As a talent agent working at a talent agency, you’ll know firsthand the value that social media influencers can bring to brands.

But with so many influencers out there, how do you go about signing the right social media influencers for your talent agency? Here are 4 steps to follow.

Step #1. Identify the relevant target audiences and niches

Understand the target audiences and niches you want to focus on. Define key criteria for potential influencers such as follower count, engagement rate, content style, and industry niche to narrow down your search and focus on influencers who align with your agency's goals

Step #2. Develop a creator acquisition strategy

Next up, decide on how to sign new talent by considering factors like the type of agreement you are willing to offer, including commission and compensation rates. Tailor your strategy to attract influencers who match your agency's focus and values

Step #3. Find, pitch and vet potential influencers

Search social media platforms like Instagram, YouTube, and TikTok for influencers who align with your target audience and criteria. Make a compelling pitch to potential influencers, showing that you understand their content and audience. Vet influencers to ensure they align with your agency's standards and goals

For instance, you could leverage TikTok’s Creative Center, which you can filter by followers and engagement, to quickly identify trending creators.

Attend industry events

Industry events such as influencer marketing conferences or talent showcases are a great opportunity to network and connect with established influencers. Take this chance to meet influencers in person and form more personal connections.

Partner with influencer marketing agencies

You could also consider partnering up with influencer marketing agencies to access their networks and expertise if this is something you don’t currently have. Influencer marketing agencies can help you identify potential influencers from their pool of creators.

Pitch talent

Once you’ve shortlisted potential influencers, make a compelling pitch for representation. Here are some tips to get this right:

Personalize your pitch

Show the influencer that you took the time to research their content and audience, that you understand what their content is about, and explain how their profile aligns well with your existing talent roster (or the roster you’re actively building out).

Present the benefits of working with your talent agency

Outline the benefits of working with your agency, including access to industry connections, personalized support and guidance, and the opportunity to take their career in new directions.

Be clear and transparent about your expectations

Finally, set the baseline expectations for your representation, including the terms of the agreement, commissions, and fees, as well as any exclusivity or non-compete clauses that may apply. This way, the influencer knows upfront what they’d be signing up to, if they were to proceed.

Vet talent

Crucially, as part of your talent outreach you’ll need to quickly validate the influencers you’re talking to are legit. 

Don’t waste your time and attention on fake influencers! Check out these steps to quickly spot fake social media influencers, including assessing engagement ratios, followers and views.

Step #4. Negotiate and finalize contractual agreements

Here comes the last step in the process. Once you’ve identified and vetted potential influencers, the next step is to negotiate and finalize agreements. 

The terms of the agreement need to be fair and mutually beneficial for both sides, and all expectations and obligations are clearly understood by talent.

Set clear terms and expectations

Clearly outline the goals and expectations for the representation, including the type of content the influencer can expect to create, contract duration and renewal process, and any guarantees or other benefits you might be able to offer them (such as a minimum number of brand deals per month or year, or a monetary amount).

Establish compensation and payment terms

Propose a fair compensation rate that factors in the influencer's profile, and how much you could then charge brands to work with your talent. 

Be sure to include clear payment terms, including when and how the influencer will be compensated following their campaigns.

There should also be a clause protecting the talent in cases where they have delivered content for a campaign but the brand has failed to provide timeline payments, for instance. In such cases, the talent agency should have provisions in place to pay the influencer their share as set out in the representation contract so the creator isn’t at a loss.

Outline any exclusivity or non-compete clauses

If you require exclusivity or non-compete clauses as part of the agreement, make sure to outline the terms and limitations of these clauses so everything is clear.

Review and finalize the agreement

Once you’ve negotiated the terms of the agreement, review the document thoroughly and make sure all parties understand and agree to the terms. Obtain the agreement from the influencers in writing, signed by all parties, before proceeding.

Conclusion

Use the above tips to identify and approach the right talent, negotiate agreements, and build successful long-term partnerships for your talent agency. 

Whether you're new to the world of talent management or are a seasoned professional, we hope this was useful.

On TheRostr, we empower ambitious talent agents like you to manage their roster, communicate with brands, and run branded campaigns all in one place.

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