Listen, we’re not just out here creating content for fun, we’re building brands, making money, and securing bags! But if you’re still accepting free products or lowball offers from brands, it’s time for a serious upgrade. It’s one thing to land a brand deal, but it’s another to negotiate like a boss and make sure you’re getting PAID what you’re worth!
If you’re out here creating bomb content, building a community, and putting in the work, then it’s time to start making brands pay for your value. No more accepting free products and exposure as payment, keep reading because I’m spilling all the tea.
Identifying and Securing Brand Opportunities
Building partnerships with brands can be an amazing way to create quality content, grow your audience, and even earn income. But it's important to approach these opportunities thoughtfully to ensure it's a good fit on both sides.
To negotiate brand deals effectively, it's crucial to identify the right opportunities that align with your niche and values. Research brands that resonate with your audience and seek out potential collaborations that complement your content.
You can reach out to brands directly or wait until they reach out to you and imply something like,
“Thank you so much for reaching out to me. I think this campaign would be a perfect fit for my audience. Does [BRAND] have a budget for this?”
You can also leverage influencer platforms, like one of my favorites, socialbook to connect with suitable partners. Remember, authentic brand alignment is the key to successful collaborations.
Types of Collaborations
Brand collaborations come in various forms. What types of collaborations interest you. Do you want to co-create a product? Host a sweepstakes? From sponsored posts and product reviews to brand trips and giveaways, there are endless possibilities to explore.
Understand the different types of collaborations and choose the ones that best fit your audience and content style. Make sure you have a clear vision in mind of what you're open to, as that will shape the deals you pursue. However, diversifying your collaborations can bring excitement to your channel and attract a wider range of brand opportunities.
- Paid Promotions - Getting paid to create sponsored content featuring the brand and its products. This is the same concept as product gifting, except that there is additional payment involved.
For example, at 30,000 followers, you could receive a 1 day hotel stay and $400 in return for 2 posts on Instagram tagging the brand. Or at 50,000 followers, you might receive the 2-night hotel stay and $1,000 in return for 3 posts on Instagram tagging the hotel.
- Product gifting - This type of collaboration can extend to many types of products and services across many different industries and typically these kinds of collaborations will be the first ones you’ll do!
For example, you might receive a gift from a brand in return for 2 posts on Instagram tagging the brand. Or you might get a 2-night hotel stay in return for 1 post and two videos on Instagram tagging the hotel
- Brand Trips - Getting invited on an all-expenses paid trip by a brand in exchange for creating content. These are super fun!
An example of a brand trip might look something like this: Your brand manager might invite you on an influencer brand trip to Bora Bora for 6 days. Your airfare, accommodations, food and activities are covered for the trip, and the manager is paying you $3,000. You have 100,000 followers and you are expected to upload 5 Instagram posts and 12 Instagram Stories, tagging the brand.
- Giveaways - Hosting contests where you give away a brand's products. A great way to grow your following. Depending on the size of the influencer, the influencer will be compensated with free product and/or with monetary compensation.
An example of this might be if a skin care company partners with an influencer with 50,000 followers for a giveaway. The brand will be giving away 3 facial products to 1 winner, and is compensating the influencer by gifting her 4 products. The influencer posts an image of her applying the facial serum on her page and in the caption announces:
“Hey everyone, I’m partnering with [brand] to give away 3 products to one of you! To enter, like this post, tag someone in the comments, and follow [brand]. Winners will be announced on Friday, September 13th at 5pm!”
- Affiliate Marketing - Earning commission when your followers purchase from a brand's site using your special link.
Negotiating Paid Promotions
In negotiations, come prepared with data and examples of past collaborations. Be confident but flexible in finding an agreement that works for both sides. Think long-term in building relationships over one-off deals.
A big mistake influencers make, especially when they’re just starting out, is accepting any and all collaborations that come their way as opposed to negotiating with brands. Of course, I get – when that first brand reaches out, it’s exciting… but don't be afraid to walk away if something isn't right. There will always be more opportunities with brands better suited to you.
Consider the time and creative effort required for the partnership. A sponsored post should be priced higher than simply sharing the brand in your Instagram Stories. Create a rate sheet you can share with brands so expectations are set from the start. Don’t be afraid to go back and forth on details like usage rights, timelines, and compensation. Consider factors such as your audience size, engagement rates, and the effort required to create quality content. Research industry standards and compare your metrics with other influencers in your niche. Don't undersell yourself; your time and creative efforts are valuable.
