Our newsletterVendor reportKantar, 2026
For every 10 high-engagement creator posts, only about two show strong potential to build your brand, and just one can actually drive short-term sales
Performance measurement
- Reader Note:
- The 1 in 5 and 1 in 8 figures are approximate, as described in the text.
- 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.
Reader Note:
Evidence:
Vendor interest:
Sample: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.
- The source never says how this number was measured.
- 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 says how much it looked at, but not how any of it was chosen.
Related cards
Performance measurementTrend
Platform engagement and real effectiveness only line up in about one out of three creator ads, so most engaging content isn’t what will grow your brand
TrendPerformance measurementIdea
Idea
Open full graphMost marketers are making or planning changes to performance measurement for the AI web, mainly tracking brand visibility and citations in AI tools
Performance measurementTrend
Buyers often use Google Search or visit a cited website directly after seeing a brand mentioned in an AI answer
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