Published in Negotiation

Image credit by Headway

Steven Lewis

Steven Lewis

Publisher, Editor-in-Chief, Foam

January 28, 2025

📢 The Secret to Negotiating Higher Rates for Influencers

Get your influencers paid what they’re worth with these proven strategies.

If Brands Are Setting Your Rates, You’re Doing It Wrong

Letting brands dictate pricing is a guaranteed way to leave money on the table. Too many talent managers jump at the first number a brand throws out, afraid that pushing back will scare them off. But here’s the truth: brands expect negotiation. And the ones that don’t? They prey on managers who don’t know their worth.

The best talent managers don’t just accept deals—they shape them. They set the terms, define the value, and push rates higher using data, leverage, and a well-crafted strategy.

The first number a brand offers is rarely their best—it’s the lowest amount they think you’ll take. Accepting it without question signals that you don’t know the true value of your talent. Smart managers counter with confidence, backed by performance metrics and industry benchmarks.

Brands don’t care about vague engagement numbers; they care about business impact. Conversion rates, audience demographics, past campaign ROI, and exclusivity restrictions all play a role in a Creator’s value. When a Creator outperforms industry benchmarks, their rate should reflect it.

Pricing should never be an all-in bundle where brands get extra deliverables for free. Every piece of content should have a standalone rate. A TikTok post, an Instagram Story, and an exclusivity clause should each be priced separately. When brands request more, they pay more.

Exclusivity is another area where managers leave money behind. If a brand wants a Creator to avoid working with competitors, that lost income needs to be accounted for. A three-month exclusivity clause in a specific category should come at a premium price.

Usage rights are just as critical. Organic social media use is standard, but if a brand wants to repurpose content for paid advertising, that’s an entirely different deal. Full buyouts where brands gain ownership of content should command top rates. If a brand is making money from a Creator’s content, the Creator should be making more as well.

Not every deal is worth taking. Low offers set a bad precedent, undervalue Creators, and make it harder to negotiate higher rates in the future. Saying no to an unfair deal signals confidence and increases a Creator’s perceived value. Walking away from a bad deal often leads brands to return with a stronger offer.

Talent managers who consistently accept underpriced deals end up playing defense while others set the market rates. The best negotiators know their worth, push back when necessary, and position their Creators as premium investments rather than just another marketing expense.

The managers securing the biggest deals never take the first offer, always justify higher rates with data, ensure fair pricing for all deliverables, charge appropriately for exclusivity and usage rights, and are willing to walk away from bad deals.

Because in this business, the managers who negotiate with confidence and strategy are the ones who close the biggest, most profitable deals. The ones who don’t? They’re stuck playing defense while someone else makes the money.

🔗 Negotiate Smarter & Secure Higher Rates with FOAM

If Brands Are Setting Your Rates, You’re Doing It Wrong

Letting brands dictate pricing is a guaranteed way to leave money on the table. Too many talent managers jump at the first number a brand throws out, afraid that pushing back will scare them off. But here’s the truth: brands expect negotiation. And the ones that don’t? They prey on managers who don’t know their worth.

The best talent managers don’t just accept deals—they shape them. They set the terms, define the value, and push rates higher using data, leverage, and a well-crafted strategy.

The first number a brand offers is rarely their best—it’s the lowest amount they think you’ll take. Accepting it without question signals that you don’t know the true value of your talent. Smart managers counter with confidence, backed by performance metrics and industry benchmarks.

Brands don’t care about vague engagement numbers; they care about business impact. Conversion rates, audience demographics, past campaign ROI, and exclusivity restrictions all play a role in a Creator’s value. When a Creator outperforms industry benchmarks, their rate should reflect it.

Pricing should never be an all-in bundle where brands get extra deliverables for free. Every piece of content should have a standalone rate. A TikTok post, an Instagram Story, and an exclusivity clause should each be priced separately. When brands request more, they pay more.

Exclusivity is another area where managers leave money behind. If a brand wants a Creator to avoid working with competitors, that lost income needs to be accounted for. A three-month exclusivity clause in a specific category should come at a premium price.

Usage rights are just as critical. Organic social media use is standard, but if a brand wants to repurpose content for paid advertising, that’s an entirely different deal. Full buyouts where brands gain ownership of content should command top rates. If a brand is making money from a Creator’s content, the Creator should be making more as well.

Not every deal is worth taking. Low offers set a bad precedent, undervalue Creators, and make it harder to negotiate higher rates in the future. Saying no to an unfair deal signals confidence and increases a Creator’s perceived value. Walking away from a bad deal often leads brands to return with a stronger offer.

Talent managers who consistently accept underpriced deals end up playing defense while others set the market rates. The best negotiators know their worth, push back when necessary, and position their Creators as premium investments rather than just another marketing expense.

The managers securing the biggest deals never take the first offer, always justify higher rates with data, ensure fair pricing for all deliverables, charge appropriately for exclusivity and usage rights, and are willing to walk away from bad deals.

Because in this business, the managers who negotiate with confidence and strategy are the ones who close the biggest, most profitable deals. The ones who don’t? They’re stuck playing defense while someone else makes the money.

🔗 Negotiate Smarter & Secure Higher Rates with FOAM