Kantar has launched the Creator Content Effectiveness Framework, a measurement tool designed to assess creator content across brand power, sales power, engagement, algorithm favourability and cultural power.
Kantar created the framework to help marketers measure return on investment from creator content.
The move comes as Kantar's Media Reactions study found a net 61% of marketers globally plan to invest more in creator content this year, yet just 27% of that content currently ties back to the brand.
With platform-specific benchmarks based on analysis of more than 21,000 pieces of creator content, brands will be able to use the tool to apply a consistent effectiveness framework across creator content and other assets.
"The demand to get everything right, everywhere and all at once is an imperative for business and brand success,” said Irene Joshy, head of creative at Kantar Australia and APAC.
"Within that, Creators are powerful socio-cultural currency, so this new solution is a much-awaited addition to our portfolio."
Performance measures will be condensed into a simplified and customised LINK score, designed to afford marketers a consistent view of how all creative content performs across channels and formats.
The measurement tool can be embedded into customers' existing martech platforms.
Ty Ahmad-Taylor, chief product officer at Kantar said less than a third of creator content delivered measurable brand results.
"So marketing teams need predictive creator effectiveness measures that actually reveal what works. Otherwise, they risk wasting valuable budget,” said Ahmad-Taylor.
"LINK AI for creator content replaces guesswork with consistent measurement that empowers brands to look past vanity metrics and focus on what drives impact, cultural relevance and growth. Now that LINK plugs straight into the platforms and tools marketers use every day, teams can make faster, smarter creative decisions at every step."
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