The Creator Content Effectiveness Framework is part of Kantar’s Link AI creative effectiveness suite, and assesses content across brand power, sales power, engagement, algorithm favourability and cultural power.

The framework uses platform-specific benchmarks based on analysis of more than 21,000 pieces of creator content, and aims to help brands both apply a consistent framework across the content and also scale creator collaborations while retaining control of performance or brand impact.

Link will offer users a new score to highlight creative effectiveness, with the effectiveness measure able to be embedded in brands’ existing marketing technology platforms.

In addition, Link AI will also have an AI-supported content optimiser to guide teams on how to improve creative prior to launch, including visualised recommendations for static and video content.

Ty Ahmad-Taylor, chief product officer at Kantar, said: “Less than a third of creator content delivers measurable results for the brand, so marketing teams need predictive creator effectiveness measures that actually reveal what works.”