More Content, Less Spend: The Ultimate Guide to Bundling for Influencer Negotiations
May 15, 2025
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14 min
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In influencer marketing, bundling is like a combo deal, grouping multiple deliverables into a single package. Brands love this negotiation tactic because the bundle usually costs less than each deliverable would have cost individually.
In our survey, 92% of influencer marketers said they use bundling to reduce the price per deliverable. But if you’ve never negotiated a bundle package before, you might be wondering:
- How do I even create bundles?
- When should I use bundling in influencer collaborations?
- How do I negotiate with influencers by framing bundles as a win-win?
I’ll share the answers in this article – with advice straight from the pros who’ve used bundling successfully.
3 Ways to create a bundle (with tips!)
Bundles are versatile; you can combine various content formats and social platforms to create a bundle. But with so many possibilities, where do you start?
As demonstrated by our survey, there are three common ways to create a bundle:
- Content Formats bundle: a package including various content formats on the same platform. For example, you can bundle 2 Instagram Reels and 4 Instagram Stories; or 1 long-form YouTube video, 2 YouTube Shorts, and 1 YouTube community post.
- Platforms bundle: mix and match content formats for multiple social media platforms. You can ask influencers to create new content from scratch for each channel, or repurpose the same one. For example, 2 TikTok videos and 1 Instagram Reel; or 1 long-form YouTube video which is also repurposed for 3 Instagram Reels.
- Added Value bundle: instead of adding deliverables for the same price, add value to the bundle at no additional cost, such as usage rights for a certain time frame. For example, 1 Instagram Reel with 45 days of usage rights.
Cheyanne Pettyjohn shares how she uses the Content Formats bundling strategy to get a lower rate per deliverable:
I have used bundling to get better rates on total content for one platform. For example, many influencers will send a media kit with prices broken down by Post, Reel, Story, etc. I have negotiated a lower rate when asking for 1 Reel and 5 Story Slides, rather than 2 Reels alone.
Now, while these are the most common ways to create a bundle, there’s always room for creativity. Don’t be afraid to think outside the box to get the best deal for your influencer campaigns.
For instance, you could ask a creator for 2 TikTok videos + 1 Instagram Reel + 30 days of usage rights as a bundle at a discounted rate.
You can even add new elements like:
- freebies (especially if you sell expensive products)
- discounted rates for friends and family
- or exclusive event invites.
For example, you could bundle 1 YouTube video + 2 Instagram Reels + 1 event invite as one package.
Or, if you’re in a long-term creator relationship, you can significantly reduce the price per deliverable by adjusting the quantity and delivery period. For example, instead of asking for 2 new Instagram Reels every month for $600, you can negotiate a bundle of 10 Instagram Reels over a span of five months (maybe even with usage rights) for $2500 – that’s a total savings of $500!
And while getting the best deal is always appealing, bundling might not be the way to go for each campaign. Here’s a quick visual summary of when you should try bundling and when you should avoid it:
To bundle, or not to bundle? That is the question. Let’s explore each scenario in more detail.
5 Use cases for bundling
1: When you want multiple pieces of content from an influencer
Maybe you want multiple spots in an influencer’s content calendar to build trust, increase brand association, and educate around your product. Bundling is an excellent way to ensure not only that you get those multiple spots, but also that you get them at the best price. Nacho Selma agrees:
If my plan is to get just one piece of content, there’s no need to negotiate with bundling. However, bundling is a great approach if my goal is to obtain multiple pieces of content. Requesting multiple videos in a bundle means each video ends up being cheaper.
2: When an influencer has a strong cross-platform presence
Many creators have your ideal customers in their followers across multiple social media networks. Bundling gives you a chance to reach more of a creator’s community when you ask them to crosspost or repurpose the same content on all their social profiles.
Namrata Thakker says different social media platforms offer unique audiences:
We always work on a bundle with influencers who’re big on YouTube and Instagram. We seek deliverables on both platforms because each offers a largely unique audience.
Crossposting also allows you to build your brand presence on multiple platforms without extending your budget for a fresh post on a new social channel. As Lee Drysdale puts it:
Often, my budget won’t stretch for different deliverables on separate platforms, so I ask for content to be posted as Reels, TikTok, and Shorts, for example. This often lowers the overall cost since the same content is being repurposed.
Leslie Belen agrees that bundling multiple platforms and content types is cost-effective when a creator has high engagement on more than one social network:
I use bundling with influencers who have strong engagement across multiple platforms or who offer a mix of content types. It allows us to maximize exposure, create cost-effective packages, and secure better long-term partnerships.
