In this article

The influencer marketing industry is projected to be worth £25.1 billion by the end of 2025, and brands are funnelling more money into partnerships than ever before. But while influencer marketing is booming, many creators are leaving money on the table simply because they don’t have the right management. If you’ve been handling everything on your own – negotiating deals, chasing payments, juggling content schedules – you might be holding yourself back.

An influencer talent manager is more than just an agent who books brand deals. They’re a business strategist, negotiator, and problem-solver who can help you turn content creation into a sustainable, high-paying career. So, how do you know when it’s time to bring in an expert? If any of the following signs sound familiar, you’re likely ready for representation.

Key Takeaways:

An influencer talent manager helps secure better brand deals – A manager can filter opportunities, negotiate fair rates, and ensure you’re properly compensated.

Long-term partnerships are essential for career stability – A talent manager can help you secure ongoing brand partnerships and ambassador roles that offer consistent income.

Knowing your worth is crucial to maximising earnings – Price your content correctly based on audience size, engagement rate, platform, and industry benchmarks.

A talent manager frees up time by handling admin work – With a manager handling logistics, influencers can focus on content creation and audience growth.

A manager helps influencers scale beyond brand deals – Whether launching a product line, securing speaking gigs, or landing publishing deals, an influencer talent manager provides the strategy and connections needed to expand an influencer’s career.

1. You’re Drowning in Brand Inquiries, But Not Closing Deals

If your inbox is flooded with emails from brands, yet most of them don’t lead to paid collaborations, or worse, they’re offering “exposure” instead of payment, you’re not alone. According to a recent study, many influencers say they’ve been approached by brands asking them to work for free. Meanwhile, just under half of micro-influencers earn less than £100 per post, despite having engaged audiences that outperform bigger accounts in conversion rates.

Influencer representation cuts through the noise, vetting inquiries and only bringing you opportunities that align with your brand and worth. They also ensure you get compensated, using market data to set rates based on your audience size, engagement rate, and niche influence. If you’ve ever accepted a deal and later found out another influencer was paid double for the same campaign, a talent manager would prevent that from happening again.

2. You’re Stuck in One-Off Deals Instead of Long-Term Partnerships

One-and-done brand deals might pay the bills temporarily, but they won’t build a career. Brands are shifting towards long-term influencer partnerships - many marketers say they prefer always-on collaborations rather than one-off sponsorships. These ongoing deals provide financial stability, increase authenticity with your audience, and strengthen your value as a trusted content creator.

If you’re only securing short-term work, a talent manager can help negotiate retainer agreements and brand ambassadorships that provide consistent income. They position you as a long-term asset to brands rather than just another content creator in a campaign rotation.

3. You’re Underpricing Yourself - Or Worse, Don’t Know What to Charge

How much should you charge for a post? If you don’t know the answer, you’re not the only one. 78% of creators say inadequate compensation is a top reason to stop working with brands. Many underprice themselves due to fear of rejection, lack of market knowledge, or imposter syndrome. However, pricing should be based on data, not guesswork.

A talent manager brings market insight into your worth. Here’s what they factor in:

Follower count: While a 100K-followers influencer earns an average of £1,000 per post, rates vary widely based on niche and engagement.
Engagement rate: High engagement can drive prices up - micro-influencers with a 5%+ engagement rate often earn more per post than influencers with double the followers but lower interaction.
Platform: TikTok influencers typically charge 25% less than Instagram influencers, while YouTube videos command the highest rates per piece of content.
Usage rights: If a brand wants to repurpose your content in paid ads, they should pay extra - often 2-3x your standard rate.

4. You’re Spending More Time on Admin Work Than Creating Content

Influencing is running a business. The average full-time influencer spends between 40 to 60 hours of their workweek on administrative tasks, including emailing brands, invoicing, reviewing contracts, and tracking payments. This can take valuable time away from content creation and audience engagement.

A talent manager handles the behind-the-scenes work, allowing you to focus on growth. Here’s what they take off your plate:

Contract negotiations: Ensuring fair payment terms, deliverables, and legal protections.
Payment follow-ups: Chasing brands for overdue invoices (a common issue - 29% of marketers report having made late payments to influencers).
Brand communication: Managing all back-and-forth with brands so you don’t have to.
Scheduling & campaign logistics: Organising deadlines, deliverables, and brand approvals.

The result? More time for creativity, less stress over business operations, and a smoother workflow overall.

5. You Want to Expand Beyond Sponsored Content

Influencer marketing isn’t just about brand deals anymore. The most successful influencers diversify their income streams through product lines, paid memberships, e- commerce, and other entrepreneurial ventures. But scaling outside of sponsorships requires strategy, industry connections, and business expertise. This is when you require a talent manager.

Here’s how top influencers expand their brands with the help of managers:

Merchandising: Creators like Emma Chamberlain have turned their personal brands into million-dollar product lines - Chamberlain Coffee.
Courses & coaching: Many influencers launch educational programs teaching social media growth, fitness training, or niche skills.
Speaking engagements: Public speaking gigs at industry events can pay upwards of £5,000 per session.
Publishing deals: TikTok influencers have landed book deals that bring in six- figure advances.

The Connect Management Advantage

At Connect Management, we invest in influencers long-term success. Our roster includes creators across diverse industries, from beauty and fashion to tech and fitness, and our expertise has helped influencers secure partnerships with brands like Google, Nike, Netflix, and Disney.

We provide:

Negotiation expertise: Securing top rates and fair contracts.
Strategic brand matching: Aligning you with the right partnerships, not just the highest-paying offers.
Growth planning: Helping you scale your brand beyond social media.
Financial guidance: Supporting long-term financial stability, from tax strategies to investment planning.

Ready to Work with an Influencer Talent Manager?

If you have aspirations beyond just working with brands, a talent manager helps you develop a roadmap for career expansion. Since 2020, we’ve helped influencers generate over £40 million in revenue and reach a global audience of 170 million+ followers.

When you’re ready to take your career to the next level, we’re here to make it happen. If you’re already seeing growth but struggling with brand deals, pricing, or career planning, now is the time to bring in a professional.

Get signed by an influencer agency and watch your career grow rapidly. The influencer industry is developing fast, and those who treat it as a business, not just a hobby, are the ones who go far. Get in touch with Connect Management today and let’s build a strategy for your long- term success.