Influencer managers usually take about 10 to 20 percent of what you earn from the deals they work on, and 15 to 20 percent is the most common range in the sources we checked. The cut normally comes out of your fee, not on top of it. What matters as much as the percentage is whether it is taken from the gross deal or from what is left after costs, and which of your income it covers.
The common range
Here is what the sources say:
- Make Influence says a talent manager typically takes 15 to 20 percent of a brand deal, and an agent or agency typically takes 10 to 20 percent.
- Pfeiffer Law, an entertainment law firm, puts manager commission at 10 to 20 percent or more, with 15 to 20 percent being the norm.
Make Influence also flags a rate meaningfully above 20 percent with no explanation of what it covers as a warning sign.
None of these are survey data. They are guides from people who work in the business. Treat 10 to 20 percent as a normal range, not a rule.
Where the money comes from
The commission comes out of your fee. If a brand pays $1,000 for a post and your manager takes 20 percent, the manager gets $200 and you keep $800. The brand does not pay extra for your manager.
If you have a manager and an agent
Some creators have both. Make Influence says two cuts together can take 25 to 40 percent of a deal before you see anything. In its example, a $10,000 deal with a 20 percent manager and a 10 percent agency, both on the full amount, leaves the creator $7,000.
That can still be worth it if each one adds value. Just make sure they are not both charging you for the same work.
Gross vs net
This one line in a contract can change a lot.
- Gross means the cut is taken from the full deal amount, before any costs.
- Net means the cut is taken after costs, like travel or production.
Pfeiffer Law says gross is the industry standard and favors the manager, while net favors you, so expect to have to ask for net.
A quick example with simple numbers. Say a deal pays $2,000 and you spend $500 on props and a photographer.
- 20 percent of gross: the manager gets $400, you keep $1,100 after costs
- 20 percent of net: the manager gets $300, you keep $1,200 after costs
What income does the cut cover?
Ask for this in writing. Pfeiffer Law suggests the contract spell out exactly what counts:
- Brand deals only, or also merch, appearances and other media?
- Passive income like ad revenue from your videos?
- Deals you found yourself, or only deals the manager brought in?
- Non cash deals, like a car or a trip, and how they are valued
A fair deal for a new creator is often a cut only of the deals the manager actually works on. A contract that takes a share of every dollar you ever make deserves a hard second look.
Fees that should not be there
- Upfront fees. Pfeiffer Law's cardinal rule is never pay your manager up front, and to pay them only after you get paid. The FTC's scam guidance says any agency asking for money to represent you is a scam.
- Admin fees. Pfeiffer Law calls a manager's admin fee a junk fee.
- Open ended expenses. Travel and other costs should be limited and agreed in advance.
How long the cut lasts
Ask what happens after the contract ends. Many contracts let the manager keep earning on deals signed during the term. Make sure you know for how long, and whether renewals of those deals count.
Commission vs retainer
Most managers work on commission, which means they only earn when you do. Make Influence notes that some managers charge a monthly retainer instead, or mix the two. A retainer means you pay whether or not deals come in, so be careful with this as a new creator.
Does a manager pay for itself?
Run the math. If a manager takes 20 percent, they need to raise your take home pay by more than 25 percent to leave you ahead. They can do that by:
- Getting higher rates than you would have asked for
- Charging for usage rights and exclusivity. Influencer Marketing Hub says both raise what a brand should pay
- Finding deals you would not have found
- Catching bad terms before you sign
- Getting paid on time
If you are not sure you are there yet, read do I need a manager as a small creator.
How Plane Site helps
Plane Site Talent Management negotiates rates, usage rights, exclusivity, payment terms and renewals on every deal we close, so the terms work in your favor. On top of that, every client signs a guaranteed minimum monthly income deal that pays from Day 1, and every sponsorship we close is paid on top. Talk to us about the details, or book a call to ask how our terms work. You can also read what an influencer manager does and red flags when signing with a creator agency.
Questions
Is 20 percent too much for an influencer manager?
Not by itself. The sources we checked describe 15 to 20 percent as common. What matters is what you get for it, whether it is gross or net, and which income it covers.
Do managers take a cut of gifted products?
Only if the contract says so. Pfeiffer Law suggests the contract explain how non cash deals are valued. Ask directly and get the answer in writing.
Can I negotiate my manager's commission?
Yes. You can ask for a lower rate, a cut on net instead of gross, a cut only on deals they bring in, or a shorter tail after the contract ends.
Do talent agents take the same commission as managers?
Make Influence says agents and agencies often take 10 to 20 percent. Our guide on talent manager vs talent agent explains how the two roles differ.
When does my manager get paid?
Pfeiffer Law advises that managers be paid only after you are paid. A common setup is that the brand pays you or the manager, and the commission is split out from that payment.