Why social media personalities are acting like publishers — and how brands can join in

Creators and influencers are going more direct-to-consumer. Where do brands fit in? 
Across YouTube, TikTok, Reels, and even Facebook and Pinterest, creators and influencers are rulers of the socialsphere and all the benefits that flow through it.  
Yet after a series of snafus in the creator space over the past few years, as well as tightening marketing budgets and a maturing internet economy, brands have grown more discerning about the partnerships they pursue. Meanwhile, creators ha