At Influence Agency, negotiating with influencers is our specialty. Over the years working with countless brands, we’ve hammered out partnerships across every industry. We know firsthand how important it is to nail down the details – compensation, deliverables, usage rights, and more.
In this post, we’re distilling our proven tips for optimizing arrangements with creators. Whether you’re a startup or an enterprise brand, these tips will equip you to secure strategic collaborations that get results. Let’s begin!
Research Influencers in Your Niche
First things first, ditch the shotgun approach. Don’t just cast a wide net hoping to snag any influencer with a pulse. Instead, be strategic and research influencers who resonate with your brand and target audience. Explore different types: mega-influencers for broad reach, mid-tier for targeted impact, or micro/nano for niche communities and high engagement. Choose wisely based on your goals and audience, not just follower count.
Think of them as your brand ambassadors, so choose wisely! Here’s how:
Identify your niche: Are you selling eco-friendly fashion? Target sustainable fashion influencers. Pushing high-performance gaming laptops? Look for tech gurus with loyal followings.
Analyze their audience: Get into their demographics, engagement rates, and content style. Do their followers align with your target audience? Are they genuinely engaged, or just bots inflating numbers?
Evaluate their authenticity: Does their content feel genuine and relatable? Do they truly believe in the products they promote, or are they just shilling for a paycheck? Remember, authenticity resonates, fakeness flops.
Remember: Quality over quantity. Choose a few relevant influencers with engaged audiences over a swarm of faceless profiles.
Example
For example, if you sell yoga apparel, research yoga instructors with large followings posting tutorials and #yogalife content. Analyze their engagement rates on sponsored posts for yoga mats or leggings to evaluate their audience interest.
Set Clear Campaign Goals and Expectations
Okay, you’ve found your potential dance partners. Now, clarify what you want from this collaboration. Are you aiming for increased brand awareness, website traffic, or direct sales? Do you have specific engagement metrics in mind? Be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) with your goals.
Provide detailed expectations including partnership timeframe, content types and formats required, optimal posting schedule, and usage rights requested. Specify if you want dedicated posts, stories, reels, IGTV videos, etc. Explain how you will track and measure performance such as with unique promo codes, UTM campaign tags, branded hashtags, etc.
Giving influencers a clear sense of your goals, expected deliverables, and success metrics upfront leads to more transparent negotiations. It helps align you and the influencer on the purpose and details of the collaboration before finalizing compensation.
Example
For example, explain that the goal is increased brand awareness and email list signups. You expect the influencer to post 2 dedicated feeds and 4 stories over 2 weeks showcasing your new leggings line. Define success as a 10% increase in email subscribers.
Value an Influencer’s Audience and Influence
Let’s talk numbers, shall we? Influencers aren’t just pretty faces (although some are ). They’ve cultivated engaged communities. Recognize the value their audience brings to your brand. Research their average engagement rate, follower demographics, and brand affinity. Remember, reach isn’t everything. A smaller, highly engaged audience can be more valuable than a massive, passive one.
For instance, an influencer with 500K engaged followers with a 10% engagement rate likely deserves a higher rate than someone with 100K ghost followers and 3% engagement. The former has more potential to boost credibility and sales.
Respect their worth. Don’t lowball them or expect freebies. Their time and influence are valuable assets. Pay them what they deserve based on their reach, engagement, and the complexity of the campaign.
Decide on Compensation Rates and Deliverables
Common influencer compensation models include:
- Free products
- Monthly retainer fees
- Per-post flat rates
- Revenue sharing %
- Affiliate commissions
- Extra fees for content usage rights
Determine rates aligned with the influencer’s following size, engagement metrics, and content production efforts required. Clearly define the number of posts, stories, and reels you expect over the partnership term. Outline the composition – videos, static images, carousels, IGTV, etc. Detailed deliverables and rates set clear expectations.
For example, negotiate a $500 flat rate for one dedicated Instagram feed post and three stories. Or agree on $2000 per month for four posts and daily stories over a 2-month campaign. Set clear compensation terms tailored to each influencer.
Consider Flexible Partnership Options
Think outside the box! Influencer marketing isn’t limited to one-off campaigns. When negotiating, consider flexible alternatives beyond strictly financial compensation. Offer incentives like:
- Exclusive early access to new products before public release to produce “first look” content
- Providing extra free products for giveaways to their audience
- Co-creating a custom branded merchandise line they can sell and earn revenue from
- Inviting them to exclusive VIP or brand events for unique experiences
- Paid speaking opportunities at your corporate events/workshops
- Sponsored travel and trips
- Donations to a charity they support when partnership milestones are hit
Sometimes these creative incentives can motivate influencer partnerships beyond basic ad posts for fees. Explore options that excite them and appeal to their audience.
Negotiate Respectfully and Professionally
Remember, negotiation is a two-way street. Approach it with respect and professionalism. Actively listen to the influencer’s concerns and be open to counteroffers. Don’t be pushy or demanding. Aim for a win-win solution that benefits both parties.
For example, if an influencer asks for $1000 per post but your budget is $500, politely explain your budget limitations but offer to include Instagram stories or reels as well within that rate. Find compromises when possible.
If an influencer proposes rates far above your budget, politely decline or suggest lower compensation options instead of insulting their rates. For instance, “I appreciate your time, but that rate is outside of what we can accommodate at this time. We have $X budgeted per post. Would you consider the $Y rate instead?” Maintain a positive relationship even if you cannot reach an agreement, so future collaborations remain possible down the road.
