UK influencer marketing agency fees fall into three broad shapes: campaign fees, monthly retainers and creator-side commission. Which one applies to you depends on whether you're the brand or the talent.
Brand-side fees
On the brand side, most agencies charge either a percentage of the campaign budget (typically 15–25%) or a fixed campaign fee. Single-creator activations at Atlas Representation can vary depending on a number of factors; multi-creator campaigns and always-on programmes scale from there. Retainers make sense once you're running creator campaigns every month.
Creator-side commission
On the creator side, representation is normally a commission of the deals the agency sources — usually 15–25% depending on scope. Reputable agencies don't charge creators upfront fees to sign.
Hidden costs to watch for
Production costs, paid amplification budgets, whitelisting fees, VAT and payment terms. Ask for a written breakdown that separates creator fees from agency fees from production and media spend. Anything opaque is a red flag.