Influencer Co-Creation and Longer Lasting Brand Connections
Wednesday, June 30, 2021
11:40 AM - 12:00 PM (PDT)
ryan Berger Barbara Jones Ian Schafer Kait Pearse

We are seeing a seismic shift in how content is consumed and it’s becoming clear that influencers are driving that shift. With the announcement from SAG-AFTRA, the largest union in the entertainment industry, that influencers can now join the union - it’s clear that the business of content creation and influencer marketing is changing how brands reach consumers. Forbes has stated that by the year 2022, the influencer marketing industry will be worth more than $15-billion.

Consumers are turning to a different type of celebrity when they absorb oftentimes unsolicited advice. GenZ and now Millennials are following the trendsetting influencers and content creators - the community of icons who are creating viral moments and not following them. This is the creator economy who come across to their audiences almost as friends instead of celebrities because these creators know their audience and what they want to see when tuning into their channel. A content creator won’t just post a staged photo with a clearly scripted copy - their audience will find the lie and lose trust in the creator. Over the last 5 years, content creators have taken a vested interest in working as creative partners with brands instead of as paid spokespeople.

This discussion will center around the changing landscape of influencer and content creator marketing. We’ll talk with top thought leaders in the industry about the trends in the type of content influencers are making, how influencers are partnering with brands, and the value of co-creation for brands.


Ryan Berger, Founding Partner, HYPR
Barbara Jones, Founder and Chief Executive Officer, Outshine Talent
Ian Schafer, Co-founder and Chief Executive Officer, Kindred
Kait Pearse, Associate Director, Influencer, Grey Group

Session Type
Main Stage