Why social media creators are the protagonists of their channels and what this means for brands

Social media creators are the protagonists of their stories, of their channels.
We are entering a new age of influence in which creator marketing is increasingly going to be about not just creating a positive impact for brands, but also a positive impact for the planet.
We no longer pass the water. We like, repost and share it.
Influencer has become something of a dirty word, both among social media creators themselves and the general public.