With the holiday shopping season in full swing, influencer marketing platform CreatorIQ did an analysis of brand-sponsored creator posts on Instagram, to understand the role that content creators are playing in advertising. Notably, Black Friday and Cyber Monday brand-sponsored creator posts on Instagram were up 51.9% year-over-year. 

• In total, Black Friday and Cyber Monday saw 57K sponsored posts on Instagram, from 30K influencers.

• One of the top brands utilizing influencers was Amazon, which leveraged more than 460 creators on Instagram including Awaz Darbar, Bretman Rock, Charlie D'Amelio, and Dixie D'Amelio. 

• Categorically, fashion brands dominated the Black Friday and Cyber Monday social content with 2.3K influencers, making up 44% of total activations. Beauty brands had the 2nd most activations (18% of total), with brands like Charlotte Tilbury and Sephora leading the pack. 

• In addition to the IG uptick, CreatorIQ also saw a 124.97% YoY increase in brand-sponsored posts from creators on TikTok.