Influencer’s growing up. How media agencies can own a maturing channel – with SCREENSHOT Media (Part 1) 22nd July 2025

Thank you:

Shira’s key takeaway:

“Influencer is no longer just a creative channel — it’s a media channel with huge commercial upside. The media agencies who win will be the ones who treat influencer with the same rigour, planning and commercial thinking as any other line on the media plan.”

Key themes included:

• The maturity of influencer marketing – Influencer marketing has evolved from an experimental, “post-and-pray” tactic into a data-driven, scalable, and high-performing channel. Agencies ignoring it risk falling behind.
• Introducing Iris: the influencer tool for media agencies – Iris enables intelligent influencer distribution using AI for trend tracking, sentiment analysis, briefing, and content recommendations — all while maintaining brand safety and precision targeting.
• Influencers as media, not just creators – Shira and Grace emphasised that influencers should be viewed as a media channel — capable of delivering full-funnel value, from brand awareness to performance-led conversions.
• Performance accountability & results – Brands are increasingly demanding ROI-focused campaigns. Iris addresses this shift by offering structured processes, forecasting, and guaranteed outcomes — all backed by real-time performance tracking.
• The session spotlighted Iris, SCREENSHOT Media’s proprietary influencer marketing solution. Built for scalability and performance, Iris empowers media agencies to treat influencers as a serious media channel — with the same rigor, structure, and results as traditional buys.
• Client & agency friction points – Agencies often feel blocked when brands require performance guarantees. Shira shared how Iris removes that friction, offering a white-labeled model that empowers agencies to lead, without reinventing their structure.
• Case studies with real results – Examples from brands like CapCut and Call of Duty showed how Iris’ targeting capabilities led to significant outcomes in reach, video views, and conversion rates.
• Short-form content strategy – Grace walked us through their primary focus on short-form content (e.g. TikTok, Reels, Shorts), which they manage from briefing through content creation and distribution. The process is creative yet strategically controlled to meet performance KPIs.
• A white-labeled solution for media agencies – Iris is available as a white-labeled tool, allowing media agencies to offer influencer marketing services without building them from scratch — unlocking new revenue and pitch opportunities.

Once again, thank you to all who attended, and a special thanks to Shira and Grace for sharing their deep expertise and offering practical solutions for our independent media agencies.