1/ Influencer Best Practices 101 [PART 1] (THREAD)

Negotiating Effectively So You Don't Get Ripped Off

*[PART 2 9/18] Influencer Pricing
*[PART 3 ALD] Influencer Contracts
2/ Context: This is specifically for wanting to team up with influencers in an official capacity, ultimately ending up contractually working together. Hence, why there tends to be a negotiation process. It can be an intimidating and tough situation, especially if agents jump in.
3/ 3 Negotiating Rules:

#1 Be Clear & Up Front. You want to move as quickly as possible. This is from our template outreach email (also found within the Shopify Compass course).

Something like this should go in the first email to show you mean business. Image
4/ #2 Rates are not concrete.

The media kit is just their standard pricing. BUT that doesn’t mean they won’t go lower or higher to take the deal. This is an email you might get in return. I kept this influencer focused on the specific deal I was presenting, not her pricing. Image
5/ #3 Start at Free Product.

This is for one-off deals and micro-influencers only. I would include this in your initial outreach email (same as 3/ above) and let the influencer or agent respond with pricing, and go from there.
6/ NOW, when you're stuck on budget/pricing, these next 4 categories are SUPER important to use as a checklist.

1. TIER
2. DELIVERABLES
3. USAGE RIGHTS
4. LENGTH OF TERM

I'll break these down below.
7/ #1 TIER

- What tier of influencer are you talking to? Macro? Micro? Celebrity? If you talk with a Celebrity’s agent and offer them a free product for post - that won't even bother responding. You have to know who you’re dealing with to start.
8/ #2 DELIVERABLES

- What are you asking the influencer to do and how much time will it take? Be realistic with the time you are asking of them. Asking for an appearance at an event vs. (1) IG Story post are two very different things and they should be paid accordingly.
9/ #3 USAGE RIGHTS

- Are you wanting to rent or own this influencer content? Meaning: can you use the content they create IN YOUR marketing channels? Any deal you do with an influencer should have some UR. Standard market usage rights is a 30 - 60 day window, and that's plenty.
10/ #4 LENGTH OF TERM

- How long is the contract? Is the influencer posting once or are you working with them for a period of 3, 6, or 12 months and do they have certain deliverables per month? These will be vastly different price points.
11/ Friday, 9/19 - [PART 2] will be a breakdown of what each tier influencer should be paid, what's a fair ask if the budget is too high, etc. and further best practices on pricing. [PART 3] - Contracts ALD.

If you want a template for outreach to influencers (IG/Email)... DM me!

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More from @Cody_Wittick

9 Sep
1/ Brands massively underestimate the importance of having authentic relationships and people who are genuine brand advocates, represent their brand.⁣⁣⠀Let's take a look at @Gymshark and how Ben Francis did it (THREAD) + PRACTICAL STEPS of how you can do this at the end.
2/ To start, look at @hellahgood9 and how gassed he gets when another gymshark package arrives. This is the fruit of doing this. DHL says "Another one?!" (which speaks to how they take care of their athletes).
3/ You see videos like this and we still have CMO's asking for ROI on cultivating community with influencers.

Community 101: build relationships on giving, not asking.

If you begin by asking something of them, you might get some posts. But that community will never adopt you.
Read 11 tweets

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