3 З 4 впливових осіб шукають агентства для представництва бізнесу

A new study by Brunch and YOUPIX shows that 3 out of 4 (73.72%) digital influencers seek an agent or agency as a commercial representative. While this is the desire of most, it is not yet the reality for the majority, as the same research reveals that 74.25% do not have agency representation in their careers. An anonymous creator, respondent to the survey, highlights the role of a manager in a digital career.

"Having an agency that truly understands the market was a game-changer for me. Not just in negotiations, job volume, and the volume of R$, but also in the security of having someone who knows what they're doing, representing me and speaking on my behalf," he said. According to Fábio Gonçalves, International Talent Director at Viral Nation, agency representation is crucial for the growth and professionalisation of an influencer's career: "Having an agent who understands the market not only facilitates negotiations and expands the volume of opportunities, but also provides security and the confidence of being well-represented in such a dynamic environment. Furthermore, the agency assists in protecting the influencer, shielding them from detrimental contracts and brands acting in bad faith. Our role is precisely to defend their interests and ensure their work is not undervalued."

This representation isn't defined by a single model; several perspectives exist, as the same research highlights. According to it, in 57.89% of the agreements, the agency or agent has exclusivity to negotiate work on behalf of the influencer, while in 42.11% of cases, multiple agencies can offer the content creator's profile to the market. 

According to Fabio, the choice between exclusive and non-exclusive representation of influencers in commercial dealings presents both advantages and challenges: "With exclusivity, the content creator gains an integrated view of the business and the confidence of having a strategic partner in charge of negotiations. However, this can create a dependence on the agency for important decision-making. Without exclusivity, the influencer benefits from multiple sales channels and various platforms to showcase their work, but loses control over how their image is presented in the market."

The business model of agencies working with influencers was also highlighted in the research. Approximately 9 out of 10 creators (90.53%) remunerate their agents solely with the commission from deals, while 8.42% pay a fixed monthly fee for the service plus a percentage per completed job. Only 1% pay a fixed monthly fee regardless of billing. 

These percentages can vary significantly depending on the deals closed. According to the research, 36.04% of influencers pay less than 5% commission or don't pay the company at all for the closed deal. On the other hand, 26.3% of these creators pay between 16% and 20% commission, and 17.% pay between 21% and 30% in percentage, a very high number by market standards. Influence marketing market expert Fabio explains that these variations occur due to the type of contract and the value of the negotiations.

"When revenue is low, percentages may be smaller, or even non-existent, as commissions are based on the success of negotiations. However, when deals are larger or more complex, commissions can be higher, reflecting the value and effort involved in the negotiation and representation by the influencer," he says. 

Letícia Gomes, an influencer who went viral online thanks to her make-up transformations, is one of Fábio's clients at the Canadian agency, Viral Nation. According to her, the agent was crucial to the shift in her digital career: "He brought the confidence needed to handle big negotiations and helped open doors I never even imagined. With a professional who understands the market, I could focus on my content while he took care of all the commercial side. Today, my career has a much wider dimension, and I'm grateful to have such a capable person representing me."

МЕТОДОЛОГІЯ

The research, conducted by the Brunch agency and the YOUPIX consultancy, received 369 valid responses from creators across the country, collected via a questionnaire from August 13th to September 23rd.