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CSources
- IPA, Influencer Benchmarking, 2025. 220 campaigns, 144 brands, 28 markets, £133m.
- Humanz analysis of US$500m in creator-driven sales, presented by Pierre Cassuto, CMO, at Social Media Week New York, 2022.
- WPP Media / System1 / TikTok, 2026. Paid creator ads with measured brand lift (337 campaigns; 239 and 620 ad subsets).
- System1 & TikTok, The Long and the Short (form) of It, 2025. 84,788 respondents, 239 brand lift and 119 conversion lift studies.
- System1, Test Your Ad, UK beauty category. 2,205 respondents, 22 ads.
- Effie & System1, The Creative Dividend, 2026.
- WPP Media & Saïd Business School, University of Oxford, How Humans Decide, 2025. 1.2m purchase journeys.
- Kantar, Blueprint for Brand Growth, 2024.
- Google & BCG, the 4S framework (Stream, Scroll, Search, Shop).
- Adam Mosseri, Head of Instagram, public statements on ranking signals, January 2025.
- Janssen, Schouten & Croes, International Journal of Advertising, 2022; von Mettenheim & Wiedmann, Journal of Consumer Behaviour, 2021.
- Meta, YouTube and TikTok performance figures are platform claims from their own materials.
- Humanz programme guidance and experience, where marked. Not published studies.