LATEST DEVELOPMENT
As Unilever pledges to devote half its ad budget to creators and 93% of brands plan to increase creator marketing investments, both marketers and creators are developing sophisticated criteria to evaluate influencer agencies in an increasingly competitive landscape.
INDUSTRY TALK
"I look for a team that's flexible, collaborative and genuinely invested in helping solve problems as they arise — going beyond just executing tasks to acting as true strategic partners."
BY THE NUMBERS
Market indicators include:
93% of brands planning to increase creator budgets or roles in marketing strategy
41% of brands now allocating at least half of digital marketing spend to creators
1,600+ creators in Billion Dollar Boy's FiveTwoNine membership program
20 creators receiving $1,300 Cannes Lions passes through new Creator Fund
Tens of thousands of college students/athletes across 75+ universities in Linqia's campus program
BRAND PRIORITIES
Key selection factors include:
Strategic partnership beyond task execution
Deep understanding of creator audiences and communities
Long-term relationship building versus "quick wins"
Specialized expertise in relevant industry niches
Flexibility and collaborative problem-solving capabilities
CREATOR CONSIDERATIONS
Important agency attributes include:
Support for long-term creator growth beyond deal brokering
Access to industry networking events like Cannes Lions
Community-building opportunities and mentorship
Specialized professional services (legal, financial advice)
Product collaboration opportunities and career guidance
THE BOTTOM LINE
As influencer marketing commands larger portions of brand budgets, the most successful agencies are differentiating themselves through specialized niche expertise, creator development programs, and community-building initiatives—moving beyond transaction-based relationships to become strategic partners that understand both brand objectives and creator career aspirations.