{"id":73491,"date":"2026-10-05T18:36:08","date_gmt":"2026-10-05T16:36:08","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=73491"},"modified":"2026-10-05T19:05:45","modified_gmt":"2026-10-05T17:05:45","slug":"new-attention-works-study-creator-hype","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/new-attention-works-study-creator-hype\/","title":{"rendered":"New Attention Works Study: Creator Content\u2014Hype or Genuine Attention?"},"content":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”20px”][vc_single_image image=”73517″ img_size=”full” css=”” qode_css_animation=””][vc_empty_space height=”20px”][vc_empty_space height=”20px”][vc_empty_space height=”20px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]Creator marketing is no longer a niche phenomenon, but rather an integral part of modern communication strategies. In our latest study, we examined the role creators play in the effectiveness of communication and sought to determine how creator content compares to traditional social media ads.<\/p>\n

Our reality check, \u201cCreator\u2014Hype or Genuine Attention,\u201d examined 2,537 people, 5,709 ad impressions, 18 assets, and five product categories, comparing traditional social ads with promotional creator content. Our research took place right where today\u2019s communication happens\u2014in the feed.[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

\u201dIn a media landscape where attention has become the most valuable\u2014and at the same time, the scarcest\u2014resource, creators provide something that is more important today than ever before: connection. They translate brand messages into genuine relevance… .\u201c<\/h2>\n

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Stefan Schoenherr, EVP Brand & Media, eye square<\/p>\n

[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_single_image image=”73502″ img_size=”full” css=”” qode_css_animation=””][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]We found that creator content in the feed generates twice as much active attention as traditional social media ads. However, there are also some pitfalls to be aware of.<\/p>\n

Significant differences are also evident in terms of watch time. Among the top-performing Creator Assets, 26 percent of viewers are still engaged after ten seconds, and 17 percent are still engaged after 15 seconds. Strong Creator Assets, in particular, succeed in translating the attention they capture into actual watch time and viewer retention.<\/p>\n

Creator content and paid media must be considered together. On average, the cost per organic contact is many times higher than that of traditional social media campaigns. The key question, therefore, is: Is the investment being used efficiently through organic reach alone? However, when high-performing creator content is extended through paid media and scaled to reach larger audiences, it becomes a true powerhouse.[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_single_image image=”73503″ img_size=”full” css=”” qode_css_animation=””][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

Creator vs. Traditional Social Assets: This is Not a Binary Scenario<\/h2>\n

[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]The research proofed that more attention does not automatically translate into greater brand impact and further analysis showed that both ad types play distinct roles in the marketing funnel. Creator content is effective in the upper funnel, generating attention and relevance, building emotional connection, and strengthening key aspects of brand image. Traditional social media assets, on the other hand, are most effective in the lower funnel, where concrete calls to action, purchase intent, and engagement are the primary focus.[\/vc_column_text][vc_empty_space height=”30px”][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1791211997011{padding-top: 35px !important;padding-right: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}” z_index=””][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

Download “Attention-Creator Hype or Genuine Interest?”<\/h2>\n

[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=”” css=”.vc_custom_1791212016412{padding-top: 0px !important;padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}”][vc_column width=”1\/2″][vc_empty_space height=”15px”][vc_single_image image=”73496″ img_size=”medium” css=”” qode_css_animation=””][vc_empty_space height=”30px”][vc_empty_space height=”30px”][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”15px”][vc_column_text css=””]<\/p>\n

The full study by the \u201cAttention Works\u201d initiative, conducted by OMD Germany and eye square, is available for download (in German) directly from the OMD Germany website.<\/p>\n

[\/vc_column_text][vc_empty_space height=”30px”]Download here!<\/a>[vc_empty_space height=”30px”][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]<\/p>\n

The Attention Works Initiative<\/h2>\n

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Under the name Attention Works<\/a>, the media agency OMD Germany and eye square are joining forces to establish a new standard in media planning \u2013 with genuine attention as the central currency.<\/p>\n<\/div>\n

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Press online (all articles are in German)<\/h2>\n

[\/vc_column_text][vc_empty_space height=”10px”][vc_column_text css=””]Attention Works: Creator Content \u2013 Hype oder echte Aufmerksamkeit?<\/strong>
\npressebox.de<\/strong><\/a><\/p>\n

Studie von OMD Germany: Creator Content wirkt \u2013 aber unter einer Bedingung<\/strong>
\ncampaign.de<\/strong><\/a>[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

Questions? Please Contact the eye square Team<\/strong><\/h2>\n

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Mail: s<\/a><\/strong>choenherr@eye-square.com<\/strong><\/a>
\nPhone: +49 30 698144-16<\/strong><\/p>\n<\/div>\n<\/div>\n

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