Beyond the Follow: Understanding the Evolving Power of Creators

On September 16, attendees heard new research and industry expertise on how consumer engagement, trust, and purchasing behavior around influencers and creators have changed—and what those changes mean for marketers today. Dynata, Kantar, and SmithGeiger shared insights on what makes creator-led marketing effective, where engagement metrics fall short, and how brands can use creators to build stronger connections and drive business results.