Brand collaborations across social media networks also foster a stronger brand connection in the minds of consumers. This is especially true for an influencer’s “superfans” who follow their content diligently across multiple platforms. The more that influencer collaborates with you, the more strongly their followers associate their name with your brand.
3: When you’re running a limited-time offer or doing a product launch
Maybe you’re running a huge sale during Black Friday and promoting those BFCM discounts using influencers. Or perhaps you’re about to launch a new product, and you need creator partnerships to get the word out.
Remember, selling your offers will take more than a single influencer post – you must appear on your target customers’ feeds multiple times to remind them about a sale beginning and ending, or to get them excited about a launch.
Bundling is a top-tier tactic in this scenario to stay top-of-mind. You can ask influencers to post about your brand’s offers or product launches multiple times in a short period – suggest a discounted rate for a set of deliverables. Zia Ur Rehman Awais echoes this sentiment:
Bundling is effective for limited-time offers, collaborations, or seasonal promotions, in which influencers highlight the offer and create urgency among their audience, encouraging higher spending.
4: When you want to establish a long-term partnership with an influencer
Long-term influencer collaborations build trust among consumers and often appear more authentic than a one-off post. The latter might cause a follower to wonder, if your product was so great, how come the influencer only talked about it once on their profile?
One-off posts limit the opportunity for your content to truly bring the best results. For this reason, one-hit wonders are rare in the influencer marketing world. It often takes multiple posts to achieve maximum ROI from your efforts. Fernanda Marques agrees:
The more content we secure, the better, especially when we can incorporate different formats and posting dates to maximize reach and engagement. Bundling allows for a more strategic and long-lasting presence rather than relying on a single post to drive impact.
Short-term partnerships are also restrictive in terms of product education and use cases – you simply can’t pack all of your product’s features, ways to use it, and any other useful info into one piece of content. On the other hand, multiple posts allow influencers to expand your brand awareness and showcase your product’s various benefits.
Valerija Somi shares how she uses bundling to convert successful one-off partnerships into a long-term deal:
We use bundling with influencers with whom we had good results in our first collaboration. This helps us get better pricing and secure content for our upcoming campaigns in advance.
Bundling – over a longer time frame – allows you to become a recurring guest in a creator’s profile more cost-effectively. You can foster a stronger connection with their audience and share more details about your product.
5: When you want to maximize your budget
Bundling comes in handy when you want to get the most bang for your buck. When an influencer is slightly out of budget, adding another deliverable (or value item like usage rights) might make it worthwhile. Fernanda Marques elaborates:
Each content format carries a different cost. My goal is always to maximize the budget I have, so depending on the campaign strategy and objectives, it might be more effective to secure multiple Stories rather than a single Reel. It’s all about balancing reach, engagement, and impact to get the best possible value from each collaboration.
Influencers also don’t mind meeting you in the middle if you ask for a low-lift add-on to pay the rates they asked for. Leslie Belen explains with an example:
If an influencer’s price is high, we typically bundle TikTok videos with Instagram posts to maximize reach and justify the cost. For mid-range influencers, we might bundle Stories with a single post or video to keep the campaign cost-effective.
5 Situations in which bundling isn’t the best choice
Bundling can be an excellent negotiation tactic… but it’s not always the right move. Here are a few instances in which it’s better to pay à la carte for deliverables.
1: When you’re collaborating with an influencer for the first time
When you’re collaborating with an influencer for the first time, it’s best to pay their full fee and evaluate the relationship and performance. If you tie yourself into a bundle deal from the get-go and a new creator doesn’t deliver results as expected, you’re stuck with diminishing returns.
2: When you’re experimenting with new creators or types of collaborations
If you’re testing the waters – whether it’s with influencers outside your niche or with a new kind of post/collab – it’s best to dip one toe at a time. See how your experiment fares before using bundling. This will minimize your risk in the experimental campaign and ensure you get the most value for your money on the next one.
3: When creators don’t have the same niche/style across platforms
An influencer who creates top-tier short-form videos might not excel at a dedicated long-form YouTube video.
Or, in rare cases, a creator might have a totally different audience or niche across various platforms. In these situations, it’s best to avoid bundling since you don’t get the visibility benefits of a strong cross-platform presence.
4: When an influencer’s reach or engagement is unpredictable
A creator’s reach or engagement could fluctuate by a wide margin (psst… you can check in Modash* 😉). This might be because of factors outside a creator’s control, like algorithmic changes. In this case, it’d be best to avoid bundling multiple pieces of content because you can’t guess how they’ll perform.
