Over the last 18 months, the industry has gone from strength to strength, and is reaching farther and wider than it ever has done before. With the landscape shifting so rapidly, almost second by second brands, agencies, platforms, and creators need to be aware of trends before they 'break', but this isn't always possible with the industry stretching to service demand, and gaps and silos appearing. This panel will look at the future trends for this channel, including: - Creators are owning their power, how can brands adapt and work with them? - Does the perfect partnership exist in the future, and how can brands & creators attain this? - Disseminating information with Influencers (WHO/UK Gov) why this works, and how to use this channel for educational purposes - (Creator) Brand to Brand marketing, what does the future look like, when your marketing channel emerges as your competitor?