ANA Study: Influencer Agencies Claim 30% Commissions Amid Rising Spends in 2026

Unpacking the ANA's Latest Findings on Agency Cuts

Influencer marketing isn't just a trend anymore—it's a powerhouse, with U.S. brands projected to pour $12.7 billion into it this year alone 47 . But who gets what slice of that pie? The Association of National Advertisers (ANA) just dropped a bombshell study showing agencies are taking a hefty 30% commission on average. That's 70% going straight to creators, leaving marketers to wonder if they're getting fair value for their dollar.

This isn't abstract math. As budgets swell—87% of marketers plan to hold steady or ramp up spending despite ROI jitters 46 —every percentage point matters. The report, based on surveys of senior execs, paints a picture of an industry maturing but still wrestling with old habits like murky fee structures.

Why does this hit now? With global influencer markets eyeing $40 billion by year's end 49 , brands are scaling campaigns across TikTok, Instagram, and emerging platforms. Agencies promise access, strategy, and measurement, but are those 30% cuts justified? Let's dive deeper.

How Agency Compensation Models Stack Up

The ANA dug into the nitty-gritty of how agencies bill for influencer work. Turns out, commissions aren't one-size-fits-all. While the 30% average holds, models vary wildly based on scope.

Commission Breakdowns

Most agencies operate on a percentage-of-spend basis, where they skim off the top of what brands allocate for creators. Here's a snapshot from the study:

Data shows 70% of budgets flow directly to influencers, meaning agencies handle the rest: vetting, contracts, content approvals, and analytics 44 . But in high-stakes deals, like partnering with mega-influencers, commissions can climb to 35% or more for the added negotiation heft.

Take Nike's recent collab with fitness star Kayla Itsines on Instagram Reels. The agency, reportedly taking a 32% cut, managed a campaign that drove 15% uplift in app downloads. Solid? Absolutely. But smaller brands without that leverage might overpay for similar orchestration.

The Transparency Trap Holding Back Marketers

Here's the kicker: 61% of execs admit their agency deals are either non-transparent or straight-up unknown to them 44 . That's more than half not fully grasping where their money goes. Agencies might bundle fees into "management costs," obscuring line items like creator outreach or post-campaign reporting.

This opacity breeds distrust. Imagine greenlighting a $500K TikTok push, only to learn later that 30% vanished into agency pockets without clear deliverables. No wonder a recent NetInfluencer survey found 55% of brands frustrated with budget visibility, even as spends rise 41 .

Experts like Bob Liodice, ANA's president and CEO, have called this out: "Marketers deserve full line-of-sight into compensation to ensure every dollar fuels growth, not hidden margins." His words echo a broader push for reform, especially as AI tools promise to streamline influencer matching and cut out middlemen.

Yet, it's not all doom. The same ANA report notes 73% satisfaction with current setups 44 . Why the disconnect? Many execs value the expertise agencies bring, like navigating FTC disclosure rules or spotting fake followers. Still, for cost-conscious teams, demanding itemized breakdowns could save 5-10% annually.

• Demand audits quarterly: Review past campaigns for fee justifications.
• Negotiate caps: Set commission ceilings at 25% for repeat business.
• Hybrid with in-house: Use agencies for talent sourcing but handle execution internally to trim fats.

These steps aren't revolutionary, but they address root causes in an industry projected to grow 15% yearly.

Case Studies: Wins and Warnings from the Field

Real campaigns illustrate the double-edged sword of agency commissions. Consider Glossier's 2025 influencer blitz, managed by a boutique agency at 28% commission. They tapped 50 micro-influencers on TikTok, yielding a 22% sales bump and 4.5x ROI. The agency's edge? Deep dives into niche communities, something in-house teams often miss.

Contrast that with a cautionary tale from a mid-tier fashion brand working with a major agency last year. Locked into a 35% commission, they saw lackluster results—a mere 8% engagement lift—due to mismatched creators. Post-mortem revealed padded fees for underdelivered analytics. The lesson? Vet agencies like you'd vet influencers: Check references and insist on performance clauses.

Another standout: Sephora's ongoing program with diverse creators, agency-led at 29% cut. It generated $150M in attributed sales 56 , proving that when commissions fund smart strategy, they pay off. But as one marketer shared anonymously, "We're hitting refresh on partners because 30% feels steep when we could AI-optimize selections ourselves."

These examples highlight cause and effect: Strong agency oversight amplifies creator impact, but unchecked fees erode margins.

Navigating Commissions for 2026 Success

So, what does this mean for your strategy? First, recognize the ecosystem's evolution. With platforms like Instagram testing AI-curated feeds, agencies must justify their role beyond placement. The 30% average might hold, but savvy marketers are pushing for value-based pricing—tying fees to metrics like earned media value or conversion rates.

Broader implications? As spends balloon, so do scrutiny. Regulatory eyes, from FTC to EU data laws, could force more transparency, potentially squeezing agency margins. Brands that adapt now—by building hybrid models or upskilling internal teams—stand to gain.

Rhetorically, why settle for the status quo when data shows transparent deals boost satisfaction by 20% 36 ? It's time to audit those contracts.

Looking ahead, watch for AI disruptors like Thunderbit, which claim to slash agency needs by automating outreach 49 . They might drive commissions down to 20%, but until then, arm yourself with ANA's insights.

Actionable takeaways:

1. Benchmark your deals: Compare your agency's 30% against industry norms using tools like Influencer Marketing Hub.
2. Prioritize transparency riders: Include clauses for full breakdowns in RFPs.
3. Measure beyond vanity: Track true ROI with UTM links and attribution software to negotiate better terms.
4. Diversify partners: Mix agencies with direct creator outreach to balance costs.

In a year where influencer marketing cements its spot as a $13B+ channel by 2027 47 , mastering these dynamics will separate thriving brands from the pack. Stay vigilant—your bottom line depends on it.