In the dynamic world of influencer marketing, mastering influencer outreach and negotiation via email is paramount for brands and agencies seeking to collaborate with YouTube influencers. From securing partnerships to navigating compensation discussions, the ability to craft compelling negotiation emails can make all the difference in driving successful influencer marketing campaigns.
Join us as we explore the why and how behind negotiating with YouTube influencers, equipping you with the strategies and templates needed to forge mutually beneficial collaborations with confidence and finesse.
In today's digital landscape, partnering with YouTube influencers has become an increasingly valuable strategy for brands and businesses. Here's why:
YouTube influencers often have niche audiences that align closely with specific demographics or interests. By collaborating with influencers whose followers match your target market, you can effectively reach and engage potential customers who are already interested in your products or services.
Influencers have built a rapport with their audience based on authenticity and trust. When an influencer promotes a product or brand, their audience is more likely to perceive the endorsement as genuine, resulting in higher levels of trust and credibility compared to traditional advertising methods.
Partnering with YouTube influencers can significantly increase your brand's visibility and exposure within the platform's vast and diverse community. Influencers have established platforms with loyal subscribers, providing brands with an opportunity to amplify their message and extend their reach to new audiences.
YouTube influencers are skilled at creating engaging and compelling content that resonates with their audience. By collaborating with influencers, brands can leverage their creativity and expertise to develop content that showcases their products or services in an authentic and engaging way, ultimately driving brand awareness and customer engagement.
It has been proven that GenZ and Millenials view Youtube as a trusted source of product reviews and launches, which is why Youtube is a great place for doing gifting campaigns: when it comes to buying a new product, it’s very likely that people will check it out first on Youtube, hence your opportunity to bring your product closer to your target audience.
In this case study you can read all about how a brand achieved +$100K with 150 influencers who posted videos on Youtube, and learn more tips on how to execute a successful Youtube campaign yourself!
While YouTube influencers share similarities with TikTok and Instagram influencers, there are distinct differences in terms of content type, audience demographics, and engagement:
YouTube influencers typically produce longer-form content, such as tutorials, reviews, vlogs, and in-depth discussions. In contrast, TikTok and Instagram influencers focus more on short-form content, including lip-syncing videos, stories which last only 24 hours, dance challenges, and visually appealing photos.
YouTube attracts a diverse audience spanning various age groups and interests, with a significant portion of viewers aged 18-49. In contrast, TikTok's user base skews younger, with a strong presence among Gen Z users. Instagram's audience is also diverse but tends to have a slightly older demographic compared to TikTok.
YouTube's platform encourages deeper engagement through comments, likes, and shares, fostering a sense of community and conversation among viewers. TikTok and Instagram, on the other hand, prioritize quick interactions through likes, comments, and shares, with a focus on virality and trends.
YouTube content often has a longer shelf life, with videos continuing to attract views and engagement over time, thanks to search engine optimization and recommended video algorithms. In contrast, TikTok and Instagram content may have a shorter lifespan, relying more on immediate impact and trending topics.
In order to get a better understanding of how influencer negotiations fit into your overall influencer campaign we always refer to the 4 stages of your influencer marketing campaign.
This is the first contact to your prospective influencers. It’s essential to craft your outreach to maximise reply rates. Access our influencer outreach templates and strategies here.
Once an influencer replies, you will move to the negotiation stage where there can be two outcomes. 1. The influencer agrees to your proposal or 2. The influencer asks for more money.
This will be the stage which we will cover in this article.
Once you agree to the terms with influencers, you typically move into the awaiting post stage. However, the work isn’t over yet, as it is a crucial moment where you should follow up with influencers to make sure they will post. Read more about the right strategies and access our awaiting post templates here.
Once the influencer has completed the post you ideally want to build a long lasting relationship to continue to benefit from the partnership. You can read more about the right ways to build relationships and access the templates for this stage of your Youtube influencer campaign here.
Once the influencer replies to your initial outreach email there are typically two scenarios:
If the influencer already said yes, then there is no need to continue negotiating and you’re ready to move on! However, we do suggest confirming the terms of the collaboration one last time before sending the product or allocating any resources, just to make sure that you are both on the same page. Especially when working with gifting and affiliate partnerships, influencers receive so many emails that they may have accepted the product and shared their address details without acknowledging that a post is expected in return.
Therefore, sending one more email to clarify your expectations and getting the influencer’s written approval is highly recommended to help decrease your non-posting rate. Though this is not a legal contract, it will maximize your posting rate and avoid any misunderstandings when trying to collect the post.
If you are offering fixed payments, this is the stage where you can clarify the requested deliverables. You can also share an influencer campaign brief to indicate content guidelines and set up an influencer contract if desired.
