{
  "id": 19604189,
  "title": "Modern Retail+ Research 2026 Creator Marketing Index: A brand guide to effective social media campaigns",
  "url": "https://urgent.news/2026/11/12/modern-retail-research-2026-creator-marketing-index-a-brand-guide-to",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-12T05:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/marketing/modern-retail-research-2026-creator-marketing-index-a-brand-guide-to-effective-social-media-campaigns/"
  },
  "original_language": "en",
  "account": "The Modern Retail+ Research 2026 Creator Marketing Index reveals a shifting landscape in brand strategies, with a growing emphasis on creator marketing. Brands are increasingly partnering with creators to produce sponsored content, gift products, or combine both approaches. Social media remains the primary channel for these partnerships, with Instagram, Facebook, YouTube, and TikTok being the most utilized platforms. The research analyzed 1,755 social media posts and 20 branded campaigns, examining the top posts related to each campaign's hashtag and scoring them based on key dimensions to create an overall index average score.\n\nVideo content performance varied by platform, with Instagram Reels garnering the most video views, followed by YouTube's Shorts and long-form videos, and TikTok videos. However, the data collection was limited, not capturing TikTok views. The analysis focused on branded social media campaigns, which predominantly consisted of marketing-focused content. Engagement rate, calculated by dividing engagement by follower count, was only measurable on Instagram. Among Instagram's formats, Reels achieved the highest engagement rate at 11%, followed by still posts at 7% and carousel posts at 5%.\n\nThe top 75 posts associated with each campaign's hashtag were identified based on overall engagement. When analyzed across platforms, Instagram accounted for the largest share of posts in the top 75, while TikTok posts within the top 75 generated higher average engagement. This suggests that Instagram provides a more consistent performance environment for brands, while TikTok offers greater reach potential and a higher engagement ceiling. For longer campaigns or those prioritizing consistency, Instagram is the better choice for brands. Smaller brands or those with limited budgets may find TikTok more suitable due to its larger reach and higher engagement potential.",
  "summary": "To measure the impact creator content has on brand campaigns, Modern Retail+ Research analyzed the engagement levels on leading creators’ social media campaigns from January 2026 to September 2026.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}