My influencer daughter wants me to be her ‘momager’. What should I do?

APPRENTICE star and West Ham United vice-chairman Karren Brady answers all your career questions and also tries out our money-saving tips.

Here she gives advice to a reader whose daughter, an influencer, wants her to act as her “momager.”

1

Q: My daughter is 22 and has built a decent following on Instagram with her beauty and fashion videos. She is also increasingly getting offers to do sponsored posts and collaborate with brands.

A few influencers she knows online have agents who help her negotiate deals, but some do it themselves.

She asked me if I would take care of this side of things for her. Although I am not a “momager” I have always cared for my children and helped them where I could.

But social media is also outside my comfort zone and I don’t know how much to ask of brands.

Do you have any advice?

Leigh, via email

A) Understanding the basics of Instagram is very helpful, so I recommend spending some time on the platform looking at content and how accounts engage followers.

Engagement metrics are important to secure paid posts and collaborations.

Use tools like Influencer Marketing Hub to gain insight into typical rates based on follower count.

Create a rate card for grid posts, stories and reels and include clear terms and conditions regarding deliveries, payment, usage rights, duration and exclusivity.

Be prepared to negotiate and adjust rates based on the brand’s budget and the size of the partnership.

Create a dedicated email address for business inquiries and open a business bank account.

Also consider registering as a sole proprietorship or limited liability company.

Ensure brand communications are professional and timely.

Make sure your daughter is aware of the ASA guidelines so that all sponsored posts are clearly marked as such (#ad or #sponsored).

If you are well organized and informed, you can manage her future career effectively.