A recent study by Kantar confirms what many already suspected: influencer-led content grabs 2.2x more attention than traditional branded advertisements. In the age of endless scrolling, audiences are more likely to pause, watch, and trust a creator’s recommendation than a polished corporate campaign.

What makes influencer ads work better? It’s all about authenticity and relatability. Unlike traditional ads that feel promotional, influencers build real connections. This boosts not just watch time, but brand trust and conversions.

Surprisingly, while many brands start their campaigns with influencers, they often shift to celebrities later for mass awareness. But here’s the twist-influencers actually outperform celebrities in long-term brand building. Their loyal follower base engages more deeply and consistently over time.

For D2C brands and startups running paid media, this is a game-changing insight. Influencer marketing isn’t just a trend-it’s the new backbone of digital strategy.

The future of marketing lies in creators, not commercials.