How to navigate the talent management industry 101

The talent management space can be tough to navigate. With creator culture expanding faster than ever, understanding how the industry actually works behind the scenes has never been more relevant.

At Ours Agency, we want to bridge that gap. We believe the creator space should feel transparent and accessible to everyone, whether you're an aspiring creator or a future talent manager. To kick things off, we opened the floor to our Instagram followers to find out what they wanted to learn. Two main questions stood out: How do agencies decide who to sign? and How can smaller creators navigate the industry?

From an agency perspective, signing a creator always comes down to two key questions: Is this person commercially viable? and Do they fit our roster?

The first question is simply business: Is there real value here? If a creator has an engaged audience and delivers authentic content, that’s an immediate green flag for brands. Building that kind of engagement usually requires at least one of four things: relatability, entertainment, education, or inspiration. You don’t necessarily need a hyper-specific niche, but you do need a clear identity. If a stranger can scroll through your feed and instantly picture brands or products that fit your style, you’re already on the right track.

The second question is all about fit: Can we give this person the support they need to succeed?

A major perk of signing with an agency is accessing our network of brands and PR contacts. Because our network directly reflects the talent we represent, alignment is everything. Our creators share a distinct essence, which keeps our roster uniquely attractive to the brands we collaborate with.

That said, fit doesn't mean you're boxed in. Brands frequently cast creators outside of their standard niche if their visual style or tone lands right. Take Abigale Masters’ campaign with Itsu: Abi’s signature content is bright, high energy, and eye catching, which is a dream setup for an ad. For Itsu, she styled an outfit that perfectly matched the product packaging. The result? A quick, engaging video that organically hit over 5 million views. It proves that with the right execution, non-traditional brand fits can turn into massive wins.

Our founder, Chloe Gibbions, values individuality and creativity, it’s what gives Ours Agency its flare. She points out that while aligning with our clients (brands, PR agencies) is essential, we also love when a creator brings new opportunities to the table. It’s the perfect demonstration of what we believe at Ours: to fit our mould, you have to be a little bit different.

The majority of questions came from smaller creators asking why the industry feels so hard to break into, and how to monetise a smaller audience. The short answer is that follower count is no longer the most important thing; identity is.

Naturally, a smaller footprint means less organic exposure, which makes self-advocacy essential. If you know you'd be a great fit for an agency, reach out and pitch yourself. A highly engaged, loyal audience will always make you a valuable investment for the right brand.

When monetising a smaller platform, building brand relationships is the next step on from building your audience. Reaching out for, or accepting gifted products in exchange for content can be a great starting point, as it builds your portfolio and gives you real insight into how your audience interacts with branded posts. These kinds of posts can also open the door to paid opportunities with brands that have a similar target audience. But gifting shouldn't be the end game. The ultimate goal is securing paid brand deals with a budget attached. Leaning too heavily on gifted campaigns can make brands assume you'll work for free, and it risks damaging your authenticity.

Paid campaigns are where the real revenue lies, and it’s how creators turn a creative outlet into a full-time career. Once you're on a brand’s radar, you can use your gifted campaign analytics to prove that a paid partnership is a smart investment. Data builds trust faster than anything else.All it takes is one solid brand connection to kickstart your momentum. From there, event invites and industry networking will naturally open doors to the next opportunity.

Ultimately, all the advice in the world comes down to one thing: your individuality. Trust your perspective, surround yourself with people who want to see you win, and remember that every goal is well within reach.

If you’d like to learn more about the talent management world, our founder, Chloe runs a weekly newsletter with tips, tricks, and industry insights. You can sign up here: https://creatortype.substack.com/