Brought to you by July and Behind The Influence
DTMI
/dee-tee-emh-eye/
noun
The Digital Talent Management Industry.
In a single word, DTMI is:
Meteoric.
In 10 words, DTMI is:
The gold standard for successful advertising in the modern world.
In 1,000 words, DTMI is:
In 10,000 words: Let’s dive in...
2024 was a landmark year for digital talent management. With brands doubling down on influencer marketing and creators expanding their revenue streams, talent managers played a pivotal role in this new economy’s explosive growth—now a multibillion-dollar industry.
Agencies helped creators navigate brand deals, diversify income, and adapt to major platform shifts, keeping them ahead in an evolving landscape. The most successful companies embraced innovation, strengthened creator relationships, and leveraged advanced management software to streamline operations and maximize opportunities.
Despite economic uncertainty, brand investment in digital creators surged, with companies reporting record-high spending on influencer marketing. Brands like NFL and Poppi paid out their largest-ever creator deals, reinforcing influencer marketing as the go-to strategy for consumer brands.
Behind the Data
We aggregated a wide breadth of data, both quantitative & qualitative, to create this report. We were able to collect a huge amount of information from our community for creator managers, Behind the Influence. This invite-only community of 2,000+ influencer marketing professionals served as the sample group for our polling.
We focused on agencies managing digital-first talent and brand marketers specializing in influencer marketing & creator paid partnerships. We have specifically excluded traditional Hollywood talent management unless they are directly involved in the creator economy.
By the numbers:
All additional data comes from credible & reliable reports and stories, which are referenced throughout.
Industry Growth in 2024
Spent on influencer marketing in 2024
Percentage of U.S. brands investing or planning to invest in influencer marketing
2024 was another defining year for the digital talent industry. The space grew by an impressive 15%, with influencer marketing spend reaching an all-time record of $24 billion.
Digital creators are no longer just a part of the advertising mix — they’re leading it. With 70% of U.S. brands now investing or planning to invest in influencer marketing, the demand for digital-first talent has never been higher.
Market Size & Scaling Influence
The TAM, or Total Addressable Market, of influencer marketing is projected to hit $41 billion by 2030, growing at a 10% compound annual growth rate.
Brand Budgets Are Shifting
26% of brands are now allocating 40% or more of their marketing budgets towards influencer marketing.
In the United States alone, brands spent $7.14 billion on influencer marketing in 2024, a 16% increase from the previous year.
Short Form Is Still King
Short-form video content (TikTok, YouTube Shorts, and Instagram Reels) continues to dominate. Nearly half of TikTok users have made purchases based on platform recommendations.
Social Media Has Won Advertising
In 2024, social media officially became the world’s largest advertising channel, surpassing paid search with $247.3 billion in global ad spend. By 2025, that number is expected to climb to $266.92 billion, driven by creator partnerships, short-form video, and live shopping experiences.
Clear Returns and Proven Impact
ROI on influencer marketing ad spend
Say they’ve purchased a product based on an influencer’s recommendation
Trust influencers more than celebrities
For every $1 spent on influencer marketing, brands earn $5.78.
74% of consumers have purchased a product based on an influencer’s recommendation.
70% of teens trust influencers more than traditional celebrities, reinforcing the deep consumer connections creators can cultivate.
49% of consumers rely on influencer recommendations when making purchase decisions.
A New Era of Brand Engagement
Influencer activations are moving beyond Instagram posts—they’re now real-world experiences.
Luxury Meets Influence
Art Basel Miami Beach emerged as a hotspot for influencer marketing, with brands like Ulta Beauty, Celsius, Stanley, Sol de Janeiro, and Maybelline flying in top creators or partnering with local Miami influencers for event-driven attractions, exclusive brand experiences, and new product launches.
The Festival Effect
Poppi’s 2024 Coachella activation with Alix Earle—”Casa Poppi”—generated over 4.5 million engagements and reached 275 million people, proving the viral power of creator-led experiences.
What’s Next?
In 2024, influencer marketing solidified its place as the backbone of modern advertising. With social commerce booming and brand engagement reaching new heights, the creator economy shows no signs of slowing down. But the next big shift? AI is on the verge of transforming the industry.
believe virtual influencers will significantly impact the future of marketing.
Plan to use AI for influencer marketing.
From AI-driven content creation to virtual talent and smarter campaign analytics, the future of digital talent management is evolving faster than ever.
We tapped into our exclusive network of top talent managers and brand marketers to uncover the key trends, challenges, and opportunities shaping the creator economy.
Behind the Influence (BTI) is a free, invite-only Slack channel designed for professionals who work with digital talent and content creators. Created by the team at July, this space connects talent managers and brand marketers, giving them access to exclusive networking opportunities, industry insights, and high-value castings (brand deals). Whether you’re looking to share expertise, source opportunities, or stay ahead of industry trends, BTI is where the best in the business come together.
What defined 2024?
💰
Increased Revenue
42% of creator managers closed over $500k in brand deals. This figure highlights the growing financial impact of digital talent management, showing that a significant portion of creator managers are securing high-value deals. It suggests that the creator economy is maturing, with managers playing a critical role in scaling brand partnerships and maximizing revenue for their talent.
