Influencer marketing might seem simple: send product to influencer, influencer posts content, that’s all there is to it; however, behind every piece of content (reel, story, campaign) created by an influencer, there are many different items happening that most people don’t see. For example, timelines for producing and posting, approvals for creative and content, payments, content usage rights (ownership), revisions to content, brand expectations and additional contract requirements all play a major part in making a collaboration or campaign successful. One of the most important things that occur is the influencer contract.
A properly written influencer contract will help the influencer and the brand to be clear on the expectations of each party in the collaboration. In turn, this will reduce potential misunderstandings and provide for a more professional collaboration from the very beginning.
The first part of a contract should be the scope of work. The scope should clearly indicate the type and number of content pieces that the influencer will create and the timing for when they will go live. This will clarify any last minute confusion about what and when items will be produced.
The second section of an influencer contract should be dedicated to payment terms. The contract should clearly state the amount that will be paid, the timeline for payment and whether there are any other conditions related to payment. Clear communication of payment terms will help develop a strong level of trust between both parties. Structured workflows are one reason brands rely on experienced creator partnership agencies for large-scale collaborations.
The third item to address in an influencer contract is content ownership. This is an area where the brand makes an error more often than not. Content ownership pertains to whether or not the brand can post the influencer’s original content and whether or not the brand can use this content in any form of advertising. Content ownership is one of the areas that can cause the most misunderstandings in a brand-influencer collaboration, and it should be addressed up front in the contract.
Clearly defining deliverables is critical in professional influencer marketing services.
Here’s what you absolutely need to make sure your Influencer Marketing contract includes:
- Scope of work and deliverables
- Posting deadlines and timelines
- Payment terms and payment dates
- Content ownership and usage rights
- Disclosure guidelines like #Ad or Paid Partnership
- Revision and approval process
- Cancellation terms
- Exclusivity clause, if needed
