Recent trends show that brands, including Unilever, are shifting significant portions of their advertising budgets toward influencer marketing. With 93% of brands planning to expand their creator budgets, the competition for ad dollars is intensifying among influencer marketing agencies. Marketers increasingly value agencies that offer more than just transactional relationships; they seek partners who are collaborative, flexible, and able to provide strategic insights tailored to specific niches. Successful agencies focus on building long-term relationships with brands and understanding creator-audience dynamics to drive impactful campaigns.
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.
Some 93% of brands say they plan to increase their creator budgets or creator roles in their overall marketing strategy, per research by shopping and creator app LTK and Northwestern University.
So marketers are seeking partners that are in it for the long-haul, understand creators and their audience and provide insight into a niche or community rather than a transaction.
The agencies we vibe with are the ones invested in understanding our brand narrative and helping us tell our story through authentic partnerships.
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