It’s quite frequent that an influencer responds to your outreach asking for a budget or mentioning that they engage only in paid partnerships.
This is the moment when you enter the negotiation stage, and an effective negotiation strategy is crucial to determine your outcome.
In order to establish a performance-driven influencer program, we recommend an approach that involves initially testing influencers who are new to working with you, to identify those capable of driving sales.
We consistently emphasize the importance of the 80/20 Pareto principle in influencer marketing, where a smaller group of influencers generates the majority of the returns. That's why during the testing phase, we suggest keeping costs low by engaging influencers solely for affiliate partnerships and gifting.
Finally, as part of the negotiation strategy, request an initial video or video integration to get a better understanding of the match towards the brand.
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Crafting a negotiation email that effectively communicates your proposal and persuades the recipient requires attention to key elements. Here are the essential components:
The subject line should be concise yet attention-grabbing, providing a glimpse of the email's content and piquing the recipient's curiosity.
Begin the email with a personalized greeting that addresses the recipient by name. Establishing a connection from the outset can help create a positive impression and foster rapport. Influencer Hero offers automatic AI-generated personalized sentences based on the latest social media posts to maximize your reply rates and also improve relationships.
Clearly state the purpose of the email upfront, whether it's seeking a collaboration, sponsorship, or partnership opportunity. Avoid beating around the bush and get straight to the point.
Articulate the value you bring to the table and why collaborating with you would be beneficial for the recipient. Highlight your unique selling points, such as your audience demographics, engagement metrics, or previous successful partnerships.
Provide detailed information about the proposed collaboration, including the scope of work, deliverables, timeline, and any specific requirements or expectations. Be transparent and comprehensive to avoid misunderstandings later on. Make sure to also include your contact details in a DKIM signature so that they can reach out to you immediately if necessary.
Emphasize the benefits or outcomes the partner can expect from the collaboration, whether it's increased exposure, access to a targeted audience, or potential revenue opportunities. Tailor your pitch to align with the recipient's goals and objectives.
Now you know the different outcomes of the initial outreach to influencers, and how to properly write a negotiation email. But no need to start from scratch: our A/B tested negotiation templates will help you onboard around 30% of the influencers who initially rejected gifting.
Use the template below to provide all the necessary details about the campaign. It’s also important to mention that this is a trial post, and you are open to discussing future paid opportunities based on this performance. This will help you onboard more influencers for gifting/affiliate campaigns.
Hi {{firstname}},
Thank you so much for your response. We're glad you're interested in this collaboration.
For this first collaboration, you would receive an ENTER PRODUCT NAME to keep + ENTER % COMMISSION YOU OFFER commission and/or discount code in exchange for a YouTube video with the sticker link.
If this trial video goes well, you can expect us to make an offer based on your video's performance which includes fixed payments or our brand ambassador program.
If this works for you, please provide your shipping details including your full name and contact number so I can send you our ENTER PRODUCT NAME.
Looking forward to your response :)
Best,
ENTER YOUR NAME
When crafting a counteroffer, maintain a respectful and professional tone, aiming to find common ground that leads to a mutually beneficial agreement. If the influencer asks for a budget, use the negotiation template below which can help you onboard influencers who initially reject gifting up to 30%.
Hi {{firstname}},
Thank you for your reply.
We completely understand that you don’t work on an affiliate basis. However, we hope you understand that the first video content is only to get a better understanding of the match towards the brand.
We work with a wide variety of different compensation packages which include fixed payments and long-term brand ambassador programs. We have been collaborating with creators for a few years now and from our experience, we know that the performance varies widely which is why we work with an initial video content in order for us to make a fair offer.
Based on the results of this initial video content, we would be making you an offer that includes one or a combination of the before mentioned packages.
[IF INITIAL OFFER IS INCREASED]
Usually, we only send out the ENTER INITIAL PRODUCT OFFERED, however, because we value your work and accommodation, we'd love to offer ENTER UPDATED OFFER.
Please let me know if I can send you the ENTER UPDATED PRODUCT OFFER.
Looking forward to hearing from you.
Best,
ENTER YOUR NAME
Since your email can get lost in the influencer’s inbox due to the high amount of offers they receive on the daily, it’s recommended to create several follow ups to influencers who have once responded to your offer showing interest.
One follow up might not be enough, but a couple of them might be a lot of manual work in keeping track of when to send it and what to say. With Influencer Hero you can set up an email flow to automatically send follow ups, set up with different waiting times and other customization options.
You can immediately set up your follow up email flow with the templates provided below:
Hi {{ firstname|default(influencer_handle) }},
How are you? I hope you’re having a great week!
