What is an Influencer Agent?

In today’s digital age, the rise of influencers has transformed the landscape of marketing and branding. With millions of followers on platforms like Instagram, YouTube, and TikTok, influencers wield significant power in shaping consumer opinions and purchasing decisions. Behind the scenes of these influential figures often stands a key player: the influencer agent. Are you like my parents who wonder, what is an Influencer Agent? Let’s get into it.

What is an Influencer Agent Johanna Voss
What is an Influencer Agent?

An Influencer talent agent is someone on your team who handles the negotiation,  brand partnerships, &  campaign project management of your business. Us managers are the first line of response for any inbound inquiry from a brand or agency that wants to work with you. 

An influencer agent serves as a bridge between brands and influencers, facilitating partnerships and negotiations that benefit both parties. We function as the business arm of the influencer, handling the administrative tasks and negotiations so that the influencer can focus on creating content.

  • Negotiating brand deals is a crucial aspect of an influencer agent’s job. We leverage our industry connections and expertise to secure partnerships that align with the influencer’s brand and values. This involves negotiating terms such as payment, deliverables, exclusivity agreements, and usage rights.
  • Influencer agents handle the logistics of campaigns, ensuring that influencers meet deadlines and deliver high-quality content that meets the brand’s specifications.
  • We ask all those questions you probably don’t want to ask, or avoid asking if you’re negotiating on your own. Questions about the budget, scope of work (SOW) aka the deliverables, what are the campaign goals and does the brand want any exclusivity?
  • We look at agreements to make sure your butt is covered. We get the campaign briefs, share across your concept for approval, manage the deadlines with you for content & go lives, and serve as a buffer between you and the agency should they get a bit needy. 

An influencer agent is a behind-the-scenes powerhouse who plays a pivotal role in the success of influencers and brands in the digital age. From talent scouting to deal negotiations, they handle the business side of influencer partnerships, allowing creators to focus on what they do best: creating compelling content.

Good agents assume a multifaceted role that extends beyond merely brokering deals; they act as mentors, negotiators, and strategic advisors…..and let’s be honest, therapists and hypewoman (Can I get one for myself please?!)

How do Influencer Agents get paid?

We get paid a couple different ways. One way that all Influencer Talent Agents get paid is via a commission structure, which you can learn more about in this article “How much percentage do Influencer Managers take?”. A lot of other Influencer agents get paid with a monthly retainer. 

How much do Influencer Agents cost?

An influencer agent can cost from a couple hundred dollars a month to upwards of thousands of dollars a month. It all depends on how many paid campaigns an Influencer has done. Read more about how much do Influencer Agents cost.

Why do Influencers have Agents?

Influencers have agents to help them manage the business side (negotiations, contract review and relationship management) of their brand collaborations. To understand more about what us Influencer Agents do, here’s an article I wrote on “What does an influencer talent manager do?”

Do I need an agent to become an Influencer?

Absolutely not. In fact, an agent most likely won’t take you on until you become a more established, well paid brand. Because we earn our income off of closing paid brand deals, we need our clients already earning money in order for us to run a sustainable business.

PSST! Are you an Influencer Talent Manager & just started your own Talent Management Agency? Do you want to learn the ins and outs of the industry? Do you need help pricing your talent’s rates, recruiting Influencers to build your roster & getting insight on where to find brand collabs?

Click HERE to learn about my 8 week Influencer Talent Manager Coaching Mentorship Program, taught by me, Johanna Voss, an award winning Influencer Talent Manager who has closed over $6M worth of brand deals.