Learn how talent representatives can use Earned Media Value (EMV) to justify influencer rates, showcase impact, and secure better brand deals.
How to Use EMV in Negotiations
When used strategically, Earned Media Value (EMV) can be a powerful tool in negotiations with brands. Here are five compelling ways to leverage EMV to secure better rates, long-term partnerships, and campaign benefits for your influencer clients:
1. Justify Higher Fees
Brand and Brand Reps want to understand how you’re coming up with your rates, especially if you’re asking for premium levels. Use the influencer’s average EMV as evidence of their consistent value.
- Pitch Example: “Influencer’s last 4 partnership posts have an average EMV of $6,400 per post. We are asking for $5,000 per post as a good faith effort to get the partnership off the ground.”
Not sure how to calculate their average EMV? Refer back to this post.
You can also point out that EMV on influencer is traceable with influencer metrics versus traditional media having roadblocks to measuring audience quality.
2. Highlight the Non-Sales Value of Influencer Marketing
Brands often overlook the broader impact influencers have beyond direct sales. Use EMV to showcase value in brand awareness and engagement metrics that aren’t tied to conversions. For instance:
- If an influencer consistently delivers high saves (e.g., 400 saves at $1.00 each), emphasize how this behavior indicates potential customers bookmarking products for future consideration.
- Pitch Example: “These saves and shares show the influencer’s content is not only reaching your audience but also becoming a trusted source for product recommendations. This boosts your long-term brand recognition.”
3. Propose Performance-Based Compensation Models
Leverage EMV to establish custom campaign metrics that incentivize exceptional performance. For example:
- Negotiate a base rate per post with bonuses tied to specific EMV thresholds.
- Pitch Example: “We propose a base rate of $5,000 per post, with a performance bonus of $2,000 if EMV exceeds $7,000. This ensures our goals are aligned and motivates both sides to achieve high-impact engagement.”
4. Demonstrate Cost Efficiency Compared to Other Media
Illustrate how the influencer provides more cost-efficient exposure than traditional advertising. Break down EMV by metric to show that brands are achieving value for less:
- Pitch Example: “Instead of paying $15,000 for similar media exposure, your campaign with this influencer achieves better engagement and authenticity for a fraction of the cost.”
5. Showcase EMV to Establish Long-Term Partnerships
Use EMV trends to demonstrate sustained value over time, making a case for retainer agreements or exclusivity deals. For example:
- Present quarterly or yearly EMV averages and show how the influencer’s value has grown consistently.
- Pitch Example: “Over the past six months, our client has delivered an average EMV of $6,800 per post. By committing to a long-term partnership, you ensure this impact is exclusive to your brand, maximizing consistent ROI.”
Need help crafting your pitch with EMV? Shoot us an email team@nickeynorrish.com