Creator content ‘outperforms’ industry norms for brand impact, study finds
New research finds using creators for brand building drives long-term equity and short-term sales, outperforming traditional digital advertising.
As global spend on influencer marketing increases, so does the need for brands to prove creator content is effective.
Influencer agency Whalar’s Creator Effectiveness Meta-Analysis report, conducted in partnership with Kantar, has developed what is described as a blueprint for brands on how to use creator content to best effect.
Whalar used Kantar’s Link AI software to analyse 101 creator videos across multiple verticals to assess the brand impact second by second.
