In-House Influencer Management

Dani Austin shares how she built an in-house management model for influencer partnerships instead of using external agencies, after learning from early experiences with managers who didn't prioritize smaller creators.

Key Points:

• Early Agency Experience:

  • Initially signed with manager representing creators with 1M+ followers
  • Found herself just funneling brand deals to other larger creators
  • Wasn't getting enough attention as a smaller creator (150k followers)

• Transition to In-House Model:

  • Got out of agency contract as soon as possible
  • Built own internal team focused solely on their brand
  • Maintained direct relationships with brands
  • Could control negotiations and partnerships

• Benefits of In-House Approach:

  • More attention and care for partnerships
  • Direct brand relationships
  • Better control over deals and terms
  • Team fully dedicated to their growth
  • Ability to build genuine long-term brand relationships

• Results:

  • More authentic partnerships
  • Better deals for audience (exclusive promo codes)
  • Stronger brand relationships
  • More control over content and messaging
  • Ability to be selective with partnerships

This model emphasizes maintaining control and authenticity in influencer partnerships by keeping management in-house rather than outsourcing to agencies that may not prioritize smaller creators.