My influencer daughter wants me to be her ‘momager’ – what do I do?

APPRENTICE star and West Ham United vice-chair Karren Brady answers your careers questions, plus try our money-saving tips.

Here she gives advice to a reader whose influencer daughter wants her to act as her ‘momager’.

Q: My daughter is 22 and has built up quite a big Instagram following with her beauty and fashion videos, and she’s starting to get offers to do sponsored posts and collaborations with brands.

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

She’s asked me if I’ll look after this side of things for her, as while I’m no “momager”, I’ve always advocated for my kids and helped them where I can.

But social media is also out of my comfort zone and it’s hard to know how much to ask brands for.

Do you have any advice?

Leigh, via email

A) Understanding the basics of Instagram will be a huge help, so I’d suggest spending some time on the platform looking at content and how accounts engage followers.

Engagement metrics are important in securing paid posts and collaborations.

Use tools like Influencer Marketing Hub to understand typical rates based on number of followers.

Develop a rate card for grid posts, stories and reels, and include clear terms on deliverables, payment, usage rights, duration and exclusivity.

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

Create a dedicated email for business enquiries, and set up a business bank account.

Also, consider registering as a sole trader or a limited company.

Keep communication with brands professional and timely.

Ensure your daughter is aware of ASA guidelines, so that all sponsored posts are clearly labelled as such (#ad or #sponsored).

By being organised and informed, you’ll be able to manage her future career effectively.

• Got a careers question for Karren? Email bossingit@fabulousmag.co.uk.