Our newsletterVendor reportKantar, 2026
CMOs should not rely on likes, comments and views to judge creator campaign effectiveness, since these metrics often mislead on real business impact
Performance measurement
- Reader Note:
- This is the report's recommendation, and the evidence behind it sits elsewhere in the same report: platform engagement and predicted brand-building potential line up in about one in three pieces of content, and of ten high-engagement posts roughly two show brand-building potential and one short-term sales potential. What the report proposes instead is pre-testing and measurement of the kind Kantar sells, so the conclusion and the product point the same way.
- Evidence:
- Expert judgment
- 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
Hearing how someone who knows the field reads it, and deciding what to check yourself.
Not for
- Anything that needs a measurement. Nobody counted or tested this.
- 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.
- The source says how much it looked at, but not how any of it was chosen.
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