How to become an influencer manager (including duties)

By Indeed Editorial Team

Published 11 November 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Influencer marketing is a powerful device that businesses use to reach the large social media followings of online personalities to promote their products and services. The rise of influencer marketing has led to the creation of the influencer manager position. Understanding more about what these professionals do can help you decide whether you want to become one. In this article, we define what an influencer manager is, discuss what the role entails and offer a step-by-step guide on how to become one.

What is an influencer manager?

Influencer managers are marketing professionals who specialise in influencer marketing. They're senior advertisers who develop influencer advertising campaigns and reach out to influencers who meet the criteria for projects, manage the work they do and help them succeed. A large part of being an influencer manager revolves around relationship management. This ensures that businesses have influencers to call on when they require them for their campaigns. Influencer managers typically hold degrees in marketing or related fields. They often monitor the performance of campaigns and analyse competitors' campaigns so that they can optimise their own.

Related: What is influencer marketing and why might you use it?

How to become an influencer manager

If you enjoy interacting with social media and generating growth, you may want to know how to become an influencer manager. There's not just one single way to become an influencer manager. Some may receive on-the-job training, while others may work their way up from lower-level positions. If you want to learn how to become an influencer manager, you may take the following steps to gain the necessary qualifications, knowledge and skills:

1. Gain a higher education

Influencer managers are senior professionals with expertise in marketing, social media and influencer marketing. To gain a foundational understanding of marketing, you can complete higher education. For example, you can earn a bachelor's degree in a subject such as marketing, advertising or business management. This can help you understand the subject-specific terminology, important concepts and techniques and how to develop marketing campaigns. After developing a strong understanding of marketing, you can then specialise in social media and influencer marketing.

Related: In-demand social media management skills and qualifications

2. Understand online communities and their potential value

The primary goal of influencer marketing is to have a direct impact on the audiences of the influencers. This means influencer managers require a strong understanding of the different online communities and how they can be useful to certain brands and projects. Influencers hold sway over specific personality types that all share an interest in the content that the influencer releases. It's important for influencer managers to understand the interests of influencer communities and what kind of content they interact with so that they can communicate with them effectively. This means analysing their behaviour to ensure that campaigns are impactful.

Once influencer managers understand the different audiences, they can select them strategically to meet the goals of marketing campaigns. For example, if a business wants to promote men's shaving products, it might approach an influencer who speaks primarily to male audiences about male grooming topics. To learn about these audiences, aspiring influencer managers can conduct their own online research and investigate what topics different channels and influencers discuss. Consider completing a social media marketing course online to better understand the different communities that congregate on social media channels, as this can help you understand how to target prospects.

3. Learn how to use marketing tools

A bachelor's degree is a good introduction to marketing tools such as analytics software and content management systems. There are also online courses and certifications that can train you to use these systems effectively. Influencer managers use analytics tools to understand the performance of campaigns, conduct market research, analyse customer behaviour and recognise how competing campaigns are performing. Content management systems also allow them to streamline posts through scheduling and automate various tasks.

Related: How to use social media for business in 11 practical steps

4. Understand how to build and manage relationships

Being able to identify which influencers can support the objectives of different campaigns and collaborating with them strategically is important to successful influencer marketing. It's also important to know how to approach influencers, negotiate mutually beneficial arrangements and support them throughout campaigns while maintaining positive relationships. Strong interpersonal, written communication and verbal communication skills can help you complete these tasks. A useful resource on relationship building is Dale Carnegie's book, How to Win Friends and Influence People. You can also acquire these skills through enrolling in programmes, such as the Certified Business Relationship Manager certification.

Related: What are social media analytics and why are they important?

5. Research and maintain awareness of influencer marketing trends

Because the ways in which influencers interact with audiences continually evolve, it's important that influencer managers stay up to date on these trends and developments. This means researching which marketing techniques have the most effect in given market segments and knowing how to apply them.

New ways of interacting with audiences that generate more engagement are constantly emerging, and when influencer managers are aware of these new techniques, they can use them in their campaigns. It's a good idea to subscribe to marketing blogs, conduct your own online research and take regular refresher courses to stay up to date with relevant trends.

6. Gain experience

Once you understand influencer marketing, you can begin developing your skills by gaining real-world experience. As the role of influence manager is a senior position, having prior experience is usually important. You can gain experience by applying for entry-level social media management positions or a junior influencer manager position. You might also work a job in any marketing field, as this can strengthen your applications when trying to secure your desired role.

Related: 10 social media tools to manage your social media presence

7. Apply for influencer manager jobs

As this is a newer field of marketing, there may not be many positions advertised online, or they may come under a different name such as influencer marketing manager. Once you identify opportunities, apply to them with a newly updated CV and a customised cover letter that demonstrate your skills and experience. Also, consider including a summary statement on your CV. This is a brief paragraph at the top of your CV that briefly explains your suitability and your achievements. This can help hiring managers notice you and improve your chances of getting an interview.

What does an influencer manager do?

Influencer managers often work for marketing firms that have a focus on social media marketing. They devise marketing strategies and help to implement them. To design and execute successful campaigns, it's important for these professionals to select marketing channels and influencers who align with particular brands and projects. For example, this may mean collaborating with a popular makeup tutorial influencer for the purpose of promoting a new eye-liner product. They create social media advertising strategies that leverage the power of social media influencers, as these personalities can promote messages to their substantial audiences.

Influencer managers may also target multiple influencers with smaller followings to tap into a highly specific market segment. They can reach out to multiple influencers with smaller followings to reach large combined audiences. Influencer managers work closely with other marketing professionals to offer their support and improve the effectiveness of campaigns. The following are some of the main duties of influencer managers:

  • designing and managing influencer marketing strategies

  • identifying suitable influencers that align with project requirements

  • negotiating collaboration terms with influencers

  • supporting influencers' work and managing relationships

  • assisting in creating marketing assets, such as copy and images for ads

  • conducting comparative analyses of ROIs

  • gathering and analysing data to identify how to improve campaigns

  • coordinating with marketing departments

  • conducting market and customer research

  • networking online and attending events

  • staying updated on trends and developments in marketing

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