What Brands Really Want From Influencer Marketing Agencies

Influencer marketing is no longer a side hustle—it’s now front and center in big brand strategies. When global giants like Unilever announce plans to pour half of their ad budgets into creators and social media influencers, you can bet everyone in the industry starts paying attention. For influencer marketing agencies, this shift signals a major opportunity—but also fierce competition.

With advertising budgets tightening across the board, brands are becoming more selective. They're not just throwing money at any agency that promises reach. Instead, they’re looking for real partnerships. They want agencies that understand creators deeply, offer strategic input, and help nurture influencer growth—not just short-term wins.

What Sets Top Agencies Apart?

Amy Moussa from Qdoba Mexican Eats sums it up perfectly: brands want agencies that are flexible, collaborative, and ready to solve problems—not just complete assignments. For her, agencies like Open Influence stand out because they don’t just act like vendors; they behave like strategic allies.

And Unilever isn’t alone. According to research from LTK and Northwestern University, 93% of brands plan to increase their investments in creator marketing. Even more impressive? 41% of them now dedicate at least half of their digital marketing budgets to influencer partnerships.

So, how do agencies earn a seat at the table?

It’s All About Creator Growth

Mike Vannelli from Envy Creative believes the most valuable agencies are those that go the extra mile to support creator development. Offering platform-specific insights, creative coaching, or even strategy workshops makes a big difference.

“It’s not just about campaign metrics,” Vannelli explains. “We look for agencies that are helping creators evolve in their craft.”

And it’s not just talk. Agencies like Billion Dollar Boy (BDB) are putting money where their mouth is. Through their FiveTwoNine platform, they launched a Creator Fund to help influencers attend major industry events like Cannes Lions. For many influencers, Cannes is the ultimate networking stage—but the cost of attendance, starting at over $4,400, often keeps them out.

By offering $1,300 creator passes and financial support, BDB is investing in the future of content creators. They're selecting 20 U.S. and U.K.-based creators with strong engagement and a minimum of 20,000 followers. The selection panel includes respected industry names from YouTube, eMarketer, and more. 

Becky Owen, BDB’s Global CMO, believes giving creators access to these events helps level the playing field. “A lot of creators just want a chance to be part of the conversation,” she said. “But the industry can feel like a closed club.”

Agencies Need to Offer More Than Campaign Management

Many creators agree that working with an agency needs to feel like a long-term collaboration—not a one-off deal. Lifestyle creator Timur Tugberk says he looks for agencies that offer real support, like mentorships, brand collabs, and networking opportunities. 

Hunter Vought, a fashion and travel influencer with over a million Instagram followers, echoes this. He wants someone to brainstorm with and help him pivot when the industry shifts. That’s why he partners with G&B Digital Management—an agency that actively guides creators, not just books deals.

Billion Dollar Boy’s FiveTwoNine platform also offers creators one-on-one sessions with financial advisors and lawyers, free workshops, and even physical workspaces where creators can meet, network, and host community events.

“We’re not just building a database,” Owen said. “We’re building a hub for creator culture.”

College Campuses: The New Frontier

While one agency is focused on getting creators to Cannes, others are looking to campuses for their next wave of influence. In March, Linqia launched Linqia Campus, a new program that connects brands with college-aged influencers.

With the help of student-focused platforms like REACH and Home From College, Linqia is bringing influencer campaigns directly to students. These young creators are often the most social media-savvy and can help brands gain traction in hard-to-reach communities.

“The college market is where the future buyers are,” said Keith Bendes, Linqia’s chief strategy officer. “They’re incredibly social-first and have massive purchasing power.”

Through Linqia’s Resonate platform, brands can access millions of creators across more than 75 universities, complete with in-depth data points and performance insights. But as Bendes emphasized, data isn’t everything—agencies also need to understand the unique needs of the communities these influencers serve.

Niche Agencies Are Winning the Game

With so many players in the space, some brands are turning to specialized influencer agencies that understand their specific market. Valentin Pechot, CEO of Louce Corporation (a cold bath brand), said managing influencers directly became overwhelming. Now, they work with an agency that exclusively handles athlete influencers.

“When you’re launching a product and every second counts, you can’t afford missteps,” Pechot said. “We needed an agency that gets our world—and our audience.”

The Big Picture

As influencer marketing continues to grow, the best agencies will be the ones that evolve beyond basic services. Brands want long-term partners that invest in creators. Creators want guidance, resources, and community.

The future of influencer marketing will belong to agencies that balance data with empathy—and strategy with support. Whether it's helping a creator get to Cannes or launching a campus ambassador program, the goal remains the same: build real relationships, offer real value, and grow together.