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The world’s top brands, ranked by EMV

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Region
Industry
U.S. Cosmetics

April 2024

Rank
Brand Name
Total EMV

Earned Media Value (EMV) is CreatorIQ's metric estimating the value of social engagement with digital content. This value derives from user engagements like likes and shares, the publishing platform (e.g., Instagram, YouTube), and mentions of brands in the content.

While informative, EMV shouldn't be the sole metric for assessing a brand's overall health; consider it alongside other metrics presented.

EMV is in shown in USD.

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Metrics Explained

Community Size

The total number of creators who posted about a brand in a given month.

Creator Potency

Average EMV per creator in a brand's community for a month is determined by dividing the brand's total EMV by its community size.

Post Count

The total number of creator posts that mentioned a brand in a given month.

Posting Frequency

Average mentions per creator in a brand's community for a month is calculated by dividing the brand's post count by its community size.

Impressions

Total impressions represent the potential visibility of content about a brand to the followers of its creator community. They don't confirm full content views and can count the same viewer multiple times.

Engagements

The total number of likes, comments, shares, clicks, views, and other forms of active user response that content about a brand received within a given time period.

Reach

Reach represents the total followers of creators mentioning a brand in a given period. Unlike Impressions, where a user can be counted multiple times, Reach counts each user only once.

EMV Retention
EMV Retention quantifies sustained engagement by measuring consecutive mentions from creators. It calculates the proportion of EMV a brand retains over time through creator content, indicating loyalty and long-term value.

Brand Highlight: 818 Tequila

A Closer Look at U.S. Cosmetics

In a battle of top tequila brands, 818 Tequila emerged victorious. Founded by Kendall Jenner, 818 Tequila ranked No. 2 on April’s Alcoholic Beverages Top 10, enjoying a $5.5M EMV haul that proved a 353% month-over-month surge. As with many brands that saw growth in April, both in Alcoholic Beverages and other verticals, 818 Tequila was active at Coachella, where the brand hosted an outpost complete with an elaborate gifting suite. Creators promoted 818 Tequila throughout the music festival, helping #Coachella inspire $470.3k EMV as the brand’s top April hashtag. Additionally, 818 Tequila benefited from its Espresso Martini collaboration with Chamberlain Coffee, the coffee brand from social media star Emma Chamberlain. Mentions of the collab accrued $882.2k EMV.

Brand Highlight: Guess

A Closer Look at U.S. Cosmetics

Guess enjoyed a stellar April, securing $11.8M EMV thanks to an impressive relaunch of Guess Jeans. The relaunch aimed to shift the focus of the brand and promote its new, sustainable airwash technique. The associated tag, #GuessJeansCompound, powered $3.5M EMV via 224 mentions. Guess enjoyed a 137% month-over-month surge in potency, averaging $15.3k EMV per creator in April. This surge reflected Guess' push for new voices, including the Gen Z demographic: the brand's top four creators in April hadn't posted about Guess in March. Among them, social media personality Bretman Rock (@bretmanrock on TikTok) fueled $736.2k EMV by promoting the #GuessJeansCompound that had him "feeling like a princess." Overall, Guess' rebranding effectively enabled the brand to connect with new audiences, inspiring a content volume of 1.8k posts, up 45% MoM.

Brand Highlight: Urban Decay

A Closer Look at U.S. Cosmetics

Urban Decay closed April with $26.7M EMV thanks to the launch of the Face Bond Self-Setting Waterproof Foundation, touted by many creators as the "best foundation yet." The product fueled an impressive $4.1M EMV, racking up content from 716 creators. Among them, YouTuber MissDarcei found a perfect shade match with the Face Bond Foundation, prompting her to proclaim it as the best foundation of the year ($418.7k EMV via three posts). Overall, #UDFaceBond drove $1.3M EMV. Meanwhile, model Jenny Park posed in front of an Urban Decay ad featuring her likeness, sparking $185.6k EMV via two posts. Amid the buzz surrounding Urban Decay, beauty creator Lindsey Rowley (@linsmakeuplooks on TikTok) took the crown, powering $1.9M EMV, up 11% from last month's $1.7M EMV. Coupled with the debut of the AI Shade Finder tool, Urban Decay enhanced customer experience while emphasizing inclusivity, fueling a 51% month-over-month EMV improvement and 292.9M estimated impressions.

