"When a brand gives me a robotic script, I won't be authentic and my community will smell fake from miles away. The best collaborations happen when brands trust creators to know their audience, while creators trust brands to guide the message."
QuoteCreative Strategy
"When a brand gives me a robotic script, I won't be authentic and my community will smell fake from miles away. The best collaborations happen when brands trust creators to know their audience, while creators trust brands to guide the message."
Source
Kantar - The Creator Game Plan (2026)
Vera Sidlova, Ecem Erdem (Kantar)
p. 20, Shauna Dewit, TV personality and content creator (Effie Europe panel, Dec 2025)
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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-buildingQuote"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."StatA 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 awareness