Teamwork Makes The Dream WorkOne of the biggest draws of creator marketing is its authenticity: real recommendations from a real person. Per eMarketer research, US spending on influencer marketing is expected to increase by 15.7% this year, hitting $13.7 billion by 2027. But in order for influencer marketing to prove successful, the influencers themselves need some say in the brief and planning. Corporate CreatorsSpeaking of creators, there’s another trend happening now where social influencers are being given CMO-adjacent titles at brands. These creator arrangements are worth applauding, because they tap YouTube and TikTok creators with real creative chops.