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Creators of all sizes often ask me: Should I hire an influencer manager? What about an agent? Do I need one at all?
Let's talk about it.
Let's talk about it.
So, what is an influencer manager?
This is someone that you hire as a creator to help you with brand deal flow and advise your career.
Key skills:
-Negotiate with brands
-Understand contracts
-Keep track of key dates
-Help with your projects + larger goals
This is someone that you hire as a creator to help you with brand deal flow and advise your career.
Key skills:
-Negotiate with brands
-Understand contracts
-Keep track of key dates
-Help with your projects + larger goals
Want to write a book or launch a product line?
It can be hard to concentrate on these longer-term projects when you're so focused on the content hamster wheel.
An experienced manager, however, can help bring those types of things to life.
It can be hard to concentrate on these longer-term projects when you're so focused on the content hamster wheel.
An experienced manager, however, can help bring those types of things to life.
An important note: most influencer managers also manage *other* creators -- not just you.
Pros
- Good sense of what's going on in the industry
- More business leads because he/she is more "plugged in"
Cons
- Less time devoted to you
Pros
- Good sense of what's going on in the industry
- More business leads because he/she is more "plugged in"
Cons
- Less time devoted to you
But what's the difference between a manager & agent?
Typically when people talk about agents, they mean the talent agencies like WME, UTA, etc.
Many big influencers (millions of followers) tend to eventually get an agent because they have larger aspirations like film/TV
Typically when people talk about agents, they mean the talent agencies like WME, UTA, etc.
Many big influencers (millions of followers) tend to eventually get an agent because they have larger aspirations like film/TV
An example:
In the state of California *agents* are the only ones who can legally negotiate your contracts (taking 10% cuts) and managers are the ones who are helping with the day-to-day coordination of your career.
In the influencer world, it’s still somewhat of a grey area.
In the state of California *agents* are the only ones who can legally negotiate your contracts (taking 10% cuts) and managers are the ones who are helping with the day-to-day coordination of your career.
In the influencer world, it’s still somewhat of a grey area.
One thing to consider is whether you need a manager or just HELP?
- If you don't want to bother w/the biz side of things, hire a manager
- Maybe you're fine handling negotiations but need a lawyer to review contracts
- Or maybe you need an assistant to help triage your inbox?
- If you don't want to bother w/the biz side of things, hire a manager
- Maybe you're fine handling negotiations but need a lawyer to review contracts
- Or maybe you need an assistant to help triage your inbox?
In my experience, most influencers start thinking about hiring a manager when they’re feeling burnt out or overwhelmed by everything.
You need to sit and think about where you spend the most time and figure out what you can delegate.
You need to sit and think about where you spend the most time and figure out what you can delegate.
So how much should you pay an influencer manager?
Most are compensated with a 10-20% cut of brand deal income, depending on the deal size and how it was sourced. If they brought it to you, why not pay them more since you never would have had the deal in the first place?
Most are compensated with a 10-20% cut of brand deal income, depending on the deal size and how it was sourced. If they brought it to you, why not pay them more since you never would have had the deal in the first place?
Side note: some managers may require monthly retainers or flat fees for discrete projects.
When should you get a manager?
The best time to look into it is when your deal flow is getting overwhelming and the quality of your work may be suffering.
Another possible scenario is if you are in a niche content vertical and getting interest from brands early on.
The best time to look into it is when your deal flow is getting overwhelming and the quality of your work may be suffering.
Another possible scenario is if you are in a niche content vertical and getting interest from brands early on.
If I really had to put a number to it, once a creator or influencer reaches 50K followers, most management companies or solo managers would have a conversation with you.
Just make sure that this person has your best interests at heart & believes in you & your growth prospects.
Just make sure that this person has your best interests at heart & believes in you & your growth prospects.
So how can you find a good influencer manager?
The best way is to ask *other* creators in your network for recommendations.
If you don’t know anyone in your network who has a manager, try cold emailing some creators whom you admire and ask them.
You might be surprised!
The best way is to ask *other* creators in your network for recommendations.
If you don’t know anyone in your network who has a manager, try cold emailing some creators whom you admire and ask them.
You might be surprised!
Protip to keep your manager accountable in the beginning:
Ask to be CCed on all communications so you can ensure they’re being a good advocate for you and strengthening your reputation.
Ask to be CCed on all communications so you can ensure they’re being a good advocate for you and strengthening your reputation.
That's it! Hopefully, you found value in this thread and if you know any creators who might find this helpful, please tag them or retweet!
Full video if you want to go deeper:
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