I just came home from an influencer event where I was speaking on Pitching Strategies for bloggers.
In my talk I mentioned that from my perspective the “time of agencies” is going, and there is an opportunity for influencers and brands to work directly, with the influencer filling the role of agency in terms of reporting, deliverables and more.
At the end of my talk, I was approached by attendees.
Roughly 15% of the people who came to talk to me worked for an agency. After my initial apologies for commenting on their declining industry, they replied “You are right”
And I am.
Agencies are on the decline, which means the time of influencers getting multiple offers for campaigns in their inbox each day is gone. The days where we would spend hours applying for various campaigns via these agencies is also not there. The QUANTITY has decreased.
We can look at all the “why’s” but it always comes down to $$
Working with an agency has been expensive. They took a huge portion of the bill, and because of that the return on deliverables was low. Brands figured out that they can work directly with an influencer, save money and get more in return.
So, as our QUANTITY reduced, our opportunity for QUALITY improved.
I recall speaking on the “gold rush” stage of the influencer industry 3 years ago. It was a time of leaping before we looked, saying YES, and courageously trying new things. There were awesome opportunities of “striking it rich”, going viral and exceptional growth for influencers who were showing up and creating content.
You could take a step into the industry without any preparation, a back pack on your shoulders and a shovel in your hand and find your luck. But no longer. These days it is more about who has used their earnings to set up homesteads, create assets and find stability.
For those who are still backpacking around the cold rivers, I believe we are going to see a sudden purge. And for the brave souls wanting to ENTER the industry, I have confidence you will find your success if you walk into the woods prepared.
As agencies decline, Influencers now need to enter into the business with the skills and knowledge that brands are expecting. You need to be an expert in your field, understand the purpose and objective of influencer marketing, and most of all, understand what YOU, as an influencer, can deliver. If your goal is to last through the coming harsh winter, you need to be prepared.
Here at 3c we have shifted our programming. We are no longer “doing it for you”. Instead we are teaching you everything we’ve learned. Our courses are transparent, and stuffed full of documents, strategies and activities so you walk away as smart, or maybe even smarter, than our team.
The more people who find success in this industry by delivering QUALITY campaigns, the more stable the industry will become. Success through results is what builds longevity and permanence, and that can only be done by understanding the field, and knowing the expectations. Yes, the industry is professionalizing… and it is time for influencers to do the same!
Check out our newly launched “Pitching Intensive” . A 30 section course that teaches you everything from valuing your products, measuring results, sourcing brands, building pitches and delivering reporting to ensure a successful resale. This is our strategy of pitching for over 150 influencers in the past 3 years, on paper and for you to use!