We will continue to see the growth in creators in the social media space. Influencers will continue to be present, but accountability, authenticity, and transparency will be the areas brands and companies will use to determine who to partner with, and who to pass on. Empathy and advocacy will be elements that will be integrated within messages and purposes for creator campaigns. The days of “faking it till you make it” without any experience other than having lots of followers are over.