It’s not uncommon for influencers to pitch to brands they want to work with. Influencers not only hone their audience and content, but their outreach to preferred companies. If your brand receives an influencer request, do you have a process to handle it?
To help you respond to influencers, here’s a look at the three most common requests that brands receive from creators and how to respond to each situation.
Response to inquiry about brand collaboration
If an influencer is interested in working with your brand, you should review the influencer’s social channels. Explore content types, frequency, follower count, and engagement. If you think the influencer is a good fit for your brand, draft a proposal to get additional information.
If an influencer suggests a collaboration instead of a free product, it often signals a more formal agreement that includes monetary compensation.
The proposal you send should:
- Agree to explore a collaboration
- Inquire about campaign details
- Explain what your brand offers regarding compensation: exposure, free products, or money (or all of them).
To simplify the process, you can create a casting call with the specific information you seek from creators who want to collaborate. Creators in The Marketplace have created profiles with their social media connections and descriptions, simplifying the process.
Casting Calls should list the compensation you can provide — product or cash, for example — and the terms you’d like, such as platforms on which to post the content.
Response to request for product
If an influencer requests a product, review their request carefully. Does the influencer want to trade a product for a post on their social channel, or is monetary compensation indicated?
Your follow-up should:
- Show interest in working together
- Get a better understanding of the campaign and compensation
Example of a response to an influencer requesting a product
Thanks for your interest in our . After reviewing your social channels, I’d like to explore this opportunity further. Can you tell me:
- How do you envision the process going?
- After receiving the product, what’s your publication timeline?
- Will the product serve as compensation in exchange for an endorsement on your [specific social channel]?
- Is the company able to reuse the content on its channels?
I look forward to hearing from you.
Your message might vary a little based on the inquiry sent by the influencer, but this should give you a starting point.
If you’re an IZEA Flex user, you can send a direct offer to the creator with simplified terms for the creator to negotiate or accept. Creators do not need to sign up an account to accept your offer. If a creator has posted UGC on their accounts, you can send a content request via Flex as well, allowing them to grant you usage rights with credit.
Responses to use during influencer negotiations
While some influencer campaigns are as simple as sending an influencer a free product in exchange for free publicity, they’re not all like that. There’s often a negotiation phase. Most commonly, compensation is a sticking point.
If an influencer asks to negotiate compensation, you have a few options beyond simply saying ‘yes’ or ‘no.’ You can ask the influencer to:
- Include an additional piece of content for the same price
- Discount his or her rates in exchange for a long-term collaboration
- Accept additional non-monetary perks, like:
- VIP access to company events
- Networking opportunities
- Being the first to receive new products
- Sharing their content, even when you’re working on a camping together
- Exposure via brand channels
Examples of an email sent in response to an influencer asking to negotiate compensation
Thank you for letting me know your compensation expectations. Unfortunately, I don’t have wiggle room in the budget. If you’re willing to keep your price at $[dollars] for the content, I can offer two additional perks:
- Event ticket.
- Free product.
Let me know your thoughts.
When you craft this message, you can alter it to highlight the perks that fit your brand. During negotiations, it’s ideal for each party to give a little. So, what can your brand give an influencer that has value? Focus on those non-monetary benefits.
The influencer might counter your offer or decline altogether. If the influencer counters, it’s likely over something other than compensation (like the non-monetary perks) since you indicated the budget is firm. If the influencer declines your offer, that’s OK, too. Finding the right influencer is important, but if you can’t settle on costs, there are other influencers.
Influencer requests could be the start of a great relationship. Many brands see the value in nurturing a long-term relationship with creators, so if you get a request from an interested influencer, use these responses to explore the opportunity.