Your audience is growing, your content is solid, but your bank account hasn't caught up. The creator economy's dirty secret: visibility doesn't automatically equal income. While direct brand partnerships are one path, influencer agencies promise to handle the awkward money conversations and contract negotiations that many creators dread. But are these middlemen worth it? If you're weighing whether to hand over a percentage of your deals to an agency, here's the unfiltered reality you should consider.

What is an influencer agency?

Influencer agencies represent creators and influencers, serving as the bridge between talent and brands. At their core, these agencies generate revenue by securing brand deals for their roster of talent and taking a commission as payment. Beyond brand partnerships, influencer agencies often help creators diversify their income through merchandise sales, book deals, or content distribution across multiple platforms.

Why work with an influencer agency?

Not every talented creator excels at negotiation or business management. Influencer agencies remove the pressure of finding and securing brand deals, allowing you to focus on what you do best—creating compelling content. A results-driven influencer agency will have established relationships with major brands and actively seek new partnership opportunities. They'll consistently pitch your profile to relevant brands, leveraging their industry connections to generate revenue that benefits both you and them.

“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.

Data-backed influencer marketing ROI

Many industry reports confirm that influencer marketing can generate strong returns for creators and brands alike. According to a Harvard Business Review study, a 1% increase in influencer marketing spend led to a 0.46% uptick in engagement. Optimizing influencer marketing strategies can further boost engagement by up to 16.6% over more traditional tactics. Such data underscores the importance of choosing an influencer agency that excels in strategy and measurement. Brand collaborations like Dior’s ‘67 Shades’ campaign demonstrate how targeted influencer partnerships can amplify visibility and credibility when executed effectively. Creators who embrace data-driven approaches are better equipped to negotiate fair contracts and measure their agency’s effectiveness.

When not to work with an influencer agency

One of the most common scenarios that leave creators disappointed is an agency's failure to deliver actual brand deals. This isn't catastrophic if the agency only earns commission from successful partnerships. However, some agencies might negotiate for a percentage of your other revenue streams, such as Adsense revenue on YouTube. In this situation, creators may experience a financial loss if their agency isn't providing measurable ROI and demonstrating clear 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.

Platform-specific agency services

Many influencer agencies specialize in particular platforms to offer deeper insights and best practices. For instance, TikTok relies heavily on short-form video content and quick audience engagement. Meanwhile, Instagram prioritizes visually compelling posts and curated storytelling, allowing influencers to showcase products more seamlessly. Choosing an agency that understands your primary platform ensures campaigns are optimized for that channel’s unique algorithms and user behavior. This platform-specific expertise can lead to higher conversion rates and better audience retention—two key factors in any influencer marketing success story. Before signing with an agency, ask how they tailor strategies for each platform, as specialized support can significantly impact overall performance.

What to consider when vetting an influencer agency

David Keller, who runs the influencer marketing agency Algebra Media, encourages creators to understand an agency's full range of services and platform specialization before signing on. "Are they focused solely on brand deals, or are they more hands-on with content strategy and platform-specific growth?" he says.

One of the biggest considerations will be revenue sharing and costs. Many influencer agencies might take 20%, but others will try to negotiate for more. Beyond financial terms, creators should feel confident their agency will secure relevant, tailored brand partnerships that align with their content and audience demographics.

Ask: does this influencer agency represent similar creators in your niche? Even if the agency works with high-profile creators, it may not benefit you if they exist in an entirely different content category. An agency representing the biggest name in gaming, for instance, might lack the industry connections needed to secure deals for a fashion-focused creator.

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 influencer agencies

While many influencer agencies and brands seek creators with large followings, engagement metrics can be equally or more important. "Follower count is not everything," Oyinkan says. She often looks for creators who are "actually building a community" through meaningful interaction. "You build a community by talking to people and creating authentic connections that drive measurable results."

"Consistent uploads, steady views, platform-specific performance, and the creator's niche are critical evaluation factors," David says. A lack of recent content might serve as a red flag to managers looking for active creators who can deliver ROI for brand partnerships.

Brands, and by extension influencer agencies, prioritize brand safety and positive audience engagement. Content focused primarily on criticizing political opponents or commenting on platform drama is generally considered less "brand safe." This doesn't mean avoiding all critical content, but creators whose personal brand centers on negativity may find fewer lucrative partnership opportunities through traditional influencer marketing channels.

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, delivers measurable results, and produces high-quality content in their niche is gold for influencer marketing campaigns," David says.

How to research influencer agencies effectively

Since "creator" is the dreamed-of job title for many, the industry has its fair share of questionable agencies looking to capitalize on people's aspirations. Sometimes, it's not outright deception, but creators can still get burned. For example, an influencer agency that secured a single brand deal with a major creator like MrBeast may use that as evidence they can deliver similar results for everyone—a misleading claim that doesn't reflect their typical performance metrics.

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 when selecting an influencer marketing agency," David says. "Ask for referrals from current clients, check their business registration on the Secretary of State website, and research their reputation through platforms like 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.

FAQs

How do influencer agencies calculate ROI?

Most influencer agencies measure ROI using metrics like engagement, conversion rates, and Earned Media Value (EMV). According to a Harvard Business Review article, a 1% increase in influencer marketing spend correlates with a 0.46% lift in engagement. By tracking click-through rates and sales data, agencies can see how effectively a campaign drives revenue. Some also evaluate brand sentiment via social listening to gauge long-term loyalty. Ultimately, ROI calculations are refined over time, leading to more targeted and cost-effective campaigns.

Are micro-influencers as effective as larger creators?

Yes, micro-influencers often have higher engagement rates, making them a compelling choice for brands. According to a Harvard Business Review insight, smaller influencers can deliver stronger audience trust and authenticity. Their audiences tend to be more niche-focused, potentially boosting conversion rates. Many influencer agencies acknowledge the value of micro-influencers for cost-efficiency and deeper community bonds. Still, the choice depends on a brand’s specific goals and budget.