Jennifer Brown

The creator space has matured well past thinking scale is the only marker of success. It's clear that specialization is proving just as powerful. This session brings together creators, brands, and industry experts to explore the growing value of verticalized communities and niche audiences. Through real-world case studies and strategic insights, speakers will examine how specialized creators are driving measurable impact, building deeper engagement, and delivering distinct value within larger brand ecosystems. From B2B to beauty to booktok, we’ll unpack what makes niche influence so effective — and how platforms and partners are evolving to support it.

This two-part session explores the evolving dynamics between brands and creators. First, LTK and Northwestern University’s Retail Analytics Council present key findings from The CMO’s Creator Guide 2025, a study of senior marketing leaders that reveals how creator-led content is outperforming traditional strategies and reshaping full-funnel marketing. The presentation is followed by a panel of influential creators and brand leaders who unpack what it takes to build partnerships rooted in shared purpose and creative trust. Together, they’ll examine the operational and relational dynamics that drive stronger outcomes — and what it really means to treat creators as co-producers with narrative influence.