How to find an Influencer Agent

7 Simple Steps How To Find An Influencer Agent

Navigating the still-emerging world of what it means to be a social media influencer can sometimes feel like the Wild West. If you’re starting to build your team, you may be asking yourself: Should I hire an influencer agent? How do I even DO that? So today, I’m happy to share with you How To Find An Influencer Agent In 7 Simple Steps.

Your Homework Before You Start  — Ask yourself WHY you want a talent manager.

If you have a steady stream of brands that are knocking at your door with paid opportunities but you’re too busy to answer because you’re working on other brand projects, you probably need a manager. 

If details of your brand partnerships are slipping through the cracks & you know you’re leaving money on the table because you don’t have the time or energy to negotiate, again, that’s a valid reason to hire a Talent Agent.

If, however, you expect that your influencer manager or agent should be pitching and bringing you all (or even a majority) of your brand opportunities, you’re not quite ready for one yet. Similarly, if you’re not yet making a lot of money with your brand partners, you probably aren’t ready to hire a manager.

Get super clear on the above & what role you expect to play in the success of your brand partnerships (here’s a hint — it should be a lot). How willing are you to do the work? Being a badass influencer who’s raking it in is harder than you may think. 

Don’t expect your future manager to wave a wand and, voila! You’re making 6 figures. That’s not how it works. Also, remember that just because you may not positioned for hiring an influencer agent *right now* doesn’t mean you won’t be — even in the next 3, 6, or 9 months. 

BUT, for the sake of this article, let’s assume that you’re already making $150k annually in brand partnerships and you already have 75k monthly views to your website. These are solid indications that you are ready to hire a Talent Manager. 

So, how do you do it? Start with these 8 simple (but not easy 😉) steps.

Do Influencers use agents?

Yes, many influencers utilize agents to handle their contracts, negotiations, and brand partnerships, allowing them to focus more on content creation and audience engagement. Agents can provide valuable expertise in navigating the complexities of the industry and securing favorable deals for their clients

How to find an influencer agent
Steps to find an influencer agent

How do I find an Influencer Manager?

Step 1: Make a Network List.

As a social media influencer, I’d expect that you probably have a relatively solid network of other people who work in your world. I mean, you can’t exist in a vacuum, right?? The first step should be creating a comprehensive list of:

  • Influencers you know
  • Influencers you don’t know (yet!), but admire
  • Other people in your network

Once you have your list, it’s time to start reaching out.

Step 2: Ask Around.

Whether you’re part of a Facebook group or an Influencer Mastermind group, the next step is to start asking people in your community — Do you know of any good talent managers or talent agencies? Who do you work with? Can I have their contact information?

While there’s definitely merit in using the Google (more on that in a bit), there’s nothing quite like a referral from someone you trust. After all, isn’t that what you – as an influencer – do for your audience? 

Next, don’t forget about your contacts on the other side of your business — the brands! Reach out to your brand contacts and see if there’s anyone that they recommend. 

While their perspective will be different than other influencers, remember that your Agent is primarily responsible for negotiating with and maintaining relationships with brands. If someone on the brand side of things likes someone, there’s a good chance that other brands will, too.

Step 3: Use ALLLLLL the Search Engines.

After you’ve exhausted your social network, it’s time to take matters into your own hands. Yes, Google should be part of your search. But what I really recommend is that you look on social channels like Instagram and TikTok. 

Part of the reason I suggest you turn to social networks first (before reaching for Google) is that you want a talent manager who understands the world you operate in. Your paycheck is dependent on social media, so you need a manager who can help you navigate that world and who has an eye for what brands are looking for!

Research some relevant hashtags (e.g. #InfluencerAgent, #TalentManagement, etc.) and do a search. Chances are, you’re gonna see me in your feed, so don’t be shy — say hi! 👋🏻

Once you assemble a separate list of at least 5 contacts, it’s time to dig a little deeper.

Step 4: Do Some Research.

Remember that the person you hire as your Agent will be an integral part of your team, so it’s important that you trust them, like them, and understand how they operate. Start sketching out a rough outline of things you want to know about your future partner in business.

Next, go to their website (if they even have one). Do your due diligence. Check out their roster (that’s manager-speak for “client list”). Do they work with people whose work you like? Are their clients in the same league as you? How do you feel about their aesthetic? 

Furthermore, is their roster diverse, both in ethnicity AND talent profile? Is everyone in their roster in the same vertical (food, fashion, travel etc) and you’ll be the 9th or 27th person competing for some of the same projects? Or is there a healthy variety of talent?

