and technology for doing so are not widely understood and adopted,” the report concludes. “Moving fast requires preparation: building a concrete, ongoing relationship with a large number of creators who are motivated and ready to respond to emerging opportunities.” 

The report was penned by Mae Karwowski, founder and CEO of Obviously, which VML acquired last year.