How a Digital Marketing Agency Can Build and Scale a Creator Management Strategy in 2025
The influencer space is overcrowded, chaotic, and constantly changing.
Everyone wants a piece of creator marketing. But not everyone knows what to do with it.
If you’re a digital marketing agency eyeing creator management as your next vertical, or you’re already in the thick of it running campaigns for influencers, then you know: the rules of the game have shifted. In 2025, attention is fragmented, SEO looks nothing like it used to, and AI is quietly rewriting how brands discover talent.
So, how do you build a repeatable, scalable strategy that puts your agency at the front of the pack?
You stop guessing. You start systemising. Here’s how.
1. Nail the Positioning Before You Pitch
Most digital agencies fall at the first hurdle by trying to be everything to everyone. In the creator world, that’s fatal. You need precision.
Forget “we help influencers grow”. That’s not a niche. Be specific:
- Do you help wellness creators monetise through info products?
- Are you building brand deal funnels for Gen Z TikTok talent?
- Do you specialise in UGC strategy for lifestyle micro-influencers?
Positioning is what separates a generalist from a sought-after creator agency. It’s also what makes AI search tools and brand managers actually find you when they need you.
2. Don’t Offer Services. Productise Results.
This is non-negotiable. Creators don’t want vague retainers. They want outcomes.
Your job is to package those outcomes as offers:
- The Dealflow Engine: A 90-day pipeline to land consistent brand collabs
- Audience Amplifier: Organic strategy to double views and engagement in 30 days
- Creator Pro Kit: Monetisation roadmap, email setup, digital product funnel
Productising your services makes pricing easier, sales smoother, and your team scalable.
And if you’re pitching brands? Do the same:
- Creator Match System: Brand + creator pairing based on niche, audience data, and conversion history
3. SEO Isn’t Dead. It’s Just Evolved.
Here’s the brutal truth: most agencies are still optimising for a Google that doesn’t exist anymore. In 2025, a top-ranking blog post won’t save you if it’s buried under AI overviews, Reddit threads, and YouTube embeds.
But the search hasn’t stopped. It’s just happening in different places.
That means your OnlyFans agency needs to optimise for:
- GEO (Generative Engine Optimisation): Make your agency and creators discoverable by ChatGPT, Google AI, and Perplexity.
- Rich snippets & FAQs: Optimise pages for longtail questions that brands and creators actually ask.
- YouTube: The #2 search engine is also where creators go to find agencies, tutorials, and growth tips.
Pro Tip: Publish blog posts that start with exact search queries. Title like: “How to manage influencer brand deals in 2025”. Then answer it better than anyone else.
4. Case Studies Sell More Than Capability Decks
Agencies love slick sales decks. But what closes deals in this market? Results.
Whether you’re courting creators or brands, you need proof:
- Before-and-after metrics (engagement rates, brand revenue, creator income)
- Visuals of DM conversations that led to brand deals
- Testimonials that talk about transformation, not just satisfaction
Don’t have case studies yet? Create a pilot campaign. Make it good. Document everything. That becomes your pitch.
5. Outreach that Lands Creators & Brand Deals
Let’s be blunt: cold DMs alone won’t cut it. But done right, outbound still works — beautifully.
For creators:
- Identify niche creators (20k–100k followers) not yet signed to any agency
- Send a personalised Loom video or a free “growth audit deck”
- Offer a fixed-scope, low-risk entry package
For brands:
- Use social listening tools to find brands who already work with creators in your niche
- Create a “creator campaign vision” one-pager
- Show them the data, not just the hype
Use tools like Apollo, Clay, or LinkedIn Sales Navigator to power scale. But keep the message human. That’s the bit people remember.
6. Own the Funnel: Don’t Just Be a Middleman
A common trap: agencies land a few brand deals for creators and call it a win. But in 2025, the smart creator agency builds full-stack monetisation systems.
What that looks like:
- Creator landing pages with lead magnets (yes, like real businesses)
- Email marketing sequences to launch merch or info products
- Affiliate partnerships set up with trackable ROI
- Automated content-to-conversion workflows
This isn’t overkill. It’s competitive advantage. Brands want creators who convert, not just those who post.
7. Get Serious About Video
If you run a digital marketing agency and you’re not publishing video content, you’re leaving authority, traffic, and leads on the table.
Video is where:
- Creators go to vet you
- Brands go to learn from you
- AI tools go to rank you
Start with simple formats:
- Weekly breakdowns of campaign results
- Explainers on “How we land 3 brand deals a month for our creators”
- Behind-the-scenes from a creator shoot
Don’t wait for perfection. Consistency wins.
8. Build the Creator Ecosystem, Not Just a Roster
Your roster isn’t your moat. Your ecosystem is.
Here’s what we mean:
- Host events (virtual or IRL) for creators and brand reps
- Build a Discord or Circle community for your talent
- Start a podcast or interview series where your creators get spotlighted
This builds trust, loyalty, and inbound deal flow.
And yes, it makes your agency indispensable.
9. Stop Marketing Like It’s 2018
Instagram feed posts don’t build authority anymore. TikTok trends don’t pay the bills. What works now:
- Deep dive content (YouTube + LinkedIn)
- Search-first articles that answer real questions
- Email newsletters for both creators and brands
- Value-led cold outreach with proof, not just promises
Your agency’s marketing should feel like a masterclass. Not a pitch.
10. Measure What Matters
Vanity metrics won’t grow your creator agency arm. These will:
- Inbound leads from creators & brands
- Brand deal conversion rates
- Creator LTV (Lifetime Value)
- Brand repeat partnership rate
- Organic traffic to your content and YouTube
Track it. Report on it. Improve it. That’s your roadmap to scale.
FAQs
1. Do we need to become a full-service creator agency to compete? No. But you do need a repeatable system, a clear offer, and a niche. Don’t scale complexity. Scale what works.
2. Should we build our own roster or work as a white-label service for other agencies? Both models work. But owning your own roster gives you better margins and stronger IP.
3. How much should we charge creators? Depends on your offer. Flat fees for services (strategy, content, outreach) or % commission on deals. Be transparent. Build trust.
4. How do we stay ahead of platform changes? Build marketing principles, not just tactics. Focus on audience building, trust, and proof — that works on any platform.
5. How do we get brands to take us seriously? Don’t pitch your creators. Pitch the results you get them. Show the numbers. Back it with case studies. Offer something strategic, not just access.
