Salt of the Earth connects people whose credibility comes from real, lived experience — on the job, on the land, or just talking straight about it — with the brands that should be reaching them. No fluff, no filters, just earned authority.
Doesn't matter if you're the one doing the work on camera or the one who talks about it with the authority of someone who's actually lived it. If your credibility is earned, not performed, we want to work with you. We find the brands worth putting your name next to, handle the negotiation, and make sure you get paid what that's worth.
Any brand trying to reach people who buy based on whether something actually works, not because an ad told them to. Insurers, software, finance, apparel, health, agtech, whatever it is: if our creators' audience is your customer, we can get you in front of them.
Creator or brand — a short form, not a 40-minute onboarding call.
Based on trade, audience, and what the brand actually needs, not follower counts alone.
Rates, contracts, and delivery, so the creator gets back to work and the brand gets its results.
Most influencer agencies are built for people who are good at being watched. We're built for people who are good at doing — whether that's building, growing, fixing, and making things, or talking and teaching from decades spent actually living the work. Either way, the audience showed up because of the substance, not the strategy. That deserves a different kind of agency.
We're new — Salt of the Earth is just getting started, and we're being upfront about that. What we bring is an eye for a good match and a refusal to treat trades and farming audiences as an afterthought.
If you sign up early, you're not just a lead in a system. You're shaping how this agency actually works.
Ben started Salt of the Earth after spending years around the influencer world through his partner, a content creator — close enough to see how that industry operates, and how completely it overlooks people whose value comes from real, hands-on work instead of a curated lifestyle.
It comes down to one idea: real people, real partners. The people we represent built something real first, and the audience followed — we want the brands we work with to show up the same way, as real partners, not just another campaign.
— Ben, founder
Yes — a standard industry commission, agreed with you upfront before any contract is signed. No hidden fees, and you'll know exactly what you're getting before you agree to anything.
A real person reads every submission — there's no auto-reply funnel. We'll follow up directly once we've had a proper look at the fit.
No. What matters is that your credibility is earned through real experience in your trade or world, not the size of your audience on day one.
No. Your details stay with us and are only ever passed on to a specific brand or creator once you've agreed to that introduction.