Kantar has released this year’s Media Reactions, with answers from 806 marketing leads and 23,452 consumers across 33 countries. 66% plan to increase their spend on micro creators next year and 61% on nano creators, against 42% for the biggest names. At the same time confidence is falling: 57% believe they have the right media mix, compared with 64% last year. For marketers the signal is clear: trust is built with many credible voices, and star power plays a smaller part.
