Why Brands Want “Their Own” Influencers

More and more large companies today prefer to work with “their own” influencers — creators who collaborate with the brand regularly — instead of relying on random one-time advertising deals.

The example of Dick’s Sporting Goods shows this shift clearly. The company didn’t just want to buy influencer ads. It decided to build its own structured program and manage those relationships directly.

Why Influencers Matter So Much Now

In the past, most advertising happened on television or through banner ads online. Today, people trust real individuals more — athletes, trainers, parents, travelers, and everyday creators.

When an influencer recommends a product, it feels like personal advice rather than a traditional advertisement. That is why brands are investing more money into long-term partnerships with creators.

Why Companies Want More Control

More brands are bringing influencer marketing in-house instead of fully relying on agencies.

For example, meal delivery company Blue Apron moved its influencer marketing internally. Food brand Sweet Loren’s plans to increase its influencer marketing budget by more than 50% next year.

The influencer marketing industry is now worth around $37 billion and continues to grow quickly. But growth also brings challenges:

• Influencers can easily switch to competitors
• Collaboration costs are rising
• Results are not always consistent

Because of this, brands want more control. Managing influencer relationships directly helps companies respond faster and communicate more clearly with their audiences.

Agencies Still Have a Role

This doesn’t mean agencies are disappearing. Brands still work with them when they need additional creators for specific campaigns.

However, the main strategy is changing — control is moving inside the company.

What This Means for Influencers

For creators, this model can also be positive. Instead of one-off deals, they may receive:

• More stable work
• Long-term contracts
• Clearer expectations
• Opportunities to grow with the brand

At the same time, standards are higher. Brands expect professional, high-quality content.

Where the Market Is Heading

In the coming years, more large companies will likely build their own influencer programs.

Today, attention is one of the most valuable resources. And the brands that learn how to manage it strategically — not randomly — will stay ahead of the competition.