How to Negotiate Pet Brand Deals

By Iana, co-founder of Nicole & Nora

Here's the moment most pet creators fumble: a brand emails an offer, and they say yes to the very first number — usually a low one, often "we'll send you free product." The brands expect you to negotiate. The creators who do walk away with two, three, sometimes five times more for the exact same work. This is how you become one of them.

We're Nicole & Nora, and early on we said yes to everything and charged almost nothing. Then we learned that a brand deal isn't a fixed price tag — it's a bundle of things you can shape. Below is how to read an offer, what you're actually allowed to push on, and the exact words to use, even if negotiating makes you want to hide under a blanket.

Why the first offer is never the real offer

Brands and agencies budget a range for every campaign, and their opening number sits at the bottom of it. That's not them being cheap — it's how procurement works everywhere, from car lots to creator deals. When you accept immediately, you signal that you would have done it for less, and you leave the rest of that range on the table. A polite counter is expected, not rude. The worst realistic outcome is they say "that's our max" and you're back where you started. The upside is often a much bigger check.

Before you reply: know your number

You can't negotiate a number you haven't decided on. Before you respond to any offer, get clear on three things:

• Your floor rate. The least you'll accept per deliverable, based on your engagement and audience — not a random guess. Work it out with our guide to pet influencer rates and the free rate & engagement calculator.
• What's actually being asked. How many posts? Which platforms? Do they want to run it as an ad? For how long? Vague briefs hide extra work — pin it down before you price it.
• Your walk-away point. The deal terms (not just money) that would make you say no. Knowing this in advance keeps you calm when the back-and-forth starts.

A simple media kit with your rates already on it does half the negotiating for you — it anchors the conversation at your number instead of theirs.

What you can actually negotiate (it's not just the fee)

This is the part most creators miss. The dollar figure is only one lever. When a brand won't move on price, you move on everything else — and several of these should raise the price on their own.

The trick: if they can't raise the fee, give less for the same money — shorter usage rights, fewer deliverables, no exclusivity. You protect your rate without saying no.

How to counter a lowball — with scripts

Keep it warm, confident, and specific. Never apologize for your rate, and never explain it to death. A clean counter looks like this:

If they come back with "that's above budget," you have two honest moves:

• Hold the rate, reduce the scope: "Totally understand. I can meet [their budget] if we drop it to [fewer deliverables] or limit usage to organic (no paid ads). Which works better for you?"
• Meet in the middle, add a condition: "I can do [middle number] if we keep it to a 3-month usage term and I stay free to work with other brands. Deal?"

Then stop typing. Silence after a counter is your friend — resist the urge to soften it with "but no worries if not!"

"We only have gifting" — turning free into paid

Gifting isn't automatically a bad deal — early on it builds your portfolio and relationships (here's how gifting works). But you can almost always shape it toward money:

• Accept the gift, price the content. "Happy to feature it! I keep gifted posts to Stories. For a Reel or feed post, my rate is [number] — want me to include one?"
• Trade for a testimonial deal. Do one gifted piece, and agree that if they want to use it in ads or want more, it converts to paid at your rate.
• Set a follower/affiliate path. If it's truly gifting-only, ask for an affiliate code so at least you earn on sales you drive.

The mindset: gifting can be a first date, but you decide when it becomes a paying relationship.

Raising your rate and landing repeat deals

The real money isn't in one-off deals — it's in the second, third, and fifth campaign with a brand that already trusts you. To get there:

• Over-deliver once, then raise. Nail the first campaign, share the results, and quote a higher rate for the next one — "based on how deal one performed."
• Send results unprompted. A quick "here's how our post did" screenshot makes you the creator they rebook — and justifies a raise.
• Offer a retainer. Propose a set number of posts per month at a bundled rate. Predictable income for you, predictable content for them.

New to landing these in the first place? Start with how to get pet brand deals and how to pitch brands.

Negotiation mistakes that cost you money

• Naming a number first without research. Anchor at your rate, backed by your media kit — not a nervous guess.
• Giving away usage rights for free. If your content runs as their ad, that's worth real money. Always ask what they'll do with it.
• Saying yes instantly. "Let me put together a quote and get back to you today" is a complete, professional answer.
• Unlimited revisions. Cap them (two rounds is standard) so a cheap deal doesn't eat your whole week.
• Apologizing for your price. State it plainly. The moment you justify it, you invite a discount.
• No contract. Even a simple one protects you on deliverables, usage, and payment. Get it in writing.

Frequently asked questions

Do I really have to negotiate if I only have a few thousand followers?

Yes — smaller creators leave the most on the table because they're the most nervous. Brands negotiate with nano and micro creators all the time. A polite counter rarely loses you the deal; it just gets you a fairer one.

What if they say no and walk away?

It happens, and it's fine. A brand that vanishes the moment you value your work wasn't going to be a good long-term partner. You keep your rate intact for the next brand — and there's always a next brand.

How much should I actually charge?

Base it on your engagement and audience, not just follower count. Use our rates guide and free rate calculator to set a number you can defend.

Should I ask for money upfront?

On larger deals, asking for 50% upfront and 50% on delivery is normal and protects you. On smaller ones, payment on delivery with clear terms in writing is standard.