Between Duo the Owl's dramatic demise and Poppi's eyebrow-raising strategy of wooing influencers with vending machines for the Super Bowl, it feels like marketing teams have been working overtime to outdo each other this week.

And while it's tempting to daydream about what you'd do with an $8 million single ad budget, let's face it – most of us aren't playing in that league.

And here's the thing: not having millions to burn on flashy campaigns doesn't make you less of a marketer. Far from it. Marketing isn't about keeping up with the Joneses (or, in this case, the Duolingos).

It's more about being so deeply obsessed with your products and market that your strategy is based on those insights, instead of what anyone else is doing.

So, in the spirit of keeping our eyes on our own yoga mat (namaste), let's talk about something more down-to-earth: negotiating with Instagram influencers. 

Last week, I shared what you can buy from Instagram influencers. Today, I've got some negotiation tips you'll want to keep in your back pocket, no matter your budget.

Tip #1: Start with relationship building

Before discussing fees, start by offering to share your product with the influencer. If they're big fans, then you can discuss a partnership and enter negotiations.  

As Marit Tiesema, Sr. KOL/Ambassador Specialist at Loop Earplugs, explains:

I’m a big proponent of this approach because it brings so many benefits. Not only are they more likely to be more flexible in negotiations, but those who love your product create content that better resonates with their audience. These influencers often become long-term brand advocates rather than one-off collaborators, too.

Tip #2: Use recent data to make decisions

You want to base decisions on recent data for metrics like engagement rates and views. This might sound like I’m being Captain Obvious, but it’s not uncommon for agencies and influencers to share older insights.

Depending on the age of the data, it may not reflect current performance.

An influencer tool like Modash can help you get current performance metrics. In addition to public data like engagement rates and views (a must for pricing negotiations), you’ll also get audience insights.

No tool? Easy fix. Ask, I’d say insist, that influencers or agencies send you fresh insights. The last two months are usually a good benchmark for understanding their current performance.  

Tip #3: Keep costs in budget by getting creative with payment & perks

Straight-up affiliate partnerships aren’t for everyone. But there are some clever ways you can close more influencer partnerships and stay within your budget. 

Mix fixed flat fees with performance bonuses:

You can do this by promising additional payouts. For example,

💰 Start with a smaller base payment, then add $X whenever someone uses their discount code. You can calculate this based on how many redemptions you expect the influencer to generate.

💰 Pay them extra when their content hits certain view milestones (like a bonus for every 1,000 views), which can help in negotiations with influencers who see fluctuating views.

Non-monetary perks

If you don’t have a large budget for flat fees, offering perks that aren’t cash can be a good way to get some organic mentions. Creators who are still building their brand and platform are more likely to go for these incentives. 

• Promise them steady work instead of a one-time collab

• Hook them up with products before anyone else gets them

• Give them extra products to share with their followers (people love giveaways!)

• Feature them on your website (great for their portfolio)

• Get them into exclusive events (everyone loves VIP treatment

Tip #4 If you’re stuck on fees, ask for a different type of value

Still stuck on fees? And nobody’s budging?

Ask for additional value in exchange for matching their rate, such as:

• Faster content delivery (within two weeks)

• Written reviews for your newsletter

• Split Story frames across dates

• Reposting Reels on Stories

• Additional visuals for brand use

Tip #5 Be prepared to walk away

Be prepared to walk away. Here are a few professional and kind responses that Anna-Marie Klappenbach has used in the past.

"I understand that my offer's a lot lower than your asking price, so don't worry if you can't meet me there. Maybe we can work something out in the future."

Why it works: This message shows that you’re ready to walk away and are firm with your rate.

"Our budget is much lower than your asking price, so I can't make you an offer at this time."

Why it works: Ideally, this approach will encourage the influencer to ask what your offer is, and then the negotiation can continue on your terms.

If you only remember one thing from this issue it’s this: sometimes, no matter what you do, the numbers just don't line up, and that's totally fine! It's like any other business relationship - not every match is meant to be.

Staying professional and courteous, even when walking away, keeps the door open for future collaborations. And, you never know, they might come back with a counter-offer, or remember you when their rates change.

What’s everyone else doing?

We asked 34 pro influencer marketers which part of the process takes the longest. Finding influencers took first place. Negotiating second and recruiting third.

Does this reflect your reality?

See you in the next issue of ROI!
Eleni Zoe xx
Marketing @ Modash. Say hi on LinkedIn or visit Modash.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is meant for you to connect the dots and be inspired or challenged to think about your influencer marketing in a way you haven’t before.