Why Influencers Should Never Work for Free
Influencers are not interns
If you’re an influencer, you’re likely used to getting approached by brands who want you to “collaborate” with them for free. Here’s an example of the typical cut-and-paste pitch that might hit your inbox:
Hey _____,
You’ve been publishing great content lately!
I’m reaching out to you because our company is looking to partner up with a video creator like yourself to create a new video about [why our product is so great].
We don’t have a budget for a paid collaboration at this time but we can offer you exposure on our social media pages.
Is that something of interest to you?
Also, if you have other ideas on how we could collaborate, feel free to share them with me :)
Please, let me know your thoughts.
Thanks and take care!
[Brand]
SMH. You should charge money just to answer that email.
Where to start? First, let’s translate:
Hey there talented, hard-working, creative entrepreneur who’s spent years becoming an expert in digital marketing,
We noticed that you make great content and have an engaged and growing audience that intersects with our target market. We would love it if you stopped what you’re doing to promote our company for free. How does that sound?
We don’t want to pay you, even though we pay our employees, business expenses, and overhead while generating a profit for our founders and shareholders.
Since we don’t have any expertise in content creation, we were hoping that you could come up with some creative ideas for us and then implement them at your own cost. We’ll make sure to share the videos you make of our brand on our social media pages.
While you’re at it, can you go ahead and draft a strategic marketing plan for us as well? That would really help us out.
Thanks!
[Brand]
PS: We hope you don’t mind diluting your authority and jeopardizing the trust you’ve built with your audience to recommend our product! Thanks for understanding.
Then, there’s the affiliate collaboration email, which goes a little something like this:
Hi creator,
We were wondering if you could promote our product in exchange for earning a negligible commission on every sale you bring in. That way, we can increase sales without taking on any risk or advertising expenses, while benefitting from the value of your endorsement.
To take advantage of this opportunity, all you have to do is sign up for our affiliate program, research our company and products, then make free content for us that converts.
We look forward to working with you!
(Brand)
“Exposure” Is an Insult
Under no circumstance should you ever accept to work for free in exchange for a hazy, undetermined payout later. I learned this lesson the hard way once when I agreed to spend a year selling beachfront condos for a developer who never finished construction. Likewise, brands that ask content creators to work free in exchange for “exposure” are basically saying that everyone at their company deserves to get paid — except you.
In other words, the skills you’ve honed, the value you’ve created online, and the expertise you’ve gained through years of blood, sweat, money, tears, and sacrifice are worth less than what they pay their virtual assistants in India.
Less than what they pay their translators in the Philippines.
Less than the free product they give away for Amazon reviews.
Less than a cup of coffee.
Less than their monthly G-Suite subscription.
It is mind-boggling to think that the same company that expects you to work for free has a team of people on payroll and hires freelancers for everything else.
Quite literally, it’s more profitable for you to create a pseudonym profile on Upwork to offer freelance services than it is to “collaborate” with brands that reach out to you directly.
What Does It Cost You to Work for Free? An Example
Let’s say you decide to bite the bullet and collab with a brand for free. Saying “yes” instantly commits you to spend a few hours researching the company, discussing ideas over email, and “hopping on” a few phone calls. Before you start writing, filming, or editing, you’ll have to invest a significant amount of time learning about the company’s product or service, target market, competitors, and goals.
What is the opportunity cost of that time?
In ten hours, you can:
- Batch 10 podcast episodes.
- Write and edit an eBook that will generate passive income for years.
- Research, script, and record 4–5 videos for your YouTube channel.
- Edit a bunch of photos or a handful of videos.
- Create a few new lead magnets and funnels to grow your mailing list.
- Create a masterclass or short online course.
- Take an online course to learn a new skill.
- Take a day off.
- Work on your side hustle.
- Read a couple of books.
- Write 5–10 blog posts.
- Answer a week’s worth of email.
- Engage with your tribe on social media.
- Earn thousands of dollars in hourly consulting.
