By Wildfire PR
So, you’ve decided to work with an influencer and even have a few names in mind. Now what? Establishing a relationship is the next step, but it’s a delicate process. Approach it right, and it could be the start of an ongoing partnership. Get it wrong, and your message might be ignored before it even gets a reply.
In Part Two of How to Work with Influencers in 2025[1] , we’ll break down the best practices for connecting and negotiating so both you and your influencer can be set up for success.
How to contact influencers
Found the perfect influencer? Great. But don’t come in all hot with a full campaign brief. Your first message should be about starting a conversation, not handing them a to-do list.
Start by making it personal. Mention a piece of their content you love and explain why you think they’d be a great fit for your startup. Then, keep things collaborative. Even if you have a vision in mind, ask for their input. They know what clicks with their audience, and their creative spin can take your campaign to the next level.
At the same time, it’s important you’re upfront about what you’re looking for. Is it a YouTube review? A TikTok or Instagram reel? A live LinkedIn AMA? The clearer you are, the easier it is for them to decide if your partnership is a good match. And don’t forget to bring up budget––it’s imperative you lay your financial cards on the table early on to avoid wasting anyone’s time.
How much do influencers charge in 2025?
Influencer fees vary based on platform, audience size, and engagement rates. While some micro-influencers may offer work on a gifted basis, don’t assume you can offer a £150 product in exchange for a week’s work. Influencing is a full-time job for many, and creating high-quality content takes time, effort, and skill.
As Wildfire’s Megan Hill points out, too many companies have been called out for undervaluing influencers—offering exposure instead of fair pay or expecting extensive work for a few hundred pounds. Don’t be one of them.
A negotiation tip: If your budget doesn’t match their rate, move on or adjust your expectations. A £10K influencer won’t take £2.5K and might be insulted by you asking—look for someone who’s more on the same page with your pricing.
Writing a winning influencer brief
Once you’ve agreed on pricing and deliverables, the next step is sending a clear and detailed project brief. A well-structured brief ensures that influencers create content that aligns with your goals, while a vague one can lead to misaligned expectations and underwhelming results.
There are five things you shouldn’t skip in your brief:
- Campaign overview and objectives – What’s the purpose of this campaign?
- Audience insights – Who is this content targeting?
- Deliverables – Are you expecting a YouTube review, a LinkedIn post/blog, or a TikTok series?
- Key messages – What must be included in the content?
- Timeline and budget – When is the content due, and what are the agreed-upon costs?
Your brief can be shared via email or discussed on a call, depending on how you and the influencer in question feel it’s best to collaborate.
Do you need a contract?
At a minimum, make sure all deliverables, timelines, and payment terms are clearly outlined in writing—a formal contract is the most watertight way but a detailed email agreement will also suffice. If you’re working with influencers regularly, having a legal template drawn up will save time and provide protection.
It’s all about the relationship
From making a strong first impression to negotiating fair rates and crafting a solid brief, influencer marketing is all about treating influencers like creative partners. Respect their time, value their expertise, and make collaboration a priority. Do that, and you’ll build influence that could take your startup to the next level.
About Wildfire
They’re an award-winning PR agency partnering with technology companies worldwide to transform ambition into action. Their ‘Think Bold’ approach blends boundary-pushing creativity with data-driven insights, empowering clients to launch meaningful campaigns that deliver standout results.
If you would like to get in touch with Wildfire PR and Claim a free consultation or PR audit, get in touch today or email ec@wildfirepr.com.
Link to part one