Brand Highlight: Carol's Daughter

A Closer Look at U.S. Cosmetics

Summer months are the perfect time to flex #GoddessStrength, at least according to Carol's Daughter. The brand improved its EMV by 132% versus March, achieving $983.2k EMV. #GoddessStrength, the tag for the Goddess Strength Collection, sparked $420.4k EMV. Creators like Justice Jackson (@bigheadjustice on TikTok) showed followers how to use the products to create vibrant afro puffs ($153.1k EMV via two posts). Additionally, Carol's Daughter amplified its market presence via a strategic partnership with tennis sensation Coco Gauff (@cocogauff on Instagram). This multi-year partnership (the first beauty brand in Coco's portfolio) aims to target a younger demographic, driving widespread visibility. Coco tagged Carol's Daughter in a TIME feature, sparking additional hype. Beyond this exciting partnership, Carol's Daughter embarked on the fourth year of its Love Delivered campaign, an initiative dedicated to improving Black maternal health via expanding access to Black doulas. These combined efforts resulted in an impressive estimated impressions of 28.3M.

Brand Highlight: Rolex

A Closer Look at U.S. Cosmetics

Rolex experienced a remarkable surge in April, achieving $21.3M EMV—a 141% month-over-month increase. This significant growth was primarily fueled by the brand’s sponsorship of the Rolex Monte-Carlo Masters, an annual tennis tournament held in Roquebrune-Cap-Martin, France. The tournament's organizer, APT Tour (@apttour on Instagram), emerged as the brand’s most impactful contributor, generating a substantial $4.0M EMV. Additionally, #RolexMonteCarloMasters ranked as Rolex’s top-performing hashtag, accumulating $7.3M EMV. Rolex also saw benefits from introducing new watch models at Watches & Wonders 2024, including a gold edition of the Deepsea and two new Sky-Dweller variants.

Brand Highlight: Baltimore Orioles

A Closer Look at U.S. Cosmetics

Ranking at No. 7 in the April MLB Top 10, the Baltimore Orioles notched $7.5M EMV, a set-leading 167% month-over-month growth. Notably, while the Orioles’ 345 creators proved just a 12% MoM community expansion, these creators authored 1.6k posts, which represented a 73% MoM increase in the team’s content volume. Some of the team’s most impactful April content stemmed from a viral moment in which the Orioles called up Jackson Holliday—the first overall pick in the 2022 MLB Draft, and son of former MLB all-star Matt Holliday. Four of the Orioles’ top five posts by EMV pertained to Jackson Holliday, with mentions of the potential future star accruing $2.9M EMV—nearly 40% of the team’s April total.

Brand Highlight: Denver Nuggets

A Closer Look at U.S. Cosmetics

As the NBA Playoffs began, the reigning champion Denver Nuggets defended their title against the Los Angeles Lakers, winning a hard-fought five-game series. As a result of the series, which featured some of the NBA’s brightest stars in Nikola Jokíc and LeBron James, the Nuggets emerged as the NBA Top 10’s No. 2 team, accruing $35.9M EMV, an impressive 243% month-over-month surge. Much of the media coverage surrounding the Nuggets featured Jamal Murray’s dramatic game two buzzer-beater, as well as Lakers star Anthony Davis’ viral reaction to the shot. The Nuggets racked up 516.0M Impressions and 29.9M Engagements throughout April, MoM improvements of 353% and 368%, respectively.

Brand Highlight: Houston Texans

A Closer Look at U.S. Cosmetics

In a big month for the NFL, with the Draft grabbing major headlines across sports media, the Houston Texans enjoyed the strongest month of any team. Coming in at No. 4, the Texans scored $10.1M EMV, a 334% month-over-month explosion that was far and away the highest growth in the Top 10. Roughly one-third ($3.4M EMV) of the team’s total stemmed from the announcement of a blockbuster trade for star wide receiver Stefon Diggs, a win-now move that validates the team’s faith in quarterback C.J. Stroud following an impressive rookie campaign. Additionally, social media star Sketch (@thesketchreal) garnered headlines by announcing a Texans pick at the NFL Draft, with mentions of the Twitch streamer inspiring $1.2M EMV.

