Influencer marketing quickly grew to take the #1 spot for most impactful social media marketing tool. With influencers available in all sizes and niches, you can almost guarantee there’s an influencer ready and waiting to work with your brand. But, you have to make sure they’re right for your brand. An influencer agency can help you identify how and who you should work with. However, you should spend as much time considering your influencer agency as you should your actual influencers.
So, what are the things you need to consider when hunting for the best influencer marketing agency for your business?
The first thing you need to consider is the previous experience your chosen agency has. Have they created the type of influencer campaign you want? Are their previous clients also within your industry and niche or are they more specialized? Do they mainly produce one-off influencer campaigns, or large scale campaigns?
In addition to the type of work they have created, ask about the regions they have worked in, and assess whether this fits your needs. Are they a global agency? Do they have local offices in your key territories? Seeing and understanding the previous work of an influencer agency can be hugely beneficial when deciding if they are the right fit for your brand.
If the agency you are considering has been operating for a while, it’s likely they’ll already have a good relationship with a number of influencers and talent agencies—some of whom may be a great partner for your campaign! Utilizing the relationships the agency has already built will be a huge bonus for your brand, and will make future partnerships with said influencers seamless.
Another element to consider is whether you need support with more than just influencer marketing. Often, influencer marketing agencies have expanded their expertise to offer end-to-end social media services. Take this time to consider your entire social media marketing strategy. Having an influencer and social strategy supported by the same agency will ensure seamless and impactful results.
Something that puts certain influencer agencies apart from others is their position as a social platform partner. Being a partner to a major social platform can offer these agencies access to more insights and data than those without. While it’s not a necessity, it’s definitely a plus.
By now, hopefully you’ve figured out whether an agency can actually do the work you want. The next step is to consider its internal processes. What are their lead times for strategy ideation? Do they have an influencer vetting process? Is there an influencer checklist? Will they brief the influencers for you?
You need a clear understanding of exactly how you will work with the agency before you sign any contracts. Your prospective agency should offer realistic and clear expectations of how you will work together.
Make sure you ask the agency any exclusive and additional tools and data they can offer you. Do they have their own influencer platform? Are they using any social listening tools? What really makes them stand out from the rest?
Now you should have a good feel of how your brand and agency will work together. But, if you want to go one step further, ask for previous case studies or client testimonials. Case studies and testimonials work in the same way influencer marketing and customer reviews do—they can help you visualize and understand the exact experience the agency is offering.
The final, and most important consideration, is budget. Large agencies will be expensive, but highly experienced. While smaller agencies are more budget friendly, they might not have access to the insight tools larger agencies have. However, you will be guaranteed a personalized experience. It all depends on what you’re looking for.