- Earn thousands of dollars in ghostwriting or video production jobs.
The point is, I would rather do laundry than work for a brand that values my contribution at zero dollars, yet sees enough value in what I’m doing to use my platform as a way to bring in new customers. I’m sure you would, too.
How to Reply to Brands That Want You to Work for Free
You might be reading this article, thinking, “yes! Of course — I don’t want to work for free, either!” Unfortunately, that doesn’t mean brands will stop asking you. So, to clear out your inbox quickly here’s what to do.
- Set your rates. Spend some time thinking about what you would charge for different media types. There are plenty of “Influencer Rate Calculators” you can browse online, but take them as a general guide. Also factor in your hourly rate, how much time it would take you to create different types of ads, posts, or videos for brands, and the value generated for them. Remember to consider the opportunity cost of your time, as well.
- Create a Media Kit. The best way to earn what you’re worth is to know your numbers. Just like a magazine or newspaper, you’ll need a media kit with rates and audience demographics to show potential advertisers. Pull your analytics on each social media platform to demonstrate your reach and engagement. I made mine using a customizable template in Canva.
- Create an email template. Armed with your media kit, now you can draft an email template to respond quickly to each inquiry. If they’re serious, they’ll engage. If not, they’ll go away. Here’s mine:
Hi [name],
Thank you for reaching out; however, I only consider paid collaborations.
Please see my media kit (link) for more info.
I also offer strategic content marketing consultations, as well as full-length video production and social media edits for brands.
Best regards,
[Your name].
You can also create a sponsorship request form in Google Forms for free, which is a great way to organize your inquiries while putting the burden on the brand to justify why they’re a good fit to work with you.
Below is Tim Ferriss’s Sponsor Interest Form as an example. I have one, too. Tim’s form answers the most common FAQs from inquiring brands, such as how big his show is, what his rates are, and what types of results brands can expect. He also adds that prices are non-negotiable and asks about the company’s product, service, and advertising goals. Instead of engaging with advertisers one-on-one over email, his team can simply direct them to fill out the form (that they review once per month), saving a lot of time.
Are There Any Exceptions?
Sure, there are exceptions to every rule. If you have identified a person or company that you would love to work with, feel free to pitch them. In some cases, you might have to create something of value to prove yourself or get their attention. There’s nothing wrong with that.
Working for free becomes problematic, however, when you’re doing it in response to a cold email from someone you’ve never heard of. Unless Nike or Coca-Cola hit you up, you’re better off deleting the email straight away or responding with a link to your media kit or sponsorship form and moving on.
The Last Word
If you’re a creator who has ever struggled to say “no” to a brand that pitched you to work for free, I hope this article makes you think twice. Your time can be worth $1,000/hour if you use it right. Rather than chasing the carrot of free exposure, invest in yourself, your brand, and your skills.
If you work hard enough for long enough, you’ll succeed. Companies will have to pay you for exposure eventually. While you might never command Tim Ferriss Show rates, things are bound to happen after producing 400+ episodes of whatever it is you do. In the meantime, just say no to free collaborations.
And to all the brands out there that think creators should work for free, remember that influencers are not interns. In most cases, we have more knowledge, expertise, talents, and abilities than the creative agencies that charge massive retainers only to subcontract your account to freelancers on Fiverr.
When you come across influencers who are a good fit for your brand, don’t try to take advantage of them. Invest in them. Start building long-term relationships with them now, and you can end up with a powerful partnership like:
- Tim Ferriss and Audible.
- Nathaniel Drew, Matt D’Avella and Squarespace.
- Ryan Holiday and Magic Spoon (Ryan’s monthly reading list email is the reason I’m now addicted to Magic Spoon’s cinnamon cereal. Thanks Ryan!).
Influencer marketing is much different than serving a Facebook ad to cold traffic. Entrepreneurs with personal brands have built valuable, lasting connections with their audiences. So even though it costs $54,000 to advertise on the Tim Ferriss Show, the results speak for themselves.
