Three Things To Consider Before Hiring An Agent or ManagerJul 01, 2021
written by Josanta Gray Emegano
Businesses and creators are doing their best to adapt, experiment, and engage with consumers in new ways as the pandemic rages on. Some marketing budgets have seen major cuts, resulting in brands replacing one-off influencer campaigns with brand ambassador programs. Despite these budget cuts, influencer marketing continues to thrive creating a demand for influencer talent managers and agencies – the companies responsible for managing the brand partnerships and deals on behalf of your favorite digital personalities.
As social media continues to become oversaturated with micro and macro influencers. It’s getting harder for these accounts to stand out. Regardless of if you’re an influencer, an actress, or an author, pursuing representation can be tricky. As a former agent myself, I know all managers and agents aren’t created equally. Therefore, I’ve created a quick list of the three most frequently asked questions on the subject as you look to take your career to the next level.
1. How do I catch the eye of an agent or manager?
If you haven’t caught the eye of an agency or manager, just stay the course and keep doing what you’re doing! Most agents and managers are looking for influencers who are creating fresh and innovative content, all while maintaining a loyal and engaged audience. While your follower count is a factor, your authenticity is most important since influencer fraud does exist. Your representation will want to know if you truly have a large power of influence and the onus will be on you to prove it by running your social media strategically. Keep track of key data like your reach, impressions, and views. If you have previous brand deals you’ve secured without representation, don’t be afraid to ask those brands for data or metrics that shows how much traffic you brought to their platform.
2. Do I need a manager or agent? Or, both?
The truth is no. Agents and managers are important because of their ability to make introductions that will benefit your career. For example, if you’re a beauty influencer perhaps in 3 years you want to try acting. An agent or manager may make this transition easier by introducing you to casting directors. In the end, there are plenty of influencers who don’t have any form of representation. There are also influencers who only have a manager but no agent; or vice versa. In my opinion, if you’re just starting out, add a lawyer to your team first. In some cases, a lawyer can fill the role of a manager and negotiate deals on your behalf. You will also sleep better at night knowing your contracts are airtight!
3. How do I make sure this manager or agent is right for me?
In my experience, it is best to let representation come to you or to ask a friend for a referral. Again, not all representation is created equally. You are well within your right to ask people in the industry which agents or managers you should avoid. As a digital creator, your number one goal is to maintain relevancy and longevity in the business. With this in mind, your team should be equally excited about your content, career goals, and entrepreneurial endeavors. You don’t want to pay someone a portion of your business and later find out they aren’t making you a priority.
Originally published in Grind Pretty Magazine, Spring 2021.