Vendor reportKantar, 2026

Talking about what the product does beats talking about how good it is: product benefits appear in 71% of creator videos and lift brand power by 18 points, while quality claims lift only 10

Briefing creators

Message Type	Share of videos featuring this element (%)	Lift in Brand Power percentile (points)	Lift in Sales Power (%)
Product benefits communicated	71%	18	12%
Innovation	23%	19	10%
Demo of product function	16%	17	9%
Convenience	45%	15	9%
Versatility, adaptability	17%	14	8%
Quality	45%	10	7%

Creator video elements: brand and sales lift — brand messaging themes

Reader Note:: The five messaging themes in the table: product benefits in 71% of videos for +18 Brand Power points and +12% Sales Power, innovation in 23% for +19 and +10, a demo of how the product works in 16% for +17 and +9, convenience in 45% for +15 and +9, and quality in 45% for +10 and +7. Innovation actually scores highest on brand lift, +19, a point above product benefits — but it appears in under a quarter of videos. So benefits lead on the combination of reach and effect rather than on effect alone. These are percentile points in Kantar's own predicted scores rather than measured outcomes.
Evidence:: Modelled / projected
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Analysis of 15,000+ pieces of sponsored creator content promoting products or brands across TikTok, Instagram, and YouTube; selection method not clearly disclosed.

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Planning with a rough expectation, and sanity-checking your own assumptions.

Not for

Reporting as what happened. This is what a model expects, not what anyone counted.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
The source never says how this number was measured.
The source says how much it looked at, but not how any of it was chosen.

U.S. AI shoppers 55+ penalize hidden sponsorship 20+ points more than labeled; 25–34s react slightly the other way

Extra trust lost from hidden vs labelled sponsorship disclosure, by age group
Age group	Extra trust lost (points)
All AI users	10.5
18 to 24	3.6
25 to 34	-5.2
35 to 44	12.7
45 to 54	15.6

Saying the brand name out loud in sponsored creator content lifts branding by an average of 22 points in Kantar’s model

Branding in sponsored creator content: lift in branding percentile — Creator x Brand interaction elements (points)
Element	Lift in branding percentile (points)	Share of sponsored creator content featuring this element (%)
Brand name in audio	22	49%
Interaction with product	17	77%
Shopping activities in action	15	29%
Using the product	11	58%

Keyword and search strategy for influencer content ranks dead last in self-reported team capability, with a mean rank of 7.14 out of 8

Team capability by area, self-ranked from strongest to weakest (mean rank, 1-8)
Capability	Mean
#1 Influencer discovery and vetting	2.28
#2 Creative briefing	2.97
#3 Content review and quality control	3.86
#4 Consumer research and tribe identification	4.21
#5 Social listening and trend analysis	4.93

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

Influencer briefs only include structured keyword strategy for both social and AI/LLM discoverability 13% of the time; most either provide only social search keywords or just general hashtags

Keyword and search guidance included in influencer briefs (% of marketers)
Guidance type	Share (%)
Keyword strategy for social search (TikTok, Instagram)	34%
General hashtag guidance but no structured keyword strategy	34%
Keyword strategy for both social search and AI/LLM discoverability	13%
Leave keyword and caption decisions to the influencer	9%
Have not considered search optimisation in influencer briefs	9%

0.75x

the conversion odds remained when sponsorship disclosure was present

70%

of U.S. consumers feel negative if an influencer fails to disclose being paid or given free product for promotion in February 2025

Talking about what the product does beats talking about how good it is: product benefits appear in 71% of creator videos and lift brand power by 18 points, while quality claims lift only 10

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