James Massey on why influencer rates are still set badly, and the non-negotiables he applies when negotiating for talent and for brands.
Influencer rates are too often still set on follower count, past popularity, or no real rationale at all.
Deals get made hoping that someone with a quota, or without the experience to push back, just agrees. The result is that everyone ends up disappointed.
Budgets are wasted. Brands invoke termination clauses. Agencies hit a P&L high one month, scramble for the next deal, and chase the same brand again a year later. I've seen it all.
My non-negotiables
- Request story insights, including link clicks
- Request demographics
- Check the date stamp, because I still receive insights over a year old
- Benchmark CPM, CPC, CPV and CTR
- Look for engagement pod trends
- Look for genuine buying signals in influencer comments
- Negotiate with data and insight
- Learn to say no and walk away from greed and no rationale
Why it matters
I work both as an agent and as a consultant, supporting large brands with their influencer marketing. For me it all comes down to sustainable growth, for the talent and the brand.
That means educating creators about the metrics brands are measuring, their rates, and why those rates may fluctuate over time.
Learn more about how we build creator-led acquisition programmes through our influencer marketing service.