I remember the first time a brand reached out asking for a partnership. My audience wasn’t huge — far from influencer-tier follower counts — but my chat was buzzing, my retention rates were solid, and my community actually bought the merch I put in the shop. The brand saw potential, and so did I. Negotiating that first deal taught me a simple truth: engagement often trumps raw follower numbers — as long as you know how to package and communicate it.
Start by auditing your engagement, not your followers
When preparing for negotiations, I run a focused audit. Brands don’t buy follower counts; they buy outcomes. That means focusing on metrics that predict outcomes.
Gather data across the last 3–6 months and be ready to show trends, not single-event spikes. Brands like to see consistency.
Translate engagement into business outcomes
Brands care about reach, awareness, and direct response depending on their goals. My approach is to map each engagement metric to a likely business outcome:
When I walk into a negotiation, I don’t just say “my viewers are engaged.” I say “my average view duration is X minutes, which historically translates to a Y% click-through on sponsor links during similar on-stream calls-to-action.” That concrete mapping makes the value obvious.
Build a sponsor-friendly media kit focused on outcomes
Your media kit should be concise and outcome-focused. I keep mine to one PDF that answers the brand’s key questions in under 3 minutes:
Include visual charts for retention and conversion rates. A small table can be helpful to show sample packages:
| Package | Deliverables | Estimated Reach/Impact | Price (example) |
|---|---|---|---|
| Stream Shout + Overlay | 30s mention, branded overlay for 3 streams | Avg view duration 45m, chat active | £300–£500 |
| Integrated Segment | 3–5 min product demo within livestream | Higher engagement, CTA link | £700–£1,200 |
| Long-term Community Builder | 4 streams + Discord AMA + newsletter mention | Sustained exposure, conversion tracking | £2,000+ |
Price confidently — and know how to justify it
Pricing is where many creators undervalue themselves. I base my rates on expected outcomes and the value to the brand, not just impressions. To justify price, I present:
If a brand pushes back on price, I offer scaled options. For example, lower upfront fee plus performance incentives (CPA, pay-per-click, or bonus for hitting sales milestones). I prefer this because it aligns incentives and lets the brand test with less risk.
Negotiate deliverables, not just price
Deliverables are your negotiation lever. I’ve negotiated wins by bundling unique inventory rather than just discounting rate:
Also set clear success metrics up front: what counts as a click, how promo codes are tracked, what time windows apply. The more transparent you are, the less likely disputes will arise later.
Use contracts and set minimum standards
Even with small deals, use a simple contract. I use a basic template that covers:
If they want exclusivity, charge for it. Exclusivity removes options from you and should be compensated fairly.
Tell stories with examples, not stats alone
Numbers are persuasive, but stories are memorable. When pitching, I include a short vignette: “Last month, after a 3-minute demo on stream, a product trial sign-up jumped 12% among viewers who clicked the link — a conversion we could replicate with your campaign.” Anecdotes help brands envision outcomes in their world.
Be proactive about measurement
Set up UTM-tagged links and promo codes before the campaign starts. If possible, create a simple dashboard (Google Sheets with GA or simple UTM reports) that you and the brand can view. I’ve found brands appreciate live access to campaign performance — it builds trust and makes future negotiations easier.
Know your walk-away points and non-negotiables
Negotiation isn’t only about getting the highest fee; it’s about maintaining your community and creative standards. I always keep a short list of non-negotiables:
Walking away from a bad deal preserves long-term audience trust, which is the real asset brands are buying.
Turn small deals into long-term partnerships
Many long-term brand relationships start with a small, well-executed test. After a campaign ends, I send a concise post-campaign report with measured outcomes and one or two ideas for follow-up activations. Brands respond well to a proactive next-step — it reduces their onboarding friction and positions you as a strategic partner, not just a one-off promotion channel.
If you’re negotiating with limited followers but strong engagement, the key is to present a professional, outcome-focused case and to price and package your work in ways that make the return obvious. Brands want predictable outcomes and low friction. Show them you can deliver both, and you’re no longer a “small creator” — you’re a targeted, high-ROI channel.
