--- title: "What an influencer marketing agency does: from strategy to scale" description: "Influencer marketing can build visibility and sales, but results depend on the strategy behind each booking. This guide explains what an influencer marketing agency does before, during and after a campaign, and how that work turns individual creator collaborations into a scalable acquisition channel." canonical: https://www.adspecialist.de/en/blog/aufgaben-einer-influencer-marketing-agentur/ last-updated: 2026-06-10T21:50:10 --- # What an influencer marketing agency does: from strategy to scale > Influencer marketing can build visibility and sales, but results depend on the strategy behind each booking. This guide explains what an influencer marketing agency does before, during and after a campaign, and how that work turns individual creator collaborations into a scalable acquisition channel. Kanonische URL: https://www.adspecialist.de/en/blog/aufgaben-einer-influencer-marketing-agentur/ ## What does an influencer marketing agency actually do? Although around [59 percent of German companies](https://de.statista.com/statistik/daten/studie/941222/umfrage/nutzung-von-influencer-marketing-durch-unternehmen-in-deutschland/) now use influencers in marketing, many still assume that an influencer marketing agency starts with creator bookings. The work begins much earlier, with strategy. Its first job is to translate marketing goals into a practical campaign plan. A good agency is: - more than an intermediary between brands and creators - a strategic partner for long-term growth - responsible for the full process, from strategy through optimisation The work starts with goals and strategy, continues through creator scouting, negotiation and campaign delivery, and ends with analysis that improves the next campaign. Each project should make the channel more predictable. That is the principle we apply across more than 20,000 campaigns for ecommerce brands including Emma and [HelloFresh](/en/case-studies/hellofresh/). ## The tasks of an influencer marketing agency in 3 phases Successful influencer marketing has three clear phases: strategy; scouting and campaign planning; and tracking, reporting and optimisation. The agency works with your team throughout each phase. We also explain the three phases of [working with an influencer marketing agency](https://www.youtube.com/watch?v=NiHmlkr95is) in this detailed video. [Video](https://www.youtube.com/watch?v=NiHmlkr95is) ## Phase 1: Develop strategy The first phase begins well before selecting an influencer and content creation for social media, [YouTube](/en/channel-youtube/) or Twitch. First, we lay the foundation on which the entire campaign and influencer marketing strategy of your brand is built. **Define goals** Most brands approach an agency wanting to book influencers. The first task is therefore to derive goals from this desire: - Should influencer marketing increase sales? - Is it about more reach and followers for the brand? - Is the focus on generating qualified website visitors and customers? Different goals require different strategies. The agency's job is to ask the right questions and define how influencer marketing can support the brand. **Planning budget & time frame** What is often missing is a realistic view of the budget and time required to reach the goal. A good agency turns the strategy into a concrete recommendation: typical price levels by platform, how to distribute budget across creator tiers, and what results are realistic within the available time. **Ad Specialist Tip:** Would you like an initial assessment of what success you can achieve with your budget? Then check out our [ROI Calculator](/en/roi-calculator/)! **Platform and audience analysis** The next step is to find out which platforms bring your brand together with your audience. Not every platform is suitable for every product - sometimes stories via [Instagram](/en/instagram-influencer-marketing/) achieve the desired result, sometimes YouTube integrations or good placement in the [Twitch stream](/en/channel-twitch/) are needed. Your agency finds out where potential customers are and where influencer campaigns offer the best opportunities. ## Phase 2: Influencer Scouting & Campaign Planning The first phase ends with a clear, measurable strategy for the brand. Phase two then covers creator scouting, outreach, negotiation, contracts, campaign planning and launch. - **Influencer scouting** is one of the most important tasks in influencer marketing. Good agencies use a systematic, data-driven process. They assess engagement rates, views, audience data and previous collaborations to judge performance potential, audience fit and brand fit. In practice, a smaller creator with fewer followers may deliver stronger engagement and conversion rates. Experienced teams can distinguish between a profile that looks promising and one that is likely to perform. - **Negotiation & contracts** are on the to-do list after selecting the right influencers. An agency negotiates prices, draws up contracts and clarifies usage rights and deliverables so that brands and influencers know what is expected. - **The influencer briefing** provides guidelines that the influencer can follow when creating