Brand Highlight: New York Rangers

A Closer Look at U.S. Cosmetics

The New York Rangers skated their way to a No. 6 ranking on the April NHL Top 10, netting $3.5M EMV, a set-leading 135% month-over-month gain. The team’s success emerged from two primary content trends: a viral beginning to a game with the rival New Jersey Devils, and the beginning of the Rangers’ playoff push. In the former category, sports media erupted when, two seconds into the matchup, eight players across both teams were ejected for a brawl. Mentions of the incident, which fired up fans around the NHL, inspired $664.3k EMV. Meanwhile, mentions of ‘playoffs’ fueled $429.1k EMV. With the No. 1-seed Rangers, at press time, up 3-2 with a chance to make the Conference Finals, the team is set up to make an even bigger splash in May, and possibly beyond.

Brand Highlight: Celsius

A Closer Look at U.S. Cosmetics

In April, energy drink brand Celsius pulled in $17.2M EMV, a 64% month-over-month improvement. This momentum can be largely attributed to the launch of three new Space Vibe flavors, which Celsius celebrated via a star-studded event at Coachella. As a result of the event, #Coachella generated a notable $1.4M EMV as one of the brand’s top April hashtags, while #Coachella2024 inspired an additional $588.9k EMV. Buzz around Coachella helped Celsius secure a 41% MoM community expansion, with the brand topping out at 2.0k creators. Additionally, the brand saw respective 44% and 45% MoM improvements to its Impressions (226.5M) and Engagements (14.1M), respectively.

Brand Highlight: Shake Shack

A Closer Look at U.S. Cosmetics

Shake Shack experienced a significant boost in April, achieving a 92% month-over-month EMV growth and collecting $2.2M. Much of this momentum was driven by a new partnership with the popular YouTube group AMP and prominent streamer Kai Cenat (@KaiCenat on Instagram). During his AMP Game Night event, Cenat teamed up with Uber Eats and Shake Shack to offer viewers the chance to win $100k in promo codes for discounts on Shake Shack orders via Uber Eats. This collaboration propelled AMP Exclusive (@ampexclusive) and Cenat to become Shake Shack’s top two creators by EMV in April, collectively contributing $607.9k EMV across 24 brand mentions.

Brand Highlight: Supergoop!

A Closer Look at U.S. Cosmetics

Supergoop! achieved significant growth in the skincare market, ranking at No. 7 and boasting $12.8M EMV, a 49% MoM increase. This growth was partially driven by the strategic placement of Supergoop! products in rising pop star Sabrina Carpenter's (@sabrinacarpenter on Instagram) music video "Espresso," which generated $278.6k EMV and ranked as the brand’s top post for April. Additionally, Supergoop! captured attention via a playful April Fools' Day campaign announcing the launch of "Pupscreen SPF 30," an ‘innovative’ new product. Together, these successful campaigns contributed to a 26% MoM growth in Supergoop's community, which expanded to 1.7k content creators.

Brand Highlight: HBO Max

A Closer Look at U.S. Cosmetics

In a tough month for Streaming Services, with eight Top 10 brands experiencing month-over-month EMV declines, HBO Max stood out. Coming in at No. 6, HBO Max netted $25.9M EMV, a Top 10-leading 20% MoM gain. The streaming service made even greater strides in Impressions (285.5M) and Engagements (16.7M), enjoying respective 51% and 46% MoM jumps. Much of this progress stemmed from promotions for the new program The Sympathizer, which saw promotion from stars like Robert Downey Jr. (@robertdowneyjr on Instagram) and Sandra Oh (@iamsandraohinsta). Additionally, actor Felix Mallard (@itsfelixwhat) faithfully promoted Turtles All the Way Down, authoring some of HBO Max’s most impactful posts in April. In all, #TurtlesAllTheWayDown and #TheSympathizer accrued a respective $746.9k EMV and $608.0k EMV.