Pro tip: Be prepared to walk away if the terms don’t align with your budget or expectations. There are plenty of talented influencers out there, so don’t settle for a bad deal.
Encourage Authentic and Creative Content
You’ve found the perfect influencer, and negotiated a fair deal, and now it’s time for the magic to happen: content creation! But remember, you’re not just buying a post; you’re partnering with a creative individual. So, instead of micromanaging every detail, encourage them to create authentic and engaging content that resonates with their audience.
Here’s how:
- Provide brand guidelines, not scripts: Offer key messaging and brand values, but give them creative freedom to express it in their unique style.
- Share examples of successful influencer campaigns: Inspire them with content that resonated with target audiences.
- Trust their expertise: They know their audience best, so allow them to tailor the content to their specific preferences.
- Offer feedback constructively: If adjustments are needed, provide specific suggestions in a positive and respectful manner.
Remember: Authentic content builds trust and connection with the audience. Let the influencer’s genuine voice shine through!
Draft a Detailed Promotion Agreement
Before finalizing the partnership, insist on a thorough written agreement covering:
- Start and end dates
- Content deliverables and creation schedule
- Usage rights – where content can be shared and for how long
- Brand guidelines on trademarks and branded assets
- Influencer obligations – disclosure rules, approving content before publication, etc.
- Brand obligations – providing free product, approving content on deadline, payment terms/schedule, etc.
- Compensation rates, structure, payment method
- Performance tracking methods – unique links, promo codes, branded hashtags, etc.
- Cancellation policy and circumstances
A detailed contract leaves no ambiguity about the relationship and protects both parties should issues arise. Never proceed without an official agreement.
Focus on Long-Term Influencer Relationships
The ideal goal with influencers is establishing an ongoing relationship vs a one-off partnership. Offer repeated collaboration opportunities to influencers who produce great content and drive results for your campaigns.
Check in periodically even outside of active promotions. Congratulate them on partnership announcements, engage with their non-sponsored content, and facilitate meetups at industry events. Building genuine connections and loyalty leads to higher-quality dedicated brand promotion over a long horizon.
Track Performance and Engagement
Throughout the campaign, closely track performance using your agreed upon methods like unique links and promo codes. Monitor traffic, clicks, impressions, reach, engagement, conversions, and sales driven by the influencer content.
Analyze metrics regularly and share highlights with the influencer. Provide constructive feedback on top-performing posts they should emulate in the future. Refine your future partnership strategies based on the data.
Solid performance tracking allows both parties to better understand the impact and optimize future collaborations to keep improving results.
Follow FTC Guidelines and Disclose Ads
U.S. Federal Trade Commission rules require influencers clearly disclose paid or gifted promotions as #ad, #sponsored, or other obvious language. Confirm the influencer properly tags each post to make the commercial relationship transparent to their audience.
As the brand, you are also responsible for monitoring an influencer’s compliance with FTC disclosure guidelines. Enforce disclosures to protect your brand reputation and avoid any misconception of deceptive advertising practices.
Maintain Open Communication
Communication is key before, during, and after launch to create a smooth experience for both parties. Clearly convey expectations, timelines, approvals processes, and branding guidelines upfront.
Give prompt feedback on content drafts during creation. Share assets, product samples, images, and information needed in a timely fashion. Quickly address any questions or issues that arise.
Post-launch, highlight top-performing content you’d like emulated in the future. Thank the influencers for their partnership and efforts to bring awareness to your brand. Maintain open communication channels so future collaborations are facilitated by trust and understanding.
Wrapping Up
We hope these insider tips help you negotiate influencer partnerships like a pro! Remember, open communication and fair compensation are key. Vet creators thoroughly. Define expectations clearly. Pay competitive rates. Let influencers get creative. Closely track performance. Nurture long-term relationships. Reach out if you need support launching an influencer program. We’re always glad to help brands connect with creators successfully. Thanks for reading!
Questions You May Ask Also
What if an influencer doesn’t disclose our partnership properly?
Politely remind them of the FTC disclosure requirements and your agreement terms. If they refuse to add proper disclosures, request the content be edited or removed and reconsider future partnerships. As the brand, you are also responsible for monitoring that disclosures are clear.
What’s the best way to track ROI from influencer campaigns?
Create unique tracking links and promo codes for each influencer to track traffic, conversions, and sales specifically from their audience. Use affiliate programs and dedicated landing pages to efficiently monitor their impact.
How much creative freedom should I give influencers?
Give them flexibility to showcase your product authentically but provide guidelines on mandatory talking points, branding rules, product claims, and your ideal positioning. Find a balance between creative control and delivering your core messages.
What do I do if an influencer misses content deadlines?
Have a plan in your agreement for handling missed deliverables – such as reducing compensation, right to use other content they’ve produced, or even terminating the partnership in cases of extreme delay. But also remain flexible if reasonable.
Should I have a formal contract for every influencer partnership?
Yes, absolutely have a written agreement covering all aspects of the collaboration, even for nano-influencers. It protects both parties and ensures clarity about expectations and terms.
How long should influencer contracts last?
Typical agreements last 1-6 months but can be longer for broader ambassador deals. Outline the specific campaign duration or allow ongoing cancellable agreements. Build in renewal discussions to continue successful long term partnerships.