content. It provides information about dos, don’ts, possible storytelling ideas and CTAs, ensuring that the content authentically fits the brand. **Campaign planning** is ideally based on testing structures instead of isolated campaigns, so that after go-live it quickly becomes clear which methods work and where there is potential for optimization. To do this, timelines are planned, different platforms are tested and storytelling approaches are developed across multiple touchpoints. ## Phase 3: Tracking Reporting & Optimization After the go-live, can the brand and agency finally sit back, relax and let the campaign work for them? Definitely not – the work of a good agency is just beginning. It's about [tracking](/en/loesungen/tracking-attribution/), reporting and optimization potential for the following campaigns. From our point of view, everything else is not marketing, but rather more like gambling. For us, there are no successful campaigns without reliable figures. - **Forecast vs actual analysis:** An influencer marketing agency compares predicted and delivered results. The focus is on metrics such as reach, CPM, link clicks, purchases, new-customer share and profitability. If results miss the forecast, the agency investigates why: Was the CTA unclear? Was the creator a poor fit? The answers shape the next round of optimisation. - **Live Monitoring & Optimization:** The agency takes over monitoring during the ongoing campaigns by checking content before publication, monitoring performance in real time and making adjustments directly if necessary. - **Reporting & Lessons:** At the end of each campaign, you will receive a report with a transparent evaluation. What worked? Where can follow-up campaigns be carried out? The goal is to build a data-driven learning process that leads to profitable influencer marketing. ## The actual added value of a good influencer marketing agency Probably the most important point about the tasks of an influencer marketing agency: It's not about simply implementing individual campaigns. The greatest added value an agency brings to your brand is building a data-driven and scalable performance channel. It develops a strategy that can be continually tested, optimized and scaled, creating a cycle of learning, adapting and growing. Ultimately, this is what distinguishes professional performance influencer marketing from simply trying things out. A predictable marketing channel, security in budget planning and long-term profitability are created for your brand. ## Conclusion: The tasks of an influencer marketing agency go far beyond the placement of influencers Whether strategic planning, live monitoring or briefing creation: If you work with an influencer marketing agency, much more happens than just connecting influencers to your brand. In a good agency you will find a strategic partner who makes influencer marketing a reliable channel in the marketing mix. The common goal is to move your brand forward – measured against clear goals and KPIs. Want to see how a systematic influencer programme could work for your brand? [Book an introductory call with Ad Specialist](/en/kontakt/) to discuss the strategy, budget and next steps. ## Frequently asked questions and answers about the tasks of an influencer marketing agency ### What exactly are the tasks of an influencer marketing agency? The tasks of an influencer marketing agency start with strategic planning, extend through influencer scouting and campaign implementation to tracking and optimization. The goal is to build influencer marketing as a scalable channel. Instead of individual creator bookings, a good agency develops data-driven systems that increase reach, sales and profitability in the long term. ### When does an influencer marketing agency become worthwhile for companies? An influencer marketing agency is worthwhile if you want to use influencer marketing in a planned and results-focused manner. An agency creates added value, especially for ecommerce brands with clear growth goals, by using budget efficiently, avoiding errors and quickly delivering reliable lessons. ### How does performance influencer marketing differ from classic campaigns? Performance influencer marketing focuses on measurable KPIs such as sales, purchases or cost per conversion. Classic campaigns often aim for attention without clear success metrics. A performance influencer marketing agency, on the other hand, tracks ongoing campaigns, tests alternatives and continuously optimizes. ### Which KPIs does an influencer marketing agency use? An influencer marketing agency works with KPIs that reflect business success. These include, for example, CPM, clicks, purchases, conversion rates, new customer share and profitability. Superficial metrics like likes play a minor role. ### Can internal teams implement influencer marketing without an agency? In principle, internal teams can implement influencer marketing themselves, but they quickly reach limits when it comes to scouting, negotiation, tracking and scaling. Without experience and data, campaigns are often inefficient. An influencer marketing agency like Ad Specialist brings in market knowledge and lessons from thousands of campaigns and shortens your path to profitable results.