CMOs need to stop mistaking creator engagement for impact

Why it matters

Kantar's Chief Insights Officer puts numbers on the gap between creator engagement and brand outcome. Only 6% of measured creator content scores strongly on both, and 27% reaches medium to high on both, while a net 61% of marketers plan to spend more on creators in 2026. The argument is that creator work should be run as a capability with its own measurement, not as a channel for buying views.

The source