Brands change tack, pivot to small creators over big names

Small creators with good engagement can earn between ₹20,000 and ₹50,000 through brand deals

- Pratishtha Bagai

Influencer talent management agencies, which once worked exclusively with creators boasting over 100,000 followers, are now lowering the bar and signing smaller creators as well.

These agencies act as representatives for influencers, pitching them to brands, negotiating deals and ensuring the best possible rates for their clients. In return, they typically take a commission—often around 20% of the fee paid by the brand.

While large-scale influencers with heavy brand interest tend to rely on such agencies for coordination and negotiation, mid-tier creators—with followings between 100,000 and 500,000—are also increasingly signing with them to secure more collaborations and monetization opportunities.

For nano (up to 10,000 followers) and micro influencers (10,000 to 100,000 followers), the benefits can be even greater. Agencies not only connect them with brands but also help them capitalize on viral moments, refine their content strategies and steadily grow into higher tiers of influence.