As creator investment scales, so does the need for better decisions.
In this session, Kantar’s Duncan Southgate and Vera Sidlova will explore why platform metrics alone are a poor guide to brand and business impact and what marketers need instead. You’ll see Kantar’s latest approach to measuring and understanding creator content in action, including a walkthrough of LINK AI’s upgraded creator content capabilities, showing how to evaluate performance, compare assets and identify what to improve.
We’ll also share new thinking on what actually drives creator effectiveness, and what the strongest creator content has in common so you leave with a clearer, more confident way to invest, optimise and scale creator activity.
In this session, you’ll learn:
- Why engagement isn’t a reliable measure of impact
- What actually drives effective creator content
- How to identify what to scale, fix or stop
- How to invest in creator content with greater confidence