Influencer Business Value: How to Value Accounts and Agencies

Valuing influencer businesses requires analysis of industry-specific metrics. For individual accounts, value depends on: followers (volume, quality, real engagement), revenue (sponsorships, affiliates, products, other sources), niche (profitability, competition, trends), authenticity (real engagement vs bots, genuine audience), consistency (posting frequency, quality, trends), and potential (growth, expansion, diversification). For influencer agencies, metrics are more similar to traditional agencies or SaaS. Multiples range from 1x to 3x annual revenue for individual accounts, and 2x to 5x for agencies. This guide details valuation methods, metrics analysis, quality evaluation, risks (algorithms, demonetization, reputation, platform dependence), and how to structure a sale. We include templates and case studies.