The Pros and Cons of Having an Agent as an Influencer

As someone who’s experienced both sides of the influencer world—with and without an agent—and who now works directly with influencers and their agents, I want to share insights into the pros and cons of working with an agent.

Pros of Hiring an Agent for Influencers

Time Saver: Having an agent handles much of the heavy lifting. Agents manage negotiations, sign contracts, and even handle payments. This saves you the time and energy needed to focus on creating high-quality content, engaging with your followers, and growing your brand.
Motivated to Book You: Typically, agents charge a percentage of each deal they secure (usually around 15-20%). This model incentivizes them to secure opportunities for you, increasing your chances of consistent work.
Enhanced Negotiation Skills: Agents often have the negotiation experience needed to get you a competitive rate. By managing the details, they can free you up to focus on creative growth and side projects.

Cons of Hiring an Agent for Influencers

Limited Control over Brand Relationships: When you work with an agent, they’re usually the first point of contact, so you may lose the chance to personally connect with brands. Relationships are crucial, especially for micro or mid-tier influencers, and knowing the people behind the brand can be invaluable.
Agency Bias: Agents often prioritize clients based on their network and the potential earnings from each deal. If an agency works with influencers who bring in high-dollar contracts, you may get less attention, especially if your deals are smaller.
Dependency on the Agency's Connections: Your opportunities may be limited to the brands the agency already works with. Additionally, if you’re under a long-term contract, you may not have the freedom to seek out other deals independently.

Who Benefits Most from an Agent?

I’ve come to believe that agents are best suited for influencers with a large following (typically over 1M). At that level, agents can secure lucrative partnerships, and you’re at a point where it’s often worth sacrificing some control to maximize your earning potential.

For micro and mid-tier influencers, the picture looks different. Smaller creators benefit greatly from establishing their network and learning the business themselves. I’ve personally experienced this shift: I initially had an agent who brought great opportunities, but as I took on the role myself, I found brands were more willing to work directly with me, and my revenue increased.

Why Brands Prefer Direct Relationships

Having worked on the brand side, I now see how a direct connection with influencers is more efficient. When a brand can communicate directly with an influencer, campaigns are often more successful, as there’s a genuine rapport and mutual investment. With agents as intermediaries, communication is less fluid, which can deter brands from repeat collaborations.

Additionally, brands value influencers who are authentically interested in their products—not simply doing a job arranged by a third party. Companies can tell when an influencer is truly invested, and this often leads to better results.

A Final Word for Influencers

If you’re considering an agent, know that they may occasionally promote other influencers on their roster, sometimes prioritizing those who bring in higher revenue. If you’re serious about understanding the industry, it may be best to grow independently first, then bring in an agent once you have a strong grasp of your business.

I hope these insights help you decide whether hiring an agent is the right move. Whatever choice you make, remember: it’s your brand, and your career—make it work for you.