Back‑to‑School Post‑Mortem: Creative Patterns That Drove ROAS

As backpacks close and school bells ring, marketers can finally take stock of this year’s Back-to-School season, the second-largest retail moment of the year behind the holidays. With $118B spent in 2024 and the majority of shoppers starting as early as June, the season offers valuable insights to help brands gear up for Q4 and beyond.

At Captiv8, we analyzed creator activations, formats, and engagement benchmarks across our platform to identify what worked best in driving ROAS. Here are the standout creative patterns brands can carry forward into the holiday season.

1. Formats That Converted

Short-form video, particularly TikTok and Reels, continued to dominate performance once again. Creative hooks like “first day of class fits” and “dorm essentials unboxing” drove both attention and clicks. We observed a notable increase when creators combined everyday storytelling with shoppable CTAs, such as affiliate links or Storefronts, making content both relatable and actionable.

2. Hooks That Resonated

Consumers responded to authentic life moments: move-in day, new routines, or the emotional side of “back-to-school jitters.” Creators who leaned into these narratives drove above-benchmark engagement rates. Parents also played a key role, with practical tips (“lunchbox hacks”) and budget-conscious messaging aligning with consumers’ inflation-driven priorities.

3. Partners That Performed

Gen Z creators, especially college influencers and NIL student-athletes, stood out as trusted voices. Their relatability, combined with growing commerce fluency, helped brands connect with younger audiences while maintaining credibility.

Captiv8 Benchmarks + Platform Insights

• Creator Milestones: Campaigns that activated around key life events (first practice, first lecture, first game day) consistently outperformed evergreen messaging.
• Creator Commerce: Brands leveraging Storefronts and affiliate links saw stronger conversion rates, proving the impact of creator-driven shopping.
• Collegiate Strategy: NIL partnerships provided both cultural relevance and measurable results, with engagement rates trending above platform averages.

Looking Ahead to Q4

This year’s Back-to-School playbook reinforces that performance hinges on cultural timing, authentic storytelling, and commerce integration. As we head into Q4, the same strategies, paired with holiday-specific hooks, will be key to cutting through the noise and turning inspiration into conversions.

Captiv8 empowers brands to translate these insights into action, helping you connect with the voices that matter most, when it matters most. Ready to apply these learnings for the holiday season? Schedule a strategy session!

About Captiv8

Captiv8 is the leading influencer marketing platform that empowers brands to connect with consumers through authentic creator partnerships. By leveraging cutting-edge technology and data-driven insights, Captiv8 helps brands drive engagement, loyalty, and sales in the ever-evolving social landscape. Rated the #1 Best Influencer Marketing Company by MarTech, Captiv8 is also the enterprise marketer’s choice influencer tool. Captiv8 is ranked #1 Influencer Marketing Software for Enterprise Businesses for ten consecutive quarters and a Leader in Affiliate Marketing by G2.