By category
Creator marketing, by industry
What actually works in each category: which creators to hire, which formats earn attention, what it costs, and the rules that apply. Written per category, because a supplements campaign and a SaaS campaign have almost nothing in common.
YouTube · InstagramAutomotive & aftermarketA vehicle is a long decision, so the content that moves it is long. And if you sell from a lot, the only audience worth paying for is the one inside your drive radius.→Instagram · TikTokBaby, kids & parentingParenting audiences buy fast and move on quickly. The need is acute, the window is a few months wide, and the questions about whose childhood is in the frame are the ones creators here actually care about.→Instagram · TikTokBeauty, skincare & cosmeticsSkincare sells on visible change over weeks, not on one pretty shot. Buy repetition from a small group of creators rather than a single post from a big name.→YouTube · TikTokConsumer electronics & gadgetsHardware is the category where you are not buying praise. You are buying the fact that a search for your product name returns something other than your own website.→TikTok · InstagramEcommerce & DTC brandsDirect to consumer is the one category where the answer is usually not a sponsored post. It is a steady supply of creator-shot video that you own, run as ads, and replace before it burns out.→YouTube · TikTokEducation & edtechThree different businesses share this category: a study app, a tutoring service and a college recruiting a cohort. Student creators are the cheapest credible voice in all three, and the hardest thing here is proving any of it worked.→Instagram · TikTokFashion & apparelFashion has the worst return rate in retail and most of it is fit. Creator content answers the fit question before the order is placed, which makes casting for body shape a commercial decision.→Instagram · TikTokFintech, banking & investingMoney is the one category where the regulator is part of the brief. Get that right and creator marketing works unusually well here, because the audience is expensive to reach any other way and they act on what they learn.→Instagram · TikTokFitness, gyms & equipmentFitness has more creators than any other category and fewer good matches than brands expect. Most of the people with the biggest audiences are already selling a coaching programme of their own, which makes them your supplier and your competitor at the same time.→Instagram · TikTokFood & beverageFood content is watchable whether or not there is a brand in it, which is the opportunity and the trap. The recipe travels beautifully and the product can disappear inside it.→YouTube · TwitchGames & gaming hardwareA game either survives contact with a streamer or it does not. Send the build early to people who already play the genre, and fix what the first wave complains about before the second wave arrives.→Instagram · YouTubeGolf equipment, courses & apparelGolf content is a product demonstration with data on screen. The audience has money, shops with intent, and will quote your creator's carry numbers back at a fitter in the pro shop.→Instagram · TikTokHealth, wellness & telehealthThis is the category where the sentence you most want said is usually the one you are not allowed to say. The work is finding people who can describe a problem honestly without promising an outcome.→Instagram · TikTokHome, decor & furnitureHome is a slow category with a long tail. The purchase takes weeks, the content keeps working for months, and the thing that actually sells a sofa is seeing it in a room the same size as the buyer's.→TikTok · YouTubeHVAC, trades & home servicesTrades content sells on competence, not polish. The most valuable creator here is often a working tradesperson with a phone, not a lifestyle account.→TikTok · LinkedInLegal servicesRead the constraints before the tactics. Most of what brands want to do with creators is restricted for law firms in Canada, and for a fair number of practices the right answer is not to run this at all.→TikTok · YouTubeMobile appsAn app is invisible until somebody shows the screen. That single fact decides which creators are worth hiring, what the content has to contain, and why the numbers never reconcile cleanly.→TikTok · YouTubeMusic, audio & instrumentsMost of this category is not product promotion. You are paying creators to use a song, which is cheap, unpredictable, and governed by licensing rules that catch brands out constantly.→Instagram · TikTokNonprofits & advocacySmall budgets, goodwill you should not take for granted, and one risk that outweighs all the others: what the creator posted three years ago.→Instagram · TikTokPet products & servicesPet content produces the best engagement numbers you will ever see on a report and some of the worst purchase intent per view. Understanding why is the whole of the strategy here.→Instagram · YouTubeReal estate & proptechThis is the category where reach and buying intent sit furthest apart. A house tour can do a million views and sell nothing, and most of the people who look like the right creators are running lead generation for their own business.→Instagram · TikTokRestaurants & hospitalityA restaurant sells to people who can be at the door within about thirty minutes. That single constraint changes every rule of thumb in creator marketing, starting with the one about follower count.→LinkedIn · YouTubeSaaS & B2B softwareThe audience here is a job title, not a follower count. Buy a practitioner who still does the work, and measure the result over a quarter rather than a week.→Instagram · TikTokSports brands, teams & leaguesThe first question is never who to cast. It is what they have already signed, because a conflict you did not ask about will kill the campaign after you have paid for it.→Instagram · TikTokSupplements & nutritionNothing visible happens when someone takes a supplement, so there is no demonstration to film and no result to show. Everything rests on who is saying it and how long they have been saying it.→Instagram · TikTokTravel, hotels & tourismTravel creators sell a place, not a product. The gap between the post and the booking runs into months, so decide up front what evidence you will accept.→
We publish a page for a category once we have something specific to say about it. If yours is not here, send the brief anyway — the roster and the sourcing are not limited to the list above.
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