What does a talent manager do? A guide for Australian creators

If brands are sliding into your DMs, you've probably wondered whether you need a talent manager. Here's what a manager actually does, how they get paid, and how to tell if it's the right time for you.

What is a talent manager?

A talent manager looks after the business side of your creator career. You focus on making content; your manager focuses on the deals, the negotiations, the paperwork and the long-term plan.

In Australia you'll hear "manager", "agent" and "talent agency" used almost interchangeably. What matters more than the title is who they work for: a talent manager represents you, not the brand.

What a talent manager actually does

Day to day, a good manager will:

• Find and pitch brand deals: reaching out to brands that fit your content, not just waiting for inbound enquiries.
• Negotiate your rates: including usage rights, exclusivity and timelines, which is where many creators leave money on the table.
• Handle contracts: reading the fine print, checking the brand is legitimate and keeping signed copies.
• Manage invoicing and payments: sending invoices and chasing late payments so you don't have to.
• Plan your growth: regular strategy sessions on your content, your niche and the brands you want to work with.
• Open doors: events, launches and opportunities beyond social media.

They should also keep you compliant. Sponsored content in Australia needs to be clearly identifiable as advertising under the AANA Code of Ethics, and the ACCC has made influencer disclosure a focus in recent years. A manager who knows the rules protects your reputation as well as your income.

How talent managers get paid

Most managers are paid on commission (a percentage of the deals they secure) rather than an upfront fee. The percentage varies between agencies and depends on what's included, so always ask:

• What percentage do you take, and on which deals?
• Does it apply to deals I bring in myself?
• Is anything else deducted, like admin or production costs?

A good manager earns their commission by increasing what you make, not just by taking a cut of what you'd have earned anyway.

Do you need a talent manager?

There's no follower count where management suddenly makes sense. Engagement, niche and how much brands want to work with you matter more. It's probably time to talk to a manager if:

• brand enquiries are piling up and you can't answer them all
• you're not sure what to charge, or you suspect you're undercharging
• contracts, usage rights and exclusivity clauses confuse you
• you're waiting months to get paid
• you want to grow into new categories, events or partnerships

If you're just starting out, focus on your content first, but it's never too early to learn how deals work.

Questions to ask before you sign

1. Who else do you represent, and in which niches?
2. How will you find opportunities for me: outreach, inbound, or both?
3. What's your commission and contract length, and how do I leave?
4. How and when do I get paid after a campaign?
5. Do you check brands before I sign with them?
6. Can I say no to deals that don't fit me?

If a manager can't answer these clearly, keep looking.

How we do it at InfloTalents

At InfloTalents every creator gets a dedicated talent manager, a sales team pitching them to brands every week, legal checks on every partnership and payouts 7-14 days after content delivery (T&Cs apply). We work across every niche, and we're upfront that brand deals depend on what brands are looking for at the time. We'd rather set real expectations than overpromise.