If you’ve got a growing audience and are eager to monetize, you might be wondering: how do I get brand deals? Plenty of creators work directly with brands, but others prefer to work with an influencer agency. If you’re considering this option, here are a few things to think about.

What is an influencer agency?

Influencer agencies represent creators and influencers. At their core, they make money getting brand deals for their roster of talent, and taking a cut as payment. But they can also help creators monetize in other ways, like selling merchandise, book deals, or distribution of their content on other platforms.

Why work with an influencer agency?

Not every good creator is a good negotiator or businessperson. Talent agencies take the pressure away from finding brand deals so you can focus on making good content. A good influencer agency will have existing relationships with big brands and on the hunt for new partners. They’ll regularly be pitching brand deals on your behalf in the hopes they can take a cut.

“I think it's important to have a talent manager that's constantly meeting people and constantly nourishing their relationships,” says Oyinkan Ogunleye, an influencer marketer who also runs a fashion blog.

‎Why not to work with an influencer agency

One of the most common agency scenarios that leave creators disappointed is a lack of actual brand deals. This isn’t the end of the world if the agency’s only compensation is getting commission from those deals. But other agencies might try to negotiate a cut of your other forms of income, like Adsense revenue on YouTube. In that scenario, a creator might take a financial hit if their agent isn’t providing extra value.

Another reason to skip an agency is if you think you can do the work yourself. Creators who can negotiate their own brand deals don’t need to pay out a percentage to an agent. As creators grow and hire staff, some may even hire their own salespeople.

What to consider when vetting an agency

David Keller, who runs the agency Algebra Media, encourages creators to understand an agency’s full range of services before signing on. “Are they focused solely on brand deals, or are they more hands-on with content strategy?” he says. 

One of the biggest hurdles will be revenue sharing and costs. Many agencies might take 20%, but others will try to get more. After money, creators should feel confident their agency will be bringing them in good, tailored deals.

Ask: does this agency represent similar creators? Even if the agency represents big name creators, it may not help if they exist in an entirely different niche. Representing the biggest name in gaming, for instance, might not be helpful in getting deals for a fashion channel. 

Also look at the past brands the agency has worked with. Would you feel comfortable doing partnerships with those brands?

Finally, don’t skimp out on legal review. “Ensure there’s an agreement in place that protects both parties,” David says. “Always have a lawyer review it. It's worth the investment to avoid any misrepresentation.”

How to stand out to talent agencies

While many agencies and brands seek creators with big followings, engagement can be just as important.  Follower count is not everything,” Oyinkan says. She often looks for creators who are “actually building a community.” “You build a community by talking to people.”

“Consistent uploads, steady views, and the creator’s niche are critical,” David says. A lack of content from the past few months might serve as a red flag to a manager looking for active creators in the space.

Brands, and therefore talent agents, are also averse to negativity and conflict. Which is to say, a channel whose sole focus is dunking on political opponents or commenting on YouTube drama is going to be less “brand safe.” That doesn’t mean you should avoid ever criticizing anything, but making a brand based in negativity might not serve you as well financially.

Oyinkan also expressed the need to be accessible. Many creators she’s tried to reach out to in the past simply don’t have easy ways to get in touch with them. That might mean making a website with a contact form, if you don’t want to share your email publicly. 

Some agencies may also work with creators on a one-off basis for a specific brand deal.  “We also consider renewals from brands,” David says. “If brands keep coming back, that’s a great sign.”

In that scenario, creators can also set themselves apart from their peers with, surprisingly, basic professionalism. Oyinkan complained about creators who ghosted her in the middle of a campaign, only to respond months later hoping to resume a campaign. One of the things that can make a creator stand out is good communication.

“A creator who’s flexible with pricing and timing, quick to respond, and delivers great content in their niche is gold,” David says.

Do your research

Since “creator” is the dreamed-of job title for many, the industry has its fair share of con artists and shady businesses looking to prey on people’s aspirations. Sometimes, it’s not that nefarious, but creators can still get burned. For example, an agency that did one brand deal with MrBeast may tout that as proof that they can bring you the big bucks. 

Creators can protect themselves by researching and vetting the agencies thoroughly. Reach out to other creators who the agency represents. Was their experience overall positive? Was their talent manager responsive and helpful? Did they get paid on time?

“Transparency and trust are non-negotiable,” David says. “Ask for referrals. Check their business registration on the Secretary of State website and dig through Reddit forums.”

Social media like Reddit is a useful resource. When creators get scammed, they’ll often take to social media to complain about it. Searching for the agency name on different platforms can spare you a future headache.