The Truth About What Influencer Managers Want from Creators
If you assume influencer managers only care about follower count or viral videos, think again. The reality is, most managers are scanning for qualities that have nothing to do with how trendy your content is and everything to do with how you show up as a creator.
These professionals see hundreds of creators every day, so knowing what makes them take notice can be the difference between getting a yes or being passed over.
In this post, we’re breaking down what influencer managers actually care about when choosing creators for campaigns. Some of it might surprise you and knowing it could be the edge you need to land more deals.
Here’s a deep dive into the real deal: what influencer managers are really looking for, and how you can align with their priorities.
1. Clear, Authentic Content That Matches Their Brand Partners
Influencer managers want creators whose content feels genuine and aligns with the brands they represent. Authenticity isn’t just a buzzword, it’s the core of effective influencer marketing.
What this means for creators:
Focus on creating content that reflects your true style and voice. Show how you connect with your audience naturally, rather than trying to mimic trends or brands. Think: What makes you stand out from the crowd?
2. Professionalism and Reliability
Managers juggle multiple creators and campaigns, so they value those who are easy to work with. Meeting deadlines, communicating clearly, and being dependable makes a huge difference.
What this means for creators:
Respond promptly to messages, follow through on commitments, and maintain a professional tone in all communications.
3. An Engaged and Relevant Audience
It’s not just about follower count. Managers look closely at engagement rates and audience relevance, does your audience align with the brands’ target customers?
What this means for creators:
Focus on building a community that interacts with your content. Know your audience demographics and be able to articulate why your followers matter to potential partners.
4. Flexibility and Willingness to Collaborate
Campaigns often require creativity and adaptability. Managers appreciate creators who are open to feedback, new ideas, and trying different content formats.
What this means for creators:
Show that you’re open-minded and ready to collaborate to make campaigns successful.
5. Clear Metrics and Pitch Deck Ready
Having up-to-date stats and a pitch deck that highlights your performance and audience insights helps managers quickly assess your fit.
What this means for creators:
Keep your analytics handy and create a simple, professional kit you can share with the brand.
You’re Not Meant to Be a Fit for Every Brand, And That’s a Good Thing
One of the biggest mistakes creators make is trying to appeal to every brand. But the truth is, you don’t need or want to be a match for all of them. Influencer managers are looking for alignment, not just numbers. If a brand says no, it doesn’t mean you’ve failed, it probably just means your audience, values, or content style don’t line up with their goals right now.
Instead of trying to please everyone, focus on the brands you truly want to work with. Create content that reflects your style, your voice, and your community, and you’ll attract partnerships that feel aligned and authentic. Those are the ones that last (and pay off in the long run).
Let´s sum it up!
Influencer managers want creators who bring authenticity, professionalism, and a relevant, engaged audience to the table, and who are easy and flexible to work with. If you focus on these areas, you’ll not only catch their attention but build lasting partnerships.