Key Insights
- A creator’s follower count matters, but the true value lies in how far their content spreads.
- Once content resonates, brands must scale quickly.
- Consumers increasingly gravitate toward creators who are authentic and less polished.
- As content and commerce converge, creators are transforming attention into action. For brands, the essential question isn’t if they should work with influencers—it’s how to do it effectively.
Creators Are Not Just Megaphones
The long-held notion that creators are solely for building awareness is outdated. Ranjana Choudhry, SVP of Media and Data Platforms at Inmar Intelligence, emphasized that creators now serve as the final step in the purchasing process: “They are not just amplifiers. They are the point of sale.”
This shift demands a more strategic approach that blends creative intuition with data. Inmar’s Fitscore™ model exemplifies this by aligning creators’ content and audiences with first-party retail data to predict conversion potential.
Cristina Costa, Senior Director of CPG and Head of Beverage at Inmar, noted that in regulated markets like alcohol, even geography matters. “If you’re targeting Publix shoppers in Florida, you can’t choose a creator based in California,” she said. “You need data that aligns creators with the specific type of sale you want.”
Community as Data, Authenticity as Strategy
While performance metrics are important, creators highlighted the power of intimate, personal knowledge of their communities. DonYe Taylor launched a chrome brain-shaped piggy bank based purely on what she believed her audience would love—and sold 200 units at $160 each on day one.
Taylor, a former brand partnerships strategist, observed that smaller creators often outperform, especially those producing episodic content. “I saw strong ROI from influencers with their own mini shows,” she said. “Their audience watches like it’s Netflix. Embedding products into those series is a great way to track ROI.”
Priscila Fadul, CEO of Lendava Skin, uses real customers in her videos to reflect her brand’s lifestyle. “My budget is tight. But with data, community, and authenticity—that’s my media plan,” she said.
Krystal Hauserman, CMO of Urban Stems and NOYZ, emphasized a shift toward data-informed, community-first campaigns. “People don’t want paid ads anymore—they want to hear from those already obsessed with your product. AI helps us find those voices and involve them in co-creating the brand,” she explained. “Now, the question is: how do we scale that?”
Amy Lanzi, CEO of Digitas North America, underscored that storytelling is still central. “Brands are the original creators,” she said. “If you want creators to represent you authentically, it starts with knowing who you are.”
The Evolving Feedback Loop: Speed, Data, and Creators
Relevance is now more important than follower count. Kaylen McNamara, Chief Business Officer at VaynerX, revealed that her team now tracks total and average views per post instead of follower growth. “95% of views come from non-followers,” she said.
This represents a broader trend: Platforms elevate relevance over popularity. Brands and creators must optimize for content that resonates and spreads rapidly.
When something hits, it must scale. Artist Shawn Kolodny shared how a balloon-inflating video went viral, reaching 40 million views, generating over 1,000 daily inbound messages, and resulting in seven-figure commissions. “One piece of content—when it works—works everywhere,” he said.
Ranjana Choudhry argued for maximizing impact across channels. “If content builds trust, don’t keep it on one platform. Use it throughout the entire purchase journey.”
Obele Brown-West of Colle McVoy highlighted the shrinking conversion window. “It’s gone from a 30-day lookback to minutes,” she said. “You need precise upfront data.” She cited how one teaser post by Paris Hilton led to Frank’s Red Hot selling out nationwide before the Super Bowl.
What’s Next: Founder-Led Content and Community-Driven Brands
As Gen Z and Gen Alpha reshape influence, brand founders and frontline staff are emerging as vital content creators. Choudhry noted, “When store associates become the voice of the brand—it’s powerful.”
McNamara summarized the core message: “You can’t buy relevance anymore.” The most successful brands won’t be the loudest but the most attentive—collaborating with creators who understand their audiences and can convert them effectively.
