#Sponsored: This week's biggest influencer collabs

Brands have been heavy on the influencer buzz this week.

Over the last few years, the creator economy has become a dynamic force reshaping the way brands engage with consumers. It's transformed content creators into influential figures that help capture the attention of millions.

And it’s growing like crazy.

Not only is it a $250 billion dollar industry, but it’s also expected to surpass $525 billion by 2030.

Unless you live under a rock, you already know to some degree the value that influencer marketing has for brands.

So, let's take a look at some of the latest developments, or,

Who’s in cahoots with whom this week:

Google Chrome + Amelia Dimoldenberg.

The host of the popular Chicken Shop Date appeared on Google Chrome’s 'What’s in my Tabs' series. This is a perfect collab, given Amelia's job is literally to research and interview stars.

'If someone found my phone and opened my tabs, they’d think I was some incredibly nosy person. I’ve mostly got deep dives into some hot celebrity,' Amelia admits.

Tatcha, Rickey Thompson, Jake Shane.

Not only is this my favourite skincare to ever grace the shelves of my local Mecca. Rickey Thompson is also one of the funniest creators to ever bless my feed. So you know I was feeling this partnership.

In a sports-themed campaign, Tatcha recruited influencers to pit against each other as they each represented one of the brand's moisturisers. Rickey is known for his perfectly dewy skin. So to cast him as a representative for the brand's famous Dewy Cream was a perfect hit.

Roblox + Charli XCX.

Two of the most powerful forces of pop-culture right now are the Brat Summer craze and Roblox Dress to Impress game. It’s a collab I can’t say I saw coming. But I’m also not surprised that the two have fused together.

The viral TikTok Apple dance from Charli’s new album and the characteristic Brat shade of green have been added to the dress-up game, along with several 'bratty' items of clothing.

Charli XCX + SKIMS.

It’s only right that the current ‘it’ girl of the internet becomes one of Kim’s latest poster girls. SKIMS is notorious for their perfectly timed campaigns that feature pop-culture's favourite at the time.

Last was Sabrina Carpenter right before her hit Espresso dropped. The campaign, photographed by Petra Collins, features Charli modelling fresh pieces from the line. And she looks absolutely stunning.

So, why is it important for brands to harness the evolving trends of the creator economy?

Driving connection and trust with audiences is crucial in our modern marketing landscape. Using creators is the single best way to do so.

More and more consumers are relying on recommendations from their favourite creators. Research from LBB shows that 3 out of 5 are likely to positively engage with a brand or buy from such recommendations.

Alita von Furstenberg, Co-Chairwoman of the fashion company Diane von Furstenberg, pointed out that the creator economy has 'taken over the entire marketing industry, and that runs all of the purchasing power.'

Today’s consumers have unprecedented power, she said, 'because they can actually hold creators and brands accountable for the first time in history.' Now, thousands of creators and brands are competing for consumers’ attention and money. So people can now choose based on their values.

What creators and brands alike are after is authenticity.

Influencers build an audience because they seem relatable. Brands know the best way to reach consumers is to seem real. If they can’t do that on their own, they align themselves with someone who is.

So if your brand is going to venture into the world of influencer marketing, make sure you’re doing it because it makes sense for your brand.

If not, chances are, your audience will sniff it out pretty quickly.

-Sophie, Writer