Influencer marketing has officially grown up.
Influencer marketing has officially grown up. What was once a fragmented landscape of one-off deals and experimental budgets has evolved into a sophisticated marketing channel defined by rising creator compensation, faster execution cycles and stronger long-term partnerships. Monica Caponigro, MD at Bobbie and co-author of a new study analyzing six years of creator partnership data, discusses the signals behind the creator economy's maturation and what they reveal about the future of brand-creator relationships. She'll explore why operational excellence is becoming the new competitive advantage, how marketers should rethink creator selection beyond follower count and why the brands winning today are treating creator marketing less like a campaign and more like a business system.