⚡
Fewer, Larger Deals
47% of agencies made their entire paid partnership revenue from just 25 or fewer brand partners. This data underscores the importance of long-term relationships in the industry. Rather than relying on a high volume of one-off deals, many agencies are sustaining their business through a concentrated group of repeat brand partners. This reliance on a smaller number of partners, however, may also pose a risk if brands reduce budgets or shift strategies.
👑
Instagram Still Reigns
73% of creators earned the most commission from Instagram deals. Instagram continues to dominate as the most lucrative platform for creators, likely due to its established role in influencer marketing and brand-sponsored content. The platform’s strong engagement rates and robust advertising tools make it the preferred channel for brands looking to activate creators and drive conversions.
🤑
Paid Partnerships Lead Earnings
Despite the rise of alternative revenue streams, direct brand deals remain the backbone of creator monetization. This suggests that while agencies are diversifying offerings, traditional sponsorship models continue to provide the highest level of stability and revenue consistency.
💥
UGC & Whitelisting Importance
The growing importance of whitelisting and user-generated content (UGC) deals reflects a shift in brand strategies toward performance-driven creator collaborations. These deals allow brands to repurpose creator content for advertising and extend its reach beyond organic audiences, increasing return on investment.
🫨
Dealflow Challenges
77% of agencies say their biggest challenge is sourcing new deals for their talent. Finding and securing brand partnerships remains a persistent challenge, underscoring the competitive nature of the industry. As more brands invest in influencer marketing, agencies must refine their sales strategies, leverage data-driven insights, and build stronger pipelines to ensure a steady flow of opportunities for their talent.
Key Takeaway:
While traditional platforms like Instagram still dominate, the industry is shifting toward quality over quantity when it comes to partnerships. Long-term, strategic collaborations are proving far more valuable than one-off deals, benefiting both brands and talent. The agencies and creators prioritizing strong, lasting relationships are the ones seeing the greatest success.
Service-based businesses are only as strong as their systems. Those with the most efficient operations will thrive—everyone else will fall behind.
With the industry on track to hit $500 billion, digital talent agencies are scaling faster than ever to keep up. With more brand deals, larger companies, and higher budgets, managers will need powerful tools to automate key aspects of their business—from asset management and payments to deal tracking and communication.
We predict a major shift toward tech-driven talent management:
More agencies will turn to AI or platforms like July to streamline their workflows.
AI and automations are transforming the way managers source, negotiate, and close deals— everything from creative brief development to contract drafting to deal execution.
The demand for end-to-end creator management software — for both talent agencies & brand markers — will skyrocket. We're already seeing many companies invest heavily in building their own internal software.
Beyond tech, managers and brand marketers are increasingly leveraging online communities like Behind the Influence and Women in Influencer Marketing to scale their networks and unlock new opportunities. Expect these digital networking hubs to grow in size and influence.
Behind the Influence is a free, private Slack channel for anyone who works with content creators. If you're reading this report, it's probably a good fit! Join the community → here!
2025: The year follower count no longer matters.
Well… not entirely, but brands are shifting away from outdated vanity metrics and prioritizing engagement, audience trust, and brand fit over sheer numbers.
📉
Of the brand marketers we polled, only 33% said follower count was a top decision-making factor.
📈
Instead, the #1 priorities are brand alignment, content quality, and rates when considering a partnership with a creator.
The takeaway? Creators who build highly engaged, niche communities and produce standout content will win bigger, better deals—no matter their audience size. Studies have shown that micro-influencers, despite having smaller follower counts, often achieve engagement rates up to 60% higher than those of larger influencers. This heightened engagement makes them more appealing to brands seeking authentic connections with niche audiences.
Creators with strong agency representation earn 2X more than independent talent.
Why? Agencies bring strategy, negotiation power, and deeper brand connections to the table:
📈
Higher-paying deals — Represented creators tend to have bigger, better-paid brand partnerships.
💪
Stronger contract terms — Managers negotiate higher rates, better usage rights and additional deliverables.
➕
More opportunities — Agencies maintain long-term relationships with brands, securing a steady stream of sponsorships for their talent.
With influencer marketing becoming the dominant form of digital advertising, agencies will be more essential than ever in 2025.
plan to increase their influencer marketing budgets in 2025.
That’s right—brand spending is only going up. Expect more:
⏳
Long-term creator partnerships — creators and brands prefer them!
💰
Larger campaign budgets, with campaign spend surging 8.7% in the last year.
📈
Increased investment in short-form video, where ad spending is predicted to reach $111 billion in 2025.
You’ve built something great. Do you keep it, sell it, or evolve it?
For DTMI founders, the path forward isn’t always clear—do you double down and scale, position for acquisition, or pivot into something entirely new?
As influencer marketing budgets soar and creator-led businesses become more valuable than ever, M&A activity is heating up. Major agencies, tech platforms, and marketing firms are making aggressive moves, acquiring companies that help them expand talent rosters, enhance creator monetization, and dominate the brand partnership space. Over the past year, we’ve seen insane acquisitions that signal where the industry is heading next.
