Three years ago, blogging was just starting to get off the ground in Australia. Nowadays, logging onto your favourite blog has joined the morning and nightly social media ritual. Just as you check your Facebook and Instagram feeds, you also look to see whether your favourite blogger has uploaded a new post.
With more and more brands looking to collaborate with bloggers, it’s become increasingly harder for these often one-man bands to keep on top of their content while trying to juggle business opportunities. Which is exactly where blogger management agencies come in. These agencies work to take the administration headache out from the equation to allow bloggers to do what they do best… blog.
Offering talent management, publicity, digital strategy and creative consulting, blogger management agencies help with everything from co-ordinating sponsored posts and Instagrams to organising in-store appearances.
To find out more about how blogger management agencies work, beautydirectory sat down with three of the major players in Australia: Ministry of Talent founder Roxy Jacenko, Chic Blogger Management manager Nadine Andrews, and MAXCONNECTORS founder Lynette Phillips.
Where it all begun
While formerly the playground of models, celebrities and personalities, management agencies saw the need to extend this concept to bloggers. It was a natural progression – you need to move with the times. The landscape for PR and communications needs to encompass all facets of being in touch with potential customers for brands, and what entrepreneur doesn’t continually try and up the ante. It’s not about staying with what you know but always looking for the next opportunity and upping the ante,” says Jacenko.
The first to pioneer the idea of an influencer agency in Australia, MAXCONNECTORS was launched three years ago and got straight to work on signing up bloggers to their books. In the current market, there is a huge demand for engaging influencers and we are approached daily by international beauty, fashion and lifestyle brands,” reveals Phillips.
After finding huge success with their model agency, Chic Management decided to open up a new arm last year - launching Chic Blogger Management. We set this up due the high demand of social media requests, plus the market is now changing into a digital world due to the boom of digital marketing in Australia,” explains Andrews.
Essential for success?
Bloggers don’t necessarily have to have a management agency in order to be successful, however for some, it does put them at an advantage. It’s not integral, however, there comes a point when influencers are in high-demand and are unable to juggle the day-to-day administration, as well as focusing on their creative content,” says Phillips. Andrews believes they are essential as it not only allows bloggers to have more time to be creative but a management agency can also open doors to many opportunities.
For Jacenko, the need for a management agency is not one-size-fits-all. It’s up to the individual - you need to do what’s right for you as the talent and you have to want to be guided and take the advice of the agent to be successful. If you are looking to make your career as a blogger, there is no doubt that having an agent to back you and run your business so you have the ability to focus on your content is essential. If you are blogging as a ‘hobby’, then no it’s not essential,” reveals Jacenko.
Finding the right fit
With thousands of bloggers in operation, it would be impossible for blogger management agencies to sign up with each one. So how do they choose the right for their agency? At MAXCONNECTORS, they choose the talent on whether they believe in the individual and the brand. Inundated with up to 30 requests for management per week, Ministry of Talent has to be very selective with who they decide to put on their books. Numbers are everything. So are personalities… and offering,” says Jacenko.
At Chic Blogger Management, they are looking for focused bloggers who are different from ones they already have on their books. There needs to be a point of difference with them and what makes them different from anyone else. They need to have a high amount of followers and already have a blog in place that is successful. I am always happy however in seeing up-and-coming bloggers, as it is like models, they could be the next big thing!” reveals Andrews.
Being approachable
Getting picked up by a blogger management agency is a two-way street, sometimes it’s up to the agency to approach the blogger and sometimes they’re the ones being hounded. [It’s] a mix of both – if there is someone we want, like with anything, you go after it,” says Jacenko. It’s a similar story for Andrews: I am always looking for new bloggers and I also do get a lot of applications and enquiries, which I love as you realise how popular it is now.” For MAXCONNECTORS, managing influencers has been a very organic process. We have had pre-existing relationships with each of the talent we represent,” reveals Phillips.
Show me the money
Just like it’s impossible to dictate to bloggers the content they can create, it is difficult to fit them into a set of hard-and-fast rules when it comes to earnings. Unlike traditional media, there is no set rate-card - we work closely with clients to tailor packages according to the brand’s objectives and requirements,” notes Phillips. At Ministry of Talent, it depends on the blogger’s number of followers and traction. All our clients are different, so it all depends on what they want out of the bloggers in terms of usage,” says Jacenko.
While it is important for bloggers to earn a living, agencies also work to ensure they are taking part in campaigns that are still on-brand. I don’t pigeon-hole our blogging talent to a set of what we do or don’t do. It’s about reviewing the brand, the client’s budget and workshopping something collaboratively for both the client and the talent that fits. If the brand isn’t a fit for the talent and the match not organic, we don’t do it,” explains Jacenko.