With the rapid development of social media, overseas influencers have become a popular choice for brand marketing. Cooperating with well-known influencers can effectively expand brand influence, enhance product awareness, and attract target audiences. However, the negotiation process with influencers is often challenging and requires a certain amount of skill and strategy from brand marketers. In this article, Nox will give you a detailed introduction to the necessary celebrity negotiation skills for brands, and provide practical guidance for brand marketers.
1. Understand the value of target influencers
Before negotiating cooperation with overseas KOLs, brands should first understand the value of target KOLs. This includes the number of followers, user activity on social media platforms, and expertise in a particular field. According to the data of Influencer Marketing Hub, there is a certain positive correlation between the number of followers of target influencers and their advertising costs. Understanding the value of target influencers will help brands more accurately evaluate the costs and benefits of cooperation during negotiations.
According to a survey, 90% of marketing professionals worldwide believe that influencer influence is necessary for a successful advertising strategy. Therefore, understanding the influence and audience base of influencers is a crucial step in negotiating.
2. Establish a mutually beneficial and win-win cooperative relationship
During the negotiation process, the brand side should aim to establish a mutually beneficial and win-win cooperative relationship. According to Forbes survey data, 84% of consumers surveyed said they are more likely to trust recommendations from friends and influencers rather than advertisements from brands. Therefore, the brand needs to be aware that cooperation with Internet celebrities is an effective way of promotion, and it also provides Internet celebrities with greater exposure and business opportunities. During the negotiation, the brand side should clearly express the cooperation interests of both parties in order to establish a long-term and stable cooperative relationship.
According to a market study, more than 70% of brands are willing to provide long-term cooperation opportunities and brand endorsements when cooperating with overseas Internet celebrities, and it is easier to attract high-quality Internet celebrity resources. This kind of long-term cooperation can increase the exposure and word-of-mouth effect of the brand, and at the same time provide a stable source of income for Internet celebrities.
3. Reasonably formulate cooperation plans and budgets
The cooperation plan and budget in the negotiation are the key factors for the brand to cooperate with overseas KOLs. The brand side should formulate a reasonable cooperation plan and budget based on factors such as the needs of the target market, the complexity of the cooperation content, and the influence of the target influencer.
When formulating a cooperation plan, the brand side needs to consider the following aspects:
Cooperation content: Determine the form of cooperation with the target Internet celebrity, such as brand endorsement, product evaluation, exclusive cooperation, etc. According to Social Media Today, 82% of consumers surveyed said they would prefer to see authentic and natural collaborative content rather than overly commercialized advertisements.
Promotion channel: Determine the distribution channel of the cooperative content, such as YouTube, Instagram, TikTok, etc. According to eMarketer, Instagram is one of the most popular channels for brands to partner with.
Cooperation period: According to the brand's promotion plan and the availability of target influencers, reasonably determine the time frame of cooperation. A survey found that nearly 60% of brands tend to have long-term cooperation with influencers in order to establish a more stable brand image and audience relationship.
4. Flexible negotiation skills
When negotiating with overseas Internet celebrities, the brand side needs to use some flexible negotiation skills to reach a cooperation agreement that is satisfactory to both parties. Here are some effective techniques:
Understand the influencer’s needs: Before negotiating, understand the needs and goals of the target influencer in depth so that their expectations can be met in the cooperation proposal. At the same time, the brand side can also make reasonable concessions according to the needs of Internet celebrities to increase the attractiveness of cooperation.
Provide additional value: In order to attract influencers and increase the attractiveness of cooperation, brands can consider providing additional value, such as sponsoring travel expenses, providing free products or services, providing exclusive event opportunities, etc.
Flexible cooperation methods: During the negotiation process, the brand side should maintain flexibility and discuss and adjust the cooperation methods. According to a market study, 70% of influencers said they would prefer to work with brands in a flexible way that accommodates their schedule and content creation style.
Negotiate a reasonable price: When negotiating cooperation fees, brands and influencers should actively negotiate to reach a price that both parties are satisfied with. According to the data from Nox, nearly 40% of influencers believe that their income is related to the quality and influence of the cooperation content. Therefore, the brand side can reasonably determine the price based on the expected effect of the cooperation and the influence of the Internet celebrity.
Leave room and follow-up cooperation opportunities: When negotiating cooperation with influencers, brands should leave room and maintain a long-term vision. Even though one collaboration may not achieve all goals, building a good partnership can pave the way for future collaborations. By establishing a foundation of trust and cooperation, brands can maintain a continuous cooperative relationship with influencers and continuously improve the effectiveness and value of cooperation.
in conclusion
Essential influencer negotiation skills are key to ensuring a successful partnership. Understanding the value of target internet celebrities, establishing mutually beneficial and win-win partnerships, formulating reasonable cooperation plans and budgets, and using flexible negotiation skills are all key points that brands should pay attention to when negotiating cooperation with overseas internet celebrities. By mastering these skills and negotiating based on authentic and credible data and market research, brands can better cooperate with overseas KOLs to achieve their brand promotion goals.