Vendor reportKantar, 2026

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

Briefing creators

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%

Branding in sponsored creator content: lift in branding percentile — Creator x Brand interaction elements (points)

Reader Note:: This is a modelled lift, not direct observed business results.
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 how this number was measured.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
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

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%

70%

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

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0.75x

the conversion odds remained when sponsorship disclosure was present

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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94% of marketers plan to reuse creator content in paid social

Share of marketers planning to repurpose influencer content, by channel (%)
Channel	Share of respondents (%)
Paid Social	94%
Brand Organic Social	85%
Website, Landing Pages, or Product Pages	64%
Email	30%
Display	19%
CTV	13%
Out of Home	13%

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

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