Archive · 17 Aug 2025
Agencies Bet on Small Influencers as Brands Seek Better Returns
Influencer agencies, which previously focused on big names, are now signing up smaller creators like those with under 100,000 followers.
These agencies connect influencers with brands for ads and deals, negotiating fees and helping creators grow.
Smaller influencers, especially those with strong engagement, can earn money through brand partnerships.
Brands are choosing micro-influencers because they offer better engagement rates and a more personal connection with their audience.
This shift allows smaller creators and the agencies that represent them to thrive.
Influencer talent agencies are increasingly representing smaller creators, including nano and micro-influencers.
Agencies help influencers secure brand deals, negotiate rates, and grow their audience.
Small creators with good engagement can earn ₹20,000 to ₹50,000 through brand deals.
Brands are shifting towards micro-influencers for higher engagement and return on investment.
Agencies are also benefiting by offering training and management to these rising creators.
- Who
- Influencer talent agencies, brands, and creators.
- What
- Influencer talent agencies are representing smaller creators.
- When
- Recent trend.
- Where
- N/A
- Why
- Brands seek higher engagement and ROI, favoring micro-influencers.
Traditional Marketing View
Emerging Marketing View
Prioritizing Reach vs Engagement
Traditional Marketing View
Focusing on high follower count influencers to maximize reach.
Emerging Marketing View
Prioritizing engagement and authenticity over reach.
- Industry Growth
- Projected to reach ₹3375 crore in 2026
- Agency Commission
- Around 20% (can be 25% for smaller creators)
- Micro Influencer Earnings
- ₹20,000 to ₹50,000 per deal
- Focus Shift
- From follower count to brand fit and authenticity