• Daniel Trösch

5 Influencer Deliverables to Know While Writing Your Campaign Brief

Updated: Jul 20, 2020

Running a successful influencer marketing campaign is not an easy feat. When you are collaborating with influencers, you need to clearly spell out what you expect from them.


In February 2020, the Canadian Competition Bureau officially warned 100 brands and ad agencies to ensure that they comply with the law. In the past, the US and the UK watchdogs have also issued similar warnings.

It’s evident that to maintain your brand’s reputation, transparency is key in influencer marketing. You should clearly set your expectations before you begin your marketing campaign to avoid getting on the wrong side of the law.

That’s not all.

If there is a communication gap, your brand could be stuck in a dispute later on. Or either of the parties involved may feel like they are getting the short end of the stick.

To steer clear of any friction, it’s a good idea to provide your influencers with a strategy and campaign brief before you collaborate. Think of it as an influencer agreement or contract that outlines all of the requirements.

Your influencer marketing brief can also include details about compensation and key performance indicators.

In this article, let’s talk about influencer deliverables for your influencer marketing campaigns.

What are Influencer Deliverables?

Influencer deliverables refer to the key products (tangible or intangible) that brands expect influencers 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 influencer marketing brief to clarify the overall expectations of the influencer.

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

The number and type of influencer deliverables will differ for each brand and influencer marketing campaign. Before you finalize your brand’s campaign brief, you should always discuss the deliverables with the influencer you’re collaborating with.

Influencer Marketing Essentials: Influencer Deliverables To Include in Your Contract/Agreement

The influencer deliverables and the expectations you mention in your influencer contract/agreement will set the tone for the kind of relationship you have with the influencer.

It will define the level of creative freedom that an influencer will have. At the same time, it will also ensure that the content delivered aligns with your brand’s content guidelines and your influencer marketing strategy. It will also make sure that both the parties involved are on the same page.

If you’re going to work on a marketing brief soon, here are the key influencer deliverables you should touch upon:

1. What is the Scope of Work?

Your influencer agreement should outline exactly what you need from the influencer. They need to understand the scope of work and what the partnership entails. You should be as specific as possible. Instead of mentioning generic phrases like, “publish photos” and “post a blog post,” get into the details.

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 want them to include tags, links, and hashtags in the posts. If you’re planning a series of posts, mention 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 clearly. Don’t leave any space for confusion or disagreement in your influencer marketing contract.

2. 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 scope of work, 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 the delivery of content. Ideally, after they read out the agreement, they should be clear on all aspects of the marketing campaign.

3. What Will Be the Review and Approval Process?

Before the influencer publishes the content, do you want to take a look at it?