Also, make sure you reach out to the clients on their roster. What do they have to say about what it’s like to work with this person/agency?

If they have any articles on their website, read them. Does what they say resonate with you? I mean, you’re reading mine, right?!  If not, move on. If yes, consider why. 

I have people slide into my DM’s all the time who haven’t done a lick of research or even looked at my website. You know what that tells me about them? That they want someone who will do ALL the work for them! 

Right off the bat, I already know they aren’t a good fit for me. It’s important to remember that an influencer-agent relationship, like all other relationships, is a 2-way street!

Step 5: Write Out Your Questions.

Once you’ve ascertained all that there is to learn from the online presence of your potential interviewees, make a list of questions that will close any gaps. And, it should go without saying, but don’t ask any questions that are already answered on their website. Here are a few highlights of what you’ll need to know:

  • What commission percentage do they charge? (You should also know what percentage you’re comfortable with.)
  • What’s their business model? How do they earn money?
  • How easy is it to reach them? What’s their turnaround time on responding?
  • What kind of brands have they worked with? 
  • What are their expectations of you and what can you expect from them?

Step 6: Start Your Interviewing Process

When you reach out to potential agents, tell them what research you’ve done so far. Reference recent content of theirs so they know you’ve been paying attention for a bit.

Once you’ve covered the basics, ask your hard-hitting questions that you assembled in Step 5. 

As Sue Tetzlaff said, “If you can hire tough, you can manage easy.” 

Yes, you’re hiring a *manager.* But at the end of the day, you’re asking them to manage YOUR brand. So make sure you’re asking the tough questions. Make sure that they’re answering your questions, and feel free to ask for clarification whenever you need it.

Oh, and make sure you’re taking notes here. Record their answers and make sure to repeat those answers back to them to make sure you’re understanding what they are saying. Make notes on how the interaction with the person made you feel, too. Don’t think too hard about it — just write down your instincts. 

You may be asking yourself, “Why do I need to take notes? If I like someone, don’t I just hire them?” Not exactly. You need to move onto Step 7 first. 

Step 7: Rinse and Repeat.

You need to interview a minimum of 3 potential agents, and those notes are going to help you remember who said what. 

Why 3? Think of it like this: you wouldn’t wanna walk down the aisle with the first person you ever had a crush on, at least not without knowing more about who else was out there, right? 

In a similar vein, I’d recommend you get a minimum of 3 quotes before, say, having your windows replaced. Or looking at 3 houses before you jump into a mortgage. Getting married or dropping a big chunk of cash isn’t something you should do lightly, right? 

At the end of the day, the manager you hire will both be a financial investment AND a long term relationship, so consider it a double whammy of responsibility. Knowledge is power, and you’ll only get it by doing the work.

Read more here on “how do I find an Influencer Manager?”

How to find an influencer agent

Congrats — Now You’re Ready To Hire! 

Ok, you’ve done the work. So, who was the brightest crayon in the box? Are you confident that they know more about negotiation and brand relationships than you do? Because you should be! 

As Bruna Martinuzzi brilliantly said, “Hire people who are smarter than you are—whose talents surpass yours…it’s the smart thing to do and it is a sign of high personal humility.”

Once you’ve found that person who is smarter than you about the things you don’t want to deal with, and you’ve found someone you like and trust, you’ve found the person to be your manager/agent. 

After going through the last 7 steps, you should now feel totally comfortable to get talent manager married, so to speak, so go on and do it! 

How much does an influencer agent cost?

The cost of an influencer agent depends on how much money you make as a social media influencer. Why? 99% of all influencer agents work off commission (meaning, they earn a percentage of your deals). 

This means our success is directly tied to yours as an influencer. The more money you make as a content creator, the more money your influencer agent will earn. The good news is that means we’ll always go the extra mile to try and get every last penny out of every last deal we close for you.

Also, lest you think that eventually you will get rid of your influencer talent agency, let me remind you that we work incredibly hard behind the scenes to manage your brand deals, campaign strategy, your brand clients, & all the companies you work with. 

To learn more, I wrote this article “How much does an Influencer agent cost : A comprehensive guide?”

As Ursula Burns said, “Believe that there are no limitations, no barriers to your success – you will be empowered and you will achieve.” I believe in you. Now get out there and slay — with the help of your newfound Influencer Agent! 🥳🥳🥳

Should I get an Influencer Agent?

Deciding whether to get an influencer agent depends on your specific needs, goals, and resources. An agent can provide valuable expertise in negotiating contracts, managing partnerships, and navigating the industry landscape, which can free up your time to focus on content creation. However, it’s essential to carefully consider the costs and benefits to determine if hiring an agent aligns with your career objectives and financial situation.