I just want to make a quick follow-up on our offer. We would like to send you our ENTER PRODUCT NAME + RETAIL PRICE
If you're still interested, please provide your shipping details including your full name and contact number so we can send you the product.
Also, please feel free to browse through the website if you want to know more about our brand: ENTER WEBSITE URL
Looking forward to hearing from you!
Best,
ENTER YOUR NAME
Hi {{ firstname|default(influencer_handle) }},
I hope you’re having a great week!
I just want to make a quick follow-up on our offer. I know our offer is below what you usually receive for this kind of collaboration. However, we are looking for longer term brand collaborations which is why we need this initial video to see the match towards the brand.
If everything goes well with the initial video you can expect us to make an offer based on the video's performance.
[IF INITIAL OFFER IS INCREASED]
Usually, we only send out the ENTER INITIAL PRODUCT OFFERED, however, because we value your work and accommodation, we'd love to offer ENTER UPDATED OFFER.
If you're interested, please provide your shipping details including your full name and contact number so I can send you the product.
Looking forward to hearing from you!
Best,
ENTER YOUR NAME
Rejection is a natural part of the negotiation process, and it's essential not to take it personally.
Instead, view rejection as an opportunity to learn and grow, gaining insights into areas where you can improve or adjust your approach. When faced with objections, address them head-on with persuasive language and evidence to support your position. Remember, objections are often an indication of interest, so don't be discouraged—keep the lines of communication open and explore alternative solutions.
With our simple template you can respectfully ask for feedback, and hopefully understand why an influencer has rejected your offer:
Hi {{ firstname|default(influencer_handle) }},
Thank you for your honest response. We understand and respect your decision. For feedback purposes, would you mind letting me know your reason for declining?
Best,
ENTER YOUR NAME
You’ll notice in our templates a phrase saying “if initial offer is increased”. This is because if the influencer doesn't accept your initial offer after trying to negotiate,you’ll need to increase the offer to reach a mutually beneficial agreement. Here are some tips to effectively increase your offer for an influencer negotiation:
Assess the influencer's request for a budget or their counteroffer carefully. Consider factors such as their audience reach, engagement rates, content quality, and overall value they bring to the collaboration, in order to decide if you wish to make an increased offer. If you wish to increase the offer, we suggest doing this gradually:
Sending additional products is always more cost-effective than offering fixed payments.
Increasing the affiliate commission will increase the value for the influencer and you will be able to get the initial post in order to unlock the data you are looking for.
It’s also important to understand that the industry average attribution rate for D2C brands with influencer marketing is around 70%. This means that you are actually paying less to your influencers than they really sold, as you are only paying the commission on attributed sales. For instance, if you offer an affiliate commission of 20% to an influencer, you would pay around 14% on actual sales (20% * 70%).
Start small and negotiate your way up. Influencers often share their rate cards which are extremely high.
However, they may accept a reduced payment if it’s a trial test, which will keep your costs lower and maximise your ROI. Never offer your maximum budget from the beginning, allow instead some space to negotiate up.
Communication is key throughout the whole process to help build a good relationship with influencers. Engage in open and transparent communication with the influencer. Express appreciation for their interest and effort while discussing your budget limitations or concerns.
Strive to achieve a win-win outcome where both you and the influencer feel satisfied with the terms of the collaboration. Focus on creating value for both parties and fostering a positive working relationship that can lead to future opportunities.
In conclusion, mastering the art of negotiation via email is essential for brands and agencies to succeed in their YouTube influencer marketing campaigns. By understanding the unique dynamics of influencer collaborations and employing effective negotiation strategies, brands can forge strong partnerships that drive engagement, brand awareness, and ultimately, business growth.
Furthermore, leveraging influencer marketing platforms like Influencer Hero can streamline the influencer marketing campaign management process, providing valuable insights, tools, and support to navigate negotiations with YouTube influencers successfully.
As the influencer marketing landscape continues to evolve, embracing negotiation as a key skillset is not just advantageous—it's essential for staying ahead in this dynamic and ever-changing industry.
Negotiation allows brands to establish mutually beneficial partnerships, clarify expectations, and ensure alignment between the influencer and brand objectives.
YouTube offers longer-form content, diverse audience demographics, deeper engagement, and evergreen content, making it ideal for authentic and impactful influencer collaborations.
Timing emails strategically to avoid weekends or holidays when they may be overlooked, and following up politely after a week if there's no response demonstrates continued interest without being intrusive.
Influencer Hero provides valuable insights, tools, and support for brands and agencies to streamline campaign management, including negotiation with YouTube influencers, ensuring successful collaborations.
Metrics such as engagement rates, reach, conversions, and brand sentiment can help gauge the effectiveness of influencer collaborations and inform future strategies.
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