What does an influencer marketing agency do? The creator's view.

Three kinds of agency

• Influencer marketing agencies work for brands: they find creators for campaigns.
• Talent and management agencies work for creators: they sign you and negotiate deals for a cut.
• Growth agencies work on your audience: more real people seeing your content.

What an influencer agency can do for you

A good influencer agency gives you something you can't easily do alone: reach, deals or time. A bad one sells you numbers. Ask every agency which of the three it actually delivers.

Where Sterr fits

We're a growth agency. We bring real followers to your Instagram and TikTok, so when a marketing agency or a brand looks you up, the audience they see is real.

Questions

Do influencer marketing agencies pay creators?

Brands pay; the agency runs the campaign and pays creators from the budget. Terms vary, so read them before you agree.

Should a creator pay an agency?

For growth, yes, if the growth is real. For representation, most talent agencies take a commission instead of a fee.

Can I work with more than one agency?

Often yes: a growth agency and a management agency do different jobs.