When I first started creating content, only massive YouTubers had managers and/or agents. But as the creator economy has grown, agencies seem to be popping up right left and center, and creators of all sizes and all platforms have representation.
But do influencers actually need to have one to be successful? What do they even do, and will they make or break your creator career?
Well I’ve been approached for representation countless times, and after meeting with several, and evaluation the pros and cons… I’m still doing this on my own.
But I know that what is best for me, might not be best for you.
The decision will depend on your goals, how you see your career, and whether or not you’re comfortable taking on the business side of things.
And it’s important to remember that NOT all managers and agents are created equally.
I’ve also heard a lot of horror stories from creators who jumped into these relationships too quickly. Bad contracts, high commissions, sketchy sunset clauses (more on that later)—if you’re not careful, you could end up locked into a deal that actually hurts your career. And trust me, the last thing you want is to spend your hard-earned money on lawyers just to get out of a bad contract.
In this post, I’ll break down what managers and agents actually do, the pros and cons of working with them, and how to avoid getting burned. Plus, I’ll share my personal perspective on when it makes sense to hire one—and when it doesn’t.
Let’s dive in!
What Do Influencer Managers and Agents Actually Do?
Before we talk about whether or not you need one, let’s clarify what managers and agents actually do, and how they’re different–because they are not synonyms.
Agents: The Deal Closers
Agents are all about getting you deals. Their main job is to connect with brands, negotiate contracts, and secure sponsorships or partnerships. They’re focused on landing opportunities and making sure you’re getting paid.
Most agents work under an agency, have a pretty large roster, and work on commission, usually taking 10-25% of whatever deals they bring in. This means they only get paid when you do—which can be a good thing because it motivates them to hustle for you.
Related Post: How Brand Deals Work (From Start to Finish)
Managers: The Big Picture Planners
Managers, on the other hand, are more like your career strategists. They’re there to help with the overall direction of your brand. Whether it’s planning your content calendar, advising you on collaborations, or helping you figure out your long-term goals, they’re your go-to person for everything beyond just landing deals.
Some managers also handle brand negotiations, but their role is generally broader than an agent’s. Think of them as the glue that holds your business together. Depending on the agreement, they can be someone on staff that you hire with a salary, or can operate on more of a commission structure.
Do You Really Need a Manager or Agent?
I want to make it clear up front: you don’t need a manager or agent to be successful. Plenty of creators have built thriving careers without one. That said, there are situations where having extra help can make a big difference.
When You Might NOT Need One
If you’re just starting out or still figuring out your niche, you probably don’t need a manager or agent right away. At this stage, you’re still testing the waters, building an audience, and learning how to monetize your content. Adding someone to your team too early can feel unnecessary—and expensive.
Also, if you’re the type of creator who likes to stay hands-on with every aspect of your business, you might not want to give up control. And honestly? That’s totally fine. Running your own show can be incredibly empowering, especially when you keep all the money you earn.
Pro Tip: If you’re not ready for a manager or agent, there are plenty of tools out there to help you manage things yourself. Platforms like Aspire, CreatorIQ, or even Canva (for pitch decks) can help you connect with brands and streamline your workflow.
When You Might WANT One
On the flip side, if you’re drowning in admin work or getting more opportunities than you can handle, it might be time to bring someone in.
The truth is, as you grow, things like responding to emails, negotiating contracts, chasing payments (ugh), and managing brand relationships can become a full-time job in itself. If you’re spending more time on backend stuff than actually creating content, a manager or agent can help.
Another big reason to hire one? Industry connections. Managers and agents often have relationships with brands, ad agencies, and other professionals that you wouldn’t have access to on your own. If you’re struggling to land deals or get noticed, their network can open doors for you.
Beware of Bad Contracts: What Creators Need to Know
Okay, here’s the part where I get real with you. One of the biggest mistakes I see creators make is not reading their contracts carefully before signing with a manager, agent, or agency. And honestly? It can lead to some nightmare situations.
Here are a few red flags to watch out for:
1. Abnormally High Commissions
Most managers and agents charge between 10-20% of your earnings. If someone’s asking for more than that, it’s a huge red flag. I’ve heard horror stories of creators signing up for 30% commissions without realizing how much money they’d be giving up in the long run.
2. Sunset Clauses
A sunset clause allows the manager or agent to continue earning commissions on deals they brought you—even after you part ways. These clauses can be fair if they’re limited to a reasonable timeframe (like a handful of months). But I’ve seen contracts where sunset clauses lasted for years, meaning the creator was stuck paying their ex-manager long after the relationship ended.
3. Hard-to-Leave Contracts
Some contracts are written in a way that makes it nearly impossible to leave without hiring a lawyer. For example, they might include vague terms about what constitutes a breach of contract or require you to give months of notice before terminating the agreement.
Pro Tip: Always, always have a lawyer review your contracts before signing anything. It might feel like an extra expense, but trust me, it’s worth it.
The Pros and Cons of Working with Managers and Agents
Now that we’ve covered the risks, let’s talk about the benefits—and the potential downsides—of working with managers and agents.
The Pros
- More Time to Create: They handle the business side so you can focus on what you love—making content.
- Higher Earnings Potential: A good manager or agent can negotiate better deals and higher rates than you might be able to on your own.
- Industry Expertise: They know what’s trending, what brands are looking for, and how to position you for success.
- Built-In Support: Having someone in your corner can be a huge confidence booster, especially if you’re navigating uncharted territory.
The Cons
- They Take a Cut: Whether it’s 10%, 20%, or more, that’s money out of your pocket.
- Loss of Control: You’re trusting someone else to represent your brand and make decisions on your behalf.
- Contract Risks: As we just discussed, bad contracts can leave you stuck in an unfair deal.
My Personal Take: Know Your Worth and Stay in Control
Here’s where I get personal: I’ve always leaned toward the business-owner mindset. I like knowing where my money is going, and I enjoy negotiating my own deals. There’s just something so satisfying about landing a partnership and knowing I did it myself.
But I also know how overwhelming it can be to do it all. There have been moments when I’ve thought, “If someone else could just handle this for me, I’d be so much happier.” So I get why some creators choose to hire help—it’s all about finding what works for you.
The key is to stay in control of your career. Whether you go solo or build a team, you should always feel empowered to make the final call.
Tips for Avoiding Bad Contracts
If you’re thinking about hiring a manager or agent, here are a few tips to protect yourself:
- Read Everything: Don’t just skim your contract—read it in full. If something feels off, ask for clarification.
- Hire a Lawyer: Seriously, it’s worth it. A lawyer can help you spot red flags and negotiate better terms.
- Negotiate Sunset Clauses: If a sunset clause is included, make sure it’s limited to a reasonable timeframe.
- Ask for References: Talk to other creators who’ve worked with the person or agency you’re considering.
- Trust Your Gut: If something doesn’t feel right, don’t ignore it.
Final Thoughts: Do You Need a Manager or Agent?
So, do influencers have managers and agents? Many do. But do you need one? That’s entirely up to you.
If you’re feeling overwhelmed or struggling to land deals, the right manager or agent can help you level up. But if you’re organized and proactive, you might not need one at all. Just remember: whether you’re going solo or building a team, the most important thing is to stay informed, protect yourself, and keep creating content you’re proud of.
What’s your take on this? Have you worked with a manager or agent before? Or are you thinking about hiring one? Drop your thoughts below—I’d love to hear your story!