Influencer Talent Manager vs. Agency: What's Right for You?
Becoming an influencer is an exciting career path. However, it requires significant behind-the-scenes work to make it your primary source of income. Dealing with brand sponsorships, staying on top of email, and negotiating fair rates through contracts. For individuals who enter the business to build community and share their lives, these aspects can become overwhelming. From contract jargon to time-consuming administrative tasks, these can divert influencers from the actual contract creation. Deciding to bring on help can free up an influencer's time and give them a support team. Figuring out what type of people to look for is another step entirely. For many creators, hiring a talent manager or agent can be a crucial step in building their career.
@sociallensmedia After almost a decade of experience in the influencer marketing industry, 2.5 years of running my own marketing agency and 1.5 years of managing influencers these are the things ive found out arent standard industry practice that definitely should be. #influencermarketing #influencermanagement #influencermanager ♬ original sound - Social Lens Media
What's the Difference Between an Influencer Talent Manager vs Agency?
The influencer talent representation industry borrows its terminology from other talent fields, such as the acting industry. Because the influencer space is new, there is still work to be done in figuring out what representation looks like. Being a new industry means there isn't as much distinction between managers and agents as in other industries. Many influencers will use the term interchangeably. That said, there are aspects we can take from these roles that will inform which aspects of representation are essential to you. In the acting world, agents focus on negotiating contracts and setting up auditions. In contrast, managers help determine an actor's long-term career goals. There is room for overlap within these positions, but the influencer world presents an even larger grey area. The new landscape of seeking brand deals rather than audition roles has shaken up the legal aspects of representing talent. Talent agents in acting often need specific certifications to negotiate contracts or secure auditions for their clients. This sets them apart from the more guidance-oriented role of managers.
@bran__flakezz Replying to @First State Destinations avoid the shady talent managers!! #influencer #contentcreator #creatortips #transparency #influencermarketing ♬ original sound - bran_flakezz
Although these roles are less distinct, there are still variations to consider. An influencer can choose to work with an agency or with a freelance manager. This can affect the type of relationship or the connections at their disposal. Some managers and agents will care about an influencer's career moves outside of social media. Others, however, specialize in securing brand deals. Knowing what you need is the first step in deciding which manager or agent to hire.
When do you need representation?
Taking on representation can be a significant undertaking. It's definitely something an influencer should build up to before exploring other options. Managers and agents are looking for clients who already have opportunities for brand sponsorships. Strong engagement should be in place before considering management. Before seeking management, ensure you have a strong brand identity. Knowing your audience and content niche is excellent for pitching yourself in a sea of others. Knowing your brand can also help you maintain creative control over your channel. It is also vital for influencers to be prepared to give up some aspects of their business before signing on to a management team. The logistics of administration can be overwhelming. Trusting someone else with such a necessary part of the work is challenging as well. Most influencers who have decided not to pursue management have done so because they are not interested in letting someone else control their inboxes and brand deals. Hiring someone to manage your business is a big deal, so you must be bringing in enough of a following to attract good managers and be ready to trust someone to represent you.
@ttylerwells my first time with management was not a good experience… sharing what i learned so other creators don’t make the same mistakes. #creatoradvice #management #talentmanager #contentcreatortips ♬ original sound - tyler wells
Finding a Legit Agency
If you are going to take the steps to find a good manager or agent, you have to make sure you choose a reliable, trustworthy person. This person will handle the details of your primary revenue stream and represent you in discussions with potential collaboration partners. You want to be able to trust them, and there are a few ways to ensure you are entrusting control to a reputable person or agency. One important statistic to keep in mind throughout this process is the industry standard: agents and managers typically work on a 10-20% commission. This means that on every brand deal you secure during your contract with this manager, they will take that percentage of the profit. Anything more or less is not a good place to work. When seeking representation, the best approach is to look at where other successful influencers are represented. This information can often be found in the creator's bio email link. Take time to curate a list of creators who have brand deals or opportunities that you would like to secure in the future. Find out who represents them and do more research on that company. You may find luck in reaching out to these creators and asking for their thoughts on their relationship with their agency. Paul Schmit may not work in the influencer business, but he has some great information to keep in mind about red flags and green flags when talking with an agent or manager. There are several telltale signs in how a person talks about their company that can give you insight into whether they would be a good fit. You should look for someone who is open about the company and its past successes, who does not overpromise what they can deliver, and who seems like a good fit overall. Ultimately, you need to find someone with whom you feel a strong connection, one that aligns with your needs and energy. There are a ton of amazing agencies out there, but if you don't find the right fit, it won't be a pleasant experience for either party. Trust your instincts and prepare for the impact this decision will have on your influencer career.