HOW MARKETERS AND CREATORS VET INFLUENCER AGENCIES IN 2025

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

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.