Not All Managers Are Created Equal:

The Different Types of Influencer Representation Explained…..

By: Katie | Founder of Influence with Katie

You’re growing as a creator. You’re getting brand offers. Your DM’s are filling up. And suddenly, everyone’s saying you need a “manager.” But what does that even mean?

In the influencer space, “manager” has become an umbrella term for a lot of different roles- agencies, coaches, consultants, reps, talent agents… it’s no wonder creators are confused.

So let’s break it down. Here’s a clear look at the different types of influencer management out there- what they do, who they’re for, and how to know what you actually need.

1. Open-Roster Influencer Agencies (aka Volume-Based Agencies)

Best for: Newer influencers, creators under 50K followers, or anyone just starting to land brand deals.

These agencies focus on scale. They often work with hundreds (sometimes thousands!) of creators at once and plug you into brand campaigns as they come through.

Pros:

• Easier to get signed

• Access to incoming brand deals

• Some basic negotiation support

Cons:

• Less personalized attention

• You may be one of hundreds

• Strategy or long-term brand growth isn’t the focus

Think of these agencies as the Uber of influencer work - great for getting your foot in the door, but not always built for personalized career building.

2. UGC Agencies

Best for: Content creators who specialize in UGC (User-Generated Content), not traditional influencing.

These reps aren’t focused on your follower count. Instead, they pitch you to brands who want authentic-feeling content for ads, not necessarily posted on your own feed.

Pros:

• Follower count doesn’t matter

• Great for creators who love content creation but not influencing

• Many offer consistent work with short-term deliverables

Cons:

• Usually no focus on personal brand building

• No platform growth support

• More transactional, less relational

If you’re a strong content producer who wants to monetize without the “influencer” label, this could be your space.

3. Talent Agencies (like ours at Influence with Katie)

Best for: Creators who’ve built something sustainable and want help scaling.

We’re highly selective, but highly hands-on. Our clients are already pitching, negotiating, and closing deals independently—but they’re at the point where doing everything is holding them back.

Pros:

• Personalized career growth strategy

• Dedicated brand relationship development

• Long-term focus and support

Cons:

• Typically takes a percentage of income

• Only for creators already landing deals

• Not for beginners

We’re not here to take over- we’re here to multiply what you’ve already built.

4. Individual Managers / Reps

Best for: Mid-level to established influencers looking for full-time support and brand strategy.

These are the “everything” managers. Some handle pitching, others focus on negotiating and content coordination. Many specialize in specific niches like beauty, wellness, or lifestyle.

Pros:

• Hands-on support and relationship management

• Personalized guidance on content, growth, and business decisions

• Often have deep industry connections

Cons:

• Typically take a cut of deals

• Some expect exclusivity

• Quality varies wildly—do your research!

The right manager can be a game-changer. The wrong one can stall your momentum or cost you brand relationships.

5. Influencer Coaches / Consultants

Best for: DIY-minded creators who want to learn the business side before outsourcing it.

These professionals teach you how to pitch, price, and negotiate. Many offer group programs, 1:1 coaching, or digital courses.

Pros:

• Empowers you to understand your business

• No commission or long-term contracts

• Ideal for early- to mid-stage creators

Cons:

• You still do the work (for now)

• Not a fit if you want someone to handle deals for you

This is where we often start creators before representing them. When you know how to pitch and manage your brand, you're far more powerful in the long run.

Final Thoughts: What You Actually Need Depends on Your Stage

Here’s the honest truth: not every creator needs a manager.

At least, not right away. What you need is clarity about where you’re at in your journey—and what kind of support will actually help you grow.

• Just getting started? Focus on education and UGC opportunities.

• Getting brand offers? Consider coaching or low-commitment agencies.

• Overwhelmed by brand deals? You’re probably ready for talent management.

• Want to license your content or grow into new verticals? It’s time for high-level strategy with a dedicated rep.

At Influence with Katie, we don’t just manage…we mentor, strategize, and help creators scale intentionally. Our goal? To help you build something sustainable, without handing over your power.

Ready to Talk?

If you’re not sure which type of support is right for you, reach out!!

We offer personalized audits and coaching intensives to help you figure out the right next step- whether that’s with us or somewhere else.

We would love to hear from you: 📩 Support@influencewithkatie.com

Let’s grow, intentionally.

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