Paul Greenwood, Global Head of Research and Insights at We Are Social, shares his expertise on the evolving creator economy. He discusses key trends affecting influencer marketing, revealing a shift from text-based to visually-driven content. The podcast dives into the tension between relatable realism and extreme influence among creators. Greenwood highlights the need for authenticity in brand collaborations and the challenges of navigating a saturated landscape, where engagement and originality are essential for success.