Rethinking Influence: How Brands and Creators Are Building Long-Term Value Together

The relationship between marketers and creators is changing, and brands are beginning look beyond macro influencers like Emma Chamberlain and Jake Shane. They have massive Gen Z followings and can generate viral moments, but partnering with them can be expensive. The focus is moving toward building sustainable relationships with smaller creators whose credibility, authenticity, and consistency can drive ongoing engagement. This ongoing evolution clears the way for partnerships with micro creators that build long-term brand equity.