The creator economy is experiencing one of its strongest periods of global expansion, but the rapid growth of influencer marketing is also creating a major challenge for brands: most sponsored content fails to generate a meaningful impact on brand building. That is the conclusion of the Kantar BrandZ 2026 Most Valuable Global Brands report, which found that only 27 percent of influencer-generated content effectively contributes to strengthening brands.

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The report identifies a growing disconnect between the massive advertising investments directed toward digital creators and the tangible outcomes in brand differentiation, recall, and emotional connection with consumers.

Kantar argues that many campaigns continue to prioritize publishing volume, virality, or vanity metrics while overlooking the fundamental elements required to build long-term brand value.

The creator economy reaches a historic boom in 2026

Despite concerns about effectiveness, influencer marketing continues to expand worldwide. The report estimates that the creator economy could surpass $350 billion by 2030, driven by social media, short-form video, and digital content platforms.

Kantar notes that brands are rapidly increasing their budgets for content creators because of these creators’ exceptional ability to capture attention and generate conversations on platforms such as TikTok, Instagram, YouTube, and Twitch.

The consultancy reveals that 61 percent of marketers plan to increase their investment in influencers during 2026.

However, the study warns that the sector’s rapid growth has also led to content saturation and a loss of authenticity across many digital campaigns.

Kantar warns that most sponsored content fails to build brands

The report argues that many collaborations between influencers and brands fail because campaigns focus solely on exposure or short-term virality.

Kantar explains that many sponsored posts generate views or temporary engagement but fail to strengthen essential brand attributes such as differentiation, trust, or emotional relevance.

The consultancy believes one of the biggest mistakes brands make is treating creators merely as advertising channels rather than strategic partners in building cultural identity.

The study points out that the most effective content is naturally integrated into the influencer’s style, storytelling, and community, avoiding formats that feel overly commercial or artificial.

TikTok and YouTube have transformed global marketing

Kantar identifies platforms such as TikTok and YouTube as major drivers behind the growth of the creator economy.

TikTok, in particular, is recognized as one of the world’s most influential digital brands thanks to its ability to turn cultural trends into global phenomena.

The consultancy notes that younger generations increasingly discover products, trends, and brands through content created by individuals rather than through traditional advertising.

This shift has forced companies to rethink their communication strategies and redirect a significant share of their investments toward creator-driven digital ecosystems.

However, the report warns that the growing volume of sponsored content has also contributed to consumer fatigue, making audiences increasingly skeptical of collaborations perceived as inauthentic.

Emotions determine the success of digital content

One of the study’s most significant findings is that emotions play a decisive role in the effectiveness of influencer campaigns.

Kantar states that only about one-third of the associations consumers make with a brand are functional, while the remaining associations are shaped by emotions, experiences, and cultural connections.

In this context, creators who can convey authenticity, trust, and relatability generate stronger results for brands.

The report explains that the most successful campaigns are those in which influencers share experiences that are consistent with both their digital identity and the expectations of their audience.

The consultancy believes emotionally relevant content is far more likely to drive brand recall, recommendations, and affinity.

Artificial intelligence accelerates content saturation

Kantar warns that artificial intelligence is radically transforming the digital ecosystem while dramatically increasing the volume of content available across social media.

The consultancy explains that AI tools make it possible to produce images, videos, and posts at unprecedented speed, creating increasingly intense competition for users’ attention.

As a result, brands face greater challenges in standing out within platforms overwhelmed by promotional content.

The report argues that this environment makes the narrative quality and emotional depth of influencer collaborations more important than ever.

Kantar believes the real challenge is no longer producing more content but creating content capable of building meaningful and distinctive connections with audiences.

Brands are seeking creators with cultural alignment, not just reach

The report identifies an important shift in influencer marketing strategies. Brands are increasingly prioritizing creators with highly engaged communities and strong cultural alignment, even if they have smaller follower counts.

Kantar explains that the most successful companies are investing in long-term relationships with influencers who share the brand’s values, identity, and narrative.

The consultancy argues that this transition reflects the evolution of digital marketing, where authenticity is becoming more valuable than large-scale reach metrics.

At the same time, the study warns that consumers are becoming increasingly sensitive to partnerships perceived as opportunistic or overly commercial.

Kantar predicts a new era for influencer marketing

The report concludes that the creator economy will continue expanding over the coming years, but it will also enter a more mature phase in which brands demand stronger results and more sophisticated strategies.

Kantar believes that companies capable of building authentic and emotionally meaningful relationships with creators will be the ones that successfully differentiate themselves in an increasingly saturated digital environment.

The consultancy warns that capturing attention alone is no longer enough to build brand value. The real challenge now is transforming digital content into lasting emotional connections with consumers.