Media\u00a0is\u00a0constantly evolving.\u00a0There’s\u00a0never a dull moment,\u00a0with a new “next big thing” always around the corner.\u00a0\u00a0New trends, formats, and platforms drive brands to consistently explore new ways to reach and connect with consumers. One\u00a0prominent\u00a0example\u00a0is influencer marketing, or in other words,\u00a0working with creators.\u00a0\u00a0<\/p>\n\n\n\n
WARC research<\/span><\/mark><\/a>\u00a0found\u00a0that 61% of marketers plan to increase their investment in influencer\/creator marketing in 2026.\u00a0Which\u00a0isn’t\u00a0surprising, considering\u00a0consumers themselves say they find independent creators more interesting\u00a0and trustworthy\u00a0than traditional brand communications, as highlighted by the\u00a0Edelman Trust Barometer<\/span><\/mark><\/a>.\u00a0This sentiment is echoed by\u00a0Unilever’s CEO<\/mark>,<\/a><\/span>\u00a0who\u00a0stated\u00a0that consumers are increasingly skeptical of brand-driven narratives.\u00a0This means that control is shifting from brands to independent creators.\u00a0So, what does this mean for brands?\u00a0<\/p>\n\n\n