Creator content wins on involvement and relevance but runs -7 points on branding
StatCreative Strategy
Against digital advertising benchmarks, creator content runs +12 percentile points on Active Involvement, +8 on Relevance, +6 on Enjoyment and +5 on long-term equity, but -7 on Branding - the editorial style that makes it compelling softens conventional brand signals. Measure it on creator-specific benchmarks, not standard ad norms.
Source
Kantar - The Creator Game Plan (2026)
Vera Sidlova, Ecem Erdem (Kantar)
p. 15, indexed against digital advertising norms in LINK AI
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