Here are some examples to help you find yours:
Brand trip: this will vary due to the brand’s deliverables (post, story, shoutout) and add those together.
Instagram post: $100 per 1,000 followers.
Giveaway: 20-30% more than the rate for your IG post.
Instagram story: 20-30% of your rate for an IG post.
When deciding your fees, also consider:
- Exclusivity - whether a brand wants to work solely with you for a period of time
- Usage rights - how long a brand wants access to your content
- Your experience and rates for similar collaborations
- The brand's budget
Aim high with your asking rate, and be willing to negotiate.
Crafting Quality Content
Remember, quality content is the foundation of a successful brand collaboration. Prioritize creating engaging, authentic, and visually appealing content that resonates with your audience. Brands are looking for influencers who can showcase their products or services in an organic and creative manner, so make sure your content reflects your unique style while incorporating the brand's messaging.
Package Deals and Long-Term Negotiations
Consider offering package deals to brands that are interested in multiple collaborations. This can be a win-win situation, as it provides brands with consistent exposure while securing a stable income for you. Long-term negotiations allow you to build strong relationships with brands, fostering trust and loyalty.
Always communicate your expectations clearly and be open to ongoing discussions to ensure a mutually beneficial partnership.
- Outline an overarching agreement - Include details like content types, exclusivity periods, fees, etc.
- Build in flexibility - Allow room to evolve the partnership and create new campaign concepts over time.
- Establish an open line of communication - Maintain frequent contact to brainstorm new ideas and provide feedback.
- Renegotiate as needed - Check in periodically to adjust rates and guidelines as your business grows.
Determine a package rate if the collaboration involves multiple posts. When pitching brands, create bundled offerings like:
- 1 Instagram photo and story deal
- 3 dedicated Instagram posts and 4 story mentions
- 1 YouTube video and Instagram package
- Custom packages
But let’s set up an example so you can see how you would set rates and adjust them based on deliverables, and how you can come up with a package rate to present:
Let’s say you have 40,000 followers and a brand wants you to do 4 Instagram posts and 4 Instagram Stories. Following the rate examples about, your total rate would be
(posts 4 * $400= $1,600) + (Stories 4 * $90= $450) = $2,050
When it comes to rights and exclusivity, this is where you want to come up with a number you’re extremely comfortable with. Let’s say they want exclusivity to three of your photos instead of the whole package deal (4 posts and 4 stories).
$100/photo * 3= $300
$300 + $2,050= $2,350
To present your package #1 rate, break down that the 4 IG posts, 4 IG Stories and rights to the images would cost $2,350, but that you’re offering them a package rate of $2,200.
Package #2 can be everything in package #1 plus a YouTube video for $2,600.
Package #3 could be everything in package #2 plus a blog post and 2 additional IG stories for $3,000.
Staying True to Your Niche and Values
When reaching out to brands, make sure they're aligned with your niche and values. The partnership should feel authentic to your audience. Do your research to find brands that fit your aesthetic and content style. Pitch ideas you're genuinely excited about vs just taking any deal that comes your way.
You want to ask yourself these questions:
- Does this brand values align with mine?
- Do I support this brand and like their products?
- Does this brand align with my niche?
- How will my audience react to this brand and their products?
Your audience trusts you for your authenticity, so don't compromise on your principles. Choose brands that genuinely resonate with your content and can bring value to your audience. Collaborating with brands that share your values will also make the negotiation process smoother and more enjoyable.
Securing and maintaining brand partnerships takes strategy and finesse. But when done thoughtfully, it can take your influence to new levels. At the end of the day, high quality, engaging content that genuinely resonates with your audience is what brands are after. Focus on creating awesome content showcasing brands in an authentic way. The rest will organically follow.
Want more?
If you want more tips, take a deeper look at this +50 page e-book called Securing Brand Deals. In this e-book you’ll learn how to build your influence, learn how to turn your followers into income, and how to properly negotiate brand collaborations and partnerships… PLUS gain access to the top 20+ influencer marketing platforms for both influencers and UGC creators, as well as 5+ sample templates to pitch with!