Although we worked with creators who covered a variety of demographics, the comedic content proved to consistently perform at the highest rate. Using humorous influencers was a successful tactic, as those creators were able to engage their audience with content that was authentic to their brand while organically weaving in the B/R sports add-on. Additionally, many of our comedic creators have strong male audiences, which aligned with our target demo.

A large amount of comments we came across expressed that followers didn’t immediately know these were paid posts, and appreciated the amount of thought and creativity that went into making the content appear natural and organic.