"Platform engagement metrics tell you what the algorithm rewards, but are on their own poor predictors of whether that investment will deliver for your business."
QuoteCreative Strategy
"Platform engagement metrics tell you what the algorithm rewards, but are on their own poor predictors of whether that investment will deliver for your business."
Source
Kantar - The Creator Game Plan (2026)
Vera Sidlova, Ecem Erdem (Kantar)
p. 3, Kantar, The Creator Game Plan
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StatEngagement and effectiveness align in only 1 in 3 pieces of creator contentStatOnly 6% of creator content is both highly engaging and strongly brand-buildingStatA net 61% of marketers plan to increase creator spend in 2026StatCreator content is the second fastest-rising brand touchpoint since 2022StatCreator content beats other digital advertising on awareness and consideration liftStatCreator content wins on involvement and relevance but runs -7 points on brandingStatA creator saying the brand name out loud lifts brand linkage by 22 points - half never doStatThe branding toolkit in creator content, ranked by liftStatProduct benefits communicated is the top driver of long-term effectiveness in creator contentPrincipleThe five powers of creator effectiveness: cultural, algorithmic, engagement, brand, salesStatHigh scores on Kantar's creator impact algorithm mean +45% more awarenessPrincipleThree creator strategies: media channel, creative partner, cultural asset