Guides and Template

Define Deliverables

Getting started with defining influencer deliverables

 

In this step, let’s talk about creator deliverables for your marketing campaigns. 

 

You have created them already in the campaign brief. Let’s take a more in-depth look at what deliverables are and what you should include in the contract. 

 

Things to know

Creator deliverables refer to the essential products (tangible or intangible) that brands expect creators to produce as a part of an influencer marketing campaign. As the name suggests, it is what you expect the influencer to deliver.

 

Along with deliverables, it’s also a good idea for brands to include mandatory requirements in the contract and brief to clarify the creator’s overall expectations.

 

You should include details about your marketing goals and strategies along with other deliverables you’re expecting from your expert content creators.

 

HOW TO DEFINE DELIVERABLES

 

In the contract template, you can outline what you exactly need from the influencer.

 

You can define the deliverables in the contract in Exhibit A - Program Details.

 

It states:

  1. Influencer shall provide the following deliverables for the Advertiser(s) (each, individually, a “Deliverable” and, collectively, “Deliverables”), according to the following time table: [INSERT DELIVERABLES AND DATE(S) BY WHICH DELIVERABLES ARE TO BE PROVIDED]

 

 

You can use the deliverables you defined in the campaign briefing. The questionnaire that you used details all the things you need. Just copy it over:  

 

Example:

 

Create two Instagram Feed posts and one Instastory introducing the products and the company authentically to your audience.

 

  1. Publication Deadline: May 30th

  2. Publication sequence: 

    1. 1 Instagram Feed Post + Instastory

    2. 3 days later second Instagram Feed Post

  3. Publication details for an instagram feed post: 

    1. Be real and authentic within your feed. Provide a photo of you with the product or you unboxing the product. 

    2. Feel free to use any information gathered from Phase 1. 

    3. The Instagram feed post should have a call to action (CTA) to drive the audience to the Cannovia website. This CTA should ask to check the link in the Bio. The link shall remain in the influencers’ bio after each feedpost for 24 hours. The link should be mentioned in the description of the post as well.

    4. Please focus in the description on one or two of these topics: 

      1. Covid 19 Stress: -> products help release stress

      2. Fitness -> products help to release pain.

      3. Skincare -> products help natural beauty

    5. The post should tag the Instagram account @xyz

    6. The post should also include xyz’ hashtags. 

    7. Influencers must ensure all content is compliant with FTC guidelines by including the hashtag #ad

 

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Let’s have a look at some examples and essential things to remember when writing the deliverables:

 

  • Be specific: For example, if you want them to publish a video, you could write “one 30-second Instagram video with 2 branded hashtags.”

  • Also, specify what kind of call-to-action you want them to include. Additionally, mention if you wish to influencers to include tags, links, and hashtags in the posts. If you’re planning a series of posts, note the CTAs and exact requirements for each post.

  • Whether you want them to run a contest or giveaway, publish a live video or a social media post, it’s best to spell out all influencer deliverables. Don’t leave any space for confusion or disagreement in your influencer marketing contract.

 

  • What Will Be the Content Delivery Format? The more details you specify for your influencer deliverables, the better it will be for your influencer marketing campaign. Along with the work scope, you also need to mention the exact format in which you want your content. Suppose you want the influencer to publish a video along with a promotional caption for your influencer marketing campaign. Do you want an MP4 file or an AVI file?

 

  • Similarly, for written content, do you want a Google Doc or a simple email message?

 

  • Write your influencer deliverables in such a detailed manner that the influencer has no questions about delivering content. Ideally, after they read the agreement, they should be clear on all aspects of the marketing campaign.

 

  • What Will Be the Review and Approval Process? There is a special section for defining what happens before the influencer publishes the content in the contract.  If you are confident about their content, you can tell them to post it without any approval process in place directly. But what if you’re working with an influencer for the first time and not sure about the content they might publish?Don’t take any chances.

 

  • It’s best to mention that an approval or content review is required before publishing in such a scenario.

 

  • Also, mention due dates along with each influencer deliverable. Suppose you want to review the content two days before it is published. Include that timeframe in your influencer contract.

 

  • Include in the deliverables that you expect them to share any analytics and result reporting you might need. Instagram Analytics provides a lot of extra insights that might help you evaluate the campaign’s success later on. 

 

  • Additionally, add to the deliverables you expect them to send you the W-9 form and an invoice. 

Pro Tipps: 

 

Influencer deliverables mainly cover what the brand expects from the influencer. But if you want to run a successful marketing campaign, you need to spell out what they can expect from you as well.

 

Here are some important details you should touch upon in your influencer agreement or contract, along with influencer deliverables:

 

● Timeline: It’s a good idea to mention your influencer marketing campaign’s start and completion dates. Also, mention due dates for drafts (if necessary) and publishing.

● Compensation: Whether you’re collaborating on a commission basis or paying them per post, mention all compensation details.

● Publishing rights: Do you own the content that they create for your marketing campaign? Can they re-use it on their channels after a set amount of time? Can you repurpose the content they create? Mention the publishing rights.

● KPIs: How will you measure the success of the campaign? Are you going to track the campaign reach, engagement, hashtag performance, or referral traffic? Whichever KPI is your top priority, let the influencer know.

● Mood board: To help influencers understand your requirements better, provide them with a mood board. It can include examples of the posts or captions that you like. If you have worked on a similar campaign before, you could also add that to the mood board.

 

The idea is to let them know what type of sponsored blog posts or social media posts you want in terms of content, tone, and style.

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