*In Modash’s Influencer Analysis tool, you can find an influencer’s follower growth rate and fluctuations in overall likes over the last 6–7 months.
5: When you need very specific, one-off influencer content
Maybe you only need an influencer’s authentic review about your product to embed on your website. Or perhaps you’re using creator content for a marketing asset in a campaign. In these scenarios, bundling will add unnecessary costs to your budget because you only need a specific, one-off piece of content.
4 Ways to negotiate with influencers using bundling
Bundling is such a common negotiation tactic that even creators use it in their media kits to attract more consistent work. Kat LaFata explains how creators frame bundles so they are more appealing to marketers:
Stories cost too much on their own, so mid-tier creators bundle them as a free add-on. So, it’s more appealing for brands to get a Reel and free Stories. Macro creators do not offer free Stories, but their price is reduced when bundled with Reels.
Nonetheless, in case you encounter some pushback regarding bundling, here are four tips to appeal to influencers:
1: Frame bundling as a win-win
Bundling is truly a win-win for both influencers and marketers:
- Marketers get multiple pieces of content at a discounted price.
- Influencers get more consistent work compared to a one-off post.
But not all influencers can see right away how it’s beneficial. If you’re sensing hesitancy, you can say something like:
- “It’ll bring you more consistent revenue for your business.”
- “It’ll help you build trust and authenticity with your audience.”
- “It’ll reduce your workload as you get familiar with our product.”
Nacho Selma affirms this method:
Influencers are more likely to agree to a bundle if they see its value. I emphasize how bundling provides them with a larger, guaranteed deal while allowing them to optimize their content creation process. For example, shooting multiple videos in one session saves them time and effort.
2: Be transparent and flexible
Influencer marketing is a relationship business, and all good relationships thrive with transparent communication. If an influencer is pushing back on bundling, ask them why and try to resolve their concerns. For instance, if they feel their workload is increasing too much for the rate, offer flexibility in content formats or timelines.
Athira Aravind suggests finding a middle ground:
You'll need to find a middle ground with the creator. While you often tend to prioritize the brand’s benefits, considering the creator’s perspective will help you develop the most effective negotiation tactic.
Being transparent with the influencer about how bundling will maximize your budget while offering them consistent work is also helpful for influencers to understand your reasoning and find common footing. Think of it as a collaboration, not a transaction. As Fernanda Marques suggests:
Clearly communicate your goals and budget, and most of the time, influencers will propose the best bundle themselves since they know their workflow and what formats perform best for their audience. Approaching it as a collaboration rather than just a transaction leads to better outcomes for both sides.
Lee Drysdale reinforces the importance of transparency:
I've always found that just being honest and open works best. If you don’t have the budget to make it work, just let the creator know. You’ll be surprised how many influencers are open to negotiation when being honest rather than just trying to lowball them from the start.
3: Don’t go overboard and ask for too many deliverables
Bundling multiple deliverables reduces your overall cost, but it shouldn’t be perceived as if you’re trying to rip off the influencer. Ensure that the agreement is still a win for the influencer with the additional deliverables – don’t propose drastically lower per-deliverable rates than an influencer’s original rate. Fernanda Marques explains with an example:
You can’t expect a bundle for the same price as a single deliverable, so it’s important to acknowledge the value of the influencer’s work while ensuring the deal makes sense for your budget.
4: Offer performance-based bonuses
The last tactic under the hood is to pair bundling with performance-based bonuses, in which an influencer takes a cut whenever they bring you a customer. In exchange, they agree to a lower rate that matches your budget.
Leslie Belen explains how she approaches this method:
If creators are hesitant, we adjust by offering flexibility or adding incentives like performance-based bonuses or extra perks to make the deal more appealing.
You can also offer freebies, discounts, or invitations to exclusive events to meet the creator halfway. For example, Namrata Thakker negotiates by providing additional brand exposure to influencers:
Give influencers something in return from their own brand exposure perspective. For us, we give their content screen time at retail stores – which is usually a win-win for both parties.
Think: what offer/incentive would make the bundle worth it for the influencer? By keeping the conversation transparent, you also give potential creator partners the confidence to ask for what they want in order to agree to the deal.
Get more for less
Bundling is a solid negotiation tactic to get more out of your influencer marketing budget. But it’s not the only method to reduce your risk – read our complete guide on various negotiation tactics to get maximum impact for minimal spend.
And if you need more data to negotiate confidently, use Modash’s analytics features to get the whole history of an influencer’s performance – everything from their paid post performance and fake followers to audience breakdowns and influencer content. Try it yourself (at no cost!) for 14 days – no credit card needed.
