Gestión de influencers: ¿Cómo es gestionar creadores?

In this day and age, so many people aspire to become successful social media influencers. Trust in online creators is growing a lot, too. Morning Consult says the share of young people who trust influencers increased from 51% to 61% in just four years. So, it’s not surprising that more careers are coming out of the influencer marketing space. Aside from the content creators themselves, there must be a team working behind them for efficient influencer management, right?

Aparecen los coordinadores de influencers. Estos expertos son una especie de gestores de talentos especializados en establecer relaciones con personas influyentes y contratarlas para proyectos. Conocen las estrategias de marketing de influencers más eficaces y pueden hacer brillar cada colaboración en redes sociales con un creador.

But what is life like for influencer coordinators? What are their responsibilities, and how do they help both content creators and brand partners succeed during influencer marketing campaigns? Keep reading this guide to look into the lives of these collaborative and strategic marketers.

¿Tienen managers los influencers?

Actors, artists, and many other public figures can’t function without their management team. So, some people might be wondering, “Do influencers have managers, too?”

Yes, there are a lot of influencers who have dedicated managers to handle their affairs and brand collaborations. Life as an influencer can get pretty busy, but what about creating content and engaging your fanbase online? An influencer manager can help creators sort out their projects, brand deals, and timelines, as well as liaise with partner companies. A committed partner like that can do wonders for creators who are having problems navigating the world of influencer marketing.

That said, not every creator hires an influencer marketing manager. To be honest, it’s not as typical as one might assume.

Los que contratan a managers suelen ser megainfluencers o macroinfluencers con una base de seguidores increíblemente grande y que colaboran con varias marcas al mismo tiempo. Estos influencers se acercan al estatus de celebridad y tienen docenas de cosas que hacer cada día. Un manager especializado puede ayudarles a organizar su carrera y a elaborar estrategias para maximizar su potencial como figura pública.

Micro-influencers, on the other hand, who have way smaller fanbases, don’t usually need a manager. While these creators are known to resonate more strongly with niche audiences, they may not book as many brand deals. So, it’s relatively easier to manage their schedules—so much so that they’ll do it themselves without a manager’s help.

That said, if a micro-influencer’s career trajectory takes them to new heights, they can get bigger and bigger. After they gain hundreds of thousands or even millions of followers, it makes sense to hire a manager for representation.

Algunos directivos trabajan para una agencia de gestión de influencers o un grupo de relaciones públicas

No todos los que se especializan en procesos de gestión de influencers son contratados directamente por grandes creadores de contenidos y celebridades de Internet. Es habitual que este tipo de coordinadores trabajen para una agencia de gestión de influencers.

These agencies are known to represent multiple influencers at the same time. They also often offer other services, from content creation consulting to brand strategy. You get the expertise of a renowned team of influencer marketers to guide you on your influencer creator journey. Plus, you also become part of a community of other creators within the agency, helping to expand your professional network.

You’ll also commonly find influencer coordinators working in public relations agencies or in-house brand marketing teams. These managers work on the brand side to select potential influencers for projects. Then, they coordinate with the creators once they sign a brand partnership and launch a campaign. They ensure that the collab runs smoothly and that everything the creator puts out aligns with the brand’s messaging.

Cómo gestionar a los influencers: 7 tareas que los directivos y agentes deben tener en cuenta

¿Tienes curiosidad por saber qué hacen los coordinadores y gestores de influencers para ayudar a los equipos de las marcas y a los creadores de contenidos? Exploremos el arte de cómo gestionar a los influencers profundizando en las funciones y responsabilidades de estos agentes. Aquí tienes siete de las cosas que estos profesionales del marketing hacen regularmente para cerrar colaboraciones y ejecutar campañas de marketing de influencers sin problemas.

1. Identificar a los mejores influyentes para una campaña de marca

A good influencer coordinator knows how to find potential influencers that are perfect for a brand campaign. They have a thorough understanding of a project, its objectives, messaging, and aesthetic style. From there, their job is to identify content creators who can emulate the same energy that the campaign wants.

Selecting influencers for a project might sound easy, but a lot of thought and research goes into it. Agents need to carefully vet creators before considering them for the job. They’ll conduct social media audits to see what kind of content each influencer is capable of producing. An influencer’s style and tone must be aligned with that of the brand. They’ll also research their reputation, engagement rates, audience demographics, and more.

2. Póngase en contacto con posibles embajadores de marca

After pinpointing the best influencers for a project, these managers then prepare for the next step—influencer outreach. They’ll gather contact details for every creator who has the potential to be a brand ambassador for their client. Then, they will reach out via email, DM, phone call, or other channels to offer a partnership for the project.

The key to successful influencer outreach is being able to make that instant connection with a creator. So, the email or DM you shoot out to them has to be personalized and sound approachable. The goal is to get an influencer excited by the opportunity to work with a brand. Be careful not to scare them away with a cold tone and technical jargon.

Pro-tip: if you’re an influencer coordinator, have an outreach email template on hand at all times! This allows you to reach out to a possible brand ambassador quickly and easily without writing emails from scratch.

3. Redactar y ejecutar los contratos de colaboración

Influencer coordinators are also in charge of drawing up contracts. The terms of the brand partnership contract will depend on many factors. These include the agreed-upon rates, scope of work, and expectations from both the influencer and partner brand.

Of course, a coordinator is also responsible for negotiating to get the best rates for their clients. An influencer marketer working for a brand might negotiate to bring down an influencer’s rates. Meanwhile, an influencer’s dedicated manager should try to get the best offer possible for their client.