Brand Highlight: U.K. Cosmetics

A Closer Look at U.S. Cosmetics

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Brand Highlight: U.K. Skincare

A Closer Look at U.S. Cosmetics

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Brand Highlight: Kérastase

A Closer Look at U.S. Cosmetics

Luxury haircare brand Kérastase is for "the modern woman," and it shows: the brand climbed to the No.1 spot of France's leaderboard, netting $1.6M EMV. Behind Kérastase's 189% month-over-month EMV growth was community enthusiasm around its products. TikToker Cassandra Cano (@canocassandra on TikTok) responded to a follower's comment on the speedy growth of her hair with a TikTok promoting a Kérastase serum from the Genesis Collection ($166.0k EMV via three posts). Meanwhile, beauty creator Esra (@lilyslilah on TikTok) collected $326.5k EMV via five posts. An incoming creator who hadn't posted about the brand in April, Esra uncovered her favorite hairstyle with the help of hairstylist Nicolas Eldin and Kérastase. Esra's EMV represented 21% of the brand's April monthly total. Kérastase's rise is impressive in part because the brand was able to achieve its success with a relatively small pool of 87 creators and 349 posts.

Brand Highlight: France Skincare

A Closer Look at U.S. Cosmetics

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Brand Highlight: Rare Beauty

A Closer Look at U.S. Cosmetics

Rare Beauty has done it again, raking in $23.9M EMV—a 93% month-over-month surge. At the center of Rare Beauty's April bloom was its hero blush. Known for helping beauty aficionados achieve the perfect summer doe-like look, the Soft Pinch Liquid Blush drove $3.2M EMV, inspiring 227 creators. Additionally, the powder version of the blush generated $3.0M EMV. Rare Beauty's impact transcended blush: the Warm Wishes Effortless Bronzer Stick got its shine just in time for summer, pulling in $1.3M EMV via a Glamour feature as well as inclusion in the IPSY Glam Bag. The bronzer brought the glow and the warmth—it's no wonder why 87 creators took to socials to create content about the product. Among them, beauty and lifestyle creator Rachael Alisedaghat (@rachaela_ on TikTok) matched the bronzer with science, showing followers how to use contouring in a more precise manner ($137.6k EMV). Overall, Rare Beauty inspired 267.4M impressions, up 117% MoM.

Brand Highlight: Drunk Elephant

A Closer Look at U.S. Cosmetics

In Europe, Drunk Elephant enjoyed the Top 10’s highest MoM growth with a significant 58% MoM increase, reaching $7.8M EMV. This momentum was primarily due to strengthened creator partnerships, with the brand’s average EMV per creator rising by 74% MoM to $13.1k. Drunk Elephant’s most impactful creator, powerhouse makeup artist Frishta Ghaderi (@frishtag_ on Instagram), experienced a remarkable 669% MoM EMV increase, with her contributions soaring from $131.1k in March to $1.0M in April. This substantial growth underscores the effectiveness of Drunk Elephant's focus on nurturing relationships with powerhouse creators, who collectively generated $2.4M EMV.

Brand Highlight: Europe haircare

A Closer Look at U.S. Cosmetics

In Europe, Drunk Elephant enjoyed the Top 10’s highest MoM growth with a significant 58% MoM increase, reaching $7.8M EMV. This momentum was primarily due to strengthened creator partnerships, with the brand’s average EMV per creator rising by 74% MoM to $13.1k. Drunk Elephant’s most impactful creator, powerhouse makeup artist Frishta Ghaderi (@frishtag_ on Instagram), experienced a remarkable 669% MoM EMV increase, with her contributions soaring from $131.1k in March to $1.0M in April. This substantial growth underscores the effectiveness of Drunk Elephant's focus on nurturing relationships with powerhouse creators, who collectively generated $2.4M EMV.

Brand Highlight: Europe Luxury Fashion

A Closer Look at U.S. Cosmetics

In Europe, Drunk Elephant enjoyed the Top 10’s highest MoM growth with a significant 58% MoM increase, reaching $7.8M EMV. This momentum was primarily due to strengthened creator partnerships, with the brand’s average EMV per creator rising by 74% MoM to $13.1k. Drunk Elephant’s most impactful creator, powerhouse makeup artist Frishta Ghaderi (@frishtag_ on Instagram), experienced a remarkable 669% MoM EMV increase, with her contributions soaring from $131.1k in March to $1.0M in April. This substantial growth underscores the effectiveness of Drunk Elephant's focus on nurturing relationships with powerhouse creators, who collectively generated $2.4M EMV.
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