In 2023, Glow Recipe’s Watermelon Glow Niacinamide Dew Drops drove $16.6 million in earned media value, making it the brand’s buzziest product, “by far,” according to Alexander Rawitz, Creator IQ’s director of research and insights. Its No. 2 product, the Strawberry BHA Pore-Smooth Blur Drops, drove $5.2 million in EMV.

According to Creator IQ, which measures a brand’s earned media value, from January 2023 to October 2023, Alo Yoga netted $266.2 million in EMV. Mentions of sherpa made for a relatively small portion of that, at just over $210,000. Alo Yoga has 3.3 million followers on Instagram.

In a second sponsored post, on September 17, Bahsoon hosted a two-minute Q&A session, in which she teased that she’d be making her runway debut in MAC’s show that evening. She also shared with her followers that they could tune in to the livestream via YouTube. According to Tribe Dynamics, Bahsoon’s two TikTok posts drove over $100,000 in earned media value, driving mass social conversation around MAC as the first beauty brand to partner with Bahsoon.

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On the heels of this launch, in October 2022, Hydrafacial saw its highest-ever month of earned media value, at $1.6 million, according to Tribe Dynamics. At the time, Lopez, who has 243 million followers, posted about the partnership on her Instagram Stories. Increasing awareness is a key goal for Hydrafacial.

According to Tribe Dynamics, in 2019, Higher Dose had over $348,000 of earned media value. In 2020, that figure rose to $1 million. “Higher Dose’s significant 197% EMV surge in 2020 stemmed largely from the addition of numerous high-profile creators to the brand’s community,” said Conor Begley, co-founder of Tribe Dynamics, a CreatorIQ company.

“Of the brand’s top-10 EMV-driving advocates in 2020, five were influencers with over 1 million followers, and all but one had mentioned the brand [on social media in] the previous year.” This trend was reflected across Higher Dose’s’s fanbase more broadly; after generating just 4% of the brand’s EMV in 2019, influencers with 1 million-plus followers accounted for 30% of its total EMV in 2020.