Do brands run their creator marketing in-house?

By Tom Bogaert · Reviewed on
Part of: Creator marketing
60.4% of brands manage their influencer campaigns in-house rather than through an agency archive.com, sectoranalyse nano-influencer performance, 2025

Most do: 60.4% of brands manage their influencer campaigns in-house rather than through an agency, according to a 2025 sector analysis by archive.com. For a good share of those brands that's the right call, and it would be odd of us to write that away.

In-house works well as long as the number of creators stays small and the relationships already exist. If you know five athletes who use your product, you don't need an intermediary to send them a package. The direct link is an advantage and the cost is close to nothing.

Where it strains is scale. The same analysis shows that nearly half of brands get stuck at five creators, and that's precisely the point where someone doing this on top of their job runs out of hours. Selection, shipping, briefing, follow-up and reporting are each small on their own and together a part-time job.

So the honest trade-off isn't in-house or agency, it's how much you want to activate. Under five: do it yourself. From twenty at once inside one sports community it becomes an operation, and then the question is who runs that operation. What we take over in that case is described separately.

Sources

  1. archive.com, sectoranalyse nano-influencer performance

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Related questions

Can we work via our marketing agency?

Yes — directly with the brand or as an activation layer alongside your agency. If you have a media agency or agency-of-record, a squad collab fits as a targeted module in the plan. We coordinate directly: briefing, timing, style and reporting through one line.Read how coordination through an agency works in practice →

Do we have to find and manage the sportfluencers ourselves?

No. We find, screen, brief and chase the athletes; you get one curated squad to approve, one point of contact, one agreement and one service fee — not twenty-five separate email threads and reminders.Read the full answer →

How many creators do brands typically work with?

49.6% of brands work with no more than five influencers per campaign (archive.com sector analysis, 2025), while three quarters of the supply is nano. That limit of five is a bandwidth limit: following up five creators by hand already costs half a working week. And the effect isn't linear — five sepaRead the full answer →

How many creators do you need for a successful campaign?

No fixed number, but a fixed principle: one creator makes noise, twenty or more make signal. The old reflex 'grab one famous name' works for broad awareness, not for depth within one community.Read why it only becomes a signal above twenty →

What does creator marketing cost in Belgium?

Three price brackets in the Belgian market: one micro-influencer (a few hundred up to €1,000 per post), a classic campaign with a handful of creators (€1,000–€5,000), or a macro-influencer/celebrity (€5,000–€25,000 per post). Sunday Squad doesn't charge per post but per collab: a package of 25 curatSee the three pricing models and their trade-offs →
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