Scale your creator content strategy with confidence

Turn your creator investment into confident growth. This booklet gives CMOs’ a clearer, evidence-led way to choose, scale and justify creator activity that actually builds brands and drives meaningful results.

Explore the latest thinking on what makes creator-led marketing truly effective from people responsible for making it happen. In this Cannes panel discussion, you’ll hear from leading voices across brands, agencies and creators on how to move beyond engagement metrics and take a more intelligent, evidence-led approach to creator investment.

Panel:

• Max Klymenko, Creator
• Emma Harman, Co-CEO, Whalar
• Ligia Patrocinio, Global Head of Desperados & Sol
• Duncan Southgate, Senior Director, Creative & Media Solutions, Kantar

As creator investment scales, so does the need for better decisions. In this webinar you’ll be introduced to a more consistent, evidence-led way to understand and measure creator content, combining real platform data with LINK AI predictions. You’ll also see how the latest upgrades to LINK AI enable you to assess creator content performance more reliably, identify what to improve, and invest with greater confidence.

What are LINK AI creator content insights? / How does LINK AI help brands evaluate creator content?

LINK AI creator content insights help brands evaluate, compare and optimise creator content with confidence. It applies Kantar’s proven creative effectiveness framework to creator formats—combining creator‑specific benchmarks, diagnostics and predictive metrics to show what is likely to work before campaigns go live.  By moving beyond surface-level engagement metrics, it gives teams a consistent way to assess performance across assets, platforms and markets—so every creative decision is backed by insight, not guesswork.

Why does creator content need a different measurement approach?

Creator content behaves differently from traditional advertising, it’s platform-native, fast-moving and highly varied in format, tone and delivery.

How can I tell if creator content will work before I spend media budget?

LINK AI helps you predict performance before you invest, so you can make decisions earlier in the process.

Using predictive metrics built on real-world data, it estimates:

• likely brand impact 
• expected in-platform engagement and behaviour 

This allows you to: 

• prioritise the strongest creator assets 
• refine or optimise weaker content 
• avoid investing in underperforming ideas 

Marketers move from reacting to results after launch to making confident decisions before budget is committed.

How does LINK AI benchmark creator content across TikTok, YouTube, Instagram and Facebook?

Instead of applying one-size-fits-all standards, it evaluates content in the context of how it performs on:

• TikTok
• YouTube
• Instagram
• Facebook

This ensures a fair, like-for-like comparison, reflecting the unique dynamics of each environment.

The result is a clearer understanding of how different creator assets perform—not just within a platform, but across your full content mix.

How is LINK AI creator content insights different from traditional ad testing?

Traditional ad testing is typically designed for more structured, traditional campaigns and focuses heavily on recall, branding and post-campaign analysis.

LINK AI for Creator Content is different because it is:

• Creator-specific: Built for the realities of creator-led formats, not traditional ads 
• Predictive, not just diagnostic: Helps you understand performance before content goes live 
• Cross-platform by design: Enables fair comparison across different channels
• Decision-driven: Designed to support faster, earlier choices as content volume scales

This shifts creative evaluation from a retrospective check to a continuous source of decision intelligence throughout the campaign lifecycle.