While 2014 was the year a number of prolific blogger management agencies began making noise in the industry, the last 12 months has really seen them take off. In 2016, you’ll notice that behind many a successful blogger, social media influencer, creative, and vlogger can be found a talent management agency.
One such agency is Chic Blogger Management, a sub-division of the renowned modelling and talent agency Chic Management. Beginning the year with a bang, last week saw the agency announce it has signed on Emily Devereux as its new manager. With a decade of experience in marketing and PR roles, Devereux has a background in the health and wellness industry with previous roles at Dietlicious and Eat Fit Food.
Very kindly taking time out from her hectic first week on the job, Devereux chats to BEAUTYDIRECTORY on everything from the rise of blogger management agencies to the future of bloggers and influencers.
What appealed to you about working for a blogger management agency?
From as far back as about 2007, I started to recognise that there was potential to have up-and-coming bloggers review a product quickly and often inexpensively, as opposed to getting any kind of coverage in magazines - especially helpful when advertising budgets were often non-existent back then. It also often meant the review had a stronger ‘voice’ for the readers, as it was a truer account and in general a really helpful ‘how to’ so the customer could make a more founded decision to trial the product or not. These reviews became a very powerful selling point for potential customers. It piqued my interest in the industry.
We've seen a big rise in blogger management agencies over the last year. Why do you think this is?
It is first and foremost a reflection of the growth of the blogger industry. Blogging is much more popular. Self-expression is more popular. It’s just the way things are moving.
What are the key responsibilities for a blogger management agency when it comes to an individual blogger?
To represent, encourage, support, and manage opportunities, their influencers and the jobs they work on.
Do you think blogger management agencies are essential for being a successful blogger?
I think anyone can have a great blog. I think to make it an actual self-supporting career, then yes, management is a huge help. For those under the umbrella of Chic Management group, there is the added advantage of having been an established and respected agency for over 23 years with extensive brand reach. Therefore opportunities are constantly knocking.
How do blogger management agencies help elevate a blogger's profile?
By sourcing opportunities and making them happen. Similarly, they elevate organically by supporting their career, allowing in general more growth in their profile as they can focus 100 per cent on gaining the success they want.
What does Chic Blogger Management look for in a blogger?
Enthusiasm and commitment, a strong sense of self and what they want in their ‘brand’, and we love people with integrity, a can-do attitude and who are kind and genuine.
Do you think the influence of bloggers will continue to flourish in 2016?
I think personally there is a rise in influencers in general, which isn’t exclusive to bloggers. It may be those that have purely an Instagram and Snapchat presence and of course vlogging is continuing to grow. All in all, it’s a fast turnaround for the brand which is so important when we live in a world where people want to know about a product before they purchase it or to see it on someone in order to want to buy it.
What role or influence do you see bloggers having in the future?
I think it will remain as it currently is but just continue to evolve. There is so much information available to us with the internet now that I think people are craving a bit more direction in life in general; from what to eat, what supplements to take, where to dine, what to wear, what products to covet…. the list is endless. Bloggers and influencers can act as an amazing navigational guide in many instances.
What are your predictions for 2016 when it comes to blogger management agencies?
Whilst there is clearly a growth in that market space, I personally believe many will probably come and go. Much the same as the health and wellness industry which I’ve previously been in; only the strongest and the fittest survive!