Other things that must be discussed and included in the contract are exclusivity rights, timelines, copyrights, and payment terms.

Once the terms are finalized, the influencer coordinator also ensures that both parties sign the contract.

4. Colaboración creativa con los creadores de contenidos

When the partnership is ongoing, influencer coordinators liaise with creators on a regular basis. They join the marketing team when they brief the influencers on the project. They’re also in charge of answering any clarificatory questions the influencers have after the initial meetings.

And when it’s time for the influencers to create branded content, they’re on the sidelines as well. They keep tabs on the production process and work closely with the creators to ensure the final product aligns with the campaign’s vision. Sometimes, these managers even help influencers with the brainstorming process of their posts’ creative direction.

5. Seguimiento del rendimiento de las publicaciones de los influencers

After an influencer’s branded, sponsored posts are published, it’s the coordinator’s responsibility to stay up-to-date with their performance metrics. That means communicating with the brand ambassadors to ask for updates on metrics like reach, impressions, engagements, views, and more. By keeping tabs on these, coordinators can determine whether brands are getting ROI on their influencers.

One of the most important things to track when doing influencer campaigns is brand sentiment online. People are bound to talk about a brand’s major campaigns, especially if a mega-influencer is the face of it.

Influencer marketers use social listening tools to see what their target audience thinks about the campaign. Positive sentiment means users love the collab, while negative sentiment points to a mismatch. This is another way to measure the effectiveness of a brand ambassador.

6. Mantener relaciones a largo plazo con las personas influyentes después del proyecto

An influencer coordinator’s job doesn’t stop when the brand’s campaign is over. They also work to maintain solid relationships with influencers they’ve worked with in the past. By keeping close contact with effective brand ambassadors, they can easily activate these creators again for future campaigns.

When a campaign wraps up, a coordinator might reach out to thank an influencer for their participation in the project. They’re also in charge of sending out any tokens of appreciation or freebies to the creators. It’s also common to ask creators for feedback about their experience working with the brand. These learnings can help the brands with future influencer marketing campaigns.

7. Invitar a los creadores a eventos de influencers

Por último, estos profesionales del marketing se encargan de invitar a los creadores de contenidos a los eventos de influencers.

Hay muchas razones por las que un influencer puede ser invitado a un evento de una marca. Pueden promocionar el evento publicando sobre él en las redes sociales mientras se celebra. Algunos creadores de contenidos pueden recibir invitaciones para hablar a una multitud sobre sus vidas. También puede ser para invitarles a la sección VIP y darles las gracias por ser simplemente un embajador de marca increíble.

Regardless, it’s an influencer coordinator’s job to reach out and invite these influencers to events. They also provide briefs about the events, details on the program, contracts for any promotional partnerships, and more.

Agente de influencers vs. Plataformas de gestión de influencers: ¿Cuál es la diferencia?

Working with an influencer agent is terrific; you’re a creator who needs help with the everyday goings-on of influencer life. Some of these agents also work for PR firms and brands looking to launch influencer marketing campaigns. These coordinators connect creators to brands that might want to work with them. If they have a dedicated manager of their own, they also arrange their everyday goings-on as a public figure.

But if you’re a brand looking to connect with creators, it makes more sense to work with influencer management platforms.

Like individual agents, influencer marketing platforms also connect brands with potential brand ambassadors for their campaigns. But instead of one person doing research and outreach, a platform is an online, technology-driven tool that automates the process.

From influencer discovery to performance tracking and even to payments, brands can liaise with content creators through these online platforms. Here are some of the many features a typical influencer marketing platform might have:

• A search tool with filters so you can find influencers based on their niche, follower count, target audience, and more.
•  Redacción y firma de contratos en línea.
• Herramientas de gestión de campañas en las que los propietarios de marcas pueden aprobar o dejar comentarios sobre el contenido de un influencer.
• Rastreadores de rendimiento para ver si el contenido de un creador cumple los KPI de la marca.
• Las facturas y los pagos se realizan directamente a través de la plataforma.

Using influencer platforms is a convenient way to connect with content creators that are perfect for your brand campaigns. However, it doesn’t have the same human connection and rapport that an influencer agent can create when liaising with creators.

Online platforms are great. But that kind of system relies on algorithms, data, and quick processes for success, not human interaction. If you want to prioritize nurturing relationships with influencers, it’s best to have an influencer agent on your brand team.

With a Solid IG Presence, You’ll See the World of Influencer Coordinators, Too!

Influencer coordinators are the marketers that make any influencer campaign fly high. They’re awesome at identifying the best creators for a brand’s campaign and working with them throughout the project. Plus, they’re experts at influencer relationship management, allowing them to help creators with possible partnerships for the long term.

If you’re an aspiring influencer, it’s a terrific idea to have a few influencer coordinators in your network. Forming strong bonds with these managers allows you to put yourself on the map. If they have a project in mind for you, you might just hear from them and secure brand deal opportunities.

However, not every creator will find collaborations just because they know people who work in influencer management. Of course, these influencer marketers have an eye for which creators will work for a project and who won’t. Their top criterion? Having tons of social media followers.

Get noticed by people in influencer marketing by growing your Instagram page and getting more fans. Path Social’s proprietary targeting algorithm can help you do exactly that. We pinpoint the niche audience that resonates with your content most and promote your posts to them. In just a few days, you’ll see your engagement and follower count skyrocket. Gain more fans and put yourself on the influencer marketing map today!