This post was created in partnership with Inmar Intelligence
Key takeaways
- A creator’s following is important, but marketers should also judge content by how far it travels.
- When a piece of content lands, marketers need to be ready to scale fast.
- Consumers are frequently looking for non-polished creators who radiate authenticity.
The line between content and commerce is disappearing, and creators are turning attention into transactions. For brands, the challenge isn’t whether to work with influencers, but how to do it in ways that drive measurable results.
That conversation took center stage at an ADWEEK House Miami Group Chat, presented in partnership with Inmar. Industry leaders discussed the evolving landscape, emphasizing the importance of authenticity and data-driven strategies.
Creators aren’t just amplifiers
The idea that creators only build awareness is outdated. As Ranjana Choudhry, SVP of media and data platforms at Inmar Intelligence, explained, “Creators are not just brand amplifiers anymore. They are the final point of sale.” That reality requires a smarter approach to creator selection—one that blends art with science. Inmar’s Fit Score model supports this by aligning creator content and audiences with first-party retail data to predict who is most likely to drive sales.
Cristina Costa, senior director of CPG and head of beverage at Inmar, noted that in regulated categories like alcohol, an influencer’s location can be just as important as their content. “If you’re focused on Publix in Florida, you can’t work with someone based in California,” she explained. “We need data to align creators not just with brands, but with the specific type of sale we’re trying to drive.”
Community is the data, and authenticity is the strategy
