SPEAKERS
TOPICS
An influencer marketing contract is a must-have before you engage influencers to promote your products and services. Understand the must-have clauses and how you can create a solid contract.
Link copied
Influencer marketing is one of the fastest-growing marketing strategies that has been fueled by an increase in the use of different social media platforms. Brands tap into the popularity of these influencers and use them to promote products and services. While this has worked well for most brands, there have also been issues around how the products are promoted by influencers.
To avoid discrepancies and to ensure that the promotional strategies they use align with your organisation’s values, it’s important to sign an influencer marketing contract. But what should the contract contain?
A well-created contract can also provide clarity to influencers, resulting in content that can boost your brand’s image. Read on to learn how you can create an effective influencer marketing contract and the must-have clauses it must contain to safeguard your brand’s reputation.
Influencer marketing is a partnership where companies reach out to social media content creators with a large following. Typically, brands choose influencers who are known for creating content in the same industry as the company operates. For example, a luxury brand or one that caters to celebrities can team up with someone like Lottie Hulme, an influencer who specialises in showbiz and lifestyle.
Companies pay the right influencers a certain amount of money for promoting their products through their content. The advantage is that these influencers often have millions of followers whom the brand can reach through these promotions. Moreover, the followers trust the influencer and watch that person’s content regularly, so this is an opportunity for brands to reach an engaged audience. Moreover, when it is promoted by the influencer, the chances for the followers to buy or try the product are high.
In this sense, influencer marketing can be beneficial for both the influencer and the company. It can also give the followers a good deal on the said products or services.
Digital marketing is still evolving, especially with the growing advancements in technology. To ensure that brands and influencers agree on a common set of criteria for the content, an influencer marketing contract is mandatory. Moreover, when money, content, and brand image are intertwined with each other, everyone involved must formalise it through a contract.
Digital marketing contracts also act as guidelines for content creation. When it includes penalty and legal recourse clauses, there is greater responsibility on both parties to adhere to the established rules.
Contract terms and conditions will vary based on whether the promotions are for other businesses (B2B) or end-users (B2C). Some B2B influencer marketing examples include tech experts promoting tools for other businesses, companies offering mass discounts on their products for resellers, and more. But the most common influencer marketing campaigns fall in the B2C category, even if some of them come with a cause, like the company started by Barb Stegemann, which sources products from war-torn regions. Based on whether it is B2B or B2C, the contract format may vary.
Whether you are creating a contract from scratch or working from an influencer marketing contract template, make sure to include the following sections.
One of the most important aspects of the contract is the scope of work that determines what the influencers must do. In this section, quantify the work, like,
Define when the content must be posted. Ideally, providing a start and end date. For example, you can ask the influencer to schedule all posts during a specific quarter. Or if you are promoting a limited-time deal or webinar, make sure to have all the posts before the deal expires.
Mention the details of the compensation. It can be a fixed amount, a commission of the total tracked sales, a payout based on the clicks, and more. Regardless of the type of payment, explain it in the contract. Also, mention the payout dates.
This is an important clause. Clearly state who owns the content after it is posted. Also, lay down the terms regarding its reuse, promotion, and reposts. Mention the channels on which these posts can be reused.
Depending on the product or service you’re promoting, disclosures may be necessary to avoid legal consequences. In general, marketing speakers and influencers must clearly state in the post that they are getting paid for promoting the product. Additional disclosures may also be required for legal protection. Check with your legal team on the exact verbiage.
Lastly, outline how either party can end the contract. Clearly mention the terms for cancellation, non-performance, and breach of agreement. Besides, write the contract in a way that everyone understands the terms. Also, ensure that every party to the agreement agrees to the terms before signing.
To those who are unsure about certain areas or need help, Helen Yu, provides enlightening insights and till today, she has helped generate multi-billion-dollar growth and revenue for companies through a streamlined approach.
To conclude, a well-created influencer marketing contract can safeguard your social media promotions made through an influencer in your field. While choosing influencers, check their follower count, the kind of products or services they promote, whether their content and tone align with your brand, and more. It also helps if the influencers are qualified experts in their respective fields and have hands-on experience or a personal journey like that of Alexandra Adams.
Regardless of which influencer you select, make sure to have an influencer marketing contract that aligns with your organisation’s values and terms, as this will remove ambiguities and provide legal protection for everyone involved.
Contact us
After Dinner Speakers
Contents
