Audience attention and trust have shifted from traditional publishers and branded content towards people for entertainment, inspiration, and purchase recommendations. Accordingly, investments in the Creator Economy have grown, including time, spend, and resources. However, many marketers have difficulty measuring the impact of creators on their bottom line. To address the need for data-driven insights, Whalar commissioned Nielsen to analyze the impact of creator content across 20+ campaigns conducted in the US and UK over the past two years in an extensive Media Mix Model (MMM).
The results are unequivocable. Creator content not only drives sales impact, but creators make the entire media buy more efficient and effective. The findings underscore the transformative power of creator content in driving growth.
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