To Stay Ahead of the Creator Curve, Networks Are Snapping Up Influencer Agencies

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Influencers are nothing new in marketing and advertising, but the rise of social media has expanded what an influencer is to marketers. Influencer agencies have been on the rise to corral the mass amount of influencers on the scene and better utilize them for brands.

As those influencer agencies continue to gain a foothold as a way to vet, promote and utilize influencers—and lately this applies to a new wave of creators—major holding companies and networks are looking to snap up these agencies that have more and more sway in the marketing ecosystem.


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This story first appeared in the May 2023 issue of Adweek magazine. Click here to subscribe.