Do I need an agent to become an Influencer?

No, you don’t need an agent to become an influencer. Focus on building your brand, creating high quality content, and encouraging audience engagement. As you grow and start securing partnerships, you may find it financially worthwhile to consider getting a manager to handle negotiations, contracts, and other aspects of your business affairs, freeing up your time to concentrate on creating compelling content and connecting with your audience. Ultimately, the decision to work with an agent depends on your individual goals, resources, and the stage of your influencer journey.

Are there agencies for Influencers?

Yes, there are agencies dedicated to representing influencers. These agencies, such as mine specialize in connecting influencers with brands for partnerships, negotiating contracts, and providing other services such as content strategy and brand management. Working with an influencer agency can provide valuable support and opportunities for influencers looking to grow their careers and maximize their earning potential.

How do influencer agents get paid?

Influencer agents get paid via a commission structure. This means we earn 10-20% of all the influencer campaigns that we close on behalf of our talent.

Depending on the influencer talent agency, agents earn a different commission on inbound leads vs outbound leads. Inbound leads are one that come directly to the talent, outbound leads on ones that the Influencer agent pitched to the brand or their network. 

Some influencer agencies (myself included) charge a retainer for the first 1-3 months of work on top of what they earn from commission. I do this because I spend a lot of time onboarding new talent, helping them get organized behind the scenes & reaching out to my network on their behalf.

During these first 90 days of working with me, my commission is 10% on any project we do together. Make sure you interview a lot of influencer talent agents to find the right one for your specific needs. 

How to find an Influencer Agent FAQs

How do I find Influencer deals?

To find influencer deals, you can start by reaching out directly to brands or agencies that work with influencers in your niche. Additionally, on social media such as Instagram and Tiktok, influencer marketing platforms such as Captiv8LTK, and #Paid often facilitate connections between influencers and brands looking for partnerships. Networking within the industry and showcasing your content and audience engagement can also attract brands seeking collaborations.

How many followers do you need to get an agent?

As an influencer agent, I get asked this question a lot. Some influencer agencies do have minimum follower requirements. I personally don’t. 

For me, because my business is based on earning a percentage of an influencer campaign, I look at how much business a prospective talent has done and how many inbound leads they receive, not the amount of their followers. The way I see it, there are social media influencers with huge numbers who don’t do influencer marketing as a business and there are micro influencers who are bringing home the bank with campaigns!

How much should an influencer manager charge?

Typically an influencer manager will earn 10-20% commission on any brand deal with the individual content creators on their roster. Some agencies like mine include a retainer for the first 3 months of working together because it takes a lot to onboard the influencer. Depending on if the influencer marketing agency pitched you for a campaign (outbound lead) or if it came direct to you (inbound lead), they might charge a different amount for those different scenarios. 

How many followers do you need to join an influencer agency?

The amount of followers you need to join an influencer agency depends on the agency. Some leading influencer marketing agencies that have a talent management part of their business require a minimum follower count. Smaller boutique influencer talent agencies like myself might not have a minimum follower count. 

Do Instagram influencers have agents?

Yes! Instagram influencers do have agents. Not all of them have an agent (not even close!) and you don’t necessarily need to have one. It all depends on how you want to run your business and what your goals are. 

Working with an influencer agent can help you manage all the DMs that you get on your social media platforms, the influencer campaigns that slide into your email and your influencer marketing strategies to get in front of brands for more opportunities. 

Do content creators need agents?

Content creators don’t necessarily need agents — it depends on where they are in their careers and what their goals are moving forward. A lot of content creators want agents to help them grow their businesses, manage influencer campaigns, and deal with brand awareness opportunities. 

Depending on the relationship you have between content creator and influencer agent, your agent might provide more services such as brainstorming influencer marketing strategies with you, manage any live events that you do, etc. 

What does an influencer agent do?

An Influencer agent does a lot of things! Our main responsibilities include responding to any inquiries for influencer campaigns, negotiating those campaigns (including the budget and deliverables – i.e. how many blog posts and Instagram reels will the content creator make), and then managing the influencer campaigns. 

In my opinion if the influencer talent agent does only a few things, it’s to make brand deals happen for both the content creator and the brands, to secure the business. 

Some influencer agencies are also social media experts and they might get involved in the social media marketing of the content creator. 

With my clients because we’re so incredibly close and connected, I often also play the role of therapist, cheerleader, listener, friend and chief hype-woman for them!

How to find an influencer manager
How to find an influencer manager FAQs

What are the 4 types of influencers?

