When do I Need a Manager? With Rianna Williams

The influencer industry is currently experiencing a significant surge in growth and success. According to Statista, the industry's estimated worth has reached a record-breaking $21.1 billion USD, which is more than double its worth in 2019. With the increase in both influencers and influencer marketing agencies, there's also been an influx of new talent entering the field with plenty of questions.. 

One question we get asked a lot is when does an influencer need an agent or manager? We had the pleasure of interviewing Rianna Williams, the Head of Talent at SevenSix, who shared key advice on management as a creator/influencer, including the best time to get a manager.

Q: Can you tell us about your job?

A: I manage our exclusive roster here at SevenSix Agency, securing our talent paid campaigns, gifting, and event invites. It's my responsibility to have strong contacts and relationships with brands and agencies and be the 'middle person' in between the creator and the brands so the creators don't have to worry about any communication, they just create and do all the fun stuff!

Q: Why did you sign the talent you work with?

A: Before signing any of the talent they were all creators I had followed on social media for months, if not years! I loved their content and I could already see the vision I had for them and brands I would pair them with.

Q: When is it the right time for an influencer to get a manager?

A: There is no specific number of followers. If your engagement is consistently high, you're being approached by brands for campaigns or need help managing campaigns and monetising them, then it is probably time to ask for help.

Q: What advice would you give smaller creators hoping to expand and get signed?

A: Be consistent, on top of trends, be creative, and find your niche. Understand and love what you do. Ask for help and collaborate with other creatives, this shouldn’t be a competition but instead think of opportunities as a partnership. 

Q: What should creators look out for?

Over the last couple of years we’ve seen a boom in talent managers and something we’ve seen on the campaign management side at SevenSix is when we’ve worked with some of these newer managers without industry experience, we’ve found they aren’t always as informed as they should be about pricing and the legal side of things, which can be worrying. 

Think longer term, a quick campaign which isn’t on brand for you may be fast money but may not be the best idea for your brand in future. 

Q: What advice would you give when choosing the correct talent management?

A: Check if you like your potential manager as a person, see what their niche is/who they currently manage, and have an open candid chat about your vision to make sure it's somewhere they can take you.

Q: Is it vital to have a manager as an influencer?

A: No, but it makes it a lot easier and less back and forth. Your manager is the middle person between client and talent so they do all of the outreach, communication, negotiations, paperwork, etc. whilst the creators only need to focus on creating and staying creative.

Q: What is the best part about having a manager in your opinion?

A: You know you always have someone routing for you, pitching for you, and engaging with your content!

Q: What is a defining moment in your career? 

A: I have had loads of little very proud moments, such as different campaigns for our talent, TV ads, being sent abroad for campaigns, our talent being on billboards. However, the business babe in me is still yet to have ‘the’ moment in my career. 

Thank you, Rianna, for sharing your knowledge and experience with us!