Notable Acquisitions Shaping the Industry:
💰
Whalar Group’s acquistion of Sixteenth — Sixteenth, a U.K. creator management company, will merge with Whalar Talent to create a 360 management company focused on sustaining creators and influencers for long-term success. The partnership underscores the importance of shared values, resources, and expanding capabilities to support creators sustainably.
🤑
Live Nation’s move to acquire Timeline Management — Live Nation, a leader in live entertainment, acquired Timeline Management, a digital talent agency, to expand its influencer and creator partnerships for event-based marketing. This move reflects the growing intersection of live events and digital influence.
🏦
Wasserman acquires Long Haul Management — In September 2024, Wasserman acquired Long Haul Management as part of its strategy to expand its global footprint through a mix of targeted acquisitions and organic growth. This move underscores Wasserman's commitment to diversifying its reach within talent management, particularly by tapping into Long Haul's expertise in representing sports and gaming creators.
💵
Night expands with Bottle Rocket Management — Talent management firm Night has acquired Bottle Rocket Management (BRM), a digital talent agency, marking its third acquisition. The President of Night and the founder of BRM previously worked together at Fullscreen, a YouTube multi-channel network, highlighting the significance of strong relationships in the talent management industry.
In 2025 M&A activity in the creator economy is set to surge, with social publishers, digital marketing agencies, and social-native CPG brands leading the charge. As the industry reaches mainstream success, we’ll see traditional media, digital media, financial sponsors, and new buyers entering the space, eager to capitalize on its growth. For agency owners, this means more opportunities than ever for strategic buyouts or major exits.
🚀
Creators With Managers Win Bigger
For creators that are serious, talent managers are no longer optional; they’re essential. Agencies that leverage tech, automation, and strategic brand relationships will dominate the space (and so will their talent).
📉
Vanity Metrics Are Out
Follower count is no longer the defining metric for brand deals. Community engagement, authenticity and brand alignment now drive the highest-paying partnerships.
💰
Influencer Marketing Budgets Are Surging
69% of brands plan to increase their influencer marketing spend in 2025. As traditional advertising declines, creators are becoming the backbone of brand storytelling.
🔗
Tech Is Reshaping Talent Management
From AI-powered deal tracking to end-to-end agency software, digital talent management is becoming smarter, faster, and more scalable. The companies with the best and most scalable systems will outperform the rest.
🎡
Brand Activations Are Getting Bigger
From Coachella to Art Basel, real-world brand experiences are now designed with creators in mind, proving that influencer marketing extends far beyond the screen.
📈
Social Media Now Leads Global Ad Spend
With $247,300,000,000 spent on social media ads in 2024, brands are doubling down on platforms like TikTok, Instagram and YouTube Shorts. Additionally, projections estimate that social media advertising spending will reach $276.72 billion worldwide in 2025.
🏁
DTMI M&A Is Heating Up
In 2025, the wave of M&A activity will continue to surge. Larger digital agencies will lead the charge, while traditional media and financial backers (PE) jump in—creating new opportunities for agency owners to exit or scale through acquisition.
What does this mean for you?
Agencies & Talent Managers
Keep going. The industry is scaling fast—tech-driven agencies will win. The demand for automation is skyrocketing and agencies using creator management platforms will outperform those relying on outdated manual processes.
Brand Marketers
Stay smart. Creator partnerships are now a core marketing strategy—not an add-on. Brands investing in long-term creator collaborations will see higher engagement, better brand affinity, and more authentic content. Influencer-led product launches and brand activations will be the most effective marketing strategies in 2025.
Creators
Focus on community. The biggest deals aren’t just about numbers. Authenticity, engagement, and brand fit matter most. Creators who can prove their audience is engaged, loyal, and aligned with brand goals will land the biggest deals.
The creator economy isn’t just growing—it’s evolving at an unprecedented pace. Brands are investing more than ever, digital talent agencies are scaling fast, and technology is transforming the way creators monetize and manage their careers.
July is built for agencies and managers who need to move fast, scale efficiently, and stay ahead of the competition. Our platform eliminates manual work, streamlines deal flow, and centralizes everything you need to run a high-performing creator agency — all in one place. Oh, and NEVER ASK FOR SCREENSHOTS AGAIN…
Pitch Talent — Create and send polished, data-driven decks that showcase your roster’s value.
Share Campaign Results — Keep brands in the loop with seamless reporting that updates daily.
Get Paid Fast — Automatically track commission, pay your talent, and get paid upfront for deals.
Track Deals — Ditch the spreadsheets. Manage everything in a single, intuitive CRM.
Get started for free
Amanda Schmidt (Talent & Partnerships, Outloud Talent) spends “half the time [she] used to on castings. Forget repeatedly asking talent for their analytics and updating them in a spreadsheet!”
Aurora Pfeiffer (President, Rolen Group) says that July “has made us far more efficient with our casting and pitches and saves us hours each week!”
If you want to scale smarter, save time, and secure bigger opportunities, July is your next move. Ready to transform your agency? Learn more at withjuly.com.