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Influence · 6 min read

Influencer agency: how to choose it?

Not all influencer agencies are equal: some optimise for reach, others for revenue. For a brand that wants results, the difference is decisive. Here's how to choose.

Creator wearing the Shokz OpenFit bone-conduction earphones outdoors

Reach or revenue?

A "reach"-oriented agency sells you views. A creator marketing-oriented agency selects creators on their ability to convert and measures campaigns all the way to the sale (ROAS). It's this second model that creates lasting value.

How a good agency selects creators

—Relevance to your audience and category (tech, beauty, lifestyle…).
—Real engagement and audience quality, not just follower count.
—A conversion track record: a creator who has already driven sales.
—A macro / micro mix depending on the goal (awareness vs conversion).

Gifting, paid, ambassadors

Gifting tests at low cost, paid amplifies what works, ambassadors build preference over time. A serious agency combines all three and only scales formats already proven on conversion.

What does a campaign cost?

It depends on the number of creators, their size and the model (gifting vs paid). What matters isn't the raw cost but the ROI: for example, a well-run creator program can reach a high ROAS by paying only for the formats that convert.

Key takeaway

Choose an influencer agency that measures its campaigns in sales and ROAS — not in views. The right creator is the one who drives the purchase.

Go further

Discover our influencer & creator marketing agency.

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