Whenever I open social media app like Instagram for instance, I see that lots of influencers travel to exactly same places at the same time, post the same stories, polls and ask people whether they can start a stream on Twitch/Youtube. ALL AT THE SAME TIME.
I mean, does everyone have literally the same brand manager or agency or what is it? It doesn’t make sense to me and I don’t believe in such coincidence.
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It may not be a manager, but the businesses’ themselves doing a mass marketing campaign, to make sure someone sees it (rather than hoping a potential customer is subscribed to a particular influencer).
But yes, some of them have managers. Usually only the big ones, as they probably get dozens upon dozens of emails every day.
My wife worked at a marketing/luxury travel consultancy, she had to coordinate the influencer marketing for a couple of massive brands while she was there.
It’s all completely coordinated, the trips are set up and paid for by the company they’re advertising. A lot of them are apparently pains in the ass as well (the companies, the influencers were apparently stuck up a bit but generally okay).
She said there was also very little sense of enjoyment for the influencers as they are all there ‘for the shot’.
They were still all being paid, put up in superb accommodation, getting flown around the world business class, getting what would be once-in-a-lifetime experiences for normal people on the free, and generally pampered though.
The company sets it all up ahead of time by telling each influencer to do something at 4pm next Thursday or whatever. The influencers follow the directions because they want to get more jobs from the company.
Influencers are part of a very vaguely defined industry so there’s no one-size fits all management of them.
But in general, everyone C-list and above would have some coordination with brands or advertisers. A surprising number of them have at least an informal manager or is closely associated with an agency to enjoy some benefits of exclusivity and representation
Sometimes a brand wants to promote say, their yacht rental. They seek out a bunch of influencers, often through whatever talent management agencies they know, or scout for talent on Instagram etc. It’s pretty common for all influencers to be on the different corners of the same yacht because sailing out for a day, beautifying the place and hiring the crew costs a lot. Same logic goes for travel tours, clothing launches etc.
Source: am friends with an influencer and helped when she first got started
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