Vendor reportKantar, 2026

Showing the creator handling the product is the most common lever in sponsored videos and the strongest one for brand lift, at +15 percentile points

Briefing creators

Interaction Type	Share of videos featuring this element (%)	Lift in Brand Power percentile (points)	Lift in Sales Power (%)
Interaction with product	77%	15	10%
Using the product	58%	14	8%
Brand name in audio	49%	9	10%

Creator video elements: brand and sales lift — creator-brand product interaction

Reader Note:: The three product-interaction elements in the table: handling the product in 77% of videos for +15 Brand Power points and +10% Sales Power, using the product in 58% for +14 and +8, and the brand name in audio in 49% for +9 and +10. The two goals split: handling the product leads on brand lift, while the brand name in audio is the one element here whose sales figure beats its brand figure. These are percentile points in Kantar's own scores, predicted by its LINK AI system rather than measured against brand or sales 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.

Good for

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

Showing the creator handling the product is the most common lever in sponsored videos and the strongest one for brand lift, at +15 percentile points

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