Expertise
Every category is bought differently.
What consumers weigh up before they buy, and the creator formats that answer it.
Beauty & Personal Care
Products need to be seen in use before they are bought.
What buyers weigh up
- Texture, finish and shade on real skin
- Suitability for skin type, tone and concern
- Ingredient credibility
- Price relative to routine
Creator formats that fit
- Get-ready-with-me and tutorials
- Before/after and routine integration
- Large nano/micro cohorts for discovery
- UGC for paid creative testing
Related work
FMCG, Food & Beverage
The experience has to feel worth trying.
Fashion & Lifestyle
Styling is a form of product discovery.
What buyers weigh up
- Fit, fabric and how it looks on real bodies
- Occasion and styling versatility
- Brand aspiration
- Returns risk
Creator formats that fit
- Outfit and styling Reels
- Haul and try-on content
- Occasion-led storytelling
- Creator commerce links
Consumer Technology
Credibility before hype.
Commerce & Services
Make the moment relevant to each community.
What buyers weigh up
- Offer clarity
- Urgency around sale events
- Trust in service quality
- Local relevance
Creator formats that fit
- Meme page distribution
- Offer explainers
- Local creator programmes
- Tracked commerce links
Related work
Creator marketing intelligence
The difference between running an influencer campaign and understanding one.
- Insight 01
More followers do not automatically mean more influence.
Creator selection should consider audience relevance, content credibility, engagement quality and the campaign objective.
- Insight 02
The creative brief is as important as the creator.
A strong brief defines the product message and mandatory information without making every creator sound identical.
- Insight 03
UGC and influencer posts are not the same product.
UGC may be commissioned primarily as a content asset. Influencer posts also involve distribution through the creator’s audience. Pricing and rights should reflect the difference.
- Insight 04
An ad code is a distribution mechanism, not a strategy.
Meta partnership ads and creator advertising permissions help brands amplify authorised creator content. Performance still depends on creative, audience, offer, landing page and campaign structure.
- Insight 05
Regional marketing requires local context.
Language alone does not create relevance. Creator familiarity, cultural cues, category preferences and audience geography matter.
- Insight 06
Views are not revenue.
Measure campaigns by their objectives. Commerce campaigns need tracking of clicks, product views, add-to-carts, orders and revenue. No ROAS without attributable revenue and spend data.