when I started working with creators, I thought brand deals were simple. a company offers money, you make the content, and everyone walks away happy. but after sitting on both sides of the table—negotiating deals, reviewing contracts, and watching influencers struggle with business decisions they weren’t trained to make—i realized something: most creators aren’t operating like a business, and they simply don’t know what they don’t know.
the influencer industry is full of people trying to sell you something—coaching programs, talent management, “must-have” services that promise to skyrocket your career. but not every creator needs a talent manager, and hiring one too soon can actually slow you down.
the real question isn’t should you get a manager, it’s are you at the stage where a manager will actually help you make more money?
a good talent manager:
✅ makes sure you get paid on time
✅ negotiates for higher rates
✅ protects you from signing bad contracts
✅ brings industry knowledge & connections that unlock bigger deals
✅ makes sure you’re not giving away exclusivity or content rights for pennies
but here’s the hot take 🔥:
❌ talent managers don’t magically bring you brand deals for your dream partners.
❌ talent managers don’t build your audience or your content strategy.
❌ talent managers don’t do the hard work of positioning you as a credible creator brands want to work with.
that’s on you. if you don’t already have an established business—consistent brand deals, clear messaging, a professional media kit—hiring a manager won’t fix that. a talent manager quite literally manages existing business, they don’t create it.
creators: if you are drowning in brand deals, overwhelmed by contracts, and losing money because you don’t have time or know-how to negotiate properly? you’re ready. 🚀
creators: if you are operating under the assumption a manager will “get you more deals,” but aren’t doing the work and haven’t yet built a sustainable business? you’re not. ⛔️
if you’re consistently working with brands, struggling to keep up with negotiations, and need someone to handle the business side so you can focus on content—then yes, hiring a manager makes sense. but if you’re still at the stage of learning how to pitch, price yourself, or get on a brand’s radar in the first place? a talent manager is not the answer.
if you’re not ready for management, but need support, start here:
💡 hire a virtual assistant to handle your inbox, invoicing, and scheduling.
💡 invest in brand and business strategy to refine your brand positioning and content approach.
💡 educate yourself with free online resources about pricing, pitching, and contracts.
💡 do your own outreach to brands instead of waiting for them to come to you. a lot of the magic happens in your DMs.
the most successful creators are the ones who make an effort to understand their own business before handing it off to someone else. signing with a manager isn’t a shortcut to success—it’s a tool to scale what you’ve already built.
