The Wild West of TikTok Influencer Management – Navigating the Gray Area
- Brainz Magazine
- Sep 22
- 4 min read
Darlene Danielle Ricabo is a PR, marketing & digital media producer, specializing in casting, influencer, and brand partnerships.
As the creator economy continues to explode, TikTok influencer management remains largely unregulated, creating a complex landscape for creators. With young influencers often thrust into fame without guidance, the line between mentorship and manipulation becomes dangerously blurred. This article dives into the challenges TikTok creators face, the risks of unregulated management, and provides essential tips on how to protect both their creative freedom and business interests.
Why management safety matters
With young creators catapulted into fame overnight, influencer management can offer critical support. But in a space with few regulations, creators are often vulnerable to one-sided deals, conflicts of interest, and even exploitation. Understanding how to vet managers and protect your creative freedom isn’t just smart, it’s survival.
A gray area with high stakes
The TikTok creator ecosystem moves faster than the systems designed to protect it. Millions of creators are making money, gaining influence, and building businesses, yet the management infrastructure meant to support them is full of blind spots.
TikTok management today exists in a gray zone, no licensing requirements, no governing bodies, and no enforced standards. This has created a boom in self-proclaimed “managers,” ranging from former fans and friends to opportunistic agencies promising fame and fast brand deals.
But without the oversight that exists in traditional entertainment industries, it’s hard to tell who’s truly advocating for the creator, and who’s exploiting the chaos.
Young creators, big risks
Many TikTok stars are teenagers or young adults who go viral with little warning. Within days, they’re fielding brand offers, interview requests, and management DMs, often with zero business experience.
Some pitfalls include:
Signing long-term, exclusive contracts without legal advice.
Agreeing to high commission rates (30% or more) without negotiation.
Confusing friendship with professional guidance, leading to emotional manipulation.
The lack of informed support means these creators often don’t know what’s normal, fair, or enforceable.
Conflicts of interest are everywhere
In the TikTok management world, it’s not uncommon for one agency or person to represent the creator, negotiate deals, and take a cut from both sides. This dual role creates a clear conflict of interest, yet it’s rarely flagged or disclosed.
Creators may also find themselves being pushed into campaigns they don’t align with, simply because they’re the highest-paying. Management firms may prioritize creators they can control or monetize more easily, leaving others neglected despite contractual ties.
The battle over ownership
As TikTok accounts become lucrative businesses, some managers go beyond brand deals, seeking control over content schedules, monetization revenue, and even login access.
In some contracts, creators unwittingly give away:
Percentage ownership of their brand or likeness.
Rights to content created under management.
Decision-making power over collaborations or monetization platforms.
When creators want to leave, they often realize their business isn’t fully their own anymore.
Lack of regulation is equal to creator vulnerability
Without unions, oversight, or platform intervention, creators have few places to turn when things go wrong. TikTok itself rarely intervenes in disputes between creators and managers. Legal action is often too expensive or intimidating, especially for young or underrepresented creators.
The result? A fast-growing industry where profit often trumps protection.
Management safety: How to protect yourself
While the industry remains murky, creators can take proactive steps to protect their careers and creative freedom. Here’s how:
Vet your manager like you’d vet a business partner
Ask for references and case studies.
Look into their track record with other creators.
Confirm whether they represent any competitors and how they navigate that.
Demand a clear contract
Ensure commission rates, deliverables, and termination clauses are clearly stated.
Beware of vague language around “ownership,” “content rights,” or “lifetime revenue.”
Keep your accounts separate
Managers should never have sole access to your platforms.
Use shared dashboards (like Hootsuite or Sprout) if they need publishing access.
Retain legal counsel
Even if you can’t afford a lawyer full-time, have one review major contracts.
Nonprofit organizations like Volunteer Lawyers for the Arts can offer help.
Know when to walk away
If your manager is overstepping, withholding money, or not honoring agreements, document everything.
Don’t be afraid to leave, even if they threaten to “blacklist” you. No legit brand or agency respects that behavior.
Conclusion: Creators deserve better
The creator economy is still maturing, but that’s no excuse for exploitation. TikTok influencer management needs more accountability, transparency, and professionalism. Until then, creators must become their own advocates.
Because in a world where content is currency, protecting your brand is protecting your future.
Read more from Darlene Danielle Ricabo
Darlene Danielle Ricabo, Marketing and Business Development Strategist
Darlene Danielle Ricabo's journey begins as a talent with a 10-year background in commercial modeling, which is the foundation of her position in the casting space. She has built a network of peers and understudies alike, founding & leading the LA Fashion Show's Talent Network Program. Madhaustudio, founded by her, is the evolution of talent and brand partnerships, creating talent and brand ecosystems within marketing & PR.
