"Here's what most people don't understand about this industry: it's still the Wild West. Some brands are sophisticated and know industry rates cold. Others are winging it completely. I've seen deals vary wildly for similar deliverables, and frankly, those "industry standard" rates you find online? They're largely suggestions-and often irrelevant. This reality presents both opportunity and challenge. One popular question becomes: who should make the first offer?"
"As someone who's negotiated countless brand deals for my podcast and watched the influencer economy evolve, I've learned one critical truth: if a brand is talking to you, you have leverage. Period. Yet most influencers walk into these negotiations feeling as though they should be grateful just to be in the room. That's the first mistake-and it's costing them thousands of dollars."
Influencers frequently accept the first offer due to excitement or fear, losing significant income. A brand reaching out creates clear negotiating leverage for creators. The influencer market remains inconsistent, with some brands knowledgeable about rates and others improvising; published 'industry standard' rates are often merely suggestions. Experienced creators can use anchoring by making the first offer, while newer influencers should let brands propose numbers first. Negotiations should clarify deliverables, usage rights, exclusivity, timelines, asset ownership, amplification, and extensions. Asking for fees that reflect usage and negotiating kill fees and long-term relationships increases lifetime value.
Read at Forbes
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