For any content creator navigating today’s creator economy, the decision to sign with a talent agency can feel like a major milestone—or a mystery. At Influencer Management 101: What Every Creator Should Know, Nicole Bynoe of Kensington Grey broke down exactly what agencies are looking for—and how creators can know when it’s the right time to take that next step.
“There’s definitely multiple things we look at,” Bynoe began. “But the top three that always come to mind are quality of content, your x factor, and your value proposition.”
First and foremost is content quality—not just from a visual perspective, but in terms of how aligned your work is with the current digital landscape. “If I go to your page and it’s still giving 2016 vibes, that’s something we notice,” she said, noting how important it is for creators to evolve with the times. “We want to see creators who are tapped into what’s happening right now.”
Then there’s the x factor—that elusive but critical ingredient that sets a creator apart. “We’re in an industry that’s constantly introducing new talent,” Bynoe said. “But what makes you hard to replicate?” From a brand partnership perspective, agencies like Kensington Grey want to pitch clients who bring something singular to the table. “We want to be able to say, ‘There’s no one else like you.’”
Lastly, and perhaps most importantly, Bynoe emphasized the significance of a creator’s value proposition. “What is your audience getting from you?” she asked. Whether it’s educational content, entertainment, or sheer relatability, the key is to provide something that sticks—and resonates.
These three pillars—content, individuality, and value—form the foundation of what agencies like Kensington Grey are looking for in today’s creators. But they also serve as a self-check for creators wondering when it might be time to start looking for representation.
“If you feel confident in your niche, you’re producing consistently strong content, and you’ve built an audience that trusts you—you’re probably ready,” Bynoe said.
And when the time is right, a good agency can help transform momentum into long-term growth. “It’s not just about getting brand deals,” she added. “It’s about building a career.”