All of you have witnessed how endorsements are the most frequently performed by some famous people. However, not everyone knows what are the brand endorser relationships behind every promo. Let’s have a look what the future hold for the influencers and agencies in terms of their collaboration.


What are we even talking about?

Well, apparently behind every relationship there is a system that should efficiently function. Influencers are obviously known not only to the audience but thoroughly considered by the agencies and influencer platforms. The latter are basically the catalogues of more or less famous people sorted by social media platforms, countries, theme and so on. Influencers themselves have a choice of selecting a representative. It should also be noted that not all the influencer can just go to the agent and ask for a rep. One should have at least 100 000 followers to be considered a serious influencer. Otherwise, the only way is yellow pages or a platform.

For example, Condé Nast has recently teamed up with a couple of peculiar platforms to make an exciting project. The company has decided not only to use influencers for their marketing campaigns but to link them with certain feelings. To do so, they collaborated with Influential and IBM Watson. The first, as one may realise, is a platform for influencers which searches through more than 5 billion Twitter, Instagram, Snapchat and other users to find some prominent and engaging accounts. Up to date, they have around 10 000 of them and the number is growing.

IBM Watson is an awesome new project that allows choosing an output according to behavioural patterns. It basically can scan 22 000 different types of written content scanning 800 million pages per second to find the necessary emotional cue. In other words, it focuses on linguistics getting it to the whole new level of speedy analysis. Thus, the combination of these two programs brings some new exciting perspectives. In other words, an influencer can be immediately evaluated and proposed according to the brand’s values and culture or a specific marketing campaign.


Influencer Campaign. IBM Watson


What’s the point of all this?

Well, from the first sight it may seem that influencer platforms are the solution we have all been waiting. Moreover, they are much cheaper than the agents. But there is always a “but” we need to acknowledge. In this case, these are the questionable conditions of the influencer’s employment agreement or in other words the lack of it. Influencers are basically non-exclusive to any of the platform and as a result it provokes a lot of legal issues when the same influencer appears in every “catalogue”. In order to eliminate this, a bunch of lawyers carefully looks through the platforms and sends letters to the ones breaching the exclusivity (alleged one by the way). All this may even be the fault of an influencer who wants to be coveted and always employed. He or she may send multiple “speculation letters” to be listed everywhere, as the clauses of his agreement with the platform do not strictly prohibit it.


The Future Of Influencer's Representatives And Agencies


Moreover, although the platforms launch cool projects with some impressive organizations like United Nations, the supply is still limited. A lot of influencers are rather chosen good old agents to avoid any a further headache.

To sum up, all these new platforms are certainly made for marketers’ good. However, there are still quite a few of drawbacks. Only the time will show if the influencers are going to ditch the agencies and turn their attention to the platform exclusively. To be fair, even if this ever happens, it will be a very slow transition. All in all, the platforms are still not perfect enough to be the only way to employ influencers.

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