When Does an Agent No Longer Have Access to Influencer Data?
How long does a manager have access to influencer data after the relationship ends? When you are an influencer and if you establish a relationship with a manager, an agent, or a marketing agency, it’s all kind of grouped into the same thing. It’s somebody who is attempting to go out, get deals for you, bring them back, negotiate, that type of thing. At some point, you will, or at least you should sign a management contract with that individual, and then it will list how the contract can be terminated. At some point, if you’re unhappy with the manager, or the agent, and you decide to move on, you’ll have to give them notice per the agreement.
Usually, it’s somewhere between 30 to 90 days. And then at the end of that notice period, the relationship ends, the influencer is free to go find new management, and then the manager moves on as well. Now, that doesn’t mean that the relationship is completely over with. Almost every management contract is going to have clause that states, for a period after the contract is terminated, the manager will still receive a percentage of commission based upon any deals that they brought to the influencer. Think of it this way: let’s say you’re unhappy with your manager, you terminate the contract, and the contract ends. Well, the contract is going to stay. Let’s just say you have a sponsorship with a meal planning company. The meal planning company wants to continue the relationship, so that moves forward. However, because that manager brought you that deal, the contract is going to stay, usually, for about a year after the contract ends. You will owe them the percentage of calculated commission to your past manager for that one-year period.
Let’s just say they were receiving 20% of whatever the fee was from the meal planning company. You would still have to pay the manager that 20% for a year after the contract ends. Now, managers do this for a couple of reasons. First, they don’t want to bring a huge deal to an influencer, the influencer signs the deal, cuts ties to the manager, and then avoids having to pay the commission percentage to the manager. If you think of it that way, from the perspective of the manager, that would be bad, right? Like, they would feel taken advantage of if they brought someone a deal and then was cut out of it, and then the influencer didn’t have to pay any commission back to the manager. Now, there are deals that are structured based on views. Other topics of interest include:
- What is Exclusive Management of an Influencer?
- Is there a Non-Compete in an Influencer Management Contract?
Usually, an influencer will give the manager full access to their platforms like YouTube, TikTok, and Instagram. And so, the manager will know exactly what the data is from the influencer. What’s the reach, the interactions, the views, the duration, all that kind of stuff. Once that relationship ends, the influencer is going to cut off the manager from viewing that data. Now, here’s the tricky part: if there was a clause in the contract that states, you still must pay them for a year after the contract ends, and the contract with the meal planning company is based purely upon views or maybe the duration of the views in YouTube or whatever it is, that manager is going to want access to that data to make certain that they’re being paid correctly.
And it’s very difficult to limit someone’s access to that data just to one specific video or a series of videos. You essentially can’t do it that way. So, there must be agreement that states either the social media provider will just copy and paste the data to the old manager so that they know they’re getting the correct data or some kind of third party that will go in, view the data and then forward it onto the manager. Most influencers absolutely do not want an old manager to have access to their numbers, obviously. I mean, the relationship ended poorly most likely. And so, the last thing you want to do is have that person still have access to all your data moving forward. This is something that I find most influencers and managers completely miss, and don’t even think about when they sign a contract. But there has to be some kind of idea of if a deal is in place that’s based purely upon the metrics, how is that data going to be shared after the contract is terminated?
I mean, that’s something that absolutely can be worked into a management contract. But it’s also something that I find nearly very few of the managers, agents, and influencers think about prior to signing the actual contract.
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