Let's address the elephant in the room: most marketers would rather do literally anything else than negotiate influencer rates. It's awkward. You don't want to lowball someone and look cheap. You don't want to overpay and blow your budget on one creator when you could've worked with three.
I've negotiated hundreds of these deals, and I'm going to share the exact scripts and approaches that consistently get us fair rates while maintaining good relationships with creators. Some of this might feel uncomfortable at first. That's normal.
Understanding the Psychology First
Creators quote high for the same reason you quote low—everyone's trying to create negotiation room. That $5,000 rate card they sent? It's often their "I hope they say yes but I'll take $3,500" number. Your job is to find where the real number lives without insulting anyone.
The key insight: most creators would rather negotiate and close a deal than hold firm and lose it entirely. But they need to feel respected in the process.
Script #1: When the Initial Quote Is Way Above Budget
Situation: Creator quotes $4,500, your budget is $2,000.
Don't say: "That's way too high for us."
Don't say: "We can only do $2,000."
Do say:
"Thanks for getting back to me with your rate. I really want to make this work, but we're operating at a different budget tier for this campaign. We've allocated $2,000 for this placement. I know that's below your standard rate—would you be open to a modified deliverable that makes sense at that price point? For example, we could do an Instagram post instead of a YouTube video, or a shorter integration. Alternatively, if you're interested in an ongoing relationship, we're planning quarterly campaigns and might be able to structure something that works better for both of us over time."
What this does:
- Shows respect for their rate without agreeing to it
- Presents your real budget (no more room for negotiation)
- Offers creative alternatives that preserve dignity
- Opens the door to a longer-term relationship (more total revenue for them)
About 60% of the time, creators come back with a counter-proposal. 30% decline politely. 10% accept your number straight-up (which means you maybe could've gone lower, but don't get greedy).
Script #2: When You Want to Counter Their Rate
Situation: Creator quotes $3,000, you think $2,200 is fair based on their metrics.
The script:
"I appreciate you sharing your rate. Based on our typical benchmarks for channels in your size range [or: engagement rate, or: similar content categories], we usually see rates in the $2,000-$2,500 range. Would you consider $2,200 for this collaboration? We're also able to offer fast payment (net 15 instead of net 30) and complete creative freedom within the brief guidelines. We're also happy to share the final performance data with you, which you can use for future rate negotiations with other brands."
This works because:
- You're anchoring to market rates, not your budget constraints
- You've done your homework (they can tell)
- You're adding value beyond just money (fast payment, data, creative freedom)
- You're helping them build their business (performance data)
Script #3: The "What's Your Rate?" Opening (When They Ask First)
Sometimes creators flip the script and ask what your budget is before quoting. This is actually smart on their part, but you need to handle it carefully.
Don't say: A specific number (you lose leverage)
Do say:
"We're flexible depending on the deliverables and how the partnership is structured. For a YouTube integration in the 2-3 minute range with standard usage rights, we've typically worked with creators in your audience size for $X to $Y. Does that align with how you're thinking about this, or would you prefer a different format that might fit a different budget tier?"
You've given a range (not a fixed number) and immediately opened the conversation to deliverable adjustment. This keeps the negotiation dynamic.
The Deliverable-Adjustment Strategy
This is my favorite negotiation tactic because it's not really about price—it's about scope. When rates don't align, adjust what you're asking for:
If they're too expensive for video: "Would you do an Instagram carousel for $X instead?"
If they won't budge on price: "Could we add Instagram Stories to the deliverables at this rate?"
If they're almost there: "We can meet you at that rate if we can extend usage rights for paid amplification."
Creators often have different mental pricing for different deliverables. A 60-second TikTok might be less precious to them than a 10-minute YouTube video, even if the reach is similar.
The Bundle Approach (Works Great for Series)
If you're planning multiple posts or campaigns, bundle them:
The script:
"Your rate of $2,500 per post makes sense for one-off collaborations. We're actually planning a 4-post series over Q2. Would you consider $8,000 for all four? That's $2,000 per post, but you'd have guaranteed work and consistent revenue over several months. We'd also handle all the admin at once—one contract, one brief adapted each month, one payment schedule."
Creators love predictability. A slightly lower per-post rate in exchange for guaranteed volume often works.
What Not to Negotiate
Some things aren't worth fighting over:
- 50% deposits: Just pay it. It's standard and protects them from brands who ghost.
- Kill fees: If you cancel, they deserve something (usually 25-50%). Don't negotiate this.
- Editing/approval rounds: Two rounds is standard. If you need more, that's a you problem.
- Usage rights duration: Perpetual rights should cost more. Don't expect them for free.
When to Walk Away
Sometimes the numbers just don't work. Here's how to exit gracefully:
"I completely understand your rate, and honestly, it's probably fair for the value you deliver. Unfortunately, it's outside our budget range for this campaign. I'd love to keep you in mind for future projects where we might have more flexibility. Would it be okay if I reached out in a few months?"
I've had creators come back months later saying, "Hey, I have an opening this month and could make that earlier rate work if you're still interested." Maintaining the relationship costs nothing.
The Equity/Product Trade Trap
Don't offer equity or free product as a substitute for fair payment unless the creator explicitly suggests it and values it. "We can't pay you, but you'll get great exposure and free product!" is how you become a meme on Twitter.
If you genuinely can't afford paid collaborations yet, be upfront: "We're early stage and working with affiliate/commission structures right now. Not sure if that's something you consider, but wanted to be transparent about where we're at."
Some creators work on affiliate terms. Most don't. Respect that.
Data-Driven Negotiation
The best negotiation leverage is data. When you can say:
"Looking at your engagement rate of 3.2% and average reach of 45K per video, we typically see rates of $X-$Y for this performance tier in the [category] niche. Our offer of $2,500 is at the higher end of that range because we value your audience quality."
Creators have a harder time arguing when you've clearly done your homework. This is where tools like Influencer Radar come in handy—you can benchmark their metrics against comparable creators and make data-informed offers.
The Follow-Up Timeline
After you send a counter-offer or rate proposal:
- Day 0: Send your proposal
- Day 3: If no response, send a friendly follow-up ("Just wanted to make sure you saw this")
- Day 7: Final check-in ("Totally understand if the timing or rate doesn't work. Let me know either way?")
- Day 10: Move on to other creators
Don't chase indefinitely. If they're interested, they'll respond within a week.
The Truth About "Standard Rates"
Here's something most people won't tell you: almost every creator negotiates almost every deal. Those rate cards? They're starting points. The $1,000 per 10K followers "industry standard" you read about? It's rough guidance at best.
Actual rates depend on:
- Engagement quality (not just quantity)
- Audience demographics (luxury brands pay more than casual brands)
- Content category (finance and tech often pay more than lifestyle)
- Usage rights and exclusivity
- The creator's cash flow situation that month (yes, really)
Your job is to find the fair overlap between their floor and your ceiling. Use these scripts, stay respectful, and remember that the best deals are ones where both sides feel good about the outcome.
