Influencer management isn’t just about scrolling social media and sending DMs. It’s a multifaceted role that involves scouting talent, negotiating deals, creating briefs, and tracking results. When deciding whether to hire an influencer manager or an agency, understanding their unique strengths and weaknesses can help you make the right choice for your brand.

Key Responsibilities for Influencer Managers and Agencies

Whether you choose a influencer manager or an agency, certain core tasks are essential to running a successful influencer program:

• Identifying Creators: Finding influencers whose content aligns with your brand’s values and target audience.
• Building Relationships: Establishing and maintaining strong, collaborative partnerships with influencers.
• Negotiating Contracts: Setting clear terms for fees, deliverables, and timelines.
• Developing Campaign Briefs: Crafting creative guidelines that align influencer content with your campaign goals.
• Tracking Performance: Monitoring metrics like engagement rates, clicks, and conversions to evaluate success.

The Case for an Influencer Manager

An influencer manager works exclusively for your brand, giving them a unique ability to align with your goals and build lasting partnerships. Here’s what makes them a strong choice:

They Know Your Brand & Objectivess

A dedicated influencer manager knows your brand inside and out. They’re fully immersed in your mission and values, allowing them to craft campaigns that feel authentic and resonate with your audience. 

Deeper Relationships & Partnerships 

Their singular focus fosters deeper relationships with influencers, resulting in more meaningful collaborations.

Pros

1. Full Attention: Your manager isn’t juggling multiple clients—their sole focus is your brand.
2. Cost Efficiency: Hiring an individual manager is often less expensive than working with an agency.

Cons

1. Limited Capacity: A single person can only handle so much, potentially capping the scale of your influencer efforts.
2. Experience Gaps: Depending on their background, a manager might lack the broader industry insights that agencies bring.

The Case for an Influencer Agency

Influencer agencies bring a team of experts to the table, offering resources and experience that can fast-track your marketing efforts. Here’s how they stand out:

Established Networks

Agencies often have pre-existing relationships with influencers who have a proven track record of success. This eliminates the need for long onboarding processes or months of back-and-forth to find the right fit.

Data-Driven Strategies

Agencies leverage historical campaign data and industry knowledge to inform their strategies. They’ve likely run campaigns in your niche, meaning their approach is refined and methodical, not experimental.

Comprehensive Support

With multiple specialists on hand, agencies can manage every aspect of your campaign, from creative strategy to content approvals and performance tracking.

Pros

1. Broad Reach: Access to a wide network of influencers across various niches.
2. Proven Processes: Agencies rely on standard operating procedures and data insights to maximize efficiency.
3. Scalable Resources: Teams can handle large-scale campaigns without overextending.

Cons

1. Higher Costs: Agencies often charge hefty retainers, which may not fit every budget.

Comparing Costs and Capabilities

Budget Considerations

• Influencer Manager: Typically more affordable, but their capacity is limited.
• Agency: Offers scalability but comes with higher upfront costs.

Campaign Scale

• Smaller Campaigns: A manager’s personalized approach works well for focused efforts.
• Larger Campaigns: An agency’s resources are ideal for handling complex, multi-channel initiatives.

Relationship Depth vs. Reach

• Manager: Builds deep, long-term relationships with influencers.
• Agency: Quickly taps into an extensive network for immediate impact.

A Hybrid Approach: The Best of Both Worlds

What if you could have all of the agency SOPs without the agency price tag? Well you’re in luck—we’re selling a DIY Partner Marketing Kit with all of the resources that we use to find influencers and manage successful affiliate programs. From commission rate calculators to contract templates, this kit is packed with the tools to help you build a thriving affiliate program. Grab your kit today and take the guesswork out of affiliate management!

Final Thoughts

The choice between hiring an influencer manager and working with an agency depends on your goals, budget, and preferred level of involvement. Managers excel in creating personalized, deeply integrated campaigns, while agencies bring efficiency, scalability, and data-driven expertise. By evaluating your brand’s needs, you can choose the approach that drives the best results for your influencer marketing efforts.

Whether you go with a manager, an agency, or a hybrid model, the key is to build partnerships that reflect your brand’s values and connect authentically with your audience. With the right support, your influencer marketing strategy can become a cornerstone of your brand’s success.