"The partnership aims to elevate influencer insights from just follower counts or demographics to essentially answering the question of "what do an influencer's followers buy?" By pairing Walmart Connect's first-party, purchase-based insights with Meta's insights, Creo can use its Influencer Discovery Agent to identify creators on Instagram whose followers offer better conversion potential, In hopes of using the data to pick creators that it said can deliver performance, not just popularity."
""Of people that said that they purchased because of an influencer, 42% said it was spontaneous," which changes all historical notions of the purchase funnel. "Influencers are. like a new form of recommender, whether it's a trustworthy expert or a friend. Especially with niche rising ones, where it feels like you're a part of their community or you're invested in their journey. So we've already proven that there's value in them as a social engine. This just adds a new dynamic to me on why.""
Omnicom Media pairs Walmart Connect first-party purchase data with Meta/Instagram influencer data to enable Creo to identify creators whose followers demonstrate stronger conversion potential. The integration moves evaluation beyond follower counts and basic demographics toward actual purchase behavior, using an Influencer Discovery Agent to surface creator partners aligned with product, category or audience performance. Reported data shows 42% of influencer-driven purchases are spontaneous, reframing the purchase funnel and positioning influencers as recommendation engines and community leaders. Omnicom previously connected Walmart purchase data to TikTok and now expands to Meta to deepen the pool of creators for performance-focused influencer selection.
Read at Digiday
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