Why influencer talent management will flourish in 2022

The popularity of influencer marketing has spawned a new kind of agency system. Our guest author writes about the influencer talent management space.

It’s 2022 and people have finally realized that being an influencer is a booming career opportunity. That said, the growth of influencer marketing the industry has successfully generated many other employment opportunities for creators of all kinds. If we take a moment to look at some reports or even just look around on our respective social media, we can easily anticipate that influencer marketing will be at its peak in 2022.

Statistics show that globally, brands are likely to invest $15 billion in influencer marketing this year. According to GroupM INCA India Influencer Marketing Report, in 2021, Indian influencer marketing was estimated to be worth ₹900 crore. The report also states that the influencer marketing industry in India will continue to grow at a compound annual growth rate (CAGR) of 25% through 2025, reaching a size of Rs 2,200 crore.

Among the many factors like the increase in the number of influencers, growing awareness of influencer marketingand the allocation of better marketing budgets by brands, there is another factor that has helped make the influencer marketing industry as important as it is today. It is the talent management agency for influencers.

It’s hard to believe that influencer talent management took so long to burst into the limelight after the introduction of influencer marketing. These agencies act as intermediaries between influencers and brands to get the best possible deals for both parties.

There are generally three types of influencer talent management agencies that we see today.

● First, there are the legacy management agencies that have branched out and incorporated influencer representation into their existing model.
● Second, there is the type of agency that represents both brands and influencers.

● Finally, there are influencer talent management agencies that only represent influencers.

Come to think of it, this model of talent representation has always existed in traditional advertising. But before, the belief around talent management was that it was only for celebrities. However, the need for influencer talent representation is greater than ever.

When we talk about the evolution and growth of influencer marketing in 2022, we are therefore also talking about the evolution of influencer talent management. Because marketing campaigns are now carried out on a large scale and with the greatest variety. It is essential for an influencer to have representation that looks out for their best interests.
In 2022, ideally, every influencer should be represented. Here’s why:

1. An influencer is best for content creation. Their job is to channel their talent into creating content that helps them build an audience, which will eventually help the influencer as well as the brands they collaborate with generate revenue. So it’s best to let them focus on their content while their talent management agency focuses on securing compatible brand deals.

2. A talent management agency is a gateway for influencers to find the type of work that suits their communication style. Influencer Marketing is based on niches. It’s the thread that connects everyone – influencers, brands and customers. Influencer talent management agencies can help amplify niche-tailored collaborations, which are highly needed to strike a chord with the influencer’s and brands’ target audience.

3. Influencers collaborate with various brands of all sizes. They are still working and have several projects in sight. An influencer talent management agency helps streamline each project so that none of their commitments are compromised.

4. Content creation is time-consuming work. The same goes for brand relations, uploading the brief, negotiating deals, and tracking campaign performance. It’s best if the load is split and influencers and their reps do the things they’re best at doing.

5. And finally, it’s a matter of professionalism. The hierarchy of influencer marketing The industry is defined in which brands and influencers collaborate through talent agencies. So now, if an influencer has no representation, it can be seen as unbecoming of them. So, to respect decorum, the ideal is for each influencer to be associated with a talent management agency.
In conclusion, influencer talent management agencies have become part of the ecosystem of this industry. Their potential has been untapped for a long time, but in 2022 we can expect an increase in the number of influencer talent management agencies, and as a result, we can expect to see more comprehensive influencer marketing campaigns. .

The author is Dharika Merchant, COO of Alchemy Group and WORD.

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