Brands are spending more on creators while facing more pressure to prove the return. But the old playbook—choose by follower count, control the message, measure the post—misses much of what makes creators valuable.

Drawing on Sprout Social’s 2026 Influencer Marketing Report and nearly two decades of brand-side partnership experience, Curtis Midkiff, Jr. will explore the questions marketers often leave unspoken: What are we really paying for? How much control should a brand give up? And how do we build trust and business value when the rules are still being written?

After this session, you’ll be able to:

• Look beyond follower counts to assess creator fit and value.
• Set clearer expectations for what a partnership should deliver.
• Balance creative freedom, brand responsibility, and measurable results.