The Internet enabled unprecedented access to celebrities, and the celebrities who have done best on social media are those who have leaned into this access. Influence is no longer about being an elusive star on the red carpet; influence is about being intimately familiar and relatable.

For many media brands, the creator economy presents a conundrum — what is the role of brand when audiences increasingly value the intimacy of a direct connection to a human creator?

For brands, micro-influencers present a compelling proposition. They are often eager to collaborate, less demanding than celebrities and more accessible. This dynamic allows brands to reach highly specific audiences while maintaining manageable campaign budgets.