There are 4 types of influencers: nano, micro, mid-tier, and mega or celebrity influencers. The definition for each is dependent on the follower count. Typically — and don’t quote me on this — the below is how each type of influencer is identified. 

  • Nano influencers (1K–10K followers)
  • Micro influencers (10K–100K followers)
  • Macro influencers (100K–1M followers)
  • Mega or celebrity influencers (1M+ followers)

How much does it cost to have an influencer post about you?

There’s no definitive answer on how much it costs to have an influencer post about you. The brand should have a budget available for their campaign with a clear set of deliverables (e.g. a blog post, 2 Tiktoks and an Instagram reel) when reaching out to influencers. The brand should have a list of relevant influencers that make sense to be a brand ambassador. Influencer marketing agencies help run these campaigns for brands to ensure their success. 

The Influencer marketing agency will often ask for real-time data from the content creator about the demographics of their following to ensure they’re a relevant influencer for the brand. That information, coupled with the rate of the influencer and what the specific need is of the brand for the campaign, all factor into how much it will cost to have an influencer post about your brand. 

How many followers do you need to be a promoter?

There’s no minimum follower number needed to be a promoter. Some of the best influencers aren’t always the biggest promoters. The upside of being a micro influencer or a nano influencer is that your community tends to be more engaged in your content, which brands love to see. 

What are the influencer types?

There are 2 ways to answer this question. The first way to talk about influencer types is based on follower count. Many leading influencer marketing agencies define influencers by the following follower breakdown: 

  • Nano influencers (1K–10K followers)
  • Micro influencers (10K–100K followers)
  • Macro influencers (100K–1M followers)
  • Mega or celebrity influencers (1M+ followers)

Another way to view influencer types is what type of brand deals does the content creator do. Are they more of an educator, someone who shares their experience at trying something new, a new product, place to visit? Or are they great at converting their target audience to make a purchase such as pair of earrings that’s on sale?

For some influencers, conversion campaigns are the best fit. Their target audience is trained to know that when they visit the influencer’s profile, they will be able and motivated to make a purchase. 

For other influencers, campaigns that are geared more towards brand awareness and educating their target audience about the product or concept or new service by a global brand are the best fit. 

What are the 3 types of influencers?

The 3 types of influencers are a combination of 4 types of influencers, depending on who you ask. There’s a global influencer marketing agency or two who categorize influencers into 3 categories. 

  • Micro influencers (1K–100K followers)
  • Macro influencers (100K–1M followers)
  • Mega or celebrity influencers (1M+ followers)

What are the 5 characteristics of a good influencer?

5 characteristics of a good influencer are : 

  1. Authenticity
    1. A good influencer is authentic and doesn’t try to be someone that they aren’t. Their audience can see right thru that. As Kilby Blades said, “The thing was, I could smell bullshit from miles away,” and so can most folks you’re trying to target.
  2. Trust
    1. In order for the relationship between a content creator and their target audience to work, there has to be trust. Trust from the audience that the content creator is being honest, real, and not BS’ing them. Nobody likes a liar. 
  3. Professionalism 
    1. Influencer marketing is a multi-billion dollar industry and online marketing budgets are only going up. Any influencer who doesn’t take their business seriously is doing a disservice to it. A good influencer treats this work like any other job or work they are responsible for. 
  4. Fantastic content creation
    1. Let’s be honest, there’s a lot of noise in this space. Every day there’s a wide range of new influencers on all the social media platforms. In order to rise above, you need to be someone your target audience wants to pay attention to. To catch the attention of a brand, a good influencer has to have fantastic content. It should be creative, original, fun, and catchy!
  5. Transparency
    1. The best influencers are the ones who are transparent with their audience. They tell them the truth, even when it’s uncomfortable. They are brave and vulnerable. Again, this all comes down to being REAL (see points 1 & 2). 

What are 5 niches commonly used by influencers?

  1. Food
  2. Travel
  3. Lifestyle
  4. Fashion
  5. Parenting 

There are a lot of other niches that involve content marketing, but the 5 above are some of the most common (and competitive) niches.

Are influencer marketing agencies profitable?

Yes, absolutely. Influencer marketing agencies are profitable. Of course it depends on how the business is run, the influencer marketing services they offer, how much business they are doing each year to cover their expenses, and whether they have more leftover. 

A full service influencer marketing agency can offer multiple services and different types of influencer marketing strategies which translate to different streams of income for them. For example they can own or host an influencer marketing platform, offer talent management services, or provide campaign management or campaign strategy services to brands. 

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