A creator saying the brand name out loud lifts brand linkage by 22 points - half never do
StatCreative Strategy
When a creator says the brand name out loud, brand linkage rises on average +22 percentile points - the strongest branding driver Kantar measured - yet only 49% of sponsored creator content includes a verbal brand mention; the brand is often relegated to a caption.
Source
Kantar - The Creator Game Plan (2026)
Vera Sidlova, Ecem Erdem (Kantar)
p. 18, based on 15,000+ pieces assessed with LINK AI
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