Influencer agencies face an existential test as brands take creator marketing in-house, says Barcode Entertainment's Ajay Kulkarni

Influencer agencies are facing an existential crisis as brands increasingly take creator marketing in-house, according to Ajay Kulkarni of Barcode Entertainment. This shift is forcing agencies to adapt and find new ways to provide value to brands and creators. The trend is significant, with many brands opting to manage their own influencer marketing campaigns rather than relying on external agencies.

This development matters for social commerce as it indicates a changing landscape for influencer marketing and the role of agencies within it. As brands take more control over their creator marketing efforts, agencies will need to evolve to remain relevant, potentially by offering more specialized services or focusing on niche areas of expertise. This could lead to increased efficiency and effectiveness in influencer marketing, ultimately benefiting social commerce as a whole.