Most marketers check content for brand and quality alignment, but less than one in three review for resonance with the target tribe or for search optimisation

Creator content

Content review criteria	Share evaluated by (%)
Alignment with campaign brief (Brand)	81%
Visual quality and production value (Brand)	58%
Authenticity and natural tone (Brand / Consumer)	55%
Brand message accuracy (Brand)	52%
Compliance and disclosure requirements (Regulatory)	32%
Resonance with target consumer tribe (Consumer)	29%
Alignment with current cultural trends (Consumer)	13%
Likelihood of generating engagement (Performance)	13%
Keyword / search optimisation of captions (Discovery)	10%

Content review criteria in the top 3, by what they check for (% of marketers)

Reader Note:: Alignment with campaign brief is checked by 81%, while only 29% check for tribe resonance and 10% for keyword/search optimisation.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 41 senior influencer marketing practitioners; sample skewed toward agencies and consultants (63% combined), with minimal brand-side representation (2%).

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source says how much it looked at, but not how any of it was chosen.

TikTok video is the most common and recommended format for brand campaigns, while carousels, lives, and live shopping serve more specific goals

Brands repurpose creator content almost everywhere, led by websites

Share of brands repurposing creator content, by channel, enterprise vs overall
Channel	Brands overall (%)	Enterprise brands (%)
Website	58%	63%
Paid social or digital advertising	55%	57%
Organic social (brand-owned channels)	53%	60%
Email campaigns	43%	49%
Events	37%	40%

A single negative influencer review moved neither brand image nor purchase intention among young adults, and neither did a single positive one

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

81% of marketers say creator content beats brand-made content

Influencer content outperforms brand-created content81%
We have never tested the performance of influencer content compared to brand-created content8%
The same as our brand-created content6%
Underperforms our brand-created content4%

How brand marketers rate influencer content vs brand-created content performance (%)
Response	Share of respondents (%)
Influencer content outperforms brand-created content	81%
We have never tested the performance of influencer content compared to brand-created content	8%
The same as our brand-created content	6%
Underperforms our brand-created content	4%

An influencer who posted a negative review was seen as more trustworthy than one who posted a positive review in this study

When speaking about AI optimizations, creators are most reluctant to replace their voice or likeness with AI

Share of creators who think AI shouldn't fully replace each creator task
Task	Share of creators (%)
My voice or likeness as a creator	41%
Filming or recording myself	37%
Engaging with my audience	37%
Content generation	33%
Video or photo editing	32%
Scripting or outlining	30%
Outreach to brands for partnerships	30%
Writing captions	24%
None - I believe all aspects could be or should be replaced by